Case study · Fern Campervans · Weston-super-Mare, SomersetQuality over volume, at £4.09 a lead

Fern Campervans build bespoke off grid campervans in Weston-super-Mare, Somerset, priced from £46,500 to over £74,000. The brand launched in December 2025 and is the freshest work in our portfolio: proof that a high ticket product does not have to mean a high cost per lead.

Where the leads land

Client websitewww.ferncampervans.com ↗

Who they are

A new campervan builder with a clear position: off grid capable vans for people who want to be self sufficient for days at a time, built to a high specification and priced accordingly. A new brand has no reviews, no following and no search demand for its name, so everything had to be created from the launch onwards.

The problem they came with

Launch a brand into a crowded campervan market and generate enquiries for a £46,500 plus product without the budget of the established converters. The obvious risk with a product at this price is paying £40 or £50 a lead for people who were never going to buy. The brief was to keep lead quality high and cost per lead low at the same time, which usually pull in opposite directions.

What we did, and why

Launch content first. The brand went live on Instagram in December 2025 with a film introducing the first build, the Fox Duo. Reach went from 485 people in November to 16,269 in December and 31,752 in January 2026 with only a handful of posts, because the vans are unusual and the footage showed them properly.

Six months of organic growth before the first paid lead campaign. Between December 2025 and April 2026 Instagram sent between 164 and 273 clicks a month to the website with no ad spend behind it, and a small Google Ads campaign (around £250 a month from March 2026) caught people already searching for off grid conversions.

Meta Ads lead generation from July 2026, once there was a body of content to draw on. The ads use real build footage and a lead form with qualifying questions, so the leads that come through have already told us their budget and timescale.

A CRM with an automatic first reply so no enquiry waits overnight.

The results, with dates

401 Meta Ads leads at £4.09 each across complete months in MyContentLab. The first month, July 2026, produced 96 leads at £4.33 from £415 of spend. August 2026 produced 271 leads at £4.13 from £1,118, with the ads reaching 60,493 people and a 7.1% click through rate, which is roughly three times what a typical lead campaign manages.

Organically, Instagram followers grew from 1,444 to 1,773 and Facebook from 15 to 509 between August 2025 and September 2026. Facebook video views reached 139,062 in August 2026. Google Business Profile views went from 30 a month at the start to 184, and the first two reviews are both five stars.

What a new brand can take from this

Do not start with ads. Fern spent six months building content and an audience first, so when the lead campaigns switched on the ads were showing real builds to people who already recognised the name. That is why the cost per lead started low instead of coming down slowly.

Questions

What is a good cost per lead for Facebook ads in the UK?

It depends on the product. For a £46,500 campervan, £4.09 is exceptional; £15 to £25 is more typical for the sector. The number that matters more is what a lead costs against what a sale is worth.

How do you lower Facebook ads cost per lead for a campervan business?

Build an audience with organic content before you pay for leads, use real footage of the builds, and ask qualifying questions on the form so the audience self selects. Fern did all three and started at £4.33 a lead.

What video works best in Meta Ads for van conversions?

Short, real and specific: a walk through of one van, one detail explained, the builder talking. Fern's ads reached a 7.1% click through rate with footage shot in their own workshop.

Where do these figures come from?

From the client's Meta Ads account, Google Ads account and social accounts, read by MyContentLab. Complete months only.

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