The client wanted to leverage Meta platforms (Facebook & Instagram) to drive a high volume of qualified leads at a sustainable cost. Previously, their ad spend resulted in low conversion rates and high cost-per-lead figures—mainly due to poor targeting and generic ad creatives.
The client was investing in Meta ads without seeing consistent results. Key issues included:
Broad targeting with minimal segmentation
Creatives that failed to engage the audience
Lack of A/B testing or campaign optimization
High cost per result and low lead quality
The goal was to design a performance-driven Meta Ads campaign that would maximize ROI while keeping the cost per enquiry low.
Segmented audiences based on demographics, interests, and behaviors
Created custom and lookalike audiences from existing lead data
Used geo-targeting to focus on high-converting regions
Designed compelling image and video creatives tailored to each audience group
Focused on clear messaging, strong CTAs, and scroll-stopping visuals
Tested variations in ad copy, formats (carousel, video, static), and CTAs
Optimized campaigns based on CTR, relevance score, and conversion rate
Paused underperformers and scaled winners weekly
Meta Ads campaign performance overview:
2,695 Enquiries Generated
Reached 430,000+ People
2.37 Million Impressions
Average Cost Per Enquiry: $26.89
This campaign proved that with the right strategy and execution, paid social media can be a highly efficient lead generation channel.
This campaign showcases how data-led audience targeting, engaging creative, and ongoing testing can unlock serious results on Meta platforms. With over 2,600+ qualified enquiries, the campaign significantly exceeded lead generation benchmarks while keeping the cost per enquiry under $27.The success of this project underscores the importance of continuous optimization and audience insight when scaling ad performance.
