Meta Ads Report · Goodier Labs

Meta Ads · Jul 13 - Aug 11

The story of the lab is converting.

Goodier Labs sells something a brand founder chooses once and lives with for years: a manufacturing partner. That is a considered, high-trust decision, and it is why the campaign leads with the lab itself rather than with an offer.

Meta · Facebook + Instagram · objective: leads (discovery calls) · currency USD · window Jul 13 - Aug 11

The read

What this period proved.

Each campaign runs a different job, so they are read on their own terms rather than blended into one number.

58 leads

There is a cost per lead now.

The account has produced 58 leads at $118.66 each. For a manufacturing partnership worth years of production runs, that is a cost worth paying and a baseline we can now push down deliberately.

29 of 58 leads

One video is doing the work.

"Inside the Lab" carries the account at $113.00 each. Showing the actual facility converts better than any claim about it. That is the template for the next round.

$86.02

Prospecting – United States is the cheapest source.

It produced 28 leads at $86.02 and holds a 6.01% click-through. It is the campaign to feed as it proves out.

The funnel

From a scroll to a booked call.

The full path a skincare founder takes, from seeing the lab in their feed to enquiring about their own product.

118,307

Impressions

38,357 video views

2,964

Link clicks

Opened the website

2,615

Site visits

88% of clicks arrive

Leads

$118.66 each

→

88% of clicks turn into an actual site visit. Of 2,964 link clicks, 2,615 loaded the page. On most paid accounts a quarter to a third are lost between the tap and the page, so this means the site is fast and the message matches what the ad promised. From there, roughly 1 in every 45 visitors enquires.

Link clicks are the clicks that opened the Goodier Labs site. The 5.19% click-through rate counts every interaction with the ad, including video expands and reactions, which is why the two numbers differ.

Where the budget went

Which campaign performed best.

Three campaigns run three different jobs, so they are read on their own terms rather than blended into one number. Ranked by cost per lead, cheapest first.

Campaign	Role*	Spend	Impressions	CTR	Site visits	Leads	Cost / lead
Prospecting – United StatesNZ 01 - Leads - Goodier Prospecting - US	Cold	$2,408.64	37,467	6.01%	938	28	$86.02
Prospecting – TexasNZ 01 - Leads - Goodier Prospecting - Texas	Cold	$2,507.93	47,371	4.48%	918	17	$147.53
RetargetingNZ 02 - Leads - Goodier Retargeting	Warm	$1,965.72	33,469	5.28%	759	13	$151.21
Total		$6,882.29	118,307	5.19%	2,615	58	$118.66

* Role is our label, not Meta’s. Cold = people who have not met Goodier Labs before. Warm = people who have already seen the brand or visited the site.

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Prospecting – United States is the strongest campaign, and it is where the next dollar should go. It earns a 6.01% click-through and produced the most leads at 28 at $86.02, 28% below the account average.

The creative

Showing the lab beats describing it.

Every ad is a video built on the lab’s credibility: 600+ formulations, a 98.2% right-first-time record, and a building that has been making product since 1922. Ranked by the leads each one drove.

Leads by creative

Leads

#1 · 29 leads $113.00 / lead

Inside the Lab

Leads29CTR4.84%Spend$3,277Impressions67,012

Watch the ad ▸

In rotation $109.54 / lead

Biggest Mistakes Skincare Startups Make

Leads13CTR6.63%Spend$1,424Impressions14,529

Watch the ad ▸

In rotation

The Full Facility Tour

Leads7CTR5.92%Spend$948Impressions15,953

Watch the ad ▸

In rotation

What Goes Into Your Formula

Leads6CTR4.68%Spend$984Impressions17,066

Watch the ad ▸

Every creative is measured the same way. Cost per lead is badged only where a creative has cleared 10 leads; below that base a single lead moves the figure too far to publish it.

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The facility footage is the most valuable asset on the account. "Inside the Lab" produced 29 of the 58 leads at $113.00 each, while showing the audience the actual building. The clear next move is more of what already works: additional cuts from inside the facility, each built around one step of the process.

Who is enquiring

Which audience performed best.

The buyer for a contract manufacturer is a brand founder or product lead. This is who actually responded.

Leads by age and gender

Women Men

Leads by placement

Leads

Cost per lead by platform

Cost per lead · shorter is better

Leads by device

Leads

$107.44

Cost per lead, women

40 leads · 5.81% CTR

$157.40

Cost per lead, men

16 leads · 4.39% CTR

98%

On a phone

iPhone and Android

Message conversations

Not counted in the leads

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The 35 to 64 founder band takes 77% of spend and returns 74% of leads. Women account for 40 of the 58 leads at $107.44 each. Separately, 27 people opened a direct message with Goodier Labs from these ads, which the lead count does not include.

Cost per lead is published only where a group clears 10 leads, which is why it appears by platform and by gender. The age, placement and device charts report lead counts instead, so bands of very different size stay comparable.

What’s next

Push the cost per lead down.

Every move below ties to a number on this page, and none of them require starting over.

Move 01 · Creative

Shoot more from inside the lab.

"Inside the Lab" produces the most leads on the account. The next production should be a set of shorter cuts from the same facility, one per step of the process.

Why now: 29 of 58 leads come from one video. Concentration is a risk as well as a win.
Risk: Low. The winning ad keeps running while new cuts are tested alongside it.
We need: A half day of filming access at the facility.

Move 02 · Budget

Weight the budget to what is converting.

More into Prospecting – United States, and a tilt toward the placements and platforms returning the cheapest leads. None of this requires new creative or new audiences.

Why now: The cheapest campaign is also the highest volume, so scaling it does not cost efficiency.
Evidence: Prospecting – United States: 28 leads at a 6.01% click-through.
We need: Confirmation of the monthly media budget.

Operating plan

The next 30 days.

Keep the facility footage in production, it is the format producing the leads.
Shift budget toward the cheapest source of leads on the account.
Capture the message conversations, so the 27 enquiries arriving by direct message are answered and counted alongside the form leads.
Report on lead quality, not just volume, once the discovery calls have been worked through.

Where this goes

The expensive part is already working.

Getting a founder to stop, watch a factory tour, and then ask a hundred-year-old lab to make their product is the hard part of this category. That happened 58 times in this window at $118.66 each. The next chapter is more of the footage that is already converting, aimed at the audiences and placements that are already cheapest.

Method: figures are Meta advertising results for the Goodier Labs lead campaigns, Jul 13 - Aug 11, pulled from the Meta Marketing API on Aug 12, 2026. A lead is a completed discovery-call enquiry recorded by the Goodier Labs pixel; Meta records the same enquiry as both an on-site lead and a pixel lead, and it is counted once, never twice. Click-through rate counts every interaction with the ad; link clicks are the subset that opened the website. Cost per lead is published only where there are at least 10 leads, so that a rate is never computed off a base too small to mean anything. Message conversations are reported separately and are not included in the lead count. Benchmark reference for cold B2B prospecting click-through is 1-2%.