In one month of Meta advertising for Vipneon neon signs, we generated 638 leads, of which 403 were qualified. Ad spend totalled $2,911. The case study screenshot lists the qualified lead cost as $7. This is an example of Bei Agency’s work with a product business, where enquiry quality matters as much as volume.
In this article, I break down the case study numbers and the advertising offer from our portfolio. The project’s goal was to reduce the cost of qualified leads for business neon signs. Below are recorded results for one month, rather than a forecast for every new campaign.
One-month results: $2,911 budget, 638 leads, 403 qualified
Ad spend: $2,911.
Total leads: 638.
Qualified leads: 403.
Qualified lead cost shown in the case study: $7.
403 out of 638 enquiries is approximately 63.2%. This is the share of qualified leads in the total, calculated from the case study figures. It shows how many enquiries match the business’s criteria, rather than simply how many people messaged after seeing an ad.
Dividing the $2,911 budget by 638 leads gives an average enquiry cost of about $4.56. Dividing the same budget by 403 qualified leads gives about $7.22. The poster rounds this to $7. These calculations describe different levels of assessment: total enquiry volume and its quality.
Why 403 qualified leads matter more than 638 enquiries alone
For a product business, a large volume of messages does not automatically mean effective advertising. Some people may only ask about price, lack the relevant budget or be looking for another product. This case separately identifies 403 qualified leads, enabling a more meaningful discussion of results.
The screenshots do not show paid orders, revenue, margins or the initial lead cost. We therefore do not describe 403 qualified enquiries as 403 sales or invent a ROAS or percentage cost reduction. Actual sales and product economics must be added to this advertising data to assess profitability.
How the advertising offer helps generate enquiries
The neon sign creative on our homepage shows four product examples, a starting price of UAH 1,500, a free mockup and the option to request changes. People see what they can order and have a clear reason to message. This is the content of a portfolio advertising asset; the manufacturer’s current price should be checked before a new launch.
For a custom sign, showing what the order will look like matters. A free mockup reduces uncertainty: customers can discuss wording, size and design before buying. Photos of different signs help them imagine the product in their own venue or space.
This creative illustrates the offer, but the results screenshot does not break down all 638 leads by individual ad. We therefore do not attribute the entire result to one design. It can be assessed as part of the project’s advertising communication.
What to measure in your advertising
The $2,911 budget illustrates why focusing only on cheap enquiries can be misleading. $4.56 for any enquiry and around $7.22 for a qualified one are different metrics. Your analytics should show both, as well as order numbers and reasons for rejection.
Before launch, we agree on what counts as a qualified enquiry for your specific business. We then compare ad spend with lead quality and sales. This makes it easier to understand which campaigns to grow and where to change the offer, creative or customer journey.
Start with a 7-day Meta Ads trial
Bei Agency specialises in Meta advertising for product businesses. For the first 7 days, we charge no agency fee: we create a work chat, develop a strategy, set up ads and maintain an analytics spreadsheet. You pay ad spend separately.
After 7 days, we hold a Zoom meeting and decide whether to continue. Ongoing complete Meta Ads management costs $550 per month. This includes creatives, design, campaign management and optimisation. We agree on performance metrics and working terms before starting.