70% CPL drop in Real Estate

Contrary to other ad accounts, this ad account had a pretty solid structure. Testing new creatives in ABO, pushing best performers in a CBO multiple ad sets campaign (no ASC at the time) and generally generating solid results. This made my job even harder considering we already had great results.

Upon investigating few things with a client, I came across the idea of targeting the whole United States in a single ad set instead of partially targeting only few states. The client approved this as the state wasn’t really the crucial part in the lead quality.

I’ve created another CBO campaign with all the best performers and only 1 ad set this time and targeted the whole country. With the broader audience, Meta managed to find way cheaper leads that were almost the same in quality. The only thing left was to improve the quality and to maintain the same opt-in rate we had before. We did that by implementing 2 forms instead of 1. The first form was the general opt-ni form with contact info and the second form was the form with more detailed questions. This gave us opportunity to retarget those who filled only the first step.

Once the client saw the results from the campaign, the entire business was shifted into a totally different direction.