The problem

A high-ticket remodeling business was running click-to-call ads that produced calls at $37–$123 each — inconsistent and expensive for the volume.

The decision

I tested the call-ad approach against a dedicated landing-page lead-capture funnel, instead of assuming calls were the answer.

The result

The landing-page funnel reached a 15.96% click-through rate at $0.27 per click, with website contact actions around $27 — roughly half the cost of the call-ad route. Across the account, CTR held at 3.23% and CPC at $0.46, both strong for the home-services space.

The lesson

The cheapest lead source isn't always the obvious one. Testing the funnel itself — not just the creative — was what moved cost per action.