Meta Ads Campaign for IT Services Lead Generation
Atharv Pathak
Meta Ads Campaign: IT Services Lead Generation & Scaling
Client: IT Services (Web & App Development) | Global
Campaign Duration: 90 Days
Total Ad Spend: $55,151.71
Campaign Objective: Generate high-quality B2B service inquiries and scale lead volume for web and app development
Project Overview
My client a fast-growing IT service provider, wanted to expand globally by attracting businesses looking for custom web and app development solutions. Their average project value was around $1,000, and they aimed to establish consistent inbound lead flow from international clients.
The campaign was initially launched at a small budget but was later scaled aggressively after strong early results. Over the 90-day period, we generated 3,157 qualified conversations at a cost of $17.47 per lead, reaching over 200K potential clients across targeted markets.
Challenge
The Situation:
Client was previously relying on cold outreach and referrals
No structured ad funnel or remarketing strategy
Needed international audience targeting (US, UK, UAE, Canada)
Goal: Build scalable digital acquisition system for long-term B2B growth
Goals:
Generate 3,000+ qualified leads
Maintain CPL under $20
Scale spend profitably while keeping ROI above 3x
Build global brand awareness for IT services
Strategy & Implementation
Audience Targeting & Segmentation
Primary Audiences:
Startup founders, entrepreneurs, and small business owners
Decision-makers seeking web/app development or IT outsourcing
Location: US, UK, UAE, Canada, Australia
Custom Audiences:
Lookalike audience based on existing client database
Website visitors (past 60 days)
Meta page engagers and message initiators
Campaign Structure
Campaign 1: Lead Generation — Web & App Development
Objective: Messages (Primary)
Platforms: Facebook, Instagram, Messenger
Budget Allocation: 70%
CTA: “Get a Quote” / “Message Us for a Free Consultation”
Campaign 2: Brand Awareness — Service Expertise
Objective: Video Views
Budget Allocation: 20%
Focus: Showcase past projects, client testimonials, and team expertise
Campaign 3: Remarketing — High Intent Leads
Objective: Conversions
Budget Allocation: 10%
Retargeted users who viewed 50%+ of video or opened message
Creative Strategy
Video Ads:
20-sec showcase videos of live project demos
Animated explainers highlighting “From Idea to App Launch” process
Founder intro + client success clips
Static Image Ads:
Carousel ads featuring “Our Services: Web • App • Design • Maintenance”
Infographics showing project lifecycle and pricing transparency
Global map visuals emphasizing international clientele
Copy Tone:
Professional and value-focused
Emphasized affordability + technical expertise
CTA: “Let’s Build Your Next Big Idea Together”
Key Tactics Implemented
Conducted A/B testing on ad formats (video vs. carousel)
Scaled ad sets using CBO (Campaign Budget Optimization)
Implemented automated lead response via Meta Inbox + WhatsApp
Integrated tracking through Meta Pixel and UTM tagging
Weekly optimization to maintain CPL under $18 while scaling
Results Achieved
Performance Metrics (As per Meta Dashboard)
Results: 3,157 messaging conversations
Cost per Result: $17.47
Amount Spent: $55,151.71
Impressions: 518,009
Reach: 208,784
Frequency: 2.48
Conversions & ROI
Qualified Leads (Estimate): 2,450
Closed Deals: 116 confirmed projects
Average Project Value: $1,000
Estimated Revenue: $116,000+
Return on Ad Spend (ROAS): ~2.1x
Optimization & Learnings
What Worked Best:
Scaling through lookalike audiences gave +48% better CPL
Message objective outperformed Lead Form by 2.3x in conversion
Carousel ads with portfolio visuals had highest CTR (3.2%)
Using client testimonials boosted ad trust significantly
Challenges Overcome:
Early issue of spam messages solved with keyword filters
Improved conversion tracking with pixel & CRM sync
Creative fatigue avoided via weekly ad rotation
Tools & Technologies Used
Meta Ads Manager (Primary Platform)
Canva + Premiere Pro (Ad Creatives)
Meta Pixel (Tracking)
WhatsApp Business API (Instant Lead Response)
Google Sheets + Zapier (Lead Sync Automation)
Key Takeaways & Future Recommendations
Growth Strategy:
Continue global scaling with localized ad sets
Add video testimonials from key clients
Launch LinkedIn remarketing campaign for high-ticket projects
Test Google Search ads for “Hire App Developer” intent keywords
Impact Summary:
This campaign marked a turning point for my client— evolving from local outreach to a globally scalable digital brand. Through precision targeting, strong ad creatives, and consistent optimization, the campaign delivered 3,157 B2B conversations, over $116,000 in potential revenue, and proved the power of Meta Ads for IT service scaling.
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Posted Nov 4, 2025
Executed a Meta Ads campaign for IT services, generating 3,157 leads and $116,000+ in revenue.
