Part 1 (Phone Calls)

So with this account, the original goal was to go for calls. The objective was to drive traffic to a landing page and let people book an appointment to speak with a specialist. With this, it required us to create events similar to e-com based on specific actions taken such as initiate checkout and then purchase. The purchase event is someone inserting their info and booking a call while the initiate checkout is just pushing them to visit our calendar page.

With the call strategy, it was a volume play. We were looking to get traffic to the landing page in the most cost effective manner possible. With 10-12 audience variations testing out of the gate. We also tested 5-6 ads per audience to fine tune the campaigns to run with the clear winning creatives.

We knew 40-50% of the booked calls may not answer, so with the goal being calls under $150, we had to get the cost per calls at least under $75 to make this successful.

Part 2 (Lead Form)

The second part of this consisted of getting more data for nurture campaigns which resulted in us adding another strategy to create a different landing page in which we would push the traffic to get them to fill out a longer qualification form. The client then set up email and SMS sequences to follow up with the leads immediately which is a key part in the whole strategy.

With this mortgage team running ads in the past, they were acquiring leads in the $35-$40 range and the quality wasn’t great. So with this new addition, we ultimately wanted to generate higher quality leads at a fraction of the cost.

The idea for this since it has been a while since the client pushed lead forms is to create more generic audiences related around mortgage, home equity loans, and refinancing (can see more below). The more data we can have for this means the better our

Results for Calls: Overall we tested 10-12 audiences pushing for calls with 5-6 ads per audience. With the goal being to get calls under $150 and understanding 40-50% may not go through the call, we aimed to get the cost per purchase (aka someone booking a call) under $75.

As you can see, we were able to get the 37 booked calls (purchase event) at $57/call.

Results for Leads: With this being a newer campaign going for leads, we were aiming to have the CPL under $40. In the first month we were able to acquire 62 leads at an average CPL of $3.65. This is in result of a more simple approach which only consisted of 5 prospecting audiences with 6 ads per ad set. The first week we did have leads in the $40 range, but since this was a newer approach, we knew we had to give it some time to optimize. After 16 days, we started to see the CPL drop under $5 and get more consistent for the remainder of the month.

–      For clarification Lead – TY is the thank you page someone hits once they submit a form.

Lookalike audiences will be. So the ultimate goal is to gather as much data as possible from our prospects.