The Challenge
Head Honchos LLC is a family-owned H-2A labor company in San Antonio, Texas. It recruits seasonal workers from Mexico, South Africa, Central America and Uzbekistan for farms, ranches, dairies, orchards and nurseries across the contiguous U.S. Its pitch is hard to beat: legal workers, the paperwork handled, and the farmer pays only when the crew arrives. Some ranchers have rehired the same workers for more than 20 years.
Almost all of Head Honchos' growth came from referrals and repeat clients. Between December 2025 and April 2026 the company spent $2,249 on Meta ads across five campaigns. The four lead-form and landing-page campaigns ($1,623 of that) brought in 31 leads at $52.37 each. One landing-page campaign spent $686 for a single lead. The ads were then switched off from May through August.
Civsav was brought in on September 1, 2026 as the single partner for website, paid acquisition and lead handling. The goal was simple: more farm employers asking for a consultation, at a cost that makes sense.
The Approach
- Offer first, then ads. We built a documented ideal-customer profile and a keyword site map. Every ad and page leads with the strongest promise in the category: only pay when workers arrive.
- New headless website. We rebuilt headhonchosllc.com with pages for each H-2A topic (visas, process, cost, requirements, compliance), nine industry pages and eight state pages. A free-consultation form and click-to-call sit on every page.
- Five new ad creatives, one campaign. We delivered five new static ads on September 11 and launched them together in a single budget-optimized Meta lead campaign, so spend flows to the winner on its own.
- Instant forms into GoHighLevel. Every Meta lead lands in a GoHighLevel pipeline with source tagging and automated follow-up, so the Head Honchos team works farm leads from one list instead of an inbox.
85% cheaper leads, from the same platform.
On the same Meta ad account, the new campaign brings in leads at $7.60 each (Meta-reported), down from $52.37 on the lead campaigns that ran before. That's 85% cheaper. More of the people who click also convert: 4.5% of clicks became leads, against 1.6% before. In its first 30 days the campaign produced 233 leads, 11 times the best month before Civsav (21 leads in April 2026).
Caption: Before and after on Meta. Grey is the lead-generation campaigns that ran from December 2025 to April 2026. Orange is the Civsav campaign from September 17 to October 16, 2026. All figures are Meta-reported. Messenger campaigns are excluded from the before figures, because conversations aren't leads.
- $52.37 → $7.60: cost per lead (−85%)
- 1.6% → 4.5%: share of clicks that became a lead (2.8×)
- 21 → 233: leads in the best 30-day window (11×)
225 farm employer leads in 30 days.
Between September 17 and October 16, 219 Meta leads landed in Head Honchos' CRM, about seven a day, on $1,772 of ad spend. That's $8.09 per lead counted in the CRM. 97% of them came with a U.S. phone number, which fits ads written for farm employers only. Over the same period, six more employers asked for a consultation through the new website, for 225 employer leads in total.
Volume grew every full week: 20 leads in the first four days, then 43, 57 and 67 a week.
| Source | Window | Leads | Notes |
|---|---|---|---|
| Meta lead forms (GoHighLevel) | Sep 17 – Oct 16 | 219 | $1,772 spend · $8.09 per CRM lead · 233 Meta-reported · 97% U.S. phone numbers |
| Website consultation form, employers | Sep 18 – Oct 16 | 6 | 4,000-head feedyard, dairy, national nursery brand, cattle ranch, biosolids company, H-2A filer |
| Total employer leads | 225 | ||
| Website, worker applicants | Sep 18 – Oct 16 | 51 | Overseas H-2A job seekers. Passed to recruiting, not counted as leads. |
| Website, excluded | Sep 18 – Oct 16 | 31 | Test entries, bots, vendor and recruiter pitches, unclear submissions |
- 225: employer leads in 30 days, across Meta and the website
- $8.09: cost per Meta lead in the CRM ($1,772 spend)
- 97%: share of Meta leads with a U.S. phone number
Real workers beat stock photos.
Five creatives launched together, and Meta's budget optimization put nearly all of the spend behind two of them. "Guaranteed Workers to Your Farm" leads with the pay-on-arrival promise and is the only ad that shows a real Head Honchos crew holding their visas. It brought in 109 leads at $6.71 each, with a 3.9% click-through rate, the best in the account. "Seasonal Farm Labor Through H-2A" brought in 116 leads at $8.38 each. Together the two ads produced nearly every lead in the campaign.
A front door for employers and workers alike.
The new headhonchosllc.com went live on September 18. In its first four weeks it took 88 form submissions. After test entries, bots and vendor pitches are removed, six were employers asking about H-2A crews, including a 4,000-head feedyard, a dairy and a national nursery brand. Another 51 were workers abroad applying for H-2A jobs, a supply Head Honchos' recruiters can now draw on directly.
Kickoff to 225 leads in seven weeks.
- DEC 2025 – APR 2026: Before Civsav — $2,249 spent on Meta across five campaigns brought in 31 form leads. Ads were paused from May through August.
- SEP 1, 2026: Kickoff — Ideal-customer profile, keyword site map and offer positioning around the pay-on-arrival guarantee.
- SEP 4 – 17: Build — New website built and form-tested in staging. Five new ad creatives delivered on September 11.
- SEP 17: Paid launch — A consolidated Meta lead campaign went live with GoHighLevel routing. 20 leads arrived in the first four days.
- SEP 18: Website live — The new headhonchosllc.com launched with consultation forms on every page.
- OCT 1 – 16: Sustained volume — 138 Meta leads in 16 days. The best week so far was October 5–11, with 67 employer leads. Six employer inquiries arrived through the website.