SS Safe & Security
A home-security company selling monitored alarm systems and rapid-response patrol cover in Kyiv and Kharkiv. Over 13 months we ran their entire Meta account — awareness, lead generation and app installs — and used reach campaigns to bring the cost per lead down from roughly $60 to roughly $20.
Niche
Home Security
Channel
Meta Ads
Timeline
February 2025 – February 2026 (13 months)
Service
Media buying
CPL ↓ 67%
cost per Lead decreased 3x
592
leads in 13 months
$1.18
per app install
6.3M
people reached
Sound off — tap a video for sound
The client arrived from a contractor who never proposed anything — every idea had to come from the client side, and the agency only executed it. The offer itself was hard to move on price alone: home security is a subscription people postpone, competitors were bidding on the same two city audiences, and cost per lead climbed the longer any single angle stayed live. There was also a second product with no paid support at all — a panic-button app that existed in the stores but had no Facebook app registered against it, so installs could be neither tracked nor optimized.
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Rebuilt the creative from scratch in the first month: new angles, new offers and a new visual system, replacing the set the previous contractor had been running unchanged.
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Ran awareness at real scale alongside lead generation: $17,308 of reach campaigns put the brand in front of 6.3 million people in Kyiv and Kharkiv at a $0.49 CPM, and cost per lead in the lead campaigns fell from roughly $60 to roughly $20 and held there for the next two months.
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Registered the panic-button app in Meta from scratch: with the app properly connected we finally had both in-platform and internal install tracking, and 12 campaigns delivered 1,543 installs at $1.18 each.
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Optimized on CRM truth rather than on the ad account: campaigns were managed day to day on cost per lead, and every month end we reconciled the ad account against the client CRM on cost per signed contract, which is what decided the next month budget split.
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Kept a monthly launch cadence with mid-month intervention: at least one new campaign set every month, creative swapped the moment cost per lead moved, plus boosted posts as a supporting layer and landing-page tests with tracking on each variant.
“They took over an account we were not happy with and started proposing things instead of waiting for us to. Over thirteen months they ran everything — awareness, lead generation and our app — and the cost per lead came down to a level we had not seen before. Fully happy with the work, and I recommend them.”
— Rosty C.
Founder, collaba.team
“The awareness budget was the client’s idea, not mine — I normally push back on reach campaigns inside a lead-gen account. Here it was the one thing that moved the number: while we ran them hard, cost per lead went from about $60 to about $20 and stayed there for two more months, and the reach campaigns brought in 32 leads by themselves. The other half of the job was knowing when to stop — we tested TikTok, the lead quality did not hold up, and we shut it down instead of keeping a second channel alive for the sake of the report.”
In a category people postpone buying, cost per lead climbs the longer you push the same direct offer at the same city audience. Running awareness at real scale next to the lead campaigns reset that: leads three times cheaper for as long as the reach budget was on, and leads coming straight out of the awareness campaigns as a bonus. It is the cheapest fix available when a lead-gen account has plateaued and the brand is still unknown.
Feettech
1,527
booked calls from Meta in 7 months
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Kyiv, Ukraine · worldwide clients
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