When simple works best: Lowering Lead-Gen Target CPA by 64%
Melvin Pineda
Challenge:
A home warranty company aimed to increase lead generation for their home warranty plans through paid advertising. The brand, which had relied solely on organic content, sought to venture into paid media for the first time. Their goal was to drive qualified leads while maintaining a CPA of $90 or less.
Strategy and Implementation:
Simple Yet Effective Campaign Structure
To maximize efficiency, a streamlined approach was applied to Meta and Twitter platforms:
Prospecting Audiences:
Lookalikes (1%-3%): Created from customer lists and email subscribers to find users likely to convert.
Home Improvement Interests: Targeted users with interests in home repairs, DIY projects, and major appliance brands.
Purchase Behavior: Focused on users showing intent or behaviors tied to purchasing appliances or home equipment.
Remarketing Audiences: Retargeted website traffic and free trial users who didn’t convert using dynamic value-based user lists powered by pixel and conversions API data.
Creative Development
Informational Graphics: Highlighted the benefits of home warranties through infographics, comparison charts, and pricing plans.
Performance Optimization: Scaled top-performing creatives and introduced variations to sustain engagement and conversion rates.
Ongoing Optimization and Scaling
Monitored ad sets to scale high-performing campaigns while pausing underperforming ones.
Tested and refined targeting strategies to continually lower CPA.
Results:
Achieved 799 leads in 2024 at an average CPA of $30—a significant reduction of 67% below the target CPA.
Delivered scalable results through a simplified campaign structure and data-driven optimizations.
Key Takeaways:
A well-structured prospecting and retargeting strategy can drive significant growth, even for brands new to paid media.
Clear, informative creatives resonate with users and improve engagement for service-based offerings.
Regular optimization ensures long-term efficiency and scalability in paid media campaigns.
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Posted Jan 15, 2025
Paid media efforts resulting in 799 leads at 67% below target CPA, scaling growth from organic to paid advertising.
