Meta Ads success story · Outdoor building materials supplier

How an outdoor lumber company filtered out 96% of spam calls from its Facebook call ads.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

Maximo Wood sells thermally modified and tropical hardwoods for decks, siding and ceilings. Its team was losing hours to spam and low-intent calls. Call ads with AI call screening let the serious buyers through and kept the rest out.

Business: Maximo Wood
Market: United States
Goal: Fewer spam calls, better phone leads

Wooden deck with built-in steps and railings wrapping a home among evergreen trees

The results.

Compared with its usual campaign, which had no way to screen out low-intent calls.

96%of spam calls filtered out

Recruited A/B test, December 3-10, 2025. Results based on client metrics shared with Meta.

The challenge.

Maximo Wood supplies outdoor living and architectural wood to homeowners, architects, builders and developers across the United States. For a business like this, a phone call is often the best lead there is: a builder with a project on the calendar, or a homeowner ready to order materials for a deck.

The trouble with phone leads is that every kind of caller gets through. Spam, robocalls and people with no real interest tied up the team, and every minute spent on a bad call was a minute not spent with a buyer. The company wanted fewer junk calls, less wasted staff time and better conversations.

Meta example of a Reels ad with a Call now button

What they did.

Call ads · AI call screening · Video ads

Call ads: Ads built for leads with a Call now button let people phone the business the moment they were interested, without filling in a form first.
AI call screening: Meta’s Business AI checked the intent of each incoming call. Callers who confirmed their interest or asked relevant questions were passed to the team; low-intent and spam calls were filtered out.
A specific offer: The ads promoted its thermally modified wood for indoor and outdoor ceilings, with its 20-year guarantee front and center.
Built for buyers and builders: Ads reached US adults, including homeowners, contractors and people interested in renovation, home improvement, woodworking and construction, and ran across all of Meta’s placements wherever results were cheapest.
A controlled test: Half the delivery ran the usual campaign without screening; the other half ran call ads with screening, so the difference could be measured cleanly.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Bad leads cost money: A spam call does not show up on the ad bill, but it shows up in payroll. Filtering calls protects the most expensive resource a sales team has: its time.
Intent is checked first: The screening happens before the phone rings in the office, so the team only picks up for people who have already shown they are serious.
A promise worth calling about: A 20-year guarantee and a clear product gave real buyers a reason to call and gave casual browsers less reason to.
Proven, not assumed: Because the result came from a split test, the 96% is the effect of the screening itself, not of a busy week or a seasonal spike.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our meta ads management.

Track every call: We record which ad produced each call and whether it turned into a job or an order, so you know what a phone lead is actually worth.
Filter before it reaches you: Call screening, qualifying questions on lead forms and spam filters keep your team on the phone with buyers, not robocalls.
Teach the system your best calls: We feed back which calls became sales, so Meta goes looking for more callers like your best customers. The method is explained in our guide to fixing bad leads with sales data.
Catch them when they search: Buyers comparing suppliers and contractors also search. Our Google Ads management puts you in front of them at that moment.