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How We Dropped Cost per Lead by Over 50% with Facebook Ads

Introduction

Generating leads for local businesses can often seem challenging, but with the right strategies in place, it's entirely achievable. Recently, we helped a window cleaning company significantly reduce their lead acquisition cost while enhancing their return on investment. In this article, we’ll break down the step-by-step process we implemented, how we reached a cost of just $ 50 per lead, and the successful ad layout we used to achieve these results.

The Client's Story

Our client, a window cleaning service, approached us after struggling to generate high-quality leads. Despite their attempts at running Facebook ads, they were unable to see substantial results. Upon evaluation, we recognized the need for a more structured and researched approach.

Step 1: Competitor Analysis

The first step was thorough research. We analyzed not only the window cleaning niche but also looked at related industries like vent cleaning and landscaping. By examining different advertisement strategies from these sectors, we could implement elements that were working well. We utilized the Facebook Ad Library to find successful ad campaigns that had been running for at least a week, ensuring that we were looking at proven strategies.

Step 2: Creating Effective Ad Content

Even though we had done our research, the initial ads we created resulted in a high cost per lead of about $ 120. Determined to improve this, we revisited the visuals provided by the client and created a more polished version that highlighted the luxurious aspect of their services. This change was vital, as it attracted a more appropriate clientele within their local area.

Step 3: Maintaining Freshness in Ads

Given that this was a local business, we needed to keep the advertising content fresh. We frequently launched new advertisements to reduce ad frequency and maintain audience engagement. After making these adjustments, we saw the cost per lead drop dramatically to around $ 50, which positioned our client favorably given that each job could generate between $ 800 to $ 2,000.

One of the key factors that drove down the cost per lead was our implementation of carousel ads. These ads were designed with an appealing layout that included:

  1. An introductory slide featuring a team member or the founder with a special offer.
  2. A before and after image demonstrating the effectiveness of the service.
  3. A series of images showing different results and end outcomes.
  4. Customer testimonials or photos of happy clients.
  5. An urgency-driven call to action highlighting limited offers.
  6. An additional slide filled with customer reviews to reinforce credibility.

This layout not only drew attention but kept viewers engaged, resulting in higher conversions.

Step 5: Implementing Lead Automation

To further streamline the lead process, we implemented automation. Once a lead submitted their information via Facebook, the client received instant notifications through various platforms, including email and Slack. This setup also included SMS follow-ups to ensure prompt communication with prospects. When leads were responsive, it provided the client with a clearer idea of their qualification status and preferred follow-up times.

Conclusion

By adopting a researched-based advertising approach, maintaining fresh content, and leveraging engaging ad styles, we significantly reduced the cost per lead for our client while enhancing their overall ROI. In fact, we laid the groundwork for them to become a market leader within their community and even explore opportunities in other niches.

Keywords

  • Lead Generation
  • Facebook Ads
  • Cost Per Lead
  • Local Business Advertising
  • Competitor Analysis
  • Carousel Ads
  • Automation
  • ROI

FAQ

Q1: What is the cost per lead achieved for the window cleaning company?
A1: The final cost per lead we achieved was around $ 50.

Q2: What steps are involved in generating leads for local businesses?
A2: Key steps include competitor analysis, creating engaging ad content, maintaining freshness in ads, utilizing successful ad formats (like carousel ads), and implementing automation.

Q3: How do carousel ads help in lead generation?
A3: Carousel ads provide multiple engaging images or videos, allowing businesses to showcase their services and customer satisfaction, which can lead to higher conversion rates.

Q4: What was the initial cost per lead before implementing changes?
A4: The initial cost per lead was approximately $ 120.

Q5: Why is it important to keep ads fresh for a local business?
A5: Keeping ads fresh prevents ad fatigue in local audiences who may see the same ads repetitively, which helps maintain engagement and lowers the frequency of ad interactions.

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