Our client was seeing strong lead levels from Facebook advertising at a below target cost per lead, but we wanted to see if we could take their campaign performance to the next level. Our aim was to find areas that drove a quality lead but at a cheaper acquisition price; enabling us to deliver a greater volume of leads for the same total marketing spend.
Our proprietary technology launches Facebook campaigns on a location by location basis targeting areas where there are just a few hundred people living in them, right up to major city locations with millions of residents.
We analysed the results of over 25,000 unique locations within the United States. Our analysis allowed us to identify tiers of population where the click through rates and conversion rates were strong; delivering great cost per leads versus those ‘greedy’ locations which swallowed large volumes of the budget whilst delivering a higher cost per lead.
By focusing on the population sizes that returned the best cost per lead, but up-scaling it to all areas of that size in the United States and serving them location specific creative, we improved the overall cost per lead for this client. At the same time, we removed those areas with population sizes that returned a higher cost per lead, allowing the marketing spend to be invested in areas that were proven winners, resulting in a greater volume of leads.