Safe rooms priced from $48,000: a steady 2–3 sales a month from Meta ads

Starting point

Where things stood

The company builds turnkey mamads — safe rooms for private homes: first a paid site survey by an architect (about $400), then construction starting at $48,000. A partner contractor does the work, and the company earns a markup. People are making a decision about their family’s safety, so without trust there’s no sale.

Goal

What needed to happen

Build a lead flow from scratch in a narrow niche with a high price tag and a long sales cycle.

Strategy

The plan

The ads focus on family safety, the urgency of the threat, and government subsidies. A paid architect consultation is the first step of the funnel — it filters out people who aren’t serious.

System

How the funnel works

1. Meta ads: family safety, subsidies
2. Lead
3. Paid site survey by an architect — about $400
4. Construction — from $48,000

Execution

What was done

• Built a strategy for a product with a high psychological barrier to entry
• Found a working combination in the first few days: cost per lead in the launch campaign started at $2.62
• Tested scaling: raised the daily budget from $40 to $70 and tracked the cost per lead
• Found the point where the audience gets saturated and recommended expanding to new regions and segments
• Also tested B2B campaigns to bring in subcontractors and partners

Testing

What we tested

Data

Trend

Result

What came of it

• 2–3sales per month nowSource: Client data
• 7closed deals in the first 2.5 monthsSource: Client data
• $1,930ad spend in the first 2.5 monthsSource: Meta Ads account
• 240leads in the first 2.5 monthsSource: Meta Ads account
• $8average cost per leadSource: Meta Ads account
• $2.62lowest cost per leadSource: Meta Ads account

Takeaway

What the project showed

In a narrow niche, the audience runs out fast. When the budget went up to $70/day, the cost per lead jumped 2.3x. Here, growth comes from new regions and segments — not from a bigger budget.

Next

What happened next

Today the ads bring in a steady 2–3 sales a month and, according to the client, fully pay for themselves. The client doesn’t disclose their exact markup, so I’m not showing a dollar figure here. Meanwhile, we’re expanding into new regions and segments and testing B2B campaigns for subcontractors.