Koala Insulation of Winnipeg

How Koala Insulation of Winnipeg Cut Its Cost Per Lead in Half While Scaling Into Rural Manitoba

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Koala Insulation of Winnipeg installs spray foam, blown-in, and batt insulation for homeowners across Manitoba. Cold floors, drafty rooms, and high winter energy bills are the problems on every call.

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The business built its reputation on education and follow-through. Every quote walks the homeowner through exactly where their home is losing heat, and every job gets finished without shortcuts.

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Adovate began managing Koala's Meta Ads in April 2026 with one goal: turn that reputation into a predictable stream of qualified homeowner leads.

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The Challenge

Manitoba's insulation market is crowded, and price is the first objection on almost every call.

• A dozen-plus regional competitors, from established players to newer spray foam specialists, all competing for the same homeowners
• Spray foam carries a real price premium over standard insulation, and prospects motivated purely by cost were hard to close
• Meta's algorithm initially over-funded a rebate-focused ad that drove volume but attracted lower-quality, price-shopping leads
• A campaign confined to Winnipeg proper was capping how many qualified homeowners the business could reach each month

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Every dollar spent on a low-intent rebate-shopper was a dollar not spent on a homeowner ready to book a quote.

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The Strategy

We rebuilt the campaign around manual control, sharper creative, and a wider net.

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Manual Budget Reallocation Away from Low-Quality Volume

Left alone, Meta's algorithm kept favoring a high-volume "rebate" ad over better-converting concepts. We manually shifted budget toward the ads actually producing qualified leads and paused the ones that weren't, trading some raw volume for real lead quality.

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Consultative, Pain-Point Creative

Winter-themed ads outperformed spring content early in the campaign, so the messaging leaned into the exact discomfort Manitoba homeowners feel every January: cold floors, drafty rooms, and the energy bill that comes with them. As the account matured, we planned a new creative batch featuring a broader mix of on-camera talent to connect with a wider range of homeowners than the existing audience skewed toward.

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Expanded Radius and a Simplified Lead Form

We widened the ad radius to 50+ miles to reach rural communities like Steinbach and La Prairie, tightened the minimum age target to 25, and stripped the lead form down from hyper-specific service options to three simple choices. Fewer questions meant fewer homeowners abandoning the form halfway through.

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Campaign Performance Snapshot

Between April 10 and July 18, 2026, Koala Insulation's Meta Ads account delivered:

• 📩 148 Leads Generated
• 💰 $24,913.22 Revenue Generated (CAD)
• 🚀 4.58x Return on Ad Spend
• 📊 387,008 Impressions
• 👥 326,395 Accounts Reached
• 💵 $5,444.76 Total Ad Spend (CAD)
• 🎯 $36.79 Average Cost Per Lead
• 🖱 4,518 Clicks
• 📈 1.17% Blended Click-Through Rate

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The Outcome

The clearest signal came in June. After the manual budget reallocation and lead form changes took effect, average cost per lead dropped from $47.84 in May to $27.66 in June — nearly half — while lead volume climbed to 55 for the month, the campaign's strongest yet.

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As of Koala's most recent closed deal on June 19, the campaign had converted $24,913.22 in revenue against $5,444.76 in ad spend, a 4.58x return. A meaningful share of June and July's leads are still moving through the sales cycle and haven't closed yet, which is normal for a business selling a project-based service rather than an impulse purchase.

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Widening the radius into rural Manitoba also opened the business up to homeowners it simply couldn't reach with a Winnipeg-only campaign, without spending more to do it.

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Why This Matters for Home Insulation Businesses

Koala's account is a reminder that Meta's algorithm optimizes for volume, not necessarily for the leads that actually close. Left unmanaged, it will keep funding whatever ad gets the most cheap clicks, even if those clicks come from people who were never going to buy.

• Manually reallocating budget toward proven ad concepts, rather than trusting the algorithm by default, is often what separates a cheap lead from a qualified one
• A simplified lead form recovers homeowners who would otherwise abandon a form with too many specific questions
• Expanding radius into underserved rural markets can grow lead volume without increasing spend
• Revenue from home service leads lags lead generation by weeks or months — judge a campaign's health by trend, not by any single month's close rate