CPL Decreased by over 28%

Background:

The client, a life insurance company, was in search of a professional paid media freelancer who could generate high-quality leads to support their business growth. Previously, they attempted to run Facebook ads themselves but lacked the necessary expertise in running campaigns on the Meta platform.

The challenges:

The life insurance company faced the following challenges:

• Limited experience with Meta platform: The client lacked the expertise and experience in running effective campaigns on the Meta platform, resulting in suboptimal results and a higher-than-desired CPL.
• Tracking setup issues: Incorrect tracking setup hindered the client's ability to accurately measure campaign performance and make data-driven decisions.


• Cost per lead above target: The average CPL exceeded the client's target KPI, indicating the need for a more efficient lead generation strategy.



The Approach:

To overcome these challenges and drive successful lead generation, I implemented the following strategies:

• Meta Pixel Setup through Google Tag Manager (GTM): We rebuilt the brand's website from the ground up, focusing on creating a visually appealing and user-friendly design. By utilizing modern design principles and optimizing the user experience, we aimed to improve the website's conversion rate and create a seamless shopping journey for visitors.
• Custom Audience Creation: I leveraged the client's existing customer list to create Lookalike Audiences (LLAs), allowing us to target a similar audience segment that was more likely to be interested in life insurance.
• Targeted Audience and Demographic Selection: Through extensive research and analysis, I identified the most relevant interest-based audiences and demographics for effective ad targeting.
• Ad Copy and Creative Optimization: optimized the ad copies and creative elements to resonate with the target audience, highlighting the benefits and value proposition of the life insurance offerings.
• Meta Lead Form and Landing Page Optimization: To maximize lead generation, I utilized Meta lead forms and optimized the client's landing page to provide a seamless and user-friendly experience for potential customers.

The Results:

By implementing the above strategies, the life insurance lead generation campaign achieved the following results:




• $14,500 Ad Spend: The campaign generated 585 high-quality leads through Facebook and Instagram ads.
• CPL of $24.93: The cost per lead was successfully reduced to $24.93, surpassing the client's initial target KPI.
• 28% Below Target CPL: The campaign's performance exceeded expectations by achieving a CPL that was 28% below the client's original target of $35.