for Goodier Labs
Meta Ads · Aug 10 - Sep 8

Turning attention into booked calls.

Across 30 days Meta produced 92 inbound leads from skincare founders and product leads, at $55.67 each. The ads earned 4,113 clicks at a 5.55% click-through rate across every interaction, and 2.73% counting only the clicks that opened the website, against the 1-2% typical of cold B2B prospecting. It also drew 21,995 video views of the lab itself. One video, "Where The Formula Sharpens", is driving 71 of the 92 leads.

See the journey ↓ What we do next →
Meta Ads · Aug 10 - Sep 8

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 Aug 10 - Sep 8
92
Inbound leads
+67% vs last period
$55.67
Cost per lead
53% cheaper vs last period
5.55%
Click-through rate
2.73% to the site, vs the 1-2% B2B norm
21,995
Video views
$5,121 media spend
Meta Ads, Aug 10 - Sep 8. A lead is a completed discovery-call enquiry recorded by the Goodier Labs pixel, counted once.
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.

01
$55.67

The cost per lead is going down.

It moved from $118.58 to $55.67, 53% down, while leads went from 55 to 92. Buying more of the same lead is getting cheaper, not more expensive, which is what lets us scale.

02
71 of 92 leads

One video is doing the work.

"Where The Formula Sharpens" carries the account at $37.57 each. Showing the actual facility converts better than any claim about it. That is the template for the next round.

03
$48.94

Prospecting – United States is the cheapest source.

It produced 85 leads at $48.94 and holds a 5.49% click-through. It is the campaign to feed as it proves out.

Measure Last period
Jul 11 - Aug 9		 This period
Aug 10 - Sep 8		 Change
Leads5592+67% vs last period
Click-through rate5.17%5.55%Flat vs last period
Site visits2,4951,88424% lower vs last period
Video views37,03721,99541% lower vs last period
Media spend$6,522$5,12121% lower vs last period
Cost per lead$118.58$55.6753% cheaper vs last period
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.

74,067
Impressions
21,995 video views
2,024
Link clicks
Opened the website
1,884
Site visits
93% of clicks arrive
92
Leads
$55.67 each
→
93% of clicks turn into an actual site visit. Of 2,024 link clicks, 1,884 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 20 visitors enquires.
Link clicks are the clicks that opened the Goodier Labs site. The 5.55% 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.

CampaignRole* SpendImpressionsCTR Site visitsLeadsCost / lead
Prospecting – United StatesNZ 01 - Leads - Goodier Prospecting - USCold$4,159.7461,5585.49%1,55685$48.94
RetargetingNZ 02 - Leads - Goodier RetargetingWarm$587.406,0846.64%1925$117.48
Prospecting – TexasNZ 01 - Leads - Goodier Prospecting - TexasCold$374.326,4255.15%1362$187.16
Total$5,121.4674,0675.55%1,88492$55.67
* 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.
→
Prospecting – United States is the strongest campaign, and it is where the next dollar should go. It earns a 5.49% click-through and produced the most leads at 85 at $48.94, 12% 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
Where The Formula Sharpens video ad #1 · 71 leads $37.57 / lead
Where The Formula Sharpens
Leads71CTR5.60%Spend$2,668Impressions43,651
Watch the ad ▸
Packaging Is Development video ad In rotation $55.69 / lead
Packaging Is Development
Leads10CTR5.42%Spend$557Impressions7,909
Watch the ad ▸
What Goes Into Your Formula video ad In rotation
What Goes Into Your Formula
Leads4CTR5.76%Spend$311Impressions2,970
Watch the ad ▸
Biggest Mistakes Skincare Startups Make video ad In rotation
Biggest Mistakes Skincare Startups Make
Leads2CTR5.09%Spend$595Impressions5,634
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.
→
The facility footage is the most valuable asset on the account. "Where The Formula Sharpens" produced 71 of the 92 leads at $37.57 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.
Showing the top 4 ads by leads, 87 of the 92 leads in the window. 12 further ads ran and are not pictured.
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
$55.75
Cost per lead, women
76 leads · 5.65% CTR
$55.71
Cost per lead, men
15 leads · 5.19% CTR
99%
On a phone
iPhone and Android
37
Message conversations started
Not counted in the leads
→
The 35 to 64 founder band takes 81% of spend and returns 73% of leads. Separately, 37 people opened a direct message with Goodier Labs from these ads, which the lead count does not include.
The age, placement and device charts report lead counts rather than a cost per lead. That is an editorial choice, not a floor: several of those groups do clear 10 leads. Counts keep bands of very different size comparable on one axis.
What’s next

Cheaper leads, and the right ones.

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.

"Where The Formula Sharpens" 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
71 of 92 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: 85 leads at a 5.49% click-through.
We need
Confirmation of the monthly media budget.
Move 03 · Quality

Qualify on volume, in the ad and in the form.

Cost and volume are where we want them. The open question is fit: the bar is 5,000 units a month, and that has to be said out loud in the creative and asked in the form so the algorithm optimises toward it.

Why now
Cost per lead is not the constraint. Fit is, and every period we optimise on raw lead count teaches the algorithm the wrong target.
Risk
Volume dips before it recovers. Every enquiry still reaches the team.
We need
A written description of the ideal customer to build the ad around.
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 37 enquiries arriving by direct message are answered and counted alongside the form leads.
  • Qualify on monthly volume in both the ad and the form, so the 5,000 units a month bar is stated up front and the algorithm optimises toward it.
  • Report on lead quality, not just volume, once the discovery calls have been worked through.
Where this goes

The reach is bought. Now the fit.

Getting a founder to stop, watch a factory tour, and then enquire is the expensive half of this category, and it happened 92 times in this window at $55.67 each. What the ad account cannot yet see is which of those enquiries are the right size. That is the whole job of the next 30 days: say the 5,000 units a month bar out loud in the creative and the form, so the same budget buys fewer and better conversations.

Method: figures are Meta advertising results for the Goodier Labs lead campaigns, Aug 10 - Sep 8, pulled from the Meta Marketing API on Sep 9, 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 Meta’s messaging conversations started, reported separately and not included in the lead count. The 1-2% cold B2B benchmark refers to the LINK click-through rate, and is compared against that rate, not against the all-interaction rate.