Project Overview
This project operates in the custom light sign niche, targeting customers in the United States market.
The business relies on lead generation through Meta Ads (Facebook & Instagram), where lead quality and audience relevance play a critical role.
At the start of the collaboration:
- Meta Ads for lead generation were already active
- the average cost per lead was $4.85
-
campaign performance was limiting scalable growth
Objectives
The main objectives of the project were:
- reduce cost per lead in Meta Ads
- significantly increase the number of incoming leads
- identify the most scalable target audience
- build a predictable and stable lead generation system
Meta Ads Strategy and Optimization
We applied a performance marketing approach to Meta Ads, focusing on systematic testing and optimization rather than assumptions.
Audience Testing
As part of Meta Ads optimization, we tested multiple audience segments:
- remarketing audiences
- interest-based audiences
- lookalike audiences
During the testing phase, interest-based targeting delivered the strongest results.
In particular, users related to design and creative professions generated:
- the highest lead volume
- the lowest cost per lead
- the strongest scalability potential
As a result, budget allocation was concentrated on this audience.
Creative Testing
We tested multiple ad formats across Facebook Ads and Instagram Ads:
- static creatives
- video creatives
For this custom product niche, video ads significantly outperformed static formats, generating leads at an average cost per lead of $1.63.
Results
As a result of Meta Ads campaign optimization, we achieved:
- 60% reduction in cost per lead (from $4.85 to $1.98)
- 5.5x increase in total leads
- a stable and predictable flow of inbound inquiries
-
clearly defined audience segments for future scaling
