Drive Leads from Social Media on a competitive Design Niche
Muhammad Faraz
Generating Quality Leads with Social Media Ads for US & AUS Markets
Client: Crafty
Project Focus: Paid Social Media Advertising
Markets Targeted: United States and Australia
Key Metrics:
Cost Per Result (CPR): $15 - $25
Return on Ad Spend (ROAS): 250-300%
Background:
The client, operating in Web Design and Development industry, aimed to expand their customer base in the US and Australian markets. They sought a paid social media ad strategy to generate high-quality leads while maintaining a reasonable cost per result (CPR) and ensuring a strong return on ad spend (ROAS).
Challenges:
Competitive Markets: Both the US and Australian markets are highly competitive, making it challenging to keep CPR low while attracting qualified leads.
Audience Segmentation: The client needed precise targeting to engage the right audiences in two different regions with unique consumer behaviors.
Performance Optimization: Ensuring a high ROAS while scaling the ad spend across these two markets was a priority.
Strategy:
To address these challenges, I developed a tailored social media advertising strategy that focused on lead generation while optimizing costs and maximizing returns.
1. Market Research & Audience Segmentation:
Conducted detailed research on the US and AUS markets to understand consumer behavior, preferences, and the competitive landscape.
Created distinct audience segments for each market using data-driven insights, focusing on interests, behaviors, and demographics that matched the client’s ideal customers.
2. Creative Development & Ad Design:
Designed high-converting ad creatives, including eye-catching visuals and persuasive copy, tailored to resonate with each market.
A/B tested different ad formats (carousel, video, static images) and messaging to find the best-performing combinations for each region.
3. Advanced Targeting & Campaign Structure:
Used custom audiences and lookalike audiences to reach users similar to the client’s existing customers.
Leveraged detailed targeting options (age, interests, job roles, etc.) on platforms like Facebook and Instagram to narrow in on potential leads with the highest probability of conversion.
4. Optimizing for Conversions:
Optimized campaigns for conversions by testing different bidding strategies (manual vs. automatic) and adjusting budgets based on performance data.
Implemented tracking pixels and custom events to measure lead actions such as form submissions and inquiries, allowing for granular optimization.
5. Ad Monitoring & Continuous Optimization:
I closely monitored the campaigns’ performance, adjusting audience segments, ad placements, and bids to improve results.
Scaled winning ads while pausing underperforming ones to ensure budget efficiency and maintain a strong ROAS.
Results:
Lead Generation: The campaign successfully generated a high volume of quality leads from both the US and AUS markets.
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US Region - Website Development Lead Gen Campaign
Cost Per Result (CPR): The average CPR ranged between $15 and $25, depending on the market, staying within the client’s target budget.
AUS Region - Web Development Messenger Campaign
Return on Ad Spend (ROAS): Achieved an impressive ROAS of 250-300%, meaning that for every $1 spent, the client earned $2.50 to $3.00 in revenue.
Increased Conversions: The client saw a significant boost in conversion rates from the generated leads, leading to sustained business growth.
Conclusion:
Through a data-driven and strategic approach to social media advertising, I was able to help the client expand in both the US and AUS markets while keeping acquisition costs low and driving a strong return on ad spend.
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Posted Oct 16, 2024
I developed and executed a targeted social media ad campaign for US and AUS markets, focusing on lead generation.
