Pilot Campaign Success: Residential Lead Generation for Bombs Away in One Month

The Challenge:

Bombs Away, one of California’s leading dog poop scooping companies, already services over 200 residential customers. But in May, the team wanted to test something new. Could Facebook ads generate leads for even more local customers?

This was a 30-day pilot campaign designed to test demand. The goal wasn’t to scale aggressively, but to see if digital ads could bring in steady, qualified leads at a reasonable cost.

How Scoop and Scale Helped:

We built a focused campaign that could run lean, generate results quickly, and give Bombs Away clear insights into local market demand. Here’s how we approached it:

1. Hyper-Local Messaging:
The ads were written to speak directly to busy, overwhelmed pet owners in Bombs Away’s service areas. We kept the language simple, friendly, and focused on solving a real problem: a messy yard.

2. Scroll-Stopping Visuals:
We used a mix of eye-catching graphics and short videos to cut through the noise. The creative emphasized clean yards, happy dogs, and hassle-free service, all with a clear call to action.

3. Lead Forms Built for Speed:
Rather than directing users to an external website, we used Facebook’s native lead forms to remove friction and make sign-ups easy. Name, service address, and pet info were collected in just a few taps.

4. Quick Response Process:
Once leads came in, the Bombs Away team was able to follow up right away. This speed-to-lead strategy helped ensure no opportunity went cold.

The Results:

In just 30 days, the campaign brought in 13 new residential leads at an average cost of $37.92 per lead.

While this wasn’t a full-scale growth campaign, it showed that the demand was there and that Facebook ads could work for residential scooping even in a highly competitive market.

What Happened Next:

After the pilot, Bombs Away chose to pause residential ads and shift its marketing efforts toward franchise expansion. With growing interest from people looking to own their own pet waste business, they decided to allocate all resources toward finding new franchise partners, a move that has since generated over 150 franchise leads at just $5 each.