Meta Ads Campaign Results: 30 Campaigns Across 3 Markets for a B2B Web Design Business

Client confidentiality: We have withheld the client’s identity and identifying account information. We have anonymized selected campaign screenshots where necessary.

Campaign period: 30 April 2026 – 26 August 2026.

Markets: United Kingdom → Canada → United States

Funnel stages documented: Awareness + Engagement

Campaign scale: 30 campaigns

The client wanted leads. We recommended not to start with leads.

That decision is what this article is about. Here are the real results from the first phase of a 30-campaign account we created for a UK B2B web design business. We’ll cover how we set it up, the markets and cities we tested, the differences between broad and detailed targeting, and the actual numbers we saw. Nothing here is dressed up: where we don’t have verified data (leads, cost per lead, ROAS), we say so directly instead of filling the gap.

Results Snapshot

Campaign Overview

Details

Campaigns Run

30 campaigns

Markets

UK, Canada, USA

Funnel Stages Tested

Awareness + Engagement

Rollout Sequence

UK → Canada → USA

Aggregate totals for all 30 campaigns—total spend, total reach, and total impressions—are not included. They weren’t independently verified for this write-up. Each figure below is from specific campaign examples. They are taken directly from Meta Ads Manager, not from overall account totals.

Client & Campaign Context

The client is a UK-based B2B web design business. Their core service—custom web design—starts at about $500, which makes it more of a considered B2B purchase than an impulse buy. Their target customers were agencies, e-commerce businesses, and local businesses in the UK and other English-speaking markets.

The client’s ultimate objective was lead generation. But this phase of the account didn’t begin with cold lead-generation campaigns. It started with creating an audience and trust. A $500+ service needs this before people share their contact info.

The Challenge

Cold audience; high-ticket service; immediate lead expectation.

Put those three together, and you get friction. A cold Facebook or Instagram user isn’t likely to fill out a lead form for a $500+ web design project right away. Not every high-ticket offer acts this way. However, this friction is specific to this account. It relates to the price, the B2B nature of the service, and the client’s low brand recognition outside the UK.

The Strategic Decision: We Didn’t Start with Lead Generation

Rather than launching straight into cold lead-generation campaigns, we recommend a sequence:

Awareness → Engagement → Retargeting → Lead Generation

The plan was clear: reach the right audiences, spark real engagement, and build warm audience pools. We could later retarget these groups with a lead-generation offer. Lead generation stayed the end goal — it just wasn’t the opening move.

We also manage Facebook Ads by matching the funnel stage to what the audience knows about the brand. This way, we avoid using a one-size-fits-all lead-ad playbook, no matter the price or purchase intent.

Our Hypothesis

We thought that repeated exposure and real engagement, like profile visits, follows, and page interactions, could create a warmer audience. This audience would be better for future conversion campaigns than just a cold audience.

To be clear about what this is and isn’t: this is a hypothesis behind a campaign design decision, not a proven result. We have proof that the awareness and engagement stages led to real reach, impressions, and engagement volume. We don’t have verified lead-generation data from warmed audiences. This stage didn’t run in the period covered by this case study. So we’re not claiming lower cost per lead, higher conversion rates, or better ROAS — those numbers don’t exist yet for this account.

Market Expansion: UK → Canada → USA

The rollout happened in three sequential stages rather than one simultaneous launch.

UK first, since the client is UK-based. This gives the business a market where it might have more familiarity and trust than in unfamiliar markets.

Canada second, once the UK testing was underway, to see how the same funnel structure performed with a different audience.

USA third, tested after the UK and Canadian campaigns were already running.

We’re not claiming the UK “proved” the approach before we expanded. The sequential rollout helped manage a tight budget. It allowed learning from each market instead of spending across all three countries at once.

The City-Level Testing Strategy

We had a limited budget, so we didn’t want to invest all of it in the biggest, most competitive cities and assume that would automatically lead to victory. Geography became a testing variable in its own right.

We tested smaller cities with a relevant business audience. These cities could afford a $500+ web design service. Also, advertising costs might be lower than in major metro areas.

Examples of locations tested included

UK: Newcastle, Billingham, Durham, Sunderland, Middlesbrough, Blackpool, Liverpool, Sheffield, Leeds, Bristol, Glasgow, Edinburgh.

Canada: Calgary, Montreal, Toronto, Vancouver, Surrey, Burnaby, Mississauga, Brampton

USA: San Francisco, San Diego, New York, Los Angeles, Boston, Miami, Chicago, Austin

These are the locations shown in the campaign architecture. This isn’t a complete list of every city tested.

Audience Testing: Broad vs. Detailed Targeting

We tested two approaches:

• Broad targeting — few limits. This allows Meta’s delivery system to find relevant people easily, with little manual narrowing.
• Detailed targeting — tighter groups formed by mixing industries, interests, age, gender, and other key traits.

During this campaign, broad targeting had a lower CPM and better performance than the detailed targeting combinations we tried. That’s a specific observation for this account, not a general rule. We’re not claiming that broad targeting always outperforms detailed targeting on Meta Ads. In this case, for this service and these markets, it did.

Creative Strategy

We tested three of the standard types of ads on Facebook and Instagram, each assigned a specific job in the funnel:

Single-image ads — straightforward, low-lift creative used for initial market and city testing.

Carousel ads — brand-focused, used to communicate what the business does, what it is, where it’s based, and how it delivers the service.

Video ads — service-focused, used to demonstrate the web design service itself rather than describe it.

The messaging followed a Problem → Solution structure instead of a flat “we build websites” pitch. Ads highlighted a business problem—like an outdated website or a weak first impression. They showed how these issues hurt visitor conversion and online credibility. Then, they presented web design as the solution. All creatives followed Facebook’s ad guidelines for image and video formats.

Meta Ads Campaign Results: Awareness Campaigns

This is where the actual Meta Ads campaign results start to show what the testing produced. The awareness stage was built to introduce the brand to cold audiences, compare how different geographies responded, and inform the next budget commitment.

Selected campaign examples:

Selected campaign examples — not total account performance.

Spend across these six campaigns sits in a tight ৳2,930–৳3,010 range, which was intentional—sizing awareness campaigns similarly across cities to let reach and CPM differences reflect market and audience differences rather than budget differences. Within that consistent spend, the Canadian city pairs delivered the lowest cost per 1,000 people reached, followed by the UK pairs, with the US pairs noticeably more expensive to reach. That gap is one of the clearer Meta Ads performance examples in this account, and it’s part of why geography ended up mattering more than we initially assumed.

Meta Ads Campaign Results: Engagement Campaigns

The engagement stage moved past simple exposure toward active interaction — profile and page visits — with the goal of building warm audience pools for future retargeting, not collecting numbers for their own sake.

Selected campaign examples:

Selected campaign examples, not account-wide totals. These campaigns are all measured on profile/page visits—we’re keeping that terminology rather than relabeling them as generic “engagements,” and we haven’t added them into a single total, since not every engagement campaign in the account used this same result type.

A few things stand out in this set. Durham generated the most profile/page visits among these selected examples, though it also had the highest spend in the group. Sunderland had the lowest cost per result of any campaign shown here, at ৳19.64, and Billingham wasn’t far behind at ৳21.82 while still producing strong visit volume — a solid combination of cost and output. Taken together, the selected UK campaigns generally show stronger cost efficiency than the selected Canada examples, though we wouldn’t extend that beyond the specific campaigns shown here. The pattern does support testing cities individually rather than bidding at the country level — geography clearly affected efficiency within this account, even between fairly similar-sized secondary cities. We’re not naming a single “best-performing city” across the whole account, since we don’t have complete account-wide data to back that up — just what these selected campaigns show.

Retargeting Strategy

The engagement stage was designed to produce two kinds of warm audiences for retargeting: Instagram profile/page visitors, and people who otherwise engaged with the brand’s content. The plan was to move these warm pools into a future lead-generation stage, potentially using a Facebook lead capture form to keep the conversion step simple for a warmed audience.

We want to be direct here: this case study covers the awareness and engagement phases only. It does not include verified retargeting or lead-generation results, because that stage either hadn’t run yet or its data isn’t verified here.

What the Testing Taught Us

1. Broad targeting performed better in this account. Lower CPM, stronger observed delivery, less manual audience-building — in this account, during this period.
2. Geography mattered at the city level, not just the country level. Cost per result varied meaningfully between cities in the same country, which is why city-level testing earned its place in the strategy.
3. Smaller cities deserved testing. Some of the most cost-efficient engagement results in this account came from secondary UK cities, not London or other major metros.
4. Awareness and engagement had different jobs. Awareness campaigns tested reach and CPM efficiency by market; engagement campaigns built a specific type of warm audience. Treating them as the same objective would have blurred both.
5. Creative format should match funnel purpose. Video for service explanation, carousel for brand context, single-image for fast testing — deliberate pairing rather than interchangeable use.
6. High-ticket B2B services need a different funnel mindset. A $500+ service doesn’t behave like a low-cost consumer product with cold Meta Ads traffic. Building familiarity before asking for a lead was the central bet here, and the awareness/engagement data collected so far is consistent with that approach — though it hasn’t yet been tested against actual lead-generation performance.

Meta Ads Campaign Results & Impact

What the campaign proved:

• 30 campaigns ran across the UK, Canada, and USA between 30 April 2026 and 26 August 2026.
• Awareness campaigns delivered measurable, comparable reach and impressions across multiple cities in all three markets at a consistent spend level.
• Engagement campaigns generated real profile/page-visit volume across UK and Canadian cities, at costs per result ranging roughly from ৳19.64 to ৳27.26 in the examples shown.
• Broad targeting outperformed detailed targeting on cost per 1,000 reached, in the tests run within this account.

What the campaign was designed to prepare for, but hasn’t yet proven:

Lead volume, cost per lead, conversion rate, ROAS, and revenue aren’t part of these Meta Ads campaign results, because this phase didn’t run lead-generation campaigns against the audiences it built. That’s deliberately the next stage, not this one — and we’d rather say that plainly than dress up awareness and engagement numbers as something they’re not.

Evidence from Meta Ads Manager

Selected screenshots from Meta Ads Manager. We removed client-identifying information for confidentiality.

Final Takeaway

We don’t treat Meta Ads as a single-campaign problem. For a higher-value B2B service like custom web design, the first ad someone sees usually isn’t the one that gets them to fill out a form, and treating it that way tends to waste budget on an audience that isn’t ready. This phase of the account was built to earn that readiness: test the right markets, cities, audiences, and creative before asking for the lead. The Meta Ads campaign results here are the foundation. The next phase is putting it to work.