The €50 test that proved the system.
In July 2026 we spent €49.92 on Meta ads for Aknaässad, our own window-cleaning business. It brought 22 enquiries at €2.27 each and about €2,380 in revenue. No big budget – an offer people understood, one focused page, measurement that counted every enquiry, and fast follow-up.
Where it started
Aknaässad is our own window-cleaning business in Tallinn – the test ground where we try everything before we recommend it to anyone else. It started where most service businesses start: no system. No offer, no landing page, no measurement. And a budget of about €50 – the amount at which "ads don't work" is the easiest conclusion to reach.
The foundation before the ad
Before a single euro moved, three things were put in place:
- An offer with a clear price and a reason to act now – not "ask for a quote", but something easy to say yes to.
- One focused service page where the only way forward is an enquiry.
- Server-side measurement (Meta Pixel + Conversions API), so every enquiry was recorded, tied to its ad and landed on a phone within minutes.
The creative
One phone photo of a half-washed window: the left side grimy, the right side clean – the same pane of glass. On top, one question, one concrete offer and one clear next step. No studio, no design agency, no video production.
What Ads Manager showed
A structured campaign with local targeting – not a boosted post – where every enquiry could be measured and traced to its ad.
| Metric | Result |
|---|---|
| Amount spent | €49.92 |
| Results (website leads) | 22 |
| Cost per lead | €2.27 |
| Impressions | 11,559 |
| Reach | 7,671 |
| Frequency | 1.51 |
| CTR | 1.57% |
| CPM | €4.32 |
The enquiries in the inbox
This is what a €50 budget looks like on the other side of the screen: every row is a person who raised their hand, with name, phone, address, promo code and traffic source – so we knew exactly which ad brought which enquiry. 22 of them came from this Meta campaign; the rest came from Google.
The ad brings the enquiry. The sale is yours.
The part most agencies don't say: an eye-catching ad isn't enough. The ad does exactly one thing – it makes the right person raise their hand. After that, the selling decides it. We called back fast, visited the properties, looked at the windows and made the offer face to face. Same campaign, same enquiries, but a reply three days later and a quote by email – and the revenue would have been a fraction of this.
The result
About €2,380 in revenue from €49.92 of ad spend – roughly 48 euros back for every euro in ads. Not because the budget was large, but because the foundation was in place first and real sales work stood behind every enquiry.
It is one campaign's result, in high season when demand was already there, with sales closed on site. It isn't an average and it isn't a promise. What we can promise is the process and the measurement.
And then AI started recommending it
Two months later, asking ChatGPT who the best window cleaners in Tallinn are puts Aknaässad first – the result of the same GEO work we do for clients. Read more on the SEO & GEO page.
FAQ
Is Aknaässad a Pilgud client?
No – it's our own window-cleaning business. We use it to test methods with our own money before recommending them. That's why we can show the raw numbers and screenshots.
Can I expect the same result?
Not the same multiple. This was one campaign in high season, for a service people already needed, with sales closed in person. What transfers is the method: a clear offer, one focused page, measurement you trust, and a fast reply to every enquiry.
What would this cost with Pilgud?
The ad spend is yours and paid to Meta directly. Pilgud Agent can build the same kind of campaign – offer, ads, paused campaign for your approval – or our team can do it for you.
