How Merula Helped Bin Daddy NC
Reduce Their Cost Per Lead By 73.53% And Add 300+ New Customers
*Note: We only work with 1 niche client per city so spots are limited.
Introduction
Bin Daddy operates as the Greater Charlotte Area's premier curbside trash bin cleaning service. They use state-of-the-art trucks equipped with 200-degree steam cleaning systems operating at over 2000 psi to eliminate odors and the bacteria that make dirty trash bins a health hazard.
Despite their superior service and growing customer base, Bin Daddy faced a common challenge in the service industry: generating quality leads at a sustainable cost. The Co-Owner Karter had taken lead generation into his own hands and was able to generate a decent Cost Per Lead of around $11.
That's when we at Merula reached out with a bold proposition: we could dramatically reduce their lead costs while maintaining quality. Though skeptical at first, Karter's open-minded approach and our money-back guarantee led to an initial trial that would transform their business.
This case study covers 11 months of partnership between Bin Daddy and Merula, revealing how we generated 2,207 qualified leads, reduced their cost per lead by 73%, and helped them acquire over 300 new paying customers.
Summary of Results
414 leads in first 6 weeks at an astounding $3.02 average cost
73% reduction in cost per lead within 6 weeks compared to previous campaigns
2,207 qualified leads generated across 11 months of active advertising
$5.29 average cost per lead (down from $11+ when self-managed)
300+ new paying customers directly attributed from our system
The Challenge
When we first connected with Karter, the owner of Bin Daddy, he was already seeing some success with lead generation.
Existing Success: Bin Daddy was generating leads at $11 per lead, significantly better than the $15-20 industry average Karter had heard from other bin cleaning businesses.
Healthy Skepticism: Karter's initial reaction to our outreach was understandably skeptical. As he shared: "I'll be honest, when he first approached us, I was running the campaigns myself... and I said, look man, I don't think you can get it much lower. We're already, you know, paying $11 thinking he would be surprised by that."
The Risk-Free Opportunity: What ultimately convinced Karter to give us a shot was our confidence in our results and that we backed our work with a money-back-guarantee.
The Strategy
1. Industry-Specific Research & Positioning
We dove deep into the trash bin cleaning market and the Charlotte area, identifying key customer pain points:
- Health concerns about bacteria and germs
- Persistent odor problems
- The hassle of DIY cleaning
- Environmental consciousness
This research informed every aspect of our campaign strategy, from ad messaging to targeting.
2. Complete Campaign Development
Rather than making minor adjustments to Bin Daddy's existing campaigns, we rebuilt their lead generation system from scratch:
Problem-Solution Ad Framework
We developed targeted Meta ad campaigns that spoke directly to homeowners' frustrations with dirty bins:
Problem: Highlighting the health risks and unpleasant reality of bacteria-filled, smelly trash bins
Solution: Positioning Bin Daddy's professional washing and deodorizing service as the easy, affordable answer
Streamlined Lead Qualification
We created optimized Facebook lead forms that captured essential information while maintaining high conversion rates:
- Service frequency preferences (Monthly, Quarterly, or One-Time)
- Number of bins requiring service
- Trash pick up days
- Home address
- Complete contact information
This approach ensured Bin Daddy received not just leads, but qualified prospects ready to discuss service.
3. Rapid Testing And Continuous Optimization
We implemented a relentless optimization approach that went far beyond typical agency standards:
- Starting with three initial ad variations
- Weekly campaign adjustments and refinements
- Constant A/B testing of creative, copy, and audiences
- Regular performance analysis and strategic pivots
- Budget reallocation based on data-driven insights
This iterative approach allowed us to improve performance week over week.
4. Rapid Testing & Continuous Optimization
We treated Bin Daddy as a partner, not just another client:
- Regular communication about campaign performance
- Incorporating Karter's feedback into every optimization
Complete transparency in all activities and results
As Karter noted: "I get constant updates from the guys at Merula, sometimes more than weekly, tweaking the campaign, asking me how it's going, asking me about my successes, making tweaks, sending me the copyright saying if I want to change anything."
Creatives
The Results
First 45 Days - Proof of Concept: The initial results exceeded everyone's expectations:
- 414 leads generated
- $3.02 average cost per lead
- 73% reduction from Bin Daddy's baseline
- Karter's reaction said it all: "Yeah, it was ridiculous and we closed a very high percentage of those leads and so a night and day difference."
Long-Term Success: Over 11 months of active advertising, we maintained exceptional performance:
- 2,207 total qualified leads
- $5.29 overall average cost per lead
- Consistent lead quality enabling 300+ customer acquisitions
The Impact
The dramatic cost reduction created transformative effects across Bin Daddy's business:
Scalable Growth: With acquisition costs cut by 73%, Bin Daddy could expand their service area across the Greater Charlotte region more aggressively.
Improved Unit Economics: Lower lead costs meant higher margins on every customer, especially valuable for their monthly and quarterly service plans.
Predictable Expansion: Consistent, affordable lead flow allowed them to plan for growth.
What The Client Had To Say About Merula:
Conclusion
Bin Daddy's journey from managing their own leads at $11+ to partnering with us for $3-5 leads demonstrates a powerful truth: while you can achieve decent results on your own, partnering with experts unlocks a level of performance that transforms your entire business.
Karter was already doing better than most - generating leads at $11 when competitors were paying $15-20. But by letting specialists handle what they do best, he freed himself to focus on what he does best: running an exceptional bin cleaning service and keeping customers happy.
The results speak for themselves: 73% reduction in lead costs, 300+ new customers, and a predictable growth engine that runs without consuming the owner's time and energy. Instead of spending hours tweaking campaigns and analyzing metrics, Karter can focus on scaling operations, training teams, and maintaining the service quality that sets Bin Daddy apart.
Want Results like Bin Daddy NC?
Because the truth, is you can see these results, if not better…
Without any financial risk!
Because unlike other agencies or freelancers…
We GUARANTEE results or your money back.
So, if you want to chat and see if our strategy is a good fit for your business…
Your next step will be to book a FREE consultation call with me.
During this call you can share more about your business, goals, and challenges.
And for the record…
This is not a sales call in disguise.
You see, I’m not even sure if we can help your business yet, or if we're a good fit.
So our initial conversation is a simple no-pressure call to better understand your situation.
And if after our call, we seem like a fit, we will walk you through our entire system that has generated thousands of leads for businesses like yours.
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