Goal:

The client’s goal was to produce high-quality leads at a cost-per-acquisition (CPA) of $150 or less, utilizing the entire monthly ad budget of $5000. The campaign aimed to optimize lead generation through Google and META channels, focusing on conversion types such as website form submissions and first-time phone calls.

Methodology and Results:

‍

Google Ads:

• Initiated with a Single Keyword Ad Group (SKAG) strategy, which transitioned into multi-keyword intent-based ad groups for enhanced targeting.
• Faced challenges in optimizing search campaigns within the set CPA goal, prompting a temporary pause. PMAX campaigns were explored and, upon promising results, further optimized to achieve a CPA of $40.
• Upon collecting valuable data from PMAX, search campaigns were reintroduced and refined, leveraging insights to approach the $150 goal.
• Conversions were optimized for first-time phone calls, website form submissions, and phone calls from ads.

‍

Results for Google Ads:

• 229,000 impressions
• 8,469 clicks
• $2.13 Average Cost per Click
• $18,006 total Cost
• 360 Conversions
• Cost/Conversion: $50

‍

META/Facebook Ads:

• Initiated with on-Facebook leads but transitioned to website form submissions due to quality concerns raised by the client.
• Despite an increase in CPA from $63 to $201, the shift to website form submissions led to higher-quality leads.
• Creatively tested various FB interest targeting and ad formats (image, carousel, and video) to optimize performance.
• The winning campaign for website lead form submissions on META ads across Instagram and Facebook apps achieved a CPA of $191

‍

Results for META/Facebook Ads:

• 99 Conversions (66 on-Facebook leads, 33 website form submissions)
• 186,000 impressions
• $109 CPA across all Facebook ad campaigns
• Unique CTR: 2.18%

‍

Combined CPA results from Google and META Advertising Channels:

• Blended CPA: $62 (excluding on-Facebook leads)