Pool screen enclosure quiz outperformed the website and cut lead cost by 7x
Hello 👋
This is Andrew Spicy, a marketing expert. I want to share how we created a quiz for a product with a $10K+ average check, paired it with Facebook Ads, and got leads 5–7 times cheaper compared to our previous campaigns with Google traffic.
Client and challenge
Screen Factory specializes in installing pool screen enclosures in Florida. This is a very popular service, nearly every home has a pool, and enclosures protect it from insects, leaves, and weather.
The goal: Reduce the cost of acquiring leads, move away from expensive and low-performing Google traffic, implement tools none of our competitors were using, and avoid wasting resources on a costly website redesign that wouldn’t improve conversions.
Target audience: Private homeowners in Florida with open pools
Campaign period: April 2025 — present
Geo: Florida, USA
Traffic: Facebook Ads
Situation
Before launching the quiz, we relied entirely on Google Ads, where each lead cost us $70–120 with an average check of $15,000. This significantly reduced our margin and wasn’t sustainable. We needed a more efficient way to generate high-quality leads fast, without redesigning the whole website.
This is our website. A full redesign would have taken weeks, and we needed leads now
Solution: Quiz as alternative to expensive Google traffic
We decided to test an interactive quiz as a more engaging and conversion-focused format. It could be launched quickly, provide instant value to users, and serve as a landing page without needing to rebuild the entire website.
We designed an engaging Start Page and lead magnets to maximize engagement and motivate users to complete the entire quiz.
Free 3D design and a $1,000 discount on the first order were offered as bonuses for completing the quiz. The discount grew dynamically: each answer brought the user closer to the maximum discount, encouraging them to complete the quiz and claim the offer.
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Lead magnets for quiz completion: 3D design, $1,000 discount and dynamically increasing discount
When creating the quiz, I used a warm-up and audience filtering methodology that greatly improves lead quality. Most companies make a critical mistake by not using warming subheadings. We highlighted the experience and advantages of the company in each question:
👉“We've built 150+ enclosures across Florida for new and existing pools”.
👉“We replace old frames or build from scratch in 7 days with 365-day warranty”.
👉“We've worked with 50+ local HOAs and expedite permit processes”.
The client seemingly just answers questions, but at the same time learns about our advantages and forms a positive image of the company.
We intentionally added filtering questions about budget and timeline:
👉“What's your estimated project budget?” (options from "Less than $10,000" to "$20,000+").
👉“When do you plan to start the project?” (from "As soon as possible" to "Just exploring options").
When a client answers they have a budget below $10,000 or they're "just exploring options" we understand that this isn't our target client.
On the lead form, we used a motivational progress bar to show users how close they were to receiving all promised bonuses and discounts. This helped to keep the form simple and clear, making it easier for users to complete. As a result, users were more likely to fill out the form and provide the necessary information.
In the lead form, users can leave either a phone number or a preferred messenger contact
Traffic setup
At first, we directed traffic directly to our website and received leads at a cost of $70–$120. Then, we added a button on the site that led to the quiz, and the cost dropped to $60–$70 per lead. However, the real breakthrough occurred when we launched traffic separately to the quiz and targeted it with Facebook Ads. This resulted in leads costing only $10–15, which is 5–7 times less than the cost of Google traffic. It was clear we had found our winning formula.
One of our Facebook ad creatives
Results
In the first month of testing, we generated $40,000 in revenue from quiz traffic alone, a remarkable achievement that showed us the advantage of our new approach. We captured over 30 qualified leads, closed 2 deals, and built a strong pipeline for follow-ups.
With lead costs dropping to $10–15 compared to the $70–120 we were paying for Google traffic, we achieved a 5-7 times reduction in acquisition costs. This efficiency led to stable monthly sales of 1–2 deals, each averaging $15,000 or more.
Despite our success, we faced a significant challenge. Call-through rates from Facebook leads were lower than we had experienced with Google traffic, and many prospects simply didn't answer their phones. Although this quality difference was noticeable, the cost savings made it a worthwhile trade-off that we could work with.
Instead of accepting this limitation, we took a multi-channel approach to improve our connection rates. We created SMS and email campaigns for initial contact, acknowledging that many people preferred text communication over unexpected phone calls and allowing prospects to engage with our content on their own terms.
Performance summary:
Key benefits of using Marquiz
When I started using Marquiz, I noticed a great difference compared to other similar products available on the American market. The quiz has a modern and vibrant design, which is something you don't often see among competing platforms, especially compared to Typeform, that has a more outdated WordPress-like look.
Thanks to gamification, user engagement is significantly higher. The progress bar at each stage of the quiz, along with smooth animations and dynamically increasing discounts, not only motivate users to complete the quiz, but also create a positive first impression. We also often upload our own custom icons to the lead magnets, which helps us to stand out and makes our brand more visible to the audience.
The ability to integrate quiz with Meta Pixel turned out to be especially valuable for our agency. We are able to monitor the entire funnel directly, seeing where users are dropping off and where they become more engaged. At each stage, we can quickly adjust the quiz in order to meet the goals of the advertising campaign, and all analytics are transparent.
Looking ahead, we hope Marquiz wil offer direct integrations with new services, so we can send SMS messages and emails to customers and track deals within our CRM systems.
Thank you for your attention to the case!
Marketing Expert, Spicy Media
💡If you’ve discovered an interesting way to use a quiz and want to share your story — drop us a line at support.matvey@marquiz.io
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