I reduced the cost per lead from $13 to $6 in under a month for a US-based campaign by restructuring ad targeting, optimizing creative strategy, and leveraging multi-level audience segmentation.
What I Did
- Separated ad sets for the US and Europe to analyze performance separately.
- Discovered a huge cost difference between the US and Europe, with the US being significantly more expensive, making it the first priority for optimization.
- Developed a multi-level ad strategy: — Traffic campaigns to drive more website visitors (since Pixel had low traffic and couldn’t collect a Lookalike Audience). — Lookalike Audiences (LAL) once enough traffic was gathered.
- Customized Creatives for Each Audience – Instead of using the same ads for everyone, I developed visuals and messaging tailored to different segments, making them more relevant and effective.
- Gained deeper insights into the target audience and developed more precise creatives that addressed key pain points, increasing CTR from 3% to 4.15% and reducing the cost per 1,000 impressions from $53 to $40.
Initial results — cost per lead in US $13.23
Results after optimization — cost per lead in US $6.82
Initial results — CTR 3.01%
Results after optimization — CTR 4.15%