Case study · Fern Campervans · Weston-super-Mare, Somerset One show. Then 367 leads at £4.18.

A conversation at a show

Fern build vans for people who want to be self sufficient for days at a time: solar, big batteries, off grid water, and a finish to match the price. They came over to talk at a campervan show in July 2026. They had a brand, a following of 1,572 on Instagram, a first build called the Fox Duo that people loved, and no engine behind any of it: no lead campaigns, no follow up sequence, and a website that was not built to convert the interest the vans created.

The obvious risk with a £46,500 plus product is paying £40 or £50 a lead for people who were never going to buy. The brief was to keep the quality high and the cost per lead low at the same time, which usually pull in opposite directions.

Fix where the leads land first

Week one was the website: speed, the enquiry forms, the pages the ads would land on, and the Google Business Profile made complete. Week two was the CRM: every enquiry, from the ads or the site, gets an automatic first reply and a follow up sequence, so nobody who asks about a £50,000 van waits until Monday for an answer.

The profile shows the effect of the tidy up on its own. Clicks from the Google Business Profile to the website went from 57 in July to 98 in August, profile views from 156 to 184, and the first two Google reviews landed in August, both five stars.

367 leads, and the form does the qualifying

The Meta Ads went live in July with real build footage and a lead form that asks about budget and timescale, so the audience self selects. July produced 96 leads at £4.33 from £416 of spend, while we learned which angles the audience wanted. August produced 271 leads at £4.13 from £1,118, reaching 60,493 people with a 7.1% click through rate, roughly three times what a typical lead campaign manages.

For a product at this price, a lead under £5 in the first two months is exceptional and we say so. What matters more is what the CRM says those leads become, and that belongs to Fern.

TikTok from nothing, a page that posts

The content plan runs alongside the ads: the builds, the details that make an off grid van different, and the people who make them. Instagram followers went from 1,572 to 1,779 in the first two months, with 22,573 accounts reached and 757 profile visits in August. The Facebook page, which had 333 followers in July, passed 500 by early September. TikTok was started from zero in July and had 3,136 views from its first five posts in August.

Testimonial films with Fern’s customers come next, because on a van at this price the buyer wants to hear from the last buyer.

What we know, and what we do not yet

We know the ads work at this price point, that the cost per lead is holding rather than creeping, and that the follow up is running. We do not yet know the seasonal pattern, because there is not a winter in the data, and we do not publish sales figures because they are Fern’s. This page will grow as the months do.