Game Plan: We found that the age of the account (running ads for less than 3 months) was part of the reason that the client was struggling to get consistent results and higher-quality prospects. After diving into their original campaigns, we found that they were targeting a 50-mile radius around their location, which was bringing in a decent number of low-quality leads who did not want to drive to the client. There was also zero retargeting, despite the fact that we have seen a ton of traction with that campaign type in this niche.

Starting out, we were looking to revamp ALL targeting on a local level. This meant broad audiences with no interest as well as some interest-based targeting based on our buyer avatars. We also built out retargeting campaigns that started with a 30-day range, before moving in for 7-day and 14-day ranges to further nuance our optimizations.

Looking at our creative, we focused on two main offerings. We took a direct response angle in the top-of-funnel campaign, showcasing the procedures, results, and testimonials. We also tested two forms of copy and two different thumbnails for the videos we had, which allowed us to create four ads per audience. We did the same thing for each offer so that we could segment the offers at the campaign level, and it also allowed us to segment the audiences based on the offer since each offer was for a different group of people.

8 Months in Review – 700% ROI: During the first eight months, we spent about $400 each month, and we were able to generate just under 150 leads with an average CPL of about $22. The CPL fluctuated from month to month, but we were able to exceed their overall goal: generating higher-quality leads for a CPL below $50. That is a 700% return on investment based on a 20% closing rate and a $3500 average value.