Objective
Decrease the CPL of Leads from Meta Ads Campaigns. The brand wanted to generate as many leads as possible for the lowest amount. The target country was the United States.
Solution
Deep analysis of Meta Ads and the current campaigns that were running at the moment. Considering the Meta Ads algorithm, we decided to expand the target audience and instead of targeting specific countries within the United States, we decided to target the whole United States.
Results
CPL
Price per lead dropped dramatically and because of the nature of targeting we were concerned about the quality but surprisingly, the quality stayed the same.
Number of leads
The impact of the different approaches is visible in the number of leads as well. All of a sudden the company had more business opportunities because of the number of leads.
Conclusion
With the unlimited targeting options, we gave FB’s algorithm a chance to shine and we saw an immediate impact on our results. This number of leads allowed the company to expand its business and even change the very core of its structure and offer.
Other important action steps:
- Lookalike audience brought most leads
- The remarketing campaign worked like a charm
- Copy and videos were crafted by the company
- We were using Monday as a CRM and Project Management Tool
- Google ads were expensive with over $150 per lead
- We were using the strategy with two pixels
- The company shifted to a new business model soon after our test
- All campaigns had UTM tags
- No AI was used during the whole process
