Transforming CPL for a
Home Improvement Client in UK
Client Background
Our client, a leading home improvement company, specializes in providing top-tier renovation and remodeling services. They approached us with the challenge of increasing their customer acquisition while optimizing their advertising spend.
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Objectives
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Increase Lead Generation: Drive high-quality leads to the client’s sales team.
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Optimize Cost Per Lead (CPL): Start from a baseline CPL and reduce it significantly through strategic ad optimizations.
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Strategy
We implemented a dual-pronged Meta Ads strategy using both video testimonials and before-and-after images as the cornerstone of our ad creatives.
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Video Testimonials as Ad Creatives:
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Leveraged authentic customer experiences to build trust and credibility.
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Showcased real-life success stories, emphasizing the client’s expertise in transforming homes.
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Before-and-After Static Images:
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Highlighted the tangible impact of the client’s work.
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Provided a visual narrative that resonated with potential customers looking to enhance their homes.
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Execution
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Learning Phase: We initiated the campaign with an extensive learning phase, testing various ad formats, audiences, and placements. During this phase, the Cost Per Lead (CPL) started at £45. This provided a baseline for further optimization.
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Optimization: Through continuous monitoring and tweaking of the campaigns, we:
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Refined Audience Targeting: Focused on high-intent users, narrowing down to demographics that showed a strong interest in home improvement services. This increased the lead quality by 25%.
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A/B Testing: Tested over different ad creatives and copy variations to determine the most effective combinations, leading to a 30% increase in engagement rates.
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Budget Allocation: Reallocated 40% of the budget to the highest-performing campaigns, optimizing ad spend efficiency.
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Results
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CPL Reduction: Over the course of the campaigns, we successfully reduced the CPL from £45 to £27, representing a significant 40% decrease.
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Increased Lead Volume: With optimized ad spend, the client saw a substantial increase in high-quality leads, which translated into more sales opportunities.