Meta Ads Report · Goodier Labs

Meta Ads · Oct 5 - Nov 3

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 Oct 5 - Nov 3

Inbound leads

21% lower vs last period

$48.84

Cost per lead

21% dearer vs last period

5.37%

Click-through rate

2.76% to the site, vs the 1-2% B2B norm

22,665

Video views

$4,835 media spend

Meta Ads, Oct 5 - Nov 3. A lead is a completed discovery-call enquiry recorded by the Goodier Labs pixel, counted once.

The read

What this period proved.

What moved this period, and why.

$48.84

The cost per lead is going up.

It moved from $40.32 to $48.84, 21% up, while leads went from 125 to 99. Spend held roughly level, so the same budget bought fewer leads. The cue is fresh creative, not more budget.

70 of 99 leads

One video is doing the work.

"Where The Formula Sharpens" carries the account at $47.14 each. The account leans on one video, so the next round has to widen what converts.

9 new ads

A new creative round is in rotation.

The round dated Oct 29 has 9 ads live: 10 leads on $608 so far, at $60.77 each. It is the test that answers the dependence on one video.

Measure	Last period Sep 5 - Oct 4	This period Oct 5 - Nov 3	Change
Leads	125	99	21% lower vs last period
Click-through rate	5.04%	5.37%	Flat vs last period
Site visits	2,070	1,910	Flat vs last period
Video views	23,758	22,665	Flat vs last period
Media spend	$5,039	$4,835	Flat vs last period
Cost per lead	$40.32	$48.84	21% dearer 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.

78,578

Impressions

22,665 video views

2,166

Link clicks

Opened the website

1,910

Site visits

88% of clicks arrive

Leads

$48.84 each

→

88% of clicks turn into an actual site visit. Of 2,166 link clicks, 1,910 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 19 visitors enquires.

Link clicks are the clicks that opened the Goodier Labs site. The 5.37% 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

One campaign carries the account.

All spend runs through a single cold prospecting campaign, so there is no split to rank.

Campaign	Role*	Spend	Impressions	CTR	Site visits	Leads	Cost / lead
Prospecting – United StatesNZ 01 - Leads - Goodier Prospecting - US	Cold	$4,834.98	78,578	5.37%	1,910	99	$48.84
Total		$4,834.98	78,578	5.37%	1,910	99	$48.84

* Role is our label, not Meta’s. Cold = people who have not met Goodier Labs before.

→

All of the budget runs through Prospecting – United States. It earns a 5.37% click-through and produced all 99 leads at $48.84 each. With one campaign, the levers are the creative and the audience, not a budget split.

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 · 70 leads $47.14 / lead

Where The Formula Sharpens

Leads70CTR5.36%Spend$3,300Impressions55,541

Watch the ad ▸

In rotation $49.03 / lead

Packaging Is Development

Leads16CTR5.38%Spend$784Impressions12,030

Watch the ad ▸

In rotation

Launch Starts Before Launch Day

Leads3CTR4.82%Spend$207Impressions2,924

Watch the ad ▸

In rotation

Texture Makes It Luxurious

Leads3CTR5.66%Spend$159Impressions2,334

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 lab footage is the most valuable asset on the account. "Where The Formula Sharpens" produced 70 of the 99 leads at $47.14 each. The next move is more of what already works: new cuts from inside the lab, each built around one step of the process.

Showing the top 4 ads by leads, 92 of the 99 leads in the window. 15 further ads ran and are not pictured.

The newest round, dated Oct 29, has 9 ads in rotation: 10 leads on $608 so far, at $60.77 each.

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

Plus 4 from Audience Network, 1 from WhatsApp, under 10 leads each, so not priced.

Leads by device

Leads

$45.42

Cost per lead, women

92 leads · 5.47% CTR

Leads from men

7 leads · 4.66% CTR

99%

On a phone

iPhone and Android

Message conversations started

Not counted in the leads

→

The 35 to 64 founder band takes 81% of spend and returns 76% of leads. Separately, 26 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.

Method: figures are Meta advertising results for the Goodier Labs lead campaigns, Oct 5 - Nov 3, pulled from the Meta Marketing API on Nov 4, 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.