Introduction

Lead Generation Cost Comparison: Facebook Ads vs Marketplace Listings gives you a simple, defensible way to measure true cost per lead (CPL) and cost per sale (CPS). Instead of debating creative hunches, you’ll test channels side-by-side and decide with numbers.

Important: Benchmarks below are illustrative. Your city, category, and media will produce different results—use the included formulas and templates to calculate your own.

1) Who this comparison is for & expected outcomes

• Local sellers and service providers choosing between paid ads and organic listings
• Teams that need a defensible budget plan tied to sales, not vanity metrics
• Outcome: identify the channel with the lowest cost per sale at acceptable lead quality

2) KPIs that matter (definitions & formulas)

Labor cost per channel = hours × hourly rate, including posting, messaging, scheduling, and reporting.

3) Cost drivers: Ads vs Listings

4) Methodology for fair testing (matched sets)

1. Same SKU & price: Keep facts identical across channels.
2. Same creative: Use the same hero/gallery; adjust only format/length as needed.
3. Same window: Run 3 matched windows (weekday + weekend).
4. Track labor: Minutes by task and channel.
5. Decide by Cost per Sale: Use CPL only as a directional metric.

5) Sample 2025 benchmark ranges (illustrative)

Use these as sanity checks; plug in your own data for real decisions.

Decision rule: choose the channel with the lowest Cost per Sale at stable Show% and acceptable lead quality.

6) Creative standards that lower CPL

• Hero image: brightest, level, minimal overlays (1:1 at 1200×1200).
• Portrait variant for feeds: 4:5 at 1080×1350.
• Short vertical walkthrough: 10–20s at 1080×1920.
• Consistent naming: City-SKU-Feature-Price-Date.

7) Copy frameworks: Ads vs Listings

Headline: {Top Benefit} in {City}
Primary: {What} • {Key Features} • {Intro Offer/Next Step}
CTA: Book a time today (2 slots) → {shortlink}?utm_source=fb_ads

{What} — {Key Feature}, {Neighborhood}
Price/Terms: {brief}. Tours: Today 4–6 or Tomorrow 10–12.
DM “INFO” for the booking link: {shortlink}?utm_source=marketplace

8) Routing, saved replies & autoresponders

Yes—available. Tour windows: Today 4–6 or Tomorrow 10–12.
Reply with your email to receive the booking link.

24h + 60m reminders with reschedule link; tag no-shows and re-offer next slot.

9) UTMs, unique numbers, SSOT sheet

Use channel-coded links like ?utm_source=fb_ads&utm_medium=paid&utm_campaign=q4_2025 and ?utm_source=marketplace&utm_medium=organic&utm_campaign=q4_2025. Log each ad/listing URL and number alias in your SSOT sheet.

10) Scorecard template & buy decisions

Green-light scaling when Cost per Sale beats target and Show% stays stable over 2+ weeks.

11) Vertical tips

• Rentals: Neutral terms, include tour method, avoid preference language.
• Home services: Before/after proof, service area map, quick-book link.
• Retail/local goods: Dimensions, condition, pick-up/delivery clarity.
• Vehicles: VIN/history, interior + exterior sequence, appointment CTA.

12) A/B tests that move the needle

1. Hero: lifestyle vs. spec-forward (keep body copy constant)
2. Opener: benefit-first vs. logistics-first
3. Aspect ratio: square vs. portrait in feed
4. CTA: “Book now” vs “See times”

13) Cadence: refreshes, rotations, pausing losers

• Refresh Marketplace every 7–14 days (new opener + hero).
• Rotate two ad variants per ad set; kill losers fast.
• Pause channels that miss cost-per-sale targets for 2+ cycles.

14) 30–60–90 day rollout plan

Days 1–30 (Foundation)

1. Build SSOT + tracking columns
2. Publish matched set: Ads vs Listings
3. Log labor minutes per channel

Days 31–60 (Optimization)

1. A/B test hero + opener
2. Add UTMs and unique numbers
3. Standardize reminders

Days 61–90 (Scale)

1. Shift budget/time to winner(s)
2. Document SOP for assistants
3. Automate weekly scorecards