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To remember
- Remarketing with 20% of the budget generated a CPA three times better than acquisition campaigns. Undersizing it would have left a lot of performance on the table.
- Authentic visuals featuring real tradespeople drove cheaper traffic than polished stock images every single time.
- Rotating creative regularly kept CTR and CPL from degrading. Letting the same ads run too long is one of the fastest ways to watch performance drop.
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Challenge
Acquisition objectives: scale qualified leads, control CPL and build a sustainable full-funnel system
- Generate qualified prospects in each region.
- Keep CPL in line with what each local market could support.
- Build an acquisition funnel that would hold up over time.
- Find which creative formats worked best in each sector.
- Develop top-of-funnel campaigns on digital for the first time.
Strategy
Localized full-funnel approach with optimized budget allocation and audience iteration
- Built a full-funnel structure with an 80/20 split between acquisition and remarketing. The remarketing slice punched well above its weight.
- Adjusted budgets by region based on local CPM differences rather than spreading spend evenly.
- Developed localized creative with messaging tailored to each audience. Real tradespeople in the visuals consistently outperformed stock imagery.
- Ran continuous audience iterations across Meta's targeting options to find which pools were most responsive in each area.
Results
High lead volume, improved CPA and large-scale audience reach
- 1,740 prospects generated
- 3x CPA performance improvement
- 2M people reached with an average frequency of 6.5
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