P A I D M E D I A C A S E S T U D Y · G O O G L E A D S V S M E T A A D S
Test bothchannels.
Back the one that delivers.
51 leads
From Meta Ads in 31 days
7× the lead volume of Google on 1.5× the spend
Not every service is searched for the same way. Instead of assuming which platform would work, we ran Google Ads and Meta Ads at the same time, over the same period, and let the cost-per-lead data make the decision. The result was a clear winner — and a budget moved to where the leads actually came from.
A$17.27
Cost per lead on Meta Ads
79% lower than Google Ads in the same month
CASE STUDY · QUE ENSLAND & NEW SOUTH WAL ES
Roofing & Gutter Protection Company
Industry Roofing & gutter protection Market QLD & NSW Period 1–31 Oct 2025 Channels Google Ads + Meta Ads
58 leads in one month — and clear proof that Meta Ads delivered leads at under a quarter of the cost of Google Ads.
Google Ads
A$84.33
COST PER LEAD
____________________________________________
Ad spend
Leads
Average CPC
Clicks (approx.)
Click-to-lead rate
A$590.32
7
A$4.16
~142
4.9%
Meta Ads
A$17.27
COST PER LEAD
____________________________________________
Ad spend
Leads
Average CPC (link clicks)
Link clicks (approx.)
Click-to-lead rate
A$880.97
51
A$3.85
~229
22.3%
WINNING CHANNEL
The challenge
The business needed a dependable, repeatable flow of enquiries across two states. Gutter protection and roofing upgrades are high-value services, but many homeowners don't search for them until there's a problem — so it wasn't obvious whether search or social would give the better return.
What we did
Launched Google Ads and Meta Ads side by side over the same month, so results could be compared fairly.
Measured both channels on the metric that matters — cost per lead — not clicks or impressions.
After 31 days, moved the budget primarily to Meta, the channel producing a steady flow of lower-cost leads.
Source: Google Ads and Meta Ads Manager, 1–31 October 2025. Clicks and click-to-lead rates are derived from spend ÷ average CPC (Meta uses cost per link click). Lead definitions differ by platform and should be read alongside lead quality.
T H E O U T C O M E
One month of data. One clear decision.
Google Ads
A$590.32
7
A$84.33
A$4.16
~1.6
Metric
Ad spend
Leads
Cost per lead
Average CPC
Leads per week (avg.)
Combined
A$1,471.29
58
A$25.37
—
~13
Meta Ads
A$880.97
51
A$17.27
A$3.85
~11.5
Meta produced 7× the leads of Google Ads for about 1.5× the spend — so after the test month we moved the account primarily to Meta Ads.
W H A T T H I S C A S E S H O W S
01
Test, don't assume
Running both platforms together over the same period gave a fair, like-for-like comparison instead of a guess.
02
Judge on cost per lead
Cheaper clicks mean little on their own. The decision was made on what each lead actually cost the business.
03
Move budget to what works
Once the data was clear, spend was reallocated quickly so every dollar went to the channel producing steady lead flow.
Not sure which platform will work for your business?
We'll help you test the right channels, measure what matters and put your budget behind the one that brings in leads.
Stop Spending. Start Scaling.
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