How We Scaled a B2B Consulting Business Using Direct Response Facebook Ads (6X ROAS)
The Business
Scaling a B2B consulting business requires a reliable, repeatable client acquisition strategy. While many firms rely on referrals or outbound sales, we used Meta (Facebook) Ads to drive consistent, high-quality leads and close deals at scale.
By implementing a VSL funnel combined with survey filtering and automated booking, we were able to generate leads for $100-200 each and close clients at $24,000 per sale with a $3,500 – $4,000 customer acquisition cost (CAC). This strategy helped the business achieve its highest revenue month in 7 years, closing $222K in June 2024.
The Problem
Inconsistent Lead Flow: Relying on referrals and outbound alone made it difficult to scale predictably.
High Lead Qualification Costs: Previous lead generation methods resulted in unqualified prospects and wasted sales efforts.
Sales Process Bottlenecks: Too many manual touchpoints slowed down the sales cycle.
To overcome these issues, we implemented a high-converting, automated funnel that streamlined the client acquisition process.
Strategy & Implementation
We combined Meta Ads, a VSL funnel, and automation to scale lead generation while ensuring high conversion rates.
1. The VSL Funnel Structure
Instead of driving traffic directly to a booking page, we structured our funnel to filter out low-intent leads and maximize conversions:
Video Sales Letter (VSL) Page – A short, persuasive video explaining our consulting offer and the value we provide.
Survey Page – We used 27 qualifying questions to filter and segment leads based on readiness and fit. (yes 27, that’s not a typo!)
Booking Page – Only qualified leads could proceed to book a call.
Thank You Page – Upsells and next steps for clients post-booking.
2. Meta (Facebook) Ads for Targeted Lead Generation
$60,000 ad spend over the campaign duration.
$100-200 cost per lead depending on the number of questions asked in the survey.
Highly targeted campaigns focusing on B2B decision-makers in our niche.
Achieved a 6x ROAS on direct response ads, not including remarketing.
3. Converting Leads into Clients
The funnel allowed us to close deals at $24,000 per client.
Customer Acquisition Cost (CAC): $3,500 – $4,000.
Average closing rate of 15-20% from booked calls.
Highest revenue month: $222K in June 2024.
4. Supporting Strategies
Newsletter Growth – Engaged leads over time with valuable content, increasing conversion rates.
Automated Cold Outbound – Combined cold email and LinkedIn outreach to nurture leads who weren’t ready to buy immediately.
Tools Used
Meta (Facebook) Ads – Primary paid traffic source.
VSL Funnel – Structured funnel to qualify and convert leads.
Survey Page – Filtered out unqualified leads.
Calendly / Booking Software – Automated scheduling.
Newsletter & Cold Outbound – Secondary lead nurturing & conversion strategies.
Results
The combination of Meta Ads, automation, and a structured funnel led to record-breaking growth.
| Metric | Results |
|---|---|
| Total Ad Spend | $60,000 |
| Cost Per Lead | $100-200 |
| Clients Closed | Estimated 60+ |
| Revenue Per Client | $24,000 |
| Customer Acquisition Cost (CAC) | $3,500 – $4,000 |
| Total Revenue (June 2024) | $222,000 |
| ROAS (Direct Response Ads) | 6x |
| Highest Month in 7 Years | ✅ |
Conclusion
This case study proves that Facebook Ads + a structured sales funnel can effectively scale a B2B consulting business.
By automating lead qualification, improving conversion rates, and integrating supporting sales channels, we transformed a previously inconsistent sales pipeline into a predictable, high-revenue system.
For B2B companies looking to scale, this strategy offers a repeatable framework for generating and closing high-ticket leads efficiently.