Social Media Paid Ads

TL;DR: I optimized and managed a $10,000+/month Meta Ads budget, reducing the Cost Per Lead (CPL) by over 20% while cutting the cost of acquiring the highest-quality leads (91-100% Watched Webinar Leads) by 68.5%.

Key Highlight: Through strategic adjustments, key inbound marketing principles, improved video production, editing, design, and stronger ad copy, I successfully lowered our CPL by 20.8% and achieved a 68.5% cost reduction per highest-quality lead—the leads most likely to convert.

For a detailed breakdown of this case study and the strategies that drove these results, keep reading.

Case Study: Cost Savings & Performance Optimization in Ad Campaigns

Executive Summary

This case study demonstrates how a strategic shift in advertising management led to a 24.7% reduction in Cost Per Lead (CPL) and total budget savings of $2,522, while maintaining the same level of webinar engagement. However, the true impact of this optimization is seen in the quality of the leads generated.

The most engaged leads—those who watched 91-100% of the webinar—are the most valuable prospects as they demonstrate a high level of interest and conversion potential. The Social Media Strategy drastically reduced the cost per fully engaged lead by 68.5%, from $721.68 to just $227.33, proving that this approach not only drives more leads but delivers higher-quality prospects at a significantly lower cost.

By leveraging inbound marketing principles, understanding client pain points, and optimizing the entire ad funnel, I improved the ad copy to be more relevant, crafted a highly targeted introduction video, and ensured that the webinar content was structured to keep viewers engaged until completion. The calls-to-action were tested and refined, leading to a higher quality lead at a significantly lower cost. If you want to learn more about my webinar marketing case studies, you can read this one here.

This study highlights the direct financial benefits of a data-driven marketing strategy that prioritizes lead quality over quantity.

Key Metrics Comparison

Metric	Boost Ads (Previous)	Social Media Strategy (New)	Improvement (%)
Average Cost Per Lead (CPL)	$34.75	$26.15	24.7% lower
Total Leads Generated	Varies	Higher consistency	More efficient
91-100% Watched Webinar Engagement CPL	$721.68	$227.33	68.5% lower
Total Ad Spend (Boost Ads)	$2,289.84	-	-
Projected Spend Using Social Strategy	-	$2,955.31	-
Total Budget Savings	-	$2,522.20	Savings!

Findings & Analysis

• More Leads for Less: The Social Media Strategy delivered leads at a 24.7% lower CPL than the Boost Ads while maintaining the same level of engagement.

• Higher ROI per Ad Dollar Spent: By shifting to the new strategy, the company would have saved $2,522 in total ad spend while achieving the same number of highly engaged webinar attendees.

• Optimized Engagement Costs: Viewers who watched 91-100% of the webinar cost significantly less in the Social Media Strategy than in the Boost Ad campaigns.

• 91-100% Watched Webinar Engagement Impact: The cost per fully engaged webinar viewer decreased from $721.68 in Boost Ads to $227.33 in Social Media, a 68.5% improvement in cost efficiency.

Final Takeaways: Why This Matters for Businesses & Future Employers

This case study is a testament to my ability to strategically optimize marketing campaigns and drive measurable financial impact for a business. My expertise in data-driven marketing, inbound strategies, ad funnel optimization, and conversion-focused content creation allows me to deliver higher-quality leads at a significantly lower cost.

For businesses and employers looking to enhance their marketing performance, I bring:

1. Scalability: This approach proves that businesses can scale their marketing efforts while reducing CPL.

2. Better Budget Allocation: Redirecting savings into additional lead generation or retargeting campaigns maximizes ROI.

3. Proven Cost Efficiency: A track record of reducing Cost Per Lead (CPL) by 24.7% while increasing lead quality.

4. Lead Quality Optimization: Successfully lowering the cost per fully engaged prospect (91-100% webinar watched) by 68.5%, ensuring that marketing dollars attract and convert the best prospects.

5. Strategic Content & Ad Funnel Development: Expertise in crafting ad creatives, optimizing video funnels, and scripting high-retention webinars to drive maximum engagement.

6. Adaptability to Industry Shifts: Experience navigating compliance challenges, algorithm updates, and evolving ad regulations to keep campaigns effective and competitive.

If you're seeking a marketing strategist who can enhance lead generation, improve ad efficiency, and maximize return on investment, let's connect!

Click here to contact me! Additional Information: Since 2016—before it was even called Meta—I have built and managed Meta Ad Accounts, designed high-converting ads, written compelling ad copy, and developed automated follow-up sequences and lead magnets. My expertise has helped generate thousands of leads for hundreds of clients, refining strategies that maximize ad efficiency and return on investment.

Throughout my experience, I have navigated major industry changes, including compliance shifts introduced by Mark Zuckerberg (forced by the DOJ and FTC and other various parties), category restrictions, and countless algorithm updates. These shifts have required constant adaptation, testing, and strategic pivots to ensure ad campaigns remain effective, compliant, and ahead of the curve. By staying informed and agile, I have continuously optimized campaigns despite these evolving challenges, ensuring businesses maximize their ad spend and capture high-quality leads.