--- title: HomeTeam Pest Defense | Meta Ads Lead Generation Case Study description: Meta Ads lead generation for HomeTeam Pest Defense. ~50% lower cost per lead, 7,000+ leads, and 1,800+ calls at under $16 each through call tracking and demand-based budgeting. --- [Skip to content](https://theviralmarketingcompany.com/case-studies/hometeam-pest-defense#main-content) [![the viral marketing company logo](https://theviralmarketingcompany.com/hs-fs/hubfs/V%20(2)%20(1).png?width=500&height=500&name=V%20(2)%20(1).png)Homepage](https://theviralmarketingcompany.com/) - [About](https://theviralmarketingcompany.com/the-viral-marketing-company-make-the-right-message-go-viral) - [Blog](https://theviralmarketingcompany.com/blog/) - Resources - [The Meta Ads Brief](https://theviralmarketingcompany.com/meta-ads-brief) - [The Future of Meta Ads](https://theviralmarketingcompany.com/the-future-of-meta-ads) - [Social Media Blueprint](https://theviralmarketingcompany.com/the-social-media-brand-blueprint-5-timeless-steps-to-earn-trust) - [Services](https://theviralmarketingcompany.com/services) - [Strategy](https://theviralmarketingcompany.com/play-business-chess-with-market-dominating-strategies-free-review) - [SEO](https://theviralmarketingcompany.com/free-seo-audit-boost-search-rankings-the-viral-marketing-company) - [Meta Ads](https://theviralmarketingcompany.com/meta-ads-services-the-viral-marketing-company) - [Google Ads](https://theviralmarketingcompany.com/google-ads-account-review-the-viral-marketing-company) - [Linkedin Ads](https://theviralmarketingcompany.com/linkedin-ads-services) - [Industries](https://theviralmarketingcompany.com/industries) - [IT Providers](https://theviralmarketingcompany.com/lead-generation-for-it-providers-the-viral-marketing-company) - [Med Spas](https://theviralmarketingcompany.com/meta-ads-med-spas) - [Pest Control](https://theviralmarketingcompany.com/meta-ads-pest-control) - [Case Studies](https://theviralmarketingcompany.com/case-studies) - [About](https://theviralmarketingcompany.com/the-viral-marketing-company-make-the-right-message-go-viral) - [Blog](https://theviralmarketingcompany.com/blog/) - Resources - [The Meta Ads Brief](https://theviralmarketingcompany.com/meta-ads-brief) - [The Future of Meta Ads](https://theviralmarketingcompany.com/the-future-of-meta-ads) - [Social Media Blueprint](https://theviralmarketingcompany.com/the-social-media-brand-blueprint-5-timeless-steps-to-earn-trust) - [Services](https://theviralmarketingcompany.com/services) - [Strategy](https://theviralmarketingcompany.com/play-business-chess-with-market-dominating-strategies-free-review) - [SEO](https://theviralmarketingcompany.com/free-seo-audit-boost-search-rankings-the-viral-marketing-company) - [Meta Ads](https://theviralmarketingcompany.com/meta-ads-services-the-viral-marketing-company) - [Google Ads](https://theviralmarketingcompany.com/google-ads-account-review-the-viral-marketing-company) - [Linkedin Ads](https://theviralmarketingcompany.com/linkedin-ads-services) - [Industries](https://theviralmarketingcompany.com/industries) - [IT Providers](https://theviralmarketingcompany.com/lead-generation-for-it-providers-the-viral-marketing-company) - [Med Spas](https://theviralmarketingcompany.com/meta-ads-med-spas) - [Pest Control](https://theviralmarketingcompany.com/meta-ads-pest-control) - [Case Studies](https://theviralmarketingcompany.com/case-studies) # [Case Studies](https://theviralmarketingcompany.com/case-studies) \> HomeTeam Pest Defense HomeTeam Pest Defense Approximately 50% lower cost per lead Meta Ads lead generation for a pest control company, including call tracking and demand-based budgeting. ~50% Lower cost per lead 7,000+ Leads generated 1,800+ Calls included in the lead total Calls are included in the 7,000+ leads, not additional to that total. ## The starting point HomeTeam’s Meta Ads account did not have integrated call tracking when the work began. Phone inquiries were generally considered at least as valuable as form submissions, but they were not being measured cleanly inside the ad account. The budgeting model also allocated the same amount each month. Jordan Van Ahn helped change both the measurement setup and the way budgets were planned, while broadening the campaigns beyond direct lead generation. ## What changed ### Call tracking and phone inquiries Jordan integrated Invoca so phone leads could be tracked alongside form submissions. Call extensions were also added to the ads to make it easier for people to call directly after clicking, improving the experience for users who preferred to phone rather than fill out a form. The 7,000+ leads include more than 1,800 calls. Those calls came in at under $16 each, lower than the cost of the form fills. ### Budgets based on demand Equal monthly budgets were replaced with demand-based allocations informed by Google Trends and Google search data, so spend followed periods of higher search interest rather than staying flat. The broader approach included promoting organic content and running giveaways to build awareness alongside the lead-generation campaigns. ## The results and their context The reported results were approximately **50% lower cost per lead** and **7,000+ leads generated**, including **more than 1,800 calls**. These figures describe the engagement’s results. They do not isolate the contribution of call tracking, budget changes, awareness campaigns, or attribution testing individually. ### Jordan’s role This work spanned Jordan’s freelance collaboration with Iron Roots and the period after he started The Viral Marketing Company. It is part of his marketing experience across those engagements, rather than work delivered exclusively by The Viral Marketing Company. *Past results do not guarantee future outcomes. Your offer, budget, market, tracking, and sales process affect what is achievable.* ## Get a clearer picture of your Meta Ads If your business is spending at least $1,000 per month on Meta Ads, start with a free 30-minute review. [Get your free Meta Ads review](https://theviralmarketingcompany.com/meta-ads-services-the-viral-marketing-company)[Back to Case Studies](https://theviralmarketingcompany.com/case-studies) - [Home](https://theviralmarketingcompany.com) - [About](https://theviralmarketingcompany.com/the-viral-marketing-company-make-the-right-message-go-viral) - [Blog](https://theviralmarketingcompany.com/blog) - [Services](https://theviralmarketingcompany.com/services) - [Privacy Policy](https://theviralmarketingcompany.com/privacy-policy-the-viral-marketing-company) - +1 (817) 873-3153 - [Industries](https://theviralmarketingcompany.com/industries) - [Case Studies](https://theviralmarketingcompany.com/case-studies) The Viral Marketing Company LLC Austin, Texas  The Viral Marketing Company™ is a registered DBA of The Viral Marketing Company, LLC, an independent marketing and advertising firm. We help businesses grow using platforms like Meta, Google, and LinkedIn. This site is not affiliated with or endorsed by Meta, Google, LinkedIn, or their parent companies. All trademarks are property of their respective owners. The ™ symbol reflects our intent to trademark the brand name. Results are not guaranteed and will vary based on effort, market, offer quality, and other factors. Please do your own due diligence before hiring any service provider. © 2025 The Viral Marketing Company, LLC. All rights reserved.