EnviroVent specialise in domestic ventilation equipment – a considered, technical purchase where reaching the right audience at the right moment is everything. Previously, their Meta activity was generating leads, but growth had hit a ceiling. With a modest increase in spend and a smarter approach to signals, content, and creative, we helped them break through it.

Here’s how Q1 2026 compared to Q4 2025.

Campaigns were set up to optimise toward Lead events – a sensible starting point, but one that was quietly holding performance back. The Meta Pixel wasn’t tracking enough Lead events to give the algorithm what it needed, and fragmented budgets were spreading spend too thin. The result was low signal density: not enough consistent data flowing back to Meta to let it do its job properly. Growth had stalled, and the existing structure wasn’t going to fix it.

Smarter Use of Signals

Circus PPC took a two-pronged approach. First, we consolidated ad sets into a more streamlined structure to concentrate budget and improve signal density. Second, we shifted the optimisation event one step earlier in the user journey – targeting a conversion event that sees significantly higher volumes than the Lead event alone.

The effect was immediate. More data, better signals, lower costs, and more leads coming through as a result.

Content Marketing

We also rethought how EnviroVent was asking people to engage. Rather than only directing users straight to a lead form, we introduced a content-led incentive: a useful guide for private landlords navigating new legislation. It was a natural fit for the audience, positioning EnviroVent as knowledgeable, trustworthy experts – not just another brand asking for your details. Lead Rate grew from the moment it launched.

Creative as Targeting

In February, we introduced new creative assets designed to speak directly to one of Envirovent’s most valuable audience segments: private landlords. The ads called out landlords directly and took a clear problem-to-solution angle – addressing a real pain point and offering a clear path forward.

The results were telling. The creative performed well against a landlord interests audience, as you’d expect – but it also performed strongly in broader campaigns like Advantage+ Shopping. That’s the Andromeda effect: Meta’s ability to find the right users based on creative signals alone is stronger than ever. Build creative that speaks to your audience’s specific motivations, and the algorithm will do the rest.

From just 23% more spend, Q1 2026 delivered:

• -10% CPM 
• +185% CTR 
• -69% CPC 
• +93% Leads
• -36% CPL 

Slightly more spend, but much smarter execution led to nearly twice the leads.