324 Leads in 31 Days? See How this Local Business did it

CASE STUDY: 324 Leads in 31 Days

In just 31 days, our team at Yocal generated 324 unique leads for a home improvement company specializing in steel carports.

Today we’re sharing exactly how it was done, including…

  • The Offer
  • Ad campaign
  • Who we Targeted
  • What Budget we used and why
  • Landing page to convert the leads


Let’s jump right in…

Make an Offer

As a home improvement company, the offer needed to be straight forward. No point offering some amazing deal just to get the leads in only to later find out most of the leads were just tire kickers…

So, to catch the attention of our client’s target audience when scrolling through their newsfeed, we promoted a simple fast acting offer on an entry level carport.

Nothing fancy, we put the actual price in the headline to get rid of time wasters.

What’s great about Facebook advertising is that you can constantly optimize your campaign to generate the best results.

In this case, we were able to optimize the campaign based on the demographics who were responding to the ad – and therefore get the highest ROI.

First, we put the offer in front of a general audience (see the details below) to see who would respond to it best…

Within the first 7 days, the client received 38 leads, people who knew what the offer was about and knew what the starting price was.

The 38 leads already started show us which demographic was working. We did have a good idea on who the target audience should be from the get go but it always advisable to test anyway to make sure.

So we adjusted the campaign to spend more marketing dollars on the exact demographic that was converting into leads.

When you’re initially deciding on an offer to invest in for Facebook advertising, try to choose a promotion that’s already been proven to work for your business outside of your paid efforts.



Building the Ad

The client’s Facebook ads were built to promote the single, simple offer while at the same time eliminating the time wasters as much as possible.

Since the goal was to get more people to inquire about the special offer, we used a CTA button that said “Get Quote”.

We want to get people away from Facebook, away from the distractions and get more info in front of the client about the offer through creative copy writing.

The title of the ads was the actual offer itself. This way when someone scrolled in their newsfeed and saw the ad, the promotion was clear.


Do you know what makes this ad unique?

The photos came directly from the client.

Do not use stock images!

We used pictures of our clients completed projects and included logo’s for general branding.

Within the first 31 days, these ads got a total of 3,702 clicks, which resulted in 324 unique leads. The cost per click to generate those leads was $0.23.


What made these ads so “clickable”?

  1. The deal stands out: it’s in the title of the ad – Very Clear
  2. The CTA is simple and asks that people “Get a Quote” in order to redeem the offer
  3. The image was taken from the client’s actual portfolio and is 100% unique to their brand (not stock)
  4. The audience targeting was broad but niche, which brings us to…



Effective Audience Targeting

Local businesses should have a reach of at least 40,000 for their Facebook ads.

Our home improvement client has a potential reach of 500,000 people. We set the audience location to region that they service.

Our main target gender was male but we did start the campaign targeting potential female buyers too seeings that they are generally the ‘boss’ of the household. 🙂 the results however did show that the majority of leads were men.

We also kept our age range from 30 – 62 (potential home owners) as our market research determined which age groups would be most likely want to do home improvement. Again with testing we found the ideal age group to be 41 – 51 years of age.

It’s important to remember that you want your targeting to be niche, but not too niche.

That’s why the minimum reach of 40,000 people is crucial. Our audience was large to start off with but the campaign proved to be successful from day 1 so narrowing it down to specific interests was not necessary.

If a local business sets up targeting that’s too limited or specific, not enough of the right people will see the ad which limits the potential for more conversions.


[QUICK TIP] Facebook Ad Campaign Process: Audience, Leads & Conversions.

– Setup your main ad with the following objective – Clicks to Website

– Go to Audiences and create > 2 Audiences

  1. Everyone who visits the offer page (landing page)
  2. Everyone who submits their details (for a quote or whatever the offer is) – this will normally be your thank you page.

– Keep the normal Facebook settings for the ad, i.e. optimize for clicks and pay for impressions.

– Build a Remarketing Campaign – Target everyone who has visited the main offer page but did not convert the first time (exclude all people who ended up on the thank you page, i.e. leads)

– For bidding in the Remarketing Campaign, we will use Daily Unique Reach instead of sticking with the defaults.



Let’s explain why you change your bidding strategy

Normally, we’re targeting a large audience and we invite Facebook to optimize. By optimizing, Facebook finds the people within our audience most likely to perform our desired action.

But in this case, we’re targeting a much smaller, much more relevant audience. We don’t want Facebook to pick and choose whom to reach. We want them to reach as many of the people who showed interest but haven’t converted yet.

Why does this work so well?

Studies have shown that a potential customer needs to be exposed to your brand/message/offer on avg. 7 times before they take action…

This simple setup allows you to do so.


Set your Budget

The minimum you can spend per day on a Facebook ad is $5.

But even still, this doesn’t guarantee best results.

To bring high quality leads, we like to set a minimum of at least $10/day per Ad Set. Keep in mind, the campaign can be paused at any time.

Using the simple Facebook Process above you can spend $5 per day on the clicks to website ad and a further $5 per day on the Remarketing campaign. Don’t go above $10 per day per ad set to start, you need a few days for the Facebook Pixel to mature (which means cheaper clicks).

Throwing a large budget at a campaign in the beginning will just waste your money!

For this example we had the initial campaign set at $100 per day to cover all the demographics. (men/women, age gaps of 10 years e.g. 30 – 40 and device – mobile/desktop). The $100 per day budget gave us enough money to test each ad set adequately.

The client also wanted to generate as many leads as possible.

So if there’s too much of an influx of leads (which is a great problem to have), the campaign can be paused or adjusted to slow the lead flow.

Same goes with the opposite issue.

If there’s not enough being spent, but the right people are seeing the ads and opting in, you can increase the budget to reach more of those ideal clients at any time.

Over 31 days, the client spent a total of $71.37/day on the campaign.

So to break that down, the cost per day per ad set was $11.90 (6 total).

To generate the 324 leads over the month, this results in a $6.61 cost per lead.


Creating the Landing Page

Once someone clicked on the Facebook ad, they were taken to a landing page for that offer. (We have since been using lead ads directly within the Facebook Ad platform to great effect as well. P.S. Use Context cards to explain your offer clearly and your lead quality will skyrocket!)

Landing Page

There were several elements and features on the landing page that encouraged users to convert:

  1. Great Headline
  2. Benefit rich Sub headline
  3. Benefit rich bullet points
  4. Clear CTA
  5. Countdown Timer (encourage visitors to take action now)
  6. All above the fold (no scrolling down to inquire)

In order to bring in alot of leads… like 324 in 31 days… there’s a lot that goes into a strong Facebook campaign.

You need a good offer, good CTAs and images, the budget to invest in the ads, niche targeting and a solid reach, and a killer landing page where leads can convert.

Facebook has become the #1 place for local businesses to get in front of their audience.

And when it’s done the right way, companies are looking at hundreds of leads per month.

This is a game changer.



What we Learned and the Next Steps…

The results we achieved for this client are not typical, in some cases we have achieved even better results but in other cases campaigns have been complete flops…

The key is some industries require a more complex sales funnels to be effective (think of markets that have a long sales cycle). BUT you must remember, the only way you will know what works in your industry is through TESTINGTest small, test fast and scale what works.

The sooner you start, the sooner you can start reaping all the benefits.

If you would like to take the next step our Free Report: 6 Step Plan to Attract 17 or more New, Paying Customers by this time next week… might be right for you.

What’s your biggest take away from this Case Study? Please share your opinion by leaving a comment below.

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