🌐 Lead Generation for Renovation Services

Generating affordable leads for renovation services has traditionally relied on Facebook Ads lead forms or landing pages. But in this case study, HYPE Hyperion adopted a different strategy: initiating conversations through Instagram DMs and Facebook Messenger, completely bypassing the use of lead forms. This unconventional approach not only lowered the cost per lead but also increased the quality of conversations and conversions.

By integrating automated messages and retargeting strategies, we were able to turn interest into action more efficiently. This case highlights how messaging-based campaigns, combined with tailored creatives and smart positioning, can outperform traditional tactics.

📲 Why We Chose DMs Over Lead Forms

One of the key decisions in this campaign was to drive potential clients to DMs instead of lead forms. While forms require users to fill out multiple fields and wait for a response, messaging platforms create instant interaction. This builds trust and makes it easier to answer objections or provide more detail in real time.

The cost-efficiency became clear quickly. With DMs, we had the ability to qualify leads naturally through conversation. For renovation services where timing, location, and scope matter, this made it easier to filter serious inquiries from casual ones.

🎟️ Creative Testing: Video Ads vs Image Ads

We ran two separate ad sets to compare image creatives against video creatives. Each was targeted to the same audience segment to ensure consistency in results. The video ads, showcasing renovation transformations and client testimonials, performed better in terms of engagement rate. However, image ads with clear, aesthetically pleasing visuals of finished interiors attracted more click-throughs.

Both formats had a role to play:

• Video ads helped build emotional appeal and show craftsmanship
• Image ads worked well to initiate action with stronger calls to DM

The combination of both formats created a full-funnel experience that moved users from interest to inquiry.

🫳 Positioning Strategy: Lifestyle vs Investment

In this renovation lead generation campaign, we promoted specific properties. The main messaging challenge was whether to sell the dream of living in a beautifully renovated space or highlight it as an investment opportunity.

We tested both strategies across creatives and ad copy. The lifestyle approach, focusing on how the property could improve daily life, significantly outperformed the investment angle. Ads featuring visuals of cozy kitchens, serene bathrooms, and happy families in newly finished living rooms created an emotional connection that led to more inquiries.

This insight was crucial: people buy the dream first, then justify it as an investment.

🧬 The Power of Retargeting in Facebook Lead Campaigns

Retargeting was a core element of our approach. We created custom audiences of users who had interacted with the first round of ads, watched at least 50% of the video, or messaged but didn’t convert.

To re-engage them, we ran ads with a personal message from the renovation business owner, talking directly to the audience about common renovation fears, project timelines, and quality guarantees. This personalization added credibility and triggered follow-up DMs.

Retargeting allowed us to capture leads that would have otherwise dropped off and lower the final CPL significantly.

🛋️ Using Automated DMs to Collect Phone Numbers

Once a lead entered our DMs, automation took over. We used smart scripts to ask qualifying questions and then request a phone number for a follow-up call. This process filtered the top-quality leads from general inquiries.

Automation didn’t mean impersonal. We crafted the tone to feel natural and conversational, which encouraged higher response rates. The data collected was instantly synced with the sales CRM, enabling rapid follow-up by the sales team.

This approach also ensured data privacy compliance and avoided the spammy reputation sometimes associated with lead forms.

🌟 What We Learned About Lead Generation in Home Renovation Niche

Using Facebook DMs and retargeting for renovation services proved to be a smart move for generating qualified, affordable leads. We discovered that creating a conversation-based journey is more effective than forcing users through forms. Check the results:

Video ads built emotional connections, image ads delivered strong CTAs, and direct messaging opened the door for natural, high-intent conversations. Coupled with smart automation and lifestyle-driven positioning, this campaign provided clear takeaways for similar local service-based businesses:

• Lead quality improves when people feel in control of the conversation
• Personal touches in retargeting foster more conversions
• Automation, when done thoughtfully, can humanize rather than alienate

This Facebook Advertising case study demonstrates how blending messaging, retargeting, and creative testing can transform performance without increasing spend.

If you’re still relying only on forms and cold traffic, it’s time to rethink your approach.