Customer request
To decrease Cost Per Lead (CPL) to $55 and less, where CPL stands for a call with a consultation.
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GET A PROPOSALChallenges
To understand the target audience
The first challenge was to understand the target audience and their demands.
Generate traffic.
The second challenge was to increase traffic to the campaigns and gather more leads while keeping the cost per lead low (CPL).
Prevent ad fatigue
The third challenge was to make sure that the audience didn't see our advertising too often, so that they didn't become irritated or tired of it, and so that we could engage more leads.
Conduct A/B testing
The fourth challenge was to carry out comprehensive testing with different creatives to determine which kind of content is most appealing to our target audience.
What we've done
- Developed a new Facebook ad campaign structure tailored to this niche;
- Changed format of creatives from image to video;
- Since the client had a lot of positive reviews, we decided to rely on actual consumer feedback and used it in each commercial, along with quick calls to action and emojis;
- Based on completed conversions, advertisements to lookalike audiences were launched;
- Adjusted creatives to improve their effectiveness, while still maintaining the concept of reviews.
The Results
41%
Decrease in CPL
60%
Increase in leads
$39
Cost Per Lead
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