Denton’s Hardwood Flooring
A family flooring shop added a laser-restoration service nobody in the market had heard of. Meta lead ads turned it into 567 lead forms and 461 messaging conversations in seven months, at under $6 a lead.
- Business
- Denton’s Hardwood Flooring
- Place
- Knoxville, TN
- Trade
- Hardwood flooring and laser restoration
- Work
- Meta lead ads, CRM, AI follow-up, website
- 567
- Lead forms, January to July 2026
- 461
- Messaging conversations started
- $5.63
- Average cost per lead
- $2.92
- Cost per lead in March, the best month
Meta Ads Manager, 1 Jan to 31 Jul 2026 (screenshots 16 Sep 2026).
The situation
Denton’s is an established hardwood contractor in Knoxville, already ranking on Google for its main work. The owner bought laser cleaning equipment and wanted to sell restoration: floors, but also furniture, stone, engine parts, anything with a finish.
Two problems. Customers had no idea what laser restoration was, and the shop had no way to answer enquiries fast enough to book them.
What we built
- A Meta lead campaign built on before-and-after close-ups and short videos of the laser at work, because the service had to be explained before it could be sold. Our notes describe it as retargeting plus prospecting, optimized for lead forms, with Messenger as a second path. The split between the two was not recorded
- Creative rotated on a schedule once ad frequency rose, to keep the cost per lead from climbing as the campaign aged
- Facebook lead forms synced into the CRM and tagged by source and by service, so the team can see what each person asked for
- An AI chat assistant that gathers details and photos, gives an estimate range and hands qualified leads to the owner. Missed calls get a text back
- Online booking for laser-equipment rental, with a Stripe deposit and a shared calendar to prevent double bookings
- The website’s Google rankings repaired after a migration broke its URLs: 12 broken pages and 11 indexing errors fixed
What Meta recorded
Two things stand out. Spend came down from about $1,000 in January to about $300 a month from March, and from then on the campaign produced 28 to 106 leads a month, against 167 in January. And the cost per lead swung between $2.92 in March and $10.77 in May at almost the same spend, so one month says little.
The business also ranks first organically for “laser restoration” in Knoxville.
These are lead-form submissions and opened conversations, not booked jobs. Bookings and revenue live in the shop’s CRM. The figures are Ads Manager’s campaign view for 1 January to 31 July 2026. An earlier account-level export totaled $3,373, about $183 more, almost all of it in January and February.
| Month | Ad spend | Lead forms | Messaging conversations | Cost per lead | CTR |
|---|---|---|---|---|---|
| January | $1,008 | 167 | 115 | $6.04 | 5.80% |
| February | $662 | 87 | 88 | $7.61 | 5.77% |
| March | $310 | 106 | 73 | $2.92 | 6.49% |
| April | $305 | 57 | 59 | $5.35 | 5.71% |
| May | $302 | 28 | 30 | $10.77 | 4.41% |
| June | $301 | 60 | 38 | $5.02 | 5.36% |
| July | $302 | 62 | 58 | $4.88 | 5.69% |
| January to July | $3,190 | 567 | 461 | $5.63 | 5.70% |
On screen
The reports and the site itself. Dates are in the frame so the range on screen is the proof.
In the owner’s words
“I started getting so many calls and texts that I literally couldn’t keep up! I had to have him turn them off.”
Turn local searches into booked jobs
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- Setup
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