Dwelling Design Case Study: $3,853 In, $34,000 Signed

Part 01 One lead

One lead, start to finish.

01 The ad

This is the ad he saw.

Daniel (we changed his name) wants to build a new house. He's scrolling Instagram and Dwelling's ad pops up. This is the exact ad we ran.

49,195Impressions

$1,603Ad spend, Jul 10-31

9:41

Instagram

dwellingdesignSponsored

Book Now›

3:39

Instagram

dwellingdesignSponsored···

Book Now›

dwellingdesign 🏡 Planning to Build or Renovate Your Home? Most people don't get burned by bad design. They get burned by pretty plans that fall apart once construction starts... more

Ad 1 · 64 leads$20.44 each

Ad 417 leads · $16.82 each

02 The form

He answered 2 questions.

What he's building and what his budget is. So before we even call him, we already know if he's worth Michael's time.

81Leads in 3 weeks

$19.79Per lead

3:41

✕2 of 3

Dwelling DesignComplimentary consultation

What kind of project?

New build

Remodel

Addition

What's your budget?

$200,000

Submit

03 Instant follow-up

We texted him the same minute.

He submitted at 3:41 and got a text at 3:41. Every text goes out in Dwelling's name, but it's our team sending them.

549Texts sent

72Replies

3:45

‹DDDwelling Design ›

Fri, Jul 10 3:41 PM

hey, is this Daniel? Reply STOP to unsubscribe. Thanks, Dwelling Design LLC

3:43 PM

This is just Amy with Dwelling Design LLC. I saw you claimed our complimentary consultation, so wanted to make sure you were able to arrange that. Are you free for a quick call this week?

Yes

3:45 PM

Getting ready to leave the house. Can I call you next week at this number?

Delivered

04 The call

Then we called him 11 minutes later.

He didn't pick up. So we kept calling. On Monday he finally picked up and booked the consultation.

831Calls made

26Real conversations

Beam · DialerLive

Daniel

New build$200,000From Ad 1

Jul 10
3:52 PMOutbound call · no answer+11 min

Jul 10-13Kept callingno answer

Jul 13
1:20 PMConnected5:14

Consultation bookedThu, Jul 16 · 9:30 AM · with Michael

05 Booked

It just shows up on Michael's calendar.

Michael doesn't chase anyone or send a single email. We book it, he gets the invite.

15Intro calls

12Consultations booked

July 2026

Michael · Dwelling Design

‹›

Mon13

Tue14

Wed15

Thu16

Fri17

8 AM9 AM10 AM11 AM12 PM1 PM2 PM

Busy

ConsultationVideo call

Busy

ConsultationVideo call

Video consultationDaniel
9:30 AM

Busy

ConsultationVideo call

06 Reminders

Then we reminded him 5 times.

Texts in Dwelling's name, plus our setters calling to confirm. That's why 8 out of 12 booked consultations actually showed up.

8 of 12Showed up

Thursday, July 16

8:30

Dwelling Designnow

Hi Daniel, your video consultation with Michael at Dwelling Design is in 1 hour. Here's your link. See you soon!

Dwelling Design5:30 AM

Your video consultation with Michael is in 4 hours. Here's your link. Talk soon!

Dwelling DesignWed

...is tomorrow, Thursday, July 16, 2026 9:30 AM. See you soon!

Dwelling DesignTue

Hi Daniel, quick reminder, your video consultation with Michael at Dwelling Design LLC is in 2 days. Talk soon!

Dwelling DesignMon

Hi Daniel, you're confirmed for your video consultation with our head architect Michael on Thursday, July 16.

Setter confirmation callsJul 15-16

07 The consultation

Michael talks to someone who's ready.

New build, $200,000 budget, and he knows exactly why he's on the call. Michael just has to do what he's good at.

Thu, Jul 169:30 AM · showed

Video consultation · Dwelling DesignLIVE · 9:30 AM

Michael · Dwelling Design

Daniel

08 The close

8 days later, he signed.

Daniel signed a $16,000 design contract. Another client signed for $18,000.

2Projects closed

Jul 24Logged

Dwelling Design LLC · Project 2

Design Services Agreement

Design fee$18,000

Dwelling Design LLC · New residence

Design Services Agreement

Design fee$16,000

Daniel

Client signatureJul 24, 2026

Signed$34,000

09 The math

$1,603Ad spend

$2,250IPQ fees

$3,853Total cost

$34,000Design fees signed

8.8x

For every dollar Dwelling put in, they got almost $9 back.

Ad spend alone: ~21x

Part 02 The ads

Here's the ad that did it.

10 The hook

Talk about their fear, not your firm.

Most architects open their ads with their portfolio. Nobody cares. This one opens with what people are actually scared of: pretty plans that fall apart once construction starts.

The ad that won · Jul 10 onward$20 per lead in July

🏡 Planning to Build or Renovate Your Home?

1Calls out who it's for and both project types right away. New builds and remodels both raise their hand.

Most people don't get burned by bad design. They get burned by pretty plans that fall apart once construction starts.

2This is the hook. It names something they're already scared of and flips it. Nobody else in their feed says this.

11 The proof

Then a real name and real numbers.

Dwelling only shows up in line four, as the fix. Michael's name, 25+ years, 200+ projects, 5-star rating. People skip adjectives. They believe numbers.

Same ad, the middleNumbers, not adjectives

That's exactly what Dwelling Design was built to prevent:

3Only now does the firm show up, as the answer.

✅ Michael Belt has spent 25+ years on both sides, designing homes AND managing residential construction

4A real name. And his background matches the fear, he's actually run construction himself.

✅ His drawings are known for being complete and buildable, the kind contractors actually thank you for

5Contractors are the people they expect to fight with, so this one lands.

✅ 200+ projects and a 5-star client rating since 2002

6Numbers, not adjectives.

✅ From first sketch to move-in, one point of contact keeping things on schedule and on budget

7Answers the next two worries, delays and budget, before they even ask.

12 The ask

One offer, one thing to do.

The headline is the offer: free architectural consultation. The last line tells them exactly what to do. That's it.

Same ad, headline + closeInstant form, 2 questions

Headline: "Free Architectural Consultation"

8The headline is the offer. Nothing fancy.

Thinking about your build? Click "Learn More" and claim your free consultation.

9One action. "Claim" makes it feel like something they get, not a call they have to sit through.

13 The image test

Same copy, 4 images. Meta picked 2.

We launched all 4 on July 10 with the exact same copy. In a few days Meta put the budget behind 2 of them. Both are a warm photo of a finished home with one line of text. The before/after lost.

$Ad 1$

Ad 1

$20.44/lead, July$1,308
64 leads

Ad 4

$16.82/lead, July$286
17 leads

Ad 2 · before / after

$55.74/lead, all time$334
6 leads

Ad 3

$80.65/lead, all time$323
4 leads

14 The lander

Then we gave them their own page.

Now the ads go to Dwelling's own page. 3 questions, budget included, and they pick a time right on the page. And our setters still call every lead within minutes.

3 questionsBudget asked up frontBooks onto the calendarRated 4.9 out of 5

dwelling.meetarchitect.com/survey

Part 03 The numbers

The numbers, start to finish.

15 The funnel

49,195 people saw it. 2 signed.

Here's every step from July 10 to 31. 2 out of 3 booked consultations showed up, and 1 in 4 of those signed.

Impressions

49,195

$1,603 ad spend

Link clicks

834

1.7% of views

Form leadsProject type + budget

9.7% of clicks

Intro calls booked

Consultations booked

Consultations showed

67% of booked

Projects signed

1 in 4 shows

16 The work behind it

831 calls to 104 people.

This is the part nobody sees. Every lead got a text in Dwelling's name and we kept calling until we got them on the phone.

549Texts sent in Dwelling's name, 72 replies

831Dials, 26 conversations over two minutes

11 minFrom Daniel's form to our first call

17 After July

Every ad dies eventually.

No ad stays cheap forever. Here's what happened after the first 3 weeks, and what we changed.

Jul - OctAd 1 got tired

Same ad, same people, more weeks. The more they saw it, the more each lead cost.

$20 in July → $28 lifetime

Aug 26 - Sep 1The landing page lost

For one week we sent the ads to a landing page instead of the form. Way fewer people filled it out.

$699 spent · 9 leads · $78 each

A new image took over September

"See your custom home before breaking ground", with the winning copy under it.

$1,875 · 58 leads · $32 each

Our first video ad

A short reel with text over a finished interior. Same offer, ran in 2 ad sets.

$31 and $28 per lead

$3,853 in.$34,000 signed.

One lead, start to finish.

This is the ad he saw.

He answered 2 questions.

We texted him the same minute.

Then we called him 11 minutes later.

Daniel

It just shows up on Michael's calendar.

July 2026

Then we reminded him 5 times.

Michael talks to someone who's ready.

8 days later, he signed.

Here's the ad that did it.

Talk about their fear, not your firm.

Then a real name and real numbers.

One offer, one thing to do.

Same copy, 4 images. Meta picked 2.

Then we gave them their own page.

The numbers, start to finish.

49,195 people saw it. 2 signed.

831 calls to 104 people.

Every ad dies eventually.

Do it yourself, step by step.

Want high-end projects
on a pay-per-result basis?

One lead, start to finish.

This is the ad he saw.

He answered 2 questions.

We texted him the same minute.

Then we called him 11 minutes later.

Daniel

It just shows up on Michael's calendar.

July 2026

Then we reminded him 5 times.

Michael talks to someone who's ready.

8 days later, he signed.

Here's the ad that did it.

Talk about their fear, not your firm.

Then a real name and real numbers.

One offer, one thing to do.

Same copy, 4 images. Meta picked 2.

Then we gave them their own page.

The numbers, start to finish.

49,195 people saw it. 2 signed.

831 calls to 104 people.

Every ad dies eventually.

Do it yourself, step by step.

Want high-end projectson a pay-per-result basis?

Want high-end projects
on a pay-per-result basis?