The business
A UK Energy Performance Certificate (EPC) service provider offering £60 surveys to landlords and homeowners. High-volume, low-ticket, competitive market. (Client name withheld — relationship ended, see note below.)
The challenge
Low ticket price meant every lead had to land under £10 CPL or the unit economics broke. The EPC market is crowded and commoditised — every London and regional landlord gets bombarded with EPC offers at renewal. The client had a small budget and needed speed-to-lead to convert before competitors replied.
What I did
- Meta Ads with hyper-local targeting: Postcode and borough-level audiences for landlords and homeowners, creative that led with price + compliance urgency.
- Real-time AI qualification: Inbound enquiries were qualified in under a minute by an AI agent that confirmed property type, tenancy status, and booking availability.
- Automated calendar booking: No human triage needed — qualified leads booked themselves straight into the surveyor’s diary.
- Database-building for retargeting: Every enquiry captured for future upsells (EPC + EICR + gas safety bundles).
Results
- 250+ exclusive landlord and homeowner leads
- £8–£10 CPL (target was £10 or break the unit economics)
- £1,600 total ad spend across the campaign
- 25% conversion from lead to paying client
- Database asset built for future remarketing
A note on this partnership
The campaign outperformed targets, but the business owner started modifying top-performing ads without consent and stopped settling invoices. We parted ways. I include this case study because the results are real and the approach is repeatable — but I’m selective about who I work with. I’d rather walk away than run campaigns for clients who won’t respect the process.
Want results like these for your UK business?
Book a £150 AI Marketing Strategy Session — 60 minutes, one call, no upsell pitch. If the maths doesn’t stack up for you, I’ll say so.
