Case study
Communities for People: Meta ads & lead generation case study
Communities for People, a foster care agency in Massachusetts and Rhode Island, needed its Meta ads to produce foster-parent inquiries. Benzify added tracking, built awareness videos from the agency’s own stories and moved lead capture into a native Meta form with state filtering.
The engagement
- Client
- Communities for People
- Location
- Massachusetts and Rhode Island
- Engagement
- Meta Ads and lead generation, grown into ongoing video editing and graphic design
The challenge
Communities for People (CFP) is a foster care agency serving Massachusetts and Rhode Island. It was running Meta ads, but the paid traffic was not producing the foster-parent inquiries it wanted.
The ads sent people to a lengthy website form that added friction, and limited tracking made it hard to see where prospects dropped off.
The approach
Benzify began with tracking and diagnosis, so the team could see where prospects dropped off. It then spent the first two weeks on trust-building creative before asking for any conversion, and moved lead capture from the website form to a native Meta lead form with filtering built in.
The three changes, and how the lead form filters inquiries, are set out below.
Work completed
- Meta Pixel and Microsoft Clarity setup
- Review of visitor behavior, heatmaps and drop-off points
- Foster-parent stories repurposed into branded vertical videos
- Native Meta lead forms replacing the website form
- Conditional logic limiting the form to Massachusetts and Rhode Island
- Temporary SMS phone verification
- Ongoing video editing and graphic design
What Benzify changed
Tracking and diagnosis
Benzify installed Meta Pixel and Microsoft Clarity to review visitor behavior, heatmaps and drop-off points.
Trust-building creative
Authentic foster-parent stories that CFP had already recorded on Zoom were repurposed into branded vertical video content, used for the first two weeks.
Native lead acquisition
Benzify moved lead capture from website traffic to Meta lead forms, reducing unnecessary steps for prospective applicants.
How the lead form filters inquiries
Conditional logic limited the application form to Massachusetts and Rhode Island. People in other states were redirected before submitting contact details. Temporary SMS verification helped address incorrect phone numbers.
Select your state
The first question asks the person to choose Massachusetts, Rhode Island or None of the above.
Massachusetts or Rhode Island
The form continues to step 2, the contact details.
None of the above
The form ends with a thank-you screen, before any contact details are collected.
Temporary phone verification
For a period, people confirmed their phone number with a one-time code sent by SMS. This addressed incorrect phone numbers and was temporary.
The outcome
The campaign now captures inquiries in a native Meta lead form that filters by state, with tracking in place to show where prospects drop off. The figures below show inquiry volume and cost per lead at different stages of the work.
It began as a one-month trial that grew into a partnership of more than ten months, adding ongoing video editing and graphic design.
What the reports show
Across the campaign, cost per lead moved from $25 at launch to $18 mid-campaign and $13–14 at the later optimized stage. The first 30 days brought 40–42 inquiries, and volume later ran at 40–45 leads a month.
40–42
Inquiries in the first 30 days
First 30 days of the campaign · Source: Meta ads campaign reporting
40–45
Leads per month
Ongoing monthly volume · Source: Meta ads campaign reporting
$25
Starting cost per lead
Campaign launch · Source: Meta ads campaign reporting
$18
Cost per lead, mid-campaign
Intermediate stage · Source: Meta ads campaign reporting
$13–14
Optimized cost per lead
Later optimized stage · Source: Meta ads campaign reporting
About these figures
- The figures come from different stages of the campaign, so each one is shown with its own stage.
- Inquiries and leads are form submissions, not foster-parent applications or placements.
- Results vary by market, budget and creative.
More from Benzify
We build the tech stack and growth engine your business runs on