11 Facebook Case Studies & Success Stories to Inspire You
Published: August 05, 2019
Although Facebook is one of the older social media networks, it's still a thriving platform for businesses who want to boost brand awareness.
With over 2.38 billion monthly active users , you can use the platform to spread the word about your business in a number of different ways -- from photos or videos to paid advertisements.
Because there are so many marketing options and opportunities on Facebook, It can be hard to tell which strategy is actually best for your brand.
If you're not sure where to start, you can read case studies to learn about strategies that marketing pros and similar businesses have tried in the past.
A case study will often go over a brand's marketing challenge, goals, a campaign's key details, and its results. This gives you a real-life glimpse at what led a marketing team to reach success on Facebook. Case studies also can help you avoid or navigate common challenges that other companies faced when implementing a new Facebook strategy.
To help you in choosing your next Facebook strategy, we've compiled a list of 11 great case studies that show how a number of different companies have succeeded on the platform.
Even if your company has a lower budget or sells a different product, we hope these case studies will inspire you and give you creative ideas for your own scalable Facebook strategy.
Facebook Brand Awareness Case Studies:
During the 2017 holiday season, the jewelry company Pandora wanted to boost brand awareness in the German market. They also wanted to see if video ads could have the same success as their other Facebook ad formats.
They began this experiment by working with Facebook to adapt a successful TV commercial for the platform. Here's a look at the original commercial:
The ad was cut down to a 15-second clip which shows a woman receiving a Pandora necklace from her partner. It was also cropped into a square size for mobile users. Pandora then ran the ad targeting German audiences between the ages of 18-50. It appeared in newsfeeds and as an in-stream video ad .
Results: According to the case study , the video campaign lifted brand sentiment during the holiday season, with a 10-point lift in favorability. While Pandora or the case study didn't disclose how they measured their favorability score, they note that the lift means that more consumers favored Pandora over other jewelers because of the ad.
Financially, the campaign also provided ROI with a 61% lift in purchases and a 42% increase in new buyers.
Video can be memorable, emotional, and persuasive. While the case study notes that Pandora always had success with ads and purchases, the jeweler saw that a video format could boost brand awareness even further.
In just 15 seconds, Pandora was able to tell a short story that their target audience could identify with while also showing off their product. The increase in favorability shows that audiences who saw the ad connected with it and preferred the jeweler over other companies because of the marketing technique.
Part of Pandora's success might also be due to the video's platform adaptation. Although they didn't create a specific video for the Facebook platform, they picked a commercial that had already resonated with TV audiences and tweaked it to grab attention of fast-paced Facebook users. This is a good example of how a company can be resourceful with the content it already has while still catering to their online audiences.
Rock & Roll Hall of Fame
The Rock & Roll Hall of Fame , a HubSpot customer, wanted to boost brand awareness and get more ticket purchases to their museum. Since they'd mainly used traditional customer outreach strategies in the past, they wanted to experiment with more ways of reaching audiences on social media.
Because the museum's social media team recognized how often they personally used Facebook Messenger, they decided to implement a messaging strategy on the Hall of Fame's official business page.
From the business page, users can click the Get Started button and open a chat with the Hall of Fame. Through the chat, social media managers were able to quickly reply to questions or comments from fans, followers, and prospective visitors. The reps would also send helpful links detailing venue pricing, events, other promotions, and activities in the surrounding area.
Since the Messenger launch, they claim to have raised their audience size by 81% and sales from prospects by 12%. The company claims that this feature was so successful that they even received 54 messages on an Easter Sunday.
Being available to connect with your audiences through Messenger can be beneficial to your business and your brand. While the Rock & Roll Hall of Fame boosted purchases, they also got to interact with their audiences on a personal level. Their availability might have made them look like a more trustworthy, friendly brand that was actually interested in their fanbase rather than just sales.
Facebook Reach Case Study:
In early 2016, Buffer started to see a decline in their brand reach and engagement on Facebook due to algorithm changes that favored individuals rather than brands. In an effort to prevent their engagement and reach numbers from dropping even further.
The brand decided to cut their posting frequency by 50%. With less time focused on many posts, they could focus more time on creating fewer, better-quality posts that purely aimed at gaining engagement. For example, instead of posting standard links and quick captions, they began to experiment with different formats such as posts with multi-paragraph captions and videos. After starting the strategy in 2016, they continued it through 2018.
Here's an example of one an interview that was produced and shared exclusively on Facebook.
The Results: By 2018, Buffer claimed that the average weekly reach nearly tripled from 44,000 at the beginning of the experiment to 120,000. The page's average daily engagements also doubled from roughly 500 per day to around 1,000.
In 2018, Buffer claimed that their posts reached between 5,000 to 20,000 people, while posts from before the experiment reached less than 2,000.
Although Buffer began the experiment before major Facebook algorithm changes , they updated this case study in 2018 claiming that this strategy has endured platform shifts and is still providing them with high reach and engagement.
It can be easy to overpost on a social network and just hope it works. But constant posts that get no reach or engagement could be wasted your time and money. They might even make your page look desperate.
What Buffer found was that less is more. Rather than spending your time posting whatever you can, you should take time to brainstorm and schedule out interesting posts that speak directly to your customer.
Facebook Video Views Case Studies:
Gearing up for Halloween in 2016, Tomcat, a rodent extermination company, wanted to experiment with a puppet-filled, horror-themed, live video event. The narrative, which was created in part by their marketing agency, told the story of a few oblivious teenage mice that were vacationing in a haunted cabin in the woods. At peak points of the story, audiences were asked to use the comments to choose which mouse puppet would die next or how they would die.
Prior to the video event, Tomcat also rolled out movie posters with the event date, an image of the scared mouse puppets, and a headline saying, "Spoiler: They all die!"
Results: It turns out that a lot of people enjoy killing rodents. The live video got over 2.3 million unique views , and 21% of them actively participated. As an added bonus, the video also boosted Tomcat's Facebook fanbase by 58% and earned them a Cyber Lion at the 2017 Cannes Lions awards.
Here's a hilarious sizzle reel that shows a few clips from the video and a few key stats:
This example shows how creative content marketing can help even the most logistical businesses gain engagement. While pest control can be a dry topic for a video, the brand highlighted it in a creative and funny way.
This study also highlights how interactivity can provide huge bonuses when it comes to views and engagement. Even though many of the viewers knew all the rats would die, many still participated just because it was fun.
Not only might this peak brand interest from people who hadn't thought that deeply about pest control, but interactivity can also help a video algorithmically. As more people comment, share, and react to a live video, there's more likelihood that it will get prioritized and displayed in the feeds of others.
In 2017, HubSpot's social media team embarked on an experiment where they pivoted their video goals from lead generation to audience engagement. Prior to this shift, HubSpot had regularly posted Facebook videos that were created to generate leads. As part of the new strategy, the team brainstormed a list of headlines and topics that they thought their social media audience would actually like, rather than just topics that would generate sales.
Along with this pivot, they also experimented with other video elements including video design, formatting, and size .
Results: After they started to launch the audience-friendly videos, they saw monthly video views jump from 50,000 to 1 million in mid-2017.
Creating content that caters to your fanbase's interests and the social platform it's posted on can be much more effective than content that seeks out leads.
While videos with the pure goal of selling a product can fall flat with views and engagement, creative videos that intrigue and inform your audiences about a topic they relate to can be a much more effective way to gain and keep your audience. Once the audience trusts you and consumes your content regularly, they might even trust and gain interest in your products.
Facebook App Installs Case Study:
FoxNext Games, a video game company owned by 20th Century Fox, wanted to improve the level of app installs for one of its newest releases, Marvel Strike Force. While FoxNext had previously advertised other games with Facebook video ads, they wanted to test out the swipe-able photo carousel post format. Each photo, designed like a playing card, highlighted a different element of the game.
The add offered a call-to-action button that said "Install Now" and lead to the app store where it could be downloaded. FoxNext launched it on both Facebook and Instagram. To see if the carousel was more efficient than video campaigns, they compared two ads that advertised the same game with each format.
Results: According to Facebook , the photo ads delivered a 6% higher return on ad spend, 14% more revenue, 61% more installs, and 33% lower cost per app install.
Takeaways If your product is visual, a carousel can be a great way to show off different elements of it. This case study also shows how designing ads around your audience's interest can help each post stand out to them. In this scenario, FoxNext needed to advertise a game about superheroes. They knew that their fanbase was interested in gaming, adventure, and comic books, so they created carousels that felt more like playing cards to expand on the game's visual narrative.
Facebook Lead Gen Case Study:
Major impact media.
In 2019, Major Impact Media released a case study about a real-estate client that wanted to generate more leads. Prior to working with Major Impact, the Minneapolis, Minnesota brokerage hired another firm to build out an online lead generation funnel that had garnered them no leads in the two months it was active. They turned to Major Impact looking for a process where they could regularly be generating online leads.
As part of the lead generation process, the marketing and brokerage firms made a series of Facebook ads with the lead generation objective set. Major Impact also helped the company build a CRM that could capture these leads as they came in.
Results: Within a day, they received eight leads for $2.45 each. In the next 90 days, the marketing firm claimed the ads generated over 370 local leads at the average cost of $6.77 each. Each lead gave the company their name, email, and phone number.
Although these results sound like a promising improvement, readers of this case study should keep in mind that no number of qualified leads or ROI was disclosed. While the study states that leads were gained, it's unclear which of them lead to actual sales -- if any.
This shows how Facebook ad targeting can be helpful when you're seeking out leads from a specific audience in a local area. The Minneapolis brokerage's original marketing and social media strategies weren't succeeding because they were looking for a very specific audience of prospective buyers in the immediate area.
Ad targeting allowed their posts to be placed on the news feeds of people in the area who might be searching for real estate or have interests related to buying a home. This, in turn, might have caused them more success in gaining leads.
Facebook Engagement Case Study:
When the eyewear brand Hawkers partnered up with Spanish clothing brand El Ganso for a joint line of sunglasses, Hawkers' marketing team wanted to see which Facebook ad format would garner the most engagement. Between March and April of 2017, they launched a combination of standard ads and collection ads on Facebook.
While their standard ads had a photo, a caption and a call-to-action linking to their site, the collection ads offered a header image or video, followed by smaller images of sunglasses from the line underneath.
Image from Digital Training Academy
To A/B test ad effectiveness of the different ad types, Hawkers showed half of its audience standard photo ads while the other half were presented with the collection format. The company also used Facebook's Audience Lookalike feature to target the ads their audiences and similar users in Spain.
Results: The collection ad boosted engagement by 86% . The collection ads also saw a 51% higher rate of return than the other ads.
This study shows how an ad that shows off different elements of your product or service could be more engaging to your audience. With collection ads, audiences can see a bunch of products as well as a main image or video about the sunglass line. With a standard single photo or video, the number of products you show might be limited. While some users might not respond well to one image or video, they might engage if they see a number of different products or styles they like.
Facebook Conversion Case Study:
Femibion from merck.
Femibion, a German family-planning brand owned by Merck Consumer Health, wanted to generate leads by offering audiences a free baby planning book called "Femibion BabyPlanung." The company worked with Facebook to launch a multistage campaign with a combination of traditional image and link ads with carousel ads.
The campaign began with a cheeky series of carousel ads that featured tasteful pictures of "baby-making places," or locations where women might conceive a child. The later ads were a more standard format that displayed an image of the book and a call-to-action.
When the first ads launched in December 2016, they were targeted to female audiences in Germany. In 2017, during the later stages of the campaign, the standard ads were retargeted to women who had previously interacted with the carousel ads. With this strategy, people who already showed interest would see more ads for the free product offer. This could cause them to remember the offer or click when they saw it a second time.
Results: By the time the promotion ended in April 2017, ads saw a 35% increase in conversion rate. The company had also generated 10,000 leads and decreased their sample distribution cost by two times.
This case study shows how a company successfully brought leads through the funnel. By targeting women in Germany for their first series of creative "baby-making" ads, they gained attention from a broad audience. Then, by focusing their next round of ads on women who'd already shown some type of interest in their product, they reminded those audiences of the offer which may have enabled those people to convert to leads.
Facebook Product Sales Case Study
In an effort to boost sales from its Latin American audiences, Samsung promoted the 2015 Argentina launch of the Galaxy S6 smartphone with a one-month Facebook campaign.
The campaign featured three videos that highlighted the phone's design, camera, and long battery life respectively.
One video was released each week and all of them were targeted to men and women in Argentina. In the fourth week of the campaign, Samsung launched more traditional video and photo ads about the product. These ads were specifically targeted to people who'd engaged with the videos and their lookalike audiences.
Results: Samsung received 500% ROI from the month-long campaign and a 7% increase in new customers.
Like Femibion, Samsung tested a multiple ad strategy where the targeting got more specific as the promotions continued. They too saw the benefit of targeting ads to users who already showed interest in the first rounds of advertisements. This strategy definitely seems like one that could be effective when trying to gain more qualified leads.
Facebook Store Visits Case Study:
The world's third-largest chicken restaurant, Church's Chicken, wanted to see if they could use Facebook to increase in-restaurant traffic. From February to October of 2017, the chain ran a series of ads with the "Store Traffic" ad objectives. Rather than giving customers a link to a purchasing or order page, these ads offer users a call-to-action that says "Get Directions." The dynamic store-traffic ad also gives users the store information for the restaurant closest to them.
Image from Facebook
The ads ran on desktop and mobile newsfeeds and were targeted at people living near a Church's Chicken who were also interested in "quick-serve restaurants." The study also noted that third-party data was used to target customers who were "big spenders" at these types of restaurants.
To measure the results, the team compared data from Facebook's store-reporting feature with data from all of its locations.
Results: The ads resulted in over 592,000 store visits with an 800% ROI. Each visit cost the company an average of $1.14. The ROI of the campaign was four times the team's return goal.
If you don't have an ecommerce business, Facebook ads can still be helpful for you if they're strategized properly. In this example, Church's ads targeted locals who like quick-serve restaurants and served them a dynamic ad with text that notified them of a restaurant in their direct area. This type of targeting and ad strategy could be helpful to small businesses or hyperlocal businesses that want to gain foot traffic or awareness from the prospective customers closest to them.
Navigating Case Studies
If you're a marketer that wants to execute proven Facebook strategies, case studies will be incredibly helpful for you. If the case studies on the list above didn't answer one of your burning Facebook questions, there are plenty of other resources and success stories online.
As you look for a great case study to model your next campaign strategy, look for stories that seem credible and don't feel too vague. The best case studies will clearly go over a company's mission, challenge or mission, process, and results.
Because many of the case studies you'll find are from big businesses, you might also want to look at strategies that you can implement on a smaller scale. For example, while you may not be able to create a full commercial at the production quality of Pandora, you might still be able to make a lower-budget video that still conveys a strong message to your audience.
If you're interested in starting a paid campaign, check out this helpful how-to post . If you just want to take advantage of free options, we also have some great information on Facebook Live and Facebook for Business .
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Facebook Lead Ads: Best Practices and Case Studies
Tired of running Lead Ad campaigns on Facebook with little success? Maybe changing your approach will help.
People often complain that Facebook doesn’t offer quality leads. You might have heard that you either need to spend a lot of money on Facebook or turn to other platforms to get better leads. But most of the times, generating low quality leads has nothing to do with the platform.
No platform can guarantee satisfactory results if a Lead Ad takes the wrong approach. And keep in mind that Facebook is still one of the best platforms to generate leads because of its massive user base and daily engagement rates.
But the question is, how can you run effective lead generation campaigns on Facebook?
For a start, we can learn from analysing some success stories with Facebook Lead Ads.
In this article, we’ll discuss the best practices of Facebook Lead Ads and explore some case studies – plus reasons behind their success. By the end, you’ll have a clearer direction on how to run your campaign successfully.
What makes a successful Facebook Lead Ad?
Facebook is a great platform to collect leads, but at the same time, it’s highly competitive. Therefore, generating leads successfully through Facebook Lead Ads requires more than just knowing how to create and publish an ad . Successful ads target the right people, attract them, and guide them through the process smoothly.
However, it doesn’t take a lot of time and effort to learn and implement these practices in your lead ads. Here are the most important ones you should know.
Targeting the right audience
Conveying the message to the right audience is the most important part of any promotional activity. It’s essential to ensure that your Lead Ad is targeting the right people. In order to do that, you’ll need to allocate some time to understand your audience, including their problems, preferences, and general profiles. This not only helps you during the ad creation step where you specify a target audience based on demographics, but also guides you in creating relatable and relevant messages.
Using visually appealing design
As people scroll through the content really fast, your ad should have a wow factor that stops them from scrolling further. People only interact with visually appealing content. To capitalise on this, your ad creative should be attention-grabbing. It includes eye-catching images or videos and concise text that complements the visuals. High-quality graphics compiled with compelling ad copy can compel users to pause and consider your offer.
Simplifying your forms
The goal of a Lead Ad is to generate leads. Though it sounds simple enough, there’s a catch: people are often reluctant to share their personal information. However, this hesitation can be mitigated by asking for only the most essential information. The less time and effort it requires to fill out the form, the more likely users will complete the form and click ‘Submit’.
Optimising ads for mobile
With more than half of Facebook’s users accessing the platform from their mobile devices, you should want to optimise your ads for mobile. Therefore, make sure that your forms load fast and are also easy to fill out and complete on smaller screens. Remember, poorly formatted forms can lead to frustrated users and missed opportunities. Facebook Lead Ads are responsive by default, but always ensure they work just as well on smaller devices.
Including clear call-to-actions
A Call-to-Action (CTA) button is not just an instruction, it’s a persuasive tool designed to encourage users to take action. Ensure your CTA button is clear, concise, and tells users exactly what they’ll get after clicking.
Testing and optimising regularly
The key to any successful marketing strategy lies in continuous testing and optimisation. Without creating and testing different versions of your ad, you’ll never be able to make the most of your campaign. Experimenting with different visuals, ad copy, CTAs, and forms helps you determine what resonates best with your audience. Use Facebook’s built-in A/B testing tool to compare different ad versions, and make informed decisions based on their performance to improve your lead generation efforts.
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Successful Facebook Lead Ads: Case studies
Let’s take a look at some successful Facebook Lead Ads examples and discuss the best practices that helped them achieve their desired results.
1. Mira Clinic
Mira Clinic, a Turkey-based cosmetic dentistry and plastic surgery clinic, ran a lead generation campaign featuring testimonial videos of clients and influencers. They A/B tested the ad, one with Leads Optimisation and the other with Conversion Leads Optimisation. As a result, conversion leads optimisation helped them generate 48% more quality leads.
Elements of success
- Targeting the right audience : Mira clinic knows who their audience is, and as a result, they were successful in targeting them with the right message
- Attention grabbing Ad Creative : The use of video with a compelling message worked perfectly to grab the attention of the target customers.
- A/B testing : Testing various versions helped them find the one that generates quality leads. As a result they ended up generating 48% more quality leads, with each lead costing 36% lower.
2. OSK Property
This Malaysian real estate developer ran a Facebook Lead Ad campaign and earned 3 times more leads with Facebook Lead Ads using the right communication channel. They ran a split test comparing two lead-generation campaigns using the same creative – one campaign showing a form pre-filled with information from their Facebook profile, while the other redirected customers to automated question-and-answer experience on messenger.
With the split test, they identified that though the ad creative was successful in attracting target audience, lead generation on messenger generated more quality leads.
- Right targeting and messaging : With a message that resonates with their consumer base, OSK property successfully grabbed the attention of their audience
- A/B testing and finding the right lead generation channel : Testing two different versions offering two different user journeys, the company figured out which approach their customers preferred. As a result, they were able to generate 3 times more qualified leads through Facebook messenger.
The European FinTech company, SumUp, managed to generate quality leads and reduce its cost per lead by using lead filtering with Instant Forms.
The company had been generating a huge amount of leads through Facebook Lead Ads. But there was an issue: Of all the collected leads, very few were quality leads. As a result, cost per lead was high. As they were struggling to attract accurate leads, they decided to test Lead Ads with a new feature – lead filtering.
Lead filtering allows businesses to include a customised qualifying question in the Lead Form before people can submit their information. Thus, SumUp added a question, “Are you a business owner?” to their form. The question helped them filter the audience and collect quality leads by discouraging non business owners from completing the form.
- Attention grabbing ad design : With an attention grabbing ad design, SumUp was able to attract a huge number of leads on Facebook.
- A/B testing : Although the ads were collecting a lot of leads, there were very few quality leads, causing higher cost per lead. To fix that, they A/B tested their Lead Form with a new feature called lead filtering. Lead filtering helped collect quality leads and decrease cost per lead.
Additive is a hotel marketing and sales automation agency. Running Lead Ads on Facebook helped them double their conversion rate and increase qualified leads by 3.7 times.
Additive’s ads featured stunning images of the luxury resorts and people. It also highlighted a €30 voucher for anyone who signed up. Additionally, they made the lead form submission process easier by using pre-filled lead forms with the customer’s name and email addresses added in already. They then conducted a multi-cell A/B test on different ad creatives which helped them identify the most engaging one.
- Stunning ad creative and enticing message : Additive used vibrant and high-quality graphics to grab the attention of people, and it proved to be a success. Plus, the enticing message in the form of a discount encouraged more people to click on the ad.
- Simple lead form : Effortless lead form helped users to easily submit the form (details already filled out for them), resulting in a good conversion rate.
- A/B testing : Testing different ad creatives helped Additive identify the best performing design. As a result, they were able to maximise lead generation.
And now it’s your turn!
Now that you know how to create and run successful Lead Ad campaigns on Facebook, go for it! On that note, you probably also want your next steps to run just as smoothly. After generating your leads, your primary goal is to convert as many of them as you can into paying customers. And you might already know that running the sales process manually causes delays and human errors, leading to missed opportunities .
Privyr is a mobile-first CRM that helps you run your sales process smoothly from your mobile phone. It seamlessly integrates with your Facebook Lead Ads and automatically imports new leads into your device, allowing you to contact them right away on popular messaging apps like WhatsApp. Not only that, the app also helps you set an effective follow up schedule based on your interactions with leads, personalise and streamline the messaging process, and easily distribute leads to your team members.
It’s super fast and easy to set up automated downloads and lead alerts for your Facebook Lead Ads, right from your phone. Watch our step-by-step guide above.
Sounds interesting? Try Privyr for free today .
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Michael is a content writer at Privyr, a mobile CRM that helps consumer-facing sales professionals convert leads into clients from their phones. A writer from the heart and marketer from the mind, he has been helping businesses from around the world create and execute successful content marketing strategies for their brands since 2018.
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From Lead Ads to Facebook Live, Here’s How to Generate Leads for Your Business on Facebook
Written by Michael Keenan
March 23, 2021
Anyone can post on Facebook. But generating leads, and doing it well, is a different story.
There are seemingly infinite ways you can spend time growing your audience on Facebook. Some are a waste of time, wildly expensive, or require technical understanding.
For marketers, trying to tackle all of them at once isn’t the best way to drive growth on social media. Not only will you spend too much time shooting in the dark, but you’ll also produce less than desirable results.
The better approach is to start with a few simple wins that’ll boost your Facebook lead generation. Perfect them, see what’s working, then improve on the tactics driving leads and sales.
For some quick wins to boost your lead generation efforts today, use one or all of the following six ways to reach your target audience and get more leads.
6 Facebook lead generation techniques
Run click-to-messenger ads, launch facebook lead ads.
- Use a Comment Growth Tool on Facebook posts
Grow your Messenger contact list
- Connect Messenger to your Facebook page
If you want to boost lead generation on Facebook, consider running click-to-Messenger ads . These can help you reach a target audience faster through different custom audiences you create.
Some examples of high-value audiences you can use for your campaign are:
- A Lookalike Audience based on your top revenue generating customers
- A Custom Audience of people who view products, but don’t add to cart.
- A Custom Audience based on people who added products to cart, but didn’t buy
Take 5 Napkin Burger for example. The burger chain based out of Manhattan wanted to attract new local customers to its restaurants, generate a database of interested customers for future marketing.
Rather than run traditional News Feed ads to a landing page to get new leads, they ran click-to-Messenger ads to connect with a potential customer in real-time.
5 Napkin Burger’s campaign, which ran from December 11, 2018–January 31, 2019, helped it connect with an entirely new target audience and maximize their Facebook lead generation spend. Results included:
- 477 in-store offer redemptions
- 20% increase in average sale amount
- 10X return on ad spend
- 2,500 new Messenger and email list subscribers
You can send a Facebook Messenger lead ad for multiple reasons; to increase brand awareness for a new target audience, promote a deal, sell off dead stock — whatever your lead generation goals include.
To make your Facebook lead generation easier, you can install this click-to-Messenger ad template. It’s based off of The Pearl Source case study where the online retailer achieved a 47% conversion rate and sold $64,000 in additional revenue over six weeks.
Check out the flow via this link . Then download it as a template for your own click-to-Messenger ads! When you create your ad, check out these tips on how to write Facebook ad copy to boost conversions and sales.
Read more: How to Set Up Conversion Tracking (And Use The Facebook Pixel)
If you want to swap your landing page and lead form for something more user-friendly, try running a lead ad on Facebook . Lead ads are basically forms you pay to promote. You can use them to capture information and preferences from a target audience, such as a newsletter sign-up, demo request, or schedule an appointment.
When people click on a lead ad, they form pop-ups already pre-populated with contact information from their Facebook profile. In just a few taps, you can create a qualified lead for your business.
Another advantage these Facebook lead generation ads offer is that new leads can be synced with your customer-relationship management software or downloaded as a .CSV file and uploaded to ManyChat. This lets marketers follow-up faster and help close the deal.
Attach a Comment Growth Tool to Facebook posts
ManyChat’s Facebook Comments Growth Tool is an easy way to start generating leads on Facebook. When someone comments on your Facebook post, they automatically get a message in Messenger.
If they respond to your message, they’ll be added to your Facebook Messenger contact list. You can enter them into an automated lead generation process , or follow-up in live chat if they have a more immediate need.
The best part? All you have to do is create a flow relevant to the post, then connect the Facebook Comments Growth Tool to a post.
For example, in the flow below, when a potential Facebook lead commented on the post, they received a follow-up message with an eBook offer inside Messenger.
You can also attach the Comment Growth Tool to a Facebook ad . It can help you send anyone who comments into your bot flow and reduce the amount it costs to acquire a Facebook lead.
For more on how to use this tool, check out Eight Actionable Things You Can Do With ManyChat’s Comment Growth Tool .
Facebook Live is getting a lot of attention for its ability to boost lead generation for businesses. And for a good reason — Facebook live videos are viewed 3x longer than non-live videos and are ten times more likely to get comments, which makes Facebook Live a powerful way to deliver interactive content.
For example, the Facebook Live below from Molly Mahoney reached over 1 million people organically. Resulting in more reactions, shares, comments, and post clicks that made for a successful lead generation campaign.
You can use Facebook Live to stream:
- Product or service demos
- Q & A sessions
- New product launches
- Live trainings
- Flash sales
The choice is yours.
Facebook Live opens up a handful of doors for your Facebook marketing strategy , especially when you combine it with paid advertising and Messenger. For a full walkthrough on how to run a Facebook Live marketing campaign, check out How One Facebook Live Turned Into $90,000 in Sales .
The Messenger Ref URL works for any marketer who wants to build an audience in Facebook Messenger. It’s a link you can place anywhere — social media profiles, marketing emails, guest posts, presentations — that sends people into a Messenger conversation after they click the link.
For example, John Bellamy , a LinkedIn Marketing and Lead Generation Expert, runs a lead magnet campaign to turn LinkedIn Connects into subscribers.
Notice how the call-to-action is a Messenger Ref URL. When a person clicks it, they’ll enter a bot flow and automatically become a subscriber on Facebook.
For more on how to get started with this effective growth tool, check out 6 Easy Ways to Get Your First ManyChat Subscribers .
Connect Messenger to your Facebook Business Page
With more shoppers looking to get a more personal brand experience via chat, it makes sense to consider your call-to-action (CTA) options on your Facebook page.
If you want to engage with a potential Facebook lead on your Page, add the “Send Message” CTA. With more shoppers looking to get a more personal experience via chat, it makes sense to give them the option to contact your business in Messenger
When someone clicks the CTA, they can easily send your business a private message rather than call you or send an email. You can send someone down an automated flow, or jump into a Live Chat to help answer a visitors question, delight them, and turn them into a qualified lead.
Improving your Facebook lead generation
As you go about connecting with your audience and generating leads on Facebook — don’t forget to check out this lead generation guide to get more ideas for your next campaign. With these six easy wins in hand, you’ll be well on your way to generating Facebook leads at an affordable price and driving growth for your business on social media.
Boost your Facebook lead generation today with ManyChat. It’s free to get started.
The Ultimate List of Facebook Ads Case Studies (+ 38 lessons you can’t ignore)
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Without a doubt, Facebook is THE place to be to build audiences and generate revenue.
You know it, I know it… Every single marketer knows it.
But with it’s decreasing organic reach, you’ll need to rely on Facebook Ads more than ever.
That means your money is on the line, which is why you’ll want to know what REALLY works and what doesn’t work before you even get started.
So, to bust all the myths and speculations, we’ve been analyzing 13 Facebook Ads case studies from various well-known experts.
From campaigns spending $1/day to millions a year. Campaigns focused on bringing in hundreds of thousands in revenue as well as bringing in low-cost leads.
You’ll get to see it all in the following 13 Facebook Ads case-studies.
Case Study # 1 – What Noah Kagan Learned Spending $2 Million on Facebook Ads
This is the case study and key insights from Noah Kogan who has spent millions on Facebook Ads so far.
The advice and lessons learned from this case study will be far more insightful than people that have to spend some hundred or thousands of dollar on Facebook Ads.
Noah Kagan of AppSumo and SumoMe shared his experience spending $2 million on Facebook Ads across his different products.
Apart from promoting his key products ( AppSumo and SumoMe ), he showed how he earned $267 in profit from each Monthly1k course he sells.
He used Facebook Advertising to bring traffic to his website, increase his email subscription and later sell them the course.
Each email lead would cost him $3, and every 89th email lead went on to buy the course giving him $267 in net profit (after all deductions, cancellations, etc.effectively).
This is a classical example of how to best leverage Facebook Ads. People browse Facebook for casual fun, catching up with friends and family – but not to being sold.
It is best to use Facebook to drive them to opt-in to your lead magnet before pushing them your product.
They will be more inclined to engage with your Facebook Ads if it’s not asking for their credit card but rather giving some value without any cost to them.
Although, he provided a lot of insight from his million dollar spending on Facebook Ads, here are some of the key takeaways and lessons learned.
Lesson Learned # 1 – Use data at hand effectively to target your Facebook ads strategically. Such as copying the success of your competitors , targeting the fans of your competitors and creating lookalike audience from existing customers and email subscribers.
Lesson Learned # 2 – Start with a small budget and capitalize on the ads targeting which is giving you the best ROI.
Lesson Learned # 3 – Keep your targeting narrow than being broad. Narrower audiences not only is easier to reach on a limited budget but are highly likely to convert. But narrow audience doesn’t mean it has to be small, rather an ideal size ( in between narrow and broad)
Case Study # 2 – $5800 Monthly Recurring Revenue Using Facebook Ads Retargeting
Design Pickle is a design-as-a-service that provides unlimited graphics designing services under a monthly retainer fee. Being a newer concept and a service that requires a direct interaction of humans ( as in passing design briefs and requirements), it is hard to promote the service using standard means.
Following the footsteps of how most SaaS businesses generate leads, they ran a Facebook Ad Campaign in which they offered a Free Custom Design without the need for any credit card ( an equivalent to Free Trial)
They directed the Facebook Ads traffic to a long-form signup form so they would weed out potential customers from onlookers. This was deliberately done as people that go on to filling the long form were most likely to be interested in the services.
Although they were able to capture some leads, the best part came when they started using retargeting.
Want to get more results from Facebook Ads? Check out our free targeting training here.
Design Pickle identified that they could use retargeting with better effect. So they implemented a retargeting campaign on the sales page visitors which accounted for 17 of the 30 new customers.
More than 50% of their new customers just came from the retargeting marketing campaign, which justifies the fact that converting a retargeted visitor is much easier and efficient than converting a new one.
Lesson Learned # 4 – No matter how complex, unique or new (business model) type of business you have, Facebook Ads can still work for you.
Lesson Learned # 5 – Use the magnetic power of retargeting to bring back customers that already have shown interest in your products.
Lesson Learned # 6 – Build a sales funnel along with your Facebook Ads. Such as in this case, people that initially saw the ad but didn’t go on to fill up the form were retargeted again.
Case Study # 3 – What Will $5/day on Facebook Get You?
With the tremendous growth of businesses interest in advertising and marketing their product on Facebook, Buffer did a small experiment to see how a minimal investment of $5 on Facebook Ads can give them.
The $5 ad spend was tested for different objectives such as page likes, clicks to website and effects on boosted post.
And here are the results they achieved for every $5 spend on each of the activity below;
Page Likes – 9 Likes per day
Clicks to the homepage / landing page – 1 per day
Boosted post – 787 new people reached
So there is something for business seen on a small budget.
Here is the audience targeting they set;
As you can see, they’re targeting people who are interested in social media, excluding their fans.
Furthermore, just to give you an example of creating a Killer Facebook Ad, see this the ad buffer created for the Page Likes campaign.
Apparently, this ad comes across as very social/human (since it’s showing the team) – which is why it’s been working well for a “like” campaign.
So to get the best bang out of your Facebook Ads even on a small budget, try zooming in your target audience and create ads copy that reflect or resonate with them.
Lesson Learned # 7 – If you want to test the Facebook Ads waters or generate buzz for your product, a small budget can also do good for you. Not only it creates awareness for your business, but you might also score a handy traffic and some sales too in the process.
Lesson Learned # 8 – You don’t need a large budget to succeed with Facebook Ads. If you target and optimize the ads well, you still can get a good traction regardless of your objective.
Lesson Learned # 9 – When targeting for page likes, always make sure that you Exclude your current page followers.
Lesson Learned # 10 – Make sure the ad image / creative you select, must match with the objective of the ad.
Case Study # 4 – Facebook Ads Success with just $1 per Day
Similar to the Buffer experiment, this case study by Brian Carter , a prominent Facebook Marketing and Advertising Expert and Bestselling author of the book “ The Like Economy” showed that even investing a minimum of $1/day on Facebook Ads can give you a significant reach.
By consistently investing $1/day for 30 days, he was able to reach 120,000 people or 4000 people every day.
He in an active user of most advertising platforms and this is what he found as the cost to reach 1000 people using popular advertising channels.
Facebook Ads are far cheaper than the legacy advertising solutions (newspaper, tv, etc.), but also left behind its online competitors (Adwords and LinkedIn).
The objective of this case study or experiment was to show that even if you start with a minimal budget, Facebook Ads can still prove beneficial.
Most businesses can afford to spend $1/day on Facebook, can’t they?
Lesson Learned # 11 – Budget is or should not be a roadblock for virtually any business. $1/day or $30/month is not a big deal for most businesses.
Lesson Learned # 12 – Even if you are investing more on other channels for traffic or lead generation successfully, it doesn’t hurt to spend a small proportion on Facebook Ads. You might get the same number of traffic, but the overall cost will be much cheaper than all other alternatives.
Check out more details about this case study here.
Case Study # 5 – $14,114 in revenue from $8,240.17 spent in Facebook Ads
This case study is purely about generating leads than anything else.
Brian Moran , the founder of SamCart , used Facebook As to sell his courses and training products .
He tested three different targeting groups where;
- One group was his existing email list.
- The 2nd group was the lookalike version of his email list.
- And the third was custom audience he created using the native+ advanced targeting features of Facebook.
And after spending $8240 on the ads on these groups, he was able to get;
- $3496 in Sales from $1800 in ad spend from group 1
- $1546 in Sales from $895 in ad spend from group 2
- $9039 in Sales from $5153 in ad spend from group 3
Although all of the ads returned an ROI of 2:1, the 3rd group clearly outperformed the others.
So as seen, changing and testing around with your targeting can give you better results than standard targeting.
Typically existing subscribers are considered a gold mine to be reaped over and over but Brian proved that you can still succeed with Facebook Ads if you just get you targeting right.
Even if you don’t have a big list of subscribers, using native targeting features of Facebook can bring you in front of the right viewers.
Lesson Learned # 13 – Retarget or advertise your offer to existing subscribers as well. This is particularly helpful if you want to convert your blog subscribers into warm leads or paying customers .
Lesson Learned # 14 – Use lookalike audience effectively. Brian created a lookalike audience from his existing email subscribers that brought in $1546 in revenue from $895 in ad spend.
Lesson Learned # 15 – Fine tune your advertising to narrow down to your targeted audience as much as possible. Brian got the best response from the custom targeting he set up.
Lesson Learned # 16 – Just beside A/B testing your Facebook ad copy , split test between your targeting groups too. When seeing results from the third group, Brian invested more in it, and the results were equally rewarding.
Case Study # 6 – How an Advertising “FAIL” Can Actually Turn Into a “WIN”
This case study is rather interesting as it started off from a failure before they got their winning aha-moment.
Angela Ponsford started a Facebook Ad campaign for her client who wanted to sell a high-priced $990 home renovation program to women’s in 30-40 age range across the USA.
The idea was to build an email list via Facebook Ads and later show them ads for Free Webinar that will lead to the program she wants to sell.
When they run the ads, they performed well, but most of the people that were engaging with it were not the actual audience perceived.
She thought women in the 30-40 age group would take more interest in her program, but women above 45+ were engaging most with her ad and content.
The first few days just yielded in 2 sign ups at the cost of nearly $27 each. So she optimized the ad targeting and the ad copy in line with the results they achieved earlier.
The second run significantly improved the cost/lead, dragging it down to 4 leads at $5.43 each.
After several rounds of testing and tuning with targeting and ad copies, she was able to bag in 400 leads at a cost $507 and some happy customers that went on buying the program.
One of their best performing ads was shared 14 times which indicated that the ad copy was talking to the customer and performed well.
It is essential that you keep on monitoring and optimizing your campaign- especially at the start. Angela was able to reduce the cost/lead from $27 to just $1.27 in the end by continually improving the campaign in the line of results she was getting.
Unless you have a large budget to spend, test your campaign in small budget / test runs until you find what’s working or you might end up spending a lot of money with little results.
Lesson Learned # 17 – There is no barrier to the type and cost of the product you are selling – you can even sell a high priced product using Facebook Ads .
Lesson Learned # 18 – Do some preliminary ad test to fine tune on the audience and then invest more budget where you get the most gold.
Lesson Learned # 19 – The ideal audience perceived by you might not always be correct.
Lesson Learned # 20 – Sometimes the simplest of thing are most effective. By changing the word “Webinar” to “Workshop” on the ad copy, the CTR and leads doubled.
Case Study # 7 – 89% cheaper cost / lead with Facebook Ads
Google Adwords in arguably the most used platform when it comes to online advertising. Hundreds of thousands of businesses use its daily traffic and leads.
But, it’s still expensive to reach for some.
Dave Rogenmoser of The Market Results, identified that cost/lead for a high-end app and web development company ranges between $250 – $1000 / lead on Adwords.
Although $250/lead was a good deal for a $80,000 contract, they wanted more.
Fast forward, they leveraged the narrow-down targeting capabilities of Facebook to target startups that might be in need of app development .
Dave mentioned that the hardest part of the campaign for them was to set targeting for their audience. As we saw from earlier case studies, narrowing down on your target audience is much more beneficial than broadening it.
And he did exactly just that- zoomed in on funded startups that might be in need of app development.
With a spend of $993 across a week, they were able to score 34 leads which was far much quicker and cheaper than Google Adwords.
From the first week of the run, they were able to decrease their cost/lead to $28 a piece, 89% cheaper than what it takes from Adwords.
Want similar results? Check out our free targeting training here.
This goes to show you that how cost effective leads from Facebook can turn out to be when compared with other options.
Lesson Learned # 21 – Facebook Ads are cost effective as compared to Google Adwords when it comes to B2B leads generation.
Lesson Learned # 22 – Facebook ads provide narrower targeting which helps you to laser in on your ideal audience. Setting up the correct targeting is one of the essential parts of your campaign.
Case Study # 8 – 7 Mistakes Made While Spending $234.07 on Facebook Ads
At Connectio we often hear customers saying that they have none or very limited success via Facebook Ads. Either it was not giving the desired results or is turning out to be expensive for them.
This case study is especially useful for such Facebook Ad starter business that is struggling to find their way.
Philip Kleudgen, a web development, and marketing specialist for restaurant owners, shares his experience of how he started off with Facebook Ads- with no prior experience .
As like more people starting off with Facebook Ads, he made some classic mistakes such as;
- Targeting was not set correctly. He was targeting a very little set of individuals.
- Used only one image and didn’t A/B test between different images or ad copies.
- Wasn’t tracking conversions correctly due to missing or improper configuration
- Keep running ads that were unprofitable.
After running the ad for week or so, he spent $234 on Facebook Ads with a meager CTR and earned less than the actual ad spend.
Although, he was at a loss at this campaign some valuable lessons learned.
But at such stage, most businesses give up rather than realizing their mistakes and optimizing their campaign accordingly.
So it’s important to review and analyze performance and mistakes in your Facebook Ads campaign before ruling the platform as a failure.
Lesson Learned # 23 – Take some pre-campaign time to research and identify your targeted audience. Ideally, have a separate ad set for each unique audience you are targeting.
Lesson Learned # 24 – If your objective is lead generation or sales, you need to set your conversion tracking and do it right. If you aren’t tracking your conversions correctly how would you analyze performance?
Lesson Learned # 25 – Have multiple images and copies of your ad in hand before starting a campaign.
Lesson Learned # 26 – Don’t spend that much money on ads or campaigns that are not giving any result.
Case Study # 9 – How Veeroll Sold 122 Subscriptions with $2.5k Spend on Facebook Ads in 2 Weeks
This case study is another classical example that Facebook can be effectively used to generate leads for B2B businesses. B2B businesses. It also shows how businesses can gain better results by using video ads and continually optimizing the campaign to improve performance. Veeroll along with other places started off their campaign on Facebook and sent all traffic to a webinar funnel . They were also tracking website conversions to know how many people referred from Facebook were converting on that landing page.
They set their targeting and created the ads. Initially, they were getting a higher CPC.
Although their primary objective was to show the video ads, they also tested the text ad along with it and they saw a huge difference between both.
This the stats on their text ad;
And compare that to the video ad;
They spent a little more on the video ads, but have 18X more engagement and were 3.5X more than the text ads.
So seeing the video ads were proving better, they went on creating multiple video ads.
This is one of the video ads they were using.
Specifically, implementing retargeting on the website helped them lower their CPC and improve their conversions.
At the end of 2 weeks campaign, they were able to have 122 signups that resulted in $11,000 of monthly revenue that too just from a $2500 in ad spend.
That is almost 400% is profit against the cost of Facebook Ads, not to mention that the lifetime value of these customers will be way much than this.
Lesson Learned # 27 – Don’t get faltered from initial road bumps. Review the performance and capitalize where most performance is achieved. Such as mobile users were engaging far more than desktop users in this case so apparently it makes sense to pour more budget here.
Lesson Learned # 28 – Retargeted traffic gave better conversion then the cold traffic. Veeroll has the lowest CPC and conversion from retargeted ads.
Lesson Learned # 29 – Don’t just stick to conventional ad styles. Try video ads too. They have incredible engagement and lets you communicate more message than what it takes from text and image ads.
Case Study # 10 – Reaping $163,969 in revenue from $5989 of ad spend in just 34 days
This is an absorbing Facebook Ad Case Study as it not only achieved a remarkable result but worked on an approach that will work in any niche – yes any niche. It is also very helpful for startup businesses that have none or small following and email list.
Paul Romando’s Facebook Ad’s campaign for his client returned a staggering $163,969 in revenue from a mere $5989 in ad investment.
That’s an insane 2737.80% of return in just 34 days of the campaign.
Paul’s success formula was simple.
Rather than going for the hard sell, he created a Facebook funnel, where leads first opted in on content ( lead magnet) around a product.
And later, for all those that opted in, Paul would show a different ad set that directly takes them to the sale page.
He calls this is the Elope Approach.
His multi-step Facebook Ad Strategy builds up a connection with your targeted audience before going for the sale. This helps in nurturing leads and segmenting people that are most likely to convert.
Particularly important was the Facebook Ad relevance score. A high Facebook Ad relevance score helped your ad not being flagged by Facebook and delivered to your targeted audience.
So when he showed the sales ads to his existing audience, a high relevance score for imminent as these people already knew him.
For most B2B businesses having a Facebook Sales Funnel is crucial. It might sound a lot of work but gains are immense, and you can use it over and over again.
Lessons Learned # 30 – Rather than going straight for sales, develop a Facebook funnel through a lead magnet. Once you have subscribers in your funnel, nurture them with you offer ads.
Lessons Learned # 31 – Use different ads / ad sets for the retargeted audience / warm leads. Since they already know about your product, take them straight to your money page.
For example, create a different ads / ad set for cold and warm leads and make sure that you exclude each one of them in the targeting set.
Case Study # 11 – How Wahida Generated High-Quality Leads With Just $10/Day
Sending people straight to a sales page might work in commodity niches such as online stores, but for B2B services it’s essential to capture the leads first.
This case study came from Wahida Lakhani, one of the students of Claire Pelletreau from her Ad Consultant Incubator program. She was able to manage a very low cost / lead for a client in health and fitness niche.
The idea was same as Paul Romano – generate leads using a lead magnet and then move on for the sale.
But she tweaked it a bit.
Rather than sending them to a lead magnet straight away, she added another layer. She sent the traffic from Facebook ad to a high-quality article on the blog and added a lead magnet as the content upgrade.
The original article was on creating “Easy Chocolate Peanut Butter Bars” but she added the details of the lead magnet “6 Vegan and Gluten-Free Recipes.”
This is uber awesome, provided you have an ultra high-quality article that drives CTR from Facebook and an equally irresistible lead magnet.To ensure they provided the detail of valuable content in the ad, she also added the lead magnet detailed information in the FB ad.
The results were 10/10 relevance score from Facebook, high CTR ( 5%) and lead cost at just $0.65.
Want 10/10 relevance scores also? Check out our free targeting training here.
This was far less than the industry standard in health and wellness. So regardless of how competitive your niche is, there is still an opportunity for to score dirt-cheap leads.
Lesson Learned # 32 – Having a high-quality content helps in generating high CTR, better engagement, and lead generation.
Lesson Learned # 33 – Use your Facebook Ad effectively to list all the value you are providing. This will make your case stronger and gives the reader more reason to interact with your ad.
Lesson Learned # 34 – With a well thought out plan / funnel / strategy, you can shatter any industry benchmarks no matter how competitive your niche is.
Case Study # 12 – How Mary Got 532 Subscribers in 43 days Using Facebook Ads
For startup businesses and bloggers, getting new subscribers for their blog is often challenging. They might end up producing high-quality content but fail to attract the subscribers/ optins they would expect.
This case study will help you understand that how can you use Facebook Ads to generate more subscribers for your blog.
Mary Fernandez shows how she gained new blog subscribers for just $0.43 each using video ads.
One common thing that she experienced in building blog subscribers for her clients was that personalizing the ad gave better results than a stock-photo ad.
Such as these are some examples of a personalized ad.
And this too;
Why these ads?
View the Facebook from the standpoint of a potential subscriber.
They are probably surfing Facebook to see what their friends are doing, following up with family and socializing but not to view ads.
If your ad looks like a traditional ad, there is a high chance that they will ignore it. But if they see something relevant or something which might not be another ad from the laundry, they are more likely to engage.
So where possible try to use a personal looking photo of you or your employees, instead of stock photos.
Lessons Learned # 35 – Facebook Ads can be used for any objective – even if its finding or increasing new subscribers for your blog.
Lesson Learned # 36 – Keep your ads as personal as possible. Your audience will be more likely to interact with your ad if it has a human effect / touch.
Case Study # 13 – How Servando got 500% ROI from a $20 Facebook Ad budget
This case study is especially useful for people and businesses that don’t have a product of their own but are promoting affiliate products.
We have often seen our customers using Facebook Ads for promoting affiliate offers, but they seem to struggle in creating an effective strategy.
One of the biggest mistakes they make is not using the landing page effectively.
It’s not difficult or impossible to send traffic from Facebook. If you set your targeting right, you will still be able to get the required traffic.
However, if you are promoting affiliate products on Facebook , don’t send them straight to a sales page but to a “bridge” page first.
This is what Servando Silva of Stream-Seo did. For the affiliate offer, he was promoting using two landing pages.
1 – One page that had a description of the offer and a Free Trial button that took them straight to the sales page.
2 – One that has an opt-in form ( just for email) and after submitting will lead to the sales page.
He spent overall $20 on ads on both the ads pages and was able to earn $100 in commission and 60 valuable leads.
Though the sales came from the first page, he was able to score valuable leads via the second ad and landing page.
Not only did he earn $80 over his $20 spend, but he also grew his list which he can leverage in the future.
From the 198 people that clicked on from his Facebook Ads , almost 119 clicked on to the affiliate link. So this shows that bringing quality traffic certainly works in your favor.
Lesson Learned # 37 – If you want the best ROI from your campaigns, don’t just focus on the Facebook Ad part – plan ahead where you will send the traffic and how will you capitalize on them.
Lesson Learned # 38 – Create multiple funnels and objectives from different ad sets and landing pages. Such as in this case he tested two ads on two different landing pages giving him multiple segmented audiences.
So there you have it – an in-depth review of the best handpicked Facebook Ads Case studies from nearly all types of businesses with variable objectives.
By reviewing the above case studies, it is evident that the success of Facebook Ads lies in multiple things. But it’s also clear that budget is not a primary factor, and you can succeed with even minimal of the budget.
What’s your favorite case study?
11 Amazing Facebook Marketing Case Studies
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Even though Facebook still seems to be first on the mind of many people thinking about social media marketing – Facebook is not easy to master. But there are multiple Facebook marketing case studies out there that prove that success can still be found with Facebook.
Sure, you can buy visibility fairly cheap, you can shout your offers at a (hopefully) targeted audience. But to get your share of Facebook’s marketing and branding superpowers you have to understand how the social network Facebook works. You need to figure out what your target audience likes – and you have to find the trigger to make them engage with your updates.
Image Source: Sprout Social
Before you read on - we have various resources that show you exactly how to use social networks to gain massive traffic and leads. For instance, check out the following:
If you are not going to spend thousands of dollars on advertising that gets even harder – and the more important, it is to understand how it all works.
A wider reach for a post on a Facebook fanpage may become harder to get, but there are still some formats and types of updates on Facebook that can reach far.
While many Facebook users complain that their reach dropped, most of them do not (yet) utilize the fairly new features that Facebook offers that will not only help to increase engagement but also help to uphold or even grow the reach. And I am not talking all about advertising.
No matter what you do on Facebook, a key goal for your marketing updates should be engagement. And that is for more than one reason:
- Engagement is an important factor that decides how well your posts is received by the Facebook algorithm.
- Engagement also helps to build a relationship and convert more leads and customers.
Brands who are looking for Facebook marketing success need to be aware of what works and what their audience may like. There are some types of posts that on average fare far better than others – and successful brands consider this.
Image Source: BuzzSumo
Video by far outperforms all other types of Facebook post formats. In fact, videos get 59% more engagement than any other types of post. Video even performs better than photos.
But there is another type of post or rather a place to post that can outperform what you have been doing on Facebook in the past: Facebook groups.
Hey, before you read on - we have in various FREE in-depth guides on similar topics that you can download. For this post, check out:
Marketers view private community groups as one of the major trends in social marketing. That should be reason enough for you to take a closer look at Facebook groups if you have not done so in the past. We added some Facebook marketing case studies to this list that feature Facebook groups as the main focus.
But you don’t have to take my word for the possibilities you have with your Facebook marketing. There are more than enough examples of brands that are hitting it big-time on Facebook.
Here are 11 examples of brands that win big with their Facebook marketing. Even if your situation is different, your budget not even worth mentioning and your existing fanbase a fraction of the brands in question – you can still learn from these amazing Facebook marketing case studies how to leverage the Facebook audience!
1. Starbucks – Case Study for Facebook Groups
The first Starbucks Pumpkin Spice Latte was sold in a test campaign in Vancouver, British Columbia in Canada, and Washington, D.C. in 2003. It was an instant success. In the fall of 2004, the drink was rolled out nationwide. It is said that Starbucks made more than 1.4 billion $ just off this drink .
The pumpkin spice latte remains a seasonal drink to this day – and is eagerly awaited for fall 2020.
But what has Pumpkin Spice Latte to do with Facebook marketing? A lot.
In 2018 Starbucks launched a Facebook group for Pumpkin Spice Latte. The group is called “Leaf Rakers Society.” It is a group to celebrate fall – remember, the Pumpkin Spice Latte is a seasonal drink that can only be bought at Starbucks in fall…
The number one reason for Starbucks’ social media team for starting this group may have been the shift in the algorithm on Facebook. That shift meant that brands needed to focus on engagement and meaningful interaction instead of just posting. And for many brands that meant a new strategy that focused more on the Facebook group than on Facebook fanpages.
For Starbucks this group had more benefits:
- for their seasonal drink, this group kept the love and excitement alive all-year-long.
- They do not post, they do not have to be active. The group members keep the group alive.
- They do not have to spend a dime in advertising – the popular topic allows them to do brand building based on member activity.
- Listening to their customers who keep talking about beveryge recepies and Starbucks products they get valuable insights into what their audience loves or hates, how they can improve – and maybe even get new ideas for the nest super product to sell
- All considered, the Facebook group for pumpkin spice latte lovers seems to do the trick for Starbucks.
2. Tomcat – Facebook Video Case Study
Facebook video and Facebook live video may sound a little intimidating and scary. So much may go wrong. And if it goes wrong everybody can see it.
But with a little creativity and some additional boost, there are awesome marketing results on the line.
So how about Halloween, mice, and a horror movie that develops as the audience comments on the video? This is an extraordinary example of creative content marketing utilizing one of the major trends in social media.
Tomcat is a company that focuses on rodent extermination. For Halloween 2016 they created a live video event featuring some mice in a haunted cabin. At some points in the story, the audience was asked how the story should develop: Which of the mice should die next and how should it be killed.
The video got 2.3 million unique views and an insane amount of 21% of viewers actively participated. the fanbase of the Tomcat Facebook page grew by 58%.
Tomcat – Facebook Not Live from Jesse Brown on Vimeo .
3. BuzzFeed -Facebook Live dance battle
This is another example of how brands can use Facebook live to engage with their audience and build brand awareness.
You probably all know BuzzFeed.
BuzzFeed used Facebook live to host an interactive dance battle called “Dance Craze Battle: Live” that asked the audience to vote on the performance of the dancers via the comments.
But they asked for even more engagement.
Instead of following a predefined schedule and guideline for the moves to be performed, they asked the audience to suggest dance moves that the dancers had to perform. And the audience complied, making the dancers perform things like “the crying college student.”
Between rounds, Buzzfeed took the opportunity to talk to the contestants and make their team more human.
In the second round of the battle, the viewers could see how the dancers performed their suggestions.
The engagement on the live videos helped keep the audience interested.
4. Hubspot – Facebook group example
In March 2020 the inbound marketing company Hubspot created a Facebook group for Marketers called Marketer to Marketer.
As with the Starbucks Facebook group for fall lovers, the Hubspot group is NOT a group to market Hubspot products. It is also not a Hubspot support group.
In fact, the group description explicitly states that the group is not monitored by the Hubspot support team.
Hubspot answers the why to the Facebook Group themselves : To build a community around their target group (=marketers.) Plus, since the reach for Facebook posts steadily declines they needed a new way of increasing engagement around their brand and product.
The impact of the group? Hubspot has close to 2 Mio followers on their Facebook fanpage. The group has just over 3200 members. The difference is too large to measure the impact of the group on Facebook engagement, reach or traffic.
However, they get direct access to members from their target group. They can interact and engage and earn valuable insights into the questions and topics on the mind of their marketing audience.
The Hubspot Facebook group is still very young but it already turned into a self-sustaining community. But it still needs ongoing promotion to keep it growing and prospering.
5. Real Estate – a Local Facebook Marketing Case Study
Looking at the other case studies, you may get the impression that you have to be a global player with a huge budget to utilize Facebook marketing. That is why I added this case study about a real estate company that wanted to increase local leads.
For this they used lead generation ads – this type of ad on Facebook already includes a contact form for which you can choose the questions to add.
The agency case study tells that the campaign generated 370 local leads in 90 days . Each lead cost 6,77$ on average.
Before you jump on the Facebook advertising train, please note that the case study does not disclose any ROI or value for the lead. I have no proof whatsoever that any dollar was ever earned with these leads.
And that is a major problem with lead generation on Facebook and you need to measure your results carefully: Leads need to make you money otherwise you will be on a straight path to bankruptcy as you pay for each lead in hard money.
Sure, Nike has a corporate page on Facebook . But Nike has so much more. They have specialized Fanpages for various sports like basketball, football, running, tennis, etc. Also, Nike has some pages for activity like the Nike+ Run Club. They have Nike Women. Plus they have several accounts for various products.
Why are they splitting up their marketing power this way?
Because it lets them target their audience much better. They can provide more value to the people. The sports channels give you news from your favorite sports without annoying half the audience with news from sports they are not interested in.
I have been part of the running initiative a while back when Nike had Women’s runs in various cities including my home town Berlin. These runs were perfectly organized inbound marketing campaigns that encouraged the participants to share photos and videos from the event all over social media. Nike even provided several on-location photo booths to make sure there where thousands of branded photos being passed around social media. And sure I was a fan of the related Fanpage eager awaiting updates on the next run.
With all these accounts – what is Nike talking about all day? What is their content strategy? Not their products – or not only their products. Nike products have a minor role in all this branding effort. No need to be overly promotional. A large number of updates is about news from sports or athletes that still builds brand awareness.
Image Source NikeCourt on Facebook
Note: Nike can be viewed as a case study from the past. Most of their Facebook pages are not updated anymore. They have gone on another marketing path.
7. TOMS One-For-One Strategy
Image Source: TOMS on Facebook
This strategy gives a lot of possibilities for stories to tell – each product in itself is a call-to-action to do something good. And this type of marketing campaign works on Facebook. They can announce new partnerships and products – people will like them and allow leveraging the good deed that is always included.
8. State Bicycle
Maybe it is because I am into sports myself – I love how State Bicycle work their Facebook page: Sure they have product updates. They also have announcements for races and news from the biking world.
What really gets their engagement going is their content strategy of photo contests, photo shoots and photos they share.
Image source: State Bicycle on Facebook
9. Tough Mudder
I am not so sure whether I first heard about Tough Mudder from friends – or if I first saw an ad from them on Facebook. Maybe it is because I know people who participated, or because Jonathan may take part one day. But they surely caught my attention on Facebook.
Tough Mudder is an obstacle course challenge that takes place all over the world. And they rock Facebook.
They are using several country accounts besides the main Facebook Fanpage .
They post a mixture of videos, images, and articles around the tough mudder races. Of course, they have the huge advantage of video footage directly from the challenges. And these videos surely get a ton of engagement – who does not admire those tough mudders?
Image Source: Tough Mudder on Facebook
Also, they use Facebook advertising – as said before, I saw those ads multiple times. And maybe one day I will dare to go for one of the challenges… Let me first finish the Berlin Marathon in September 🙂
Image Source: Tough Mudder Marketing Case Study
ToughMudder also uses Facebook video and Facebook live to cover its events. Since the Corona pandemic, there have not been any ToughMudder events but you can find some of the past videos.
They not only cover events but also live stream bootcamps.
10. FitBit – Facebook marketing case study
This is more an example of a content marketing strategy with the aid of Facebook. FitBit mainly shares their own blog posts on their Facebook fanpage. And they manage to get high engagement. Nothing going viral but solid likes and shares.
Image source: FitBit on Facebook
They do not concentrate on their products. They share posts from the FitBit blog that cover everything fitness and healthy living related. And that topic simply rocks on Facebook.
Whenever a fan shares a story or personal experience in the comments, FitBit is there to comment and appreciate the openness.
That kind of interaction scores high with fans.
Fitbit also added videos to their Facebook strategy. They now post Facebook videos on a regular basis.
11. Always #LikeAGirl
Always offers sanitary products for women, and in 2014 they decided to change the meaning of #likeagirl. At the center of their campaign was this powerful video.
Final Words about Facebook marketing case studies
While Facebook isn’t up front on the list of hottest marketing trends, there are still thousands of brands successful on Facebook. And not all of them base their success solely on the size of their advertising budget. They succeed because they understand how Facebook works – and what their audience on Facebook wants and likes.
The biggest trend – and probably your biggest chance for marketing success without breaking the bank – currently are Facebook groups and Facebook video or rather Facebook live. That is why we added some Facebook marketing case studies that focus on Facebook groups and Facebook videos.
Before you jump into Facebook marketing and spend thousands on advertising because you read somewhere that Facebook marketing can only be successful if you pay for it – take a close look at some of these case studies and figure out what really makes them successful. It is the content they use, the engagement they drive, and fit between their updates and their target audience. Once, you understood what works for others figure out which marketing tactics resonate with your audience!
That is what Facebook marketing success is based on!
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[Case Study] How Facebook Lead Ads Decreased Our Cost Per Lead by 80%
July 15, 2021
Special thanks to Rob Tutty at Driftrock for his help and guidance in getting Facebook Lead Ads set up for Ladder! We have a culture of learning from the best at Ladder, whether it’s for ourselves or our clients. Rob’s help was instrumental in the success of this Lead Ads test.
When we first started talking about running Facebook Lead Ads for Ladder , I was skeptical.
I have a major distaste for all things Gmail when it comes to CRM email drip campaigns (lead ads tend to drive a high proportion of personal email addresses). Promotions tabs eat up all communication and result in low lead meeting booking rates. Further, I was generally anxious about reports that Lead Ads drive a lot of low quality leads.
But our friend Rob at Driftrock helped alleviate my concerns on the lead quality front. After a few calls where Rob helped me set up what amounted to the perfect Facebook Lead Ads campaign for Ladder, I set it live.
Here’s what happened:
- $2,000 spent over 2 months
- 249 leads generated at a $12 CPL
- 65 qualified leads generated at a $32 CPQL
- 80% decrease in our overall cost per lead , from an average of $100 to an average of $20
- 80% decrease in our overall cost per qualified lead , from an average of $300 to an average of $60
Compare that to our ideal cost per lead ($100-150) and our ideal cost per qualified lead ($300-400), numbers we’ve been hitting with AdWords over the past quarter, and you can see the value lead ads have driven for Ladder .
The fact that Lead Ads actually worked is a huge win for us at Ladder. So far this year, our primary pillars of growth have been content and AdWords, but neither are scalable in the same way that Facebook advertising can be.
Meanwhile, we’ve tried our hand at Facebook ads a few times over the past year, both as part of our 2017 marketing plan and our 2016 growth efforts. None of our Facebook tests have proven to be ROI-positive, unfortunately, driving plenty of clicks but few qualified leads.
Lead Ads working so well means we’re onto a third pillar of growth.
So what was the formula that worked so well?
It’s actually rather simple, and I’ll go through the entire setup below:
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First off, let’s talk about the objective of this campaign.
Obviously, the only objective we could possibly go for in this case would be Lead Generation, which opens up lead forms as an option for the campaign. So I went into Facebook’s Power Editor and created a Lead Generation campaign.
From here, it was time to fully build out the ad set.
On Rob’s advice, we decided to go with a Lookalike audience based on all website visitors. On top of that we added a marketing interest overlay, further narrowed by an entrepreneurship interest overlay.
The reason for the deep narrowing of the Lookalike audience was because we wanted to make sure we were targeting people who exactly fit the persona of a marketing-focused entrepreneur as a potential decision maker at a startup.
The end result was an audience of about 1 million across the US and UK.
Finally, I set our budget at $35 a day, enabling us to reach our audience with a daily reach that wouldn’t result in the same ad showing multiple times to the same person.
Up next, creative.
Here we went with something simple that has historically shown high clickthrough rates for Ladder’s prior Facebook ads tests.
The copy was derived from a line of copy on our website:
“Your business isn’t based upon someone clicking an ad.
Your marketing strategy shouldn’t be either.
Access marketing success rates 300% higher than the industry average.”
Straightforward and powerful, this copy is all about showing Ladder’s value beyond just advertising and into full-funnel marketing.
Further, it talks about our success rate vs. the marketing industry as a whole. You can read about how we reached that success rate in our this blog post .
Finally, the headline and the link description.
“Industry-leading performance” hearkens back to our 300% higher test success rate.
“Talk to a strategist >>” is the call to action on our website, a piece of CTA copy that has time and again proven to convert at a high rate.
Next up, I had to put together the lead form.
The difficulty I had here was to balance ease of completion with quality of data, but for this very first test, we decided to err entirely on the side of ease of completion and get as many leads through the door as possible.
As a result, all we’re asking in our lead form is for name and email, two auto-filled form fields that require no additional work from the individual.
There’s no intro screen to the lead form either — we determined that the ad speaks for itself and the form is so easy to complete that an intro screen would decrease conversion rates. There is, however, a place after form submission where new leads can click through to the Ladder homepage.
From here, we ran the ad, and results were pretty immediate. In just the first couple days, we got over a dozen leads, and a quarter of them were qualified. This immediately indicated that we were on the right track.
Here are some overall performance statistics:
- Relevance score: 5
- Cost per lead: $12
- Cost per qualified lead: $32
- Form completion rate: 14%
We can definitely do a bit better on the form completion rate side, but overall these numbers are ones we’re happy with in initial testing.
One of the harder parts of our Facebook Lead Ads campaign has been qualifying leads. If you’ve kept up at all with Ladder over the last two months, you might have seen our new Lead Qualification Workflow on our website. It helps us score leads on a scale of 0-10 and lets us decide which buckets (qualified & unqualified) they get routed to.
We don’t have that luxury here, and adding just any lead to our email automation could result in tons of unqualified calls for our sales team.
Thus far, it’s been a daily manual process of qualifying new leads and adding them to our CRM, which doesn’t take more than 10 minutes a day but is still less automated than we’d like.
For the future, we’re looking into better, more automated ways to do this qualification
The vast majority of leads give us their personal emails. It’s what they have as their default Facebook emails. This is far less than ideal, but we’re working with what we have here. Ideally, however, we should be asking for work emails. That is another test for another time, especially now that we have the campaigns working and well-structured.
Soon, I expect that cost per lead will start to creep up due to ad fatigue. Part of this will be finding and expanding audiences, and part of it will be a creative refresh. Both are in our roadmap for the quarter.
And that’s it for Ladder’s Facebook Lead Ads case study. Have you found any success with Facebook’s Lead Ads? Let us know! Email me at stefan [at] ladder.io or Tweet at us at @LadderDigital!
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Testing, Not Guessing: The Transformative Power of Creative Testing
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360 Fitness Facebook Lead Gen Case Study
How Jack Wheeler Creates An ROI Positive Lead Gen Machine With Facebook and PlusThis
Jack Wheeler owns a fitness business with multiple locations. His top of funnel campaign is a Facebook Lead ad that drives prospects to a free consultation. Jack needed a way to get leads quickly from Facebook into his Keap CRM so he could follow-up with them right away and convert them into new clients.
Jack Wheeler owns and operates several gyms. To attract new clients, Jack runs ads on Facebook and offers a free consultation. Facebook Lead ads are a great fit for this because they make it easy for Facebook users to fill out a form directly from Facebook without ever having to go to a different landing page. The challenge was finding out a way to export these leads quickly into his marketing CRM (Keap) so he could follow-up and convert these leads into new clients quickly.
Challenges I needed to solve
Manually exporting leads.
I loved how Facebook Lead Ads made it easy for potential clients to sign up for a consultation. However, the downside was I would need to manually export these leads into my CRM, unless I found a tool that could do this.
Slow follow-up from Facebook Lead Ads
Because I'd need to import my leads manually, I couldn't always export my leads and reach out to them immediately after they filled out my Facebook Lead ad. I needed a way to speed up my process and get leads responded to immediately.
Tools and Solutions PlusThis Solved
Facebook lead ad triggers.
The Facebook Lead Ad Triggers tool in PlusThis solved many of my challenges by integrating Facebook Lead Ads with my marketing CRM (Keap).
When a lead came through Facebook, they were immediately put into my Keap CRM, assigned to a sales rep, and given follow-up for their free consultation.
PlusThis saves you 5-15 minutes everywhere. Using PlusThis with my Facebook Lead ads allowed me to run ROI positive lead gen through Facebook because I could respond quickly and help these leads hop on a free consultation with me and experience value quickly. Although this particular case study focused on Facebook Lead Triggers, I've also had a lot of success using PlusThis for SMS, Smart Links, Video Triggers and more.
Tools Covered In This Case Study
Facebook Lead Triggers
Collect Leads Using Facebook or Instagram
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2 Facebook Ads Case Studies – Leads for Less than $2!
When I started in 2006, the cost per click of many keywords was only $0.10 in Google Ads (aka AdWords) and Yahoo (aka Overture). Fast forward to today and it’s nearly impossible to find keywords that cost less than $1 or $2 per click. In some more competitive industries, keywords can cost up to $10, $20, even $50 per click!
As the cost per click of keywords rises, so does the cost per lead (if your website conversion rate stays the same). It’s just basic math. When your cost per click is $0.10 and your website conversion rate is 5%, then your cost per lead is $2. When your cost per click is $1 and your website conversion rate is the same 5%, then your cost per lead is $20. That makes a huge difference in your ROI!
For some businesses, the rising cost of keywords has eliminated Google Ads search ads as a viable option for lead generation.
Luckily, there are other options. For example, Facebook Ads typically have a significantly lower cost per click compared to search ads. Facebook Ads can work great for many different types of businesses like e-commerce, B2C, and even B2B. For our clients focused on lead generation, we have seen the best results with a specific type of Facebook Ad called Lead Ads . For some clients, the results remind me of the “old days” when you could consistently generate leads for less than $2!
What Are Facebook Lead Ads?
Before we dive into the case studies, I want to clarify how Lead Ads work. For most ads, when people click your ad they are sent to your website landing page. Then your landing page sells your product or service and encourages prospects to take action like requesting a quote, scheduling an appointment, signing up for a demo, etc.
Landing pages work, don’t get me wrong. However, they do have a substantial Achilles heel — most prospects do not know, like, or trust your business or website. Often it’s your prospect’s first introduction to your business, so it’s a tall order to expect them to take action. This is one of the key factors that hurt your website conversion rates.
But with Facebook Lead Ads, you do not send prospects to your website. Instead, your prospect stays on Facebook, which is a website they already know, like, and trust!
Let me walk through the steps so you see this in action:
- First, your prospect would see your ad and click on it. This is the same as a regular ad.
- Second, your prospect will stay on Facebook and see more information about your offer. This is the critical difference between regular ads and Lead Ads because prospects stay on the website they’re already familiar with.
- Third, your prospect can complete a form on Facebook and their information will be sent to your business.
As you can imagine, the conversion rates using Lead Ads can be higher than the conversion rates on your website landing pages. This isn’t due to any fancy design or marketing tricks. This is just playing into the laws of psychology — people are more likely to take action when the process is easy (Lead Ads are scaled-down and simple pages) and when they trust the website (Lead Ads keep the user on Facebook, which is a website the user trusts).
Now that you know what Lead Ads are, it’s time to dive into the case studies…
Case Study 1: Real Estate Investment Opportunities
The first case study is for a company that wanted to drive leads for overseas real estate investment opportunities. Before working with us, this company had tested Facebook Ads but had not seen any success. In fact, they weren’t convinced Facebook Ads were a viable option for their business.
Here’s what we did for this client:
- We built 3 different campaigns: 1. Remarketing to previous site visitors, 2. Demographic & Interest targeting, 3. Demographic & Behavior targeting
- Within the campaigns, we used 3 ad formats: Video, Image, Carousel
- We tested Lead Ads versus Standard Ads that drove prospects to a landing page and we tested many different landing page variations
In the first two months, we only generated 2 leads and the cost per lead was around $70. This was not a great start, but we saw signs of life and we knew there was a lot of room to improve across the targeting, ads, and landing pages.
We continued to optimize the campaigns and eventually determined the Lead Ads outperformed the Standard ads, so we allocated all of the budget to the Lead Ads campaigns. After a year of optimizing, we had a record month with 145 leads and the cost per lead had dropped down to $6!
You’re probably thinking, what about the less than $2 cost per lead that was mentioned in the headline? Well, that brings us to case study number 2…
Case Study 2: Women’s Apparel E-Commerce
The second case study is for a women’s apparel e-commerce business. In addition to promoting and selling products, our client wanted to drive more email newsletter signups. The goal was to acquire emails and then use email marketing to sell their products.
- We built a campaign targeting a Lookalike Audience from previous purchasers.
- Within the campaign, we used 3 ad formats: Video, Image, Carousel
- We tested Lead Ads only because we had data from our other client that showed these would likely perform the best
For this client, we saw success right away. In the first month, we generated 83 leads with a cost per lead of just $1.88. The following month we generated 184 leads with a cost per lead of only $1.27!
Are Lead Ads Right For Your Business?
If your goal is to generate leads, then I strongly recommend you test Facebook Lead Ads. As highlighted in the first case study above, success will likely not be instantaneous and you may have to work hard for several months to a year to get your campaigns dialed in. But once you do, then you can reap the rewards of lower-cost leads on an ongoing basis.
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Facebook Marketing for HVAC: Lead Generation Case Study from Marketing 360®
February 18, 2019
This case study demonstrates that local contractors like HVAC companies can get valuable lead generation from Facebook advertising. Here’s how they do it .
Here is the ad that performed the best for this HVAC company in the last 6 months.
It’s a 2 second gif that shows a dog shaking its head in a funny way. This ad reached 4,864 people with an estimated ad recall lift (which estimates how many people remember seeing the ad) of 580 people.
When this ad ran in October of 2018, they got the highest total conversions over a 6 month period.
In the last 6 months, this business has run a series of Facebook ad campaigns built for awareness goals. They reached 65,153 people at a cost of $1190.36.
During this time, Facebook Ads (coming through our Social Targeting Ads® channel) has accounted for the highest percentage of leads out of any channel:
The Facebook channel converted at 27.83%. The average cost per conversion across channels is $45.56, but the HVAC Facebook ads we run have an average cost per conversion of $7.88.
Not bad for “Motivation Monday”, “Happy Friday” posts, and dog gif videos.
Why These HVAC Facebook Ads Work
It’s likely that you find it surprising that these non-promotional Facebook ads work so well for an HVAC company. But this exemplifies how Facebook tends to work with consumers. These fun, playful posts get more engagement than promotional or sales type offerings.
There are several other considerations as well. First, Marketing 360® designed an excellent mobile landing page for the business:
This content has strong calls to action that motivate phone calls (easy to do with the multiple click to call buttons).
Second, we track call conversions through the Marketing 360® software. We can’t emphasize how important it is to track call conversions, because that’s how this channel works.
The majority of Facebook users are on their phones, and when they click through to the website, the way they’re most likely to convert is a click to call. The landing page is set-up for this conversion. If we didn’t track these conversions, we’d have no data on how this channel is delivering leads.
On Facebook, we can see the exposure the ads create. But it’s through Marketing 360® that we track the lead-generation ROI.
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.
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Lead Generation Case Study: 7 Examples of Success
Case studies are one of the most important lead generation strategies. A good case study not only proves a marketing company’s success, but also zones in on the strategies used to identify leads, customer pain points, increase sales, convert leads, and accomplish other goals.
But which lead gen strategies are the real winners?
In this post, we’ll go over seven effective lead generation campaign case studies, the strategies involved, and the results that the brands received – so you can get inspired for your own strategy.
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7 Lead Generation Case Studies to Inspire You
From startups to established enterprises, these seven case study examples will inspire you to take action and improve your own lead generation efforts.
Visual media company Twenty20 may be breaking ground in the stock image world, but they struggled to convert users into paid subscribers. They relied on an inconsistent sales process that didn’t deliver the growth they needed. As a result, they sought help from us.
The Challenge: Convert Prospects into Paid Subscribers
Twenty20 suffered from many barriers in its growth and needed to overcome them. Digital design is a competitive field, and prospects were choosing the competition.
There were also issues in their sales process. The team relied too heavily on their internal sales staff, using account-based marketing and cold calling tactics. They needed to stand out from the competition by using sales tactics with more value, all while improving their sales process.
Strategy: Optimize Digital Strategies
Instead of relying on a traditional lead gen process, we implemented digital strategies that optimized sales funnel marketing.
We focused on two core digital marketing strategies: search engine marketing and social media advertising . They used an Alpha-Beta-Gamma testing strategy to ensure that they converted prospects at all angles while keeping costs down.
Results: Converted Leads With Free Trial Sign-Ups
Twenty20’s website traffic increased by 403% while achieving the same consistent revenue per session.
We advertised to Twenty20’s target market, which reduced advertising expenses by 72.49%, and promoted a free trial rather than a paid service. Free trial sign-ups were enhanced, with MQLs at a 16.42% increase. Twenty20 no longer needed to rely on traditional advertising methods and its internal sales process.
Dive Deeper: MQL vs. SQL – Serve Up The Right Type Of Content To Your Leads
All great websites start with a prototype, and many web developers turn to Axure. Their software is optimized for website prototypes so that developers can build functional and realistic websites.
To become the best website prototype software, Axure needed to generate more B2B leads and specifically wanted to target SaaS services.
The Challenge: Generate Quality B2B SaaS Leads
Axure needed to generate more leads and attract new customers from B2B SaaS services . Their current strategy was generating website traffic but not new leads. However, advertising can be expensive, so Axure knew they needed help attracting new clients while decreasing CPL costs.
They partnered with us, PPC advertising experts , to accomplish Axure’s lead gen goals:
We noticed various issues in their strategy. First, they targeted countries whose traffic had no value. Their SEO and PPC campaigns optimized broad keywords, and the traffic from those keywords wasn’t converting. Their competitors were also ranking higher for those keywords.
Strategy: Target Quality Leads and Branded Keywords
By measuring where Axure was failing, we created lead generation strategies with value. They prioritized their marketing dollars to target countries that would provide high-quality traffic and were more likely to convert. They also ranked for converting keywords, which included branded terms .
Results: Generated Leads, Increased CTR and Reduced Costs
By putting Axure’s marketing dollars toward smarter avenues, they achieved a 32.04% CTR and reduced conversion costs by 0.51%, with an overall savings of 26.33%. Google Ad spending decreased by 60%, and they maintained an average of $10 CPL. Their cost per conversion decreased by 15.61% while maintaining a conversion rate of 7266.22%.
Thanks to their improved advertising efforts, Axure generated 1,113 leads from branded search alone and increased branded search impressions by 5,400%.
Dive Deeper: SaaS Lead Generation: How We Improved Axure’s Lead Quality Overnight
ThinSlim Foods was experiencing serious growth: 100-150% over the course of just a few years. They offer the ultimate solution to dieters – low-carb foods that are healthy and taste great.
They also had an effective advertising strategy, so much so that their paid advertising accounts were generating $70-$80K a month alone.
So, what needed to change?
The Challenge: Scale Conversions and Maintain a Better ROAS
ThinSlim Foods’ advertising solution was on the right track, but still needed improvement. Specifically, the company wanted to scale conversions and maintain a healthy ROAS. They also wanted to focus on paid search and social media services more than other marketing initiatives.
They knew they needed a professional digital marketing agency help to achieve this, so they contacted us.
The Strategy: Adjusted Messaging, Rebuilt Ad Structure and More
We implemented multiple services to convert more leads for the e-commerce brand:
- Adjusted messaging to align with the brand
- Rebuilt the Google Search Account to drive organic traffic through non-branded searches
- Retargeted all products
- Allocated the budget to relevant audiences
- Dynamic product ads
- Used “ dark posts ” on Facebook ads
- Dynamic search ads
- Display ads
- A/B testing in paid search headlines
Results: More Client Impressions, Conversions and Savings
The changes we made to their advertising strategy resulted in a 95% impression share for clients, up from the 40%. This resulted from switching ThinSlim Foods to a target CPA conversion mode, where they had more control over increasing or decreasing bids.
Many advertising services were also very effective. For example, dynamic product ads alone resulted in a 200% increase in conversion volume.
To save money, we spread the CPC budget across multiple campaigns. We also helped ThinSlim Foods target more keywords and expand its audience without increasing its budget. And we decreased TSF’s ad spend from $82K to $71K:
Here are other key results from the campaign:
- Increased Google Shopping conversion volume by 2.5x
- Increased Google Search conversion volume by 2.5x
- Profitable Google Discovery campaign
- Profitable Google Display campaign
- Increased Facebook conversion volume by 2.5x
Dive Deeper: E-commerce Advertising Strategy: How We Doubled PPC Sales for ThinSlim Foods (with a 3X+ ROAS)
Stanley Tate knows a thing or two about the student loan debt industry. After all, he also has massive debt to pay off. This is one of the many reasons why he created Tate Law: to represent other former students in the same position.
Tate was doing all the right things with his marketing strategy. He had a high-quality landing page, compelling copy and a strong CTA. But something was missing….
The Challenge: Create Engaging Content for His Audience
Tate knows how young people communicate, and bland legal web copy from landing pages doesn’t draw them in. Instead, he wanted his landing page to communicate in a way they’re accustomed to – using video and interactive media to engage his website visitors and promote his services.
Strategy: Interactive Chatbox Video
An interactive chatbox video was added to his landing page. This video combined the best of a chatbox and Zoom chat, resulting in personalized and interactive video content:
The video starts with an introduction that leads to a “How Can I Help?” button. Viewers can choose any of the options that fit their needs. This button leads to a video where Tate explains the basics of the services they need and invites the viewer to learn more about their pain points. They can also click the button to schedule a free call.
Results: Consultation Increases
Tate saw a 654% increase in calls from potential buyers after adding the video chatbot. His conversion rate also increased from 1.03% to 6.74%.
There are a couple reasons why this was so successful:
- First, the video is educational. Tate introduces himself as a lawyer who wants to help his clients and teach them the basics of student loan law. This immediately creates trust with the viewer.
- Second, viewers don’t have to jump through hoops to learn more about his services. They either click the buttons on the video or schedule a call. All actions are on the same page, so website visitors don’t have to go far to satisfy their demands.
Dive Deeper: 18 Engaging Video Content Types that People Love to Watch
Although fitness is integral for your health, the personal training industry is oversaturated.
This is the issue that was facing UK-based personal training company Intent91. Not only that, but as a small business, they didn’t have a lot of funds to work with.
The Challenge: Generate Leads
Intent91 needed a solution to separate itself from the competition and generate more leads. They wanted to abandon the pushy and intimidating sales tactics that other gyms and trainers used. Instead, they focused more on education and making their advertising strategy less demanding.
Strategy: Facebook Advertising and Social Media Listening
Intent91 invested a small amount – €51.07 GBP – in Facebook Ads . Their goal was to not only enhance brand awareness, but listen to their audience. They did this by experimenting with different CTA buttons.
Facebook offers numerous CTA button options, including:
- Message Now
From here, Intent91 developed a lead-first strategy. They posted more customer testimonials demonstrating that their personal training service helped clients achieve their fitness goals. They also prioritized video testimonials over written ones.
Results: Converted Leads With Educational Content
Of all the Facebook advertising buttons, Intent91 converted the most leads with the “Learn More” button:
This told the company that its audience values information more than pushy sales tactics.
The customer testimonial videos also generated more leads. This content created more trust with prospects, and Intent91 received more engagements.
What Intent91 discovered is that their target audience wants:
- to join a gym that’s less demanding
- to hire trainers that aren’t harsh
- a more personable experience in the fitness industry
They listened to their audience and converted more leads as a result.
Dive Deeper: How This E-commerce Store Doubled Its Revenue Using Our Facebook Ads Advice
BMC Software figured out the solution to complex IT problems: They released a platform that offers a scalable, open and modular platform, reinventing the technological side of their service.
However, they still struggled to convert B2B leads and attract new customers.
The Challenge: Strategic B2B Lead Gen Approach
BMC Software wanted to create a more strategic approach to its B2B lead generation efforts. The ultimate goal was to drive revenue growth and attract quality leads. Since tech has only become more competitive, they needed to dominate the competition and set themselves up as the premier B2B IT solution.
Strategy: Targeted Existing Leads
The strategy was simple: use their database to target new customers. Since they were attracting leads from their own resources, this decreased the CPL and avoided other budget issues. These leads were already familiar with BMC Software, so they traveled down the sales pipeline faster:
Results: Converted More Existing Leads
In this B2B lead generation case study, BMC Software saw results on different levels. There were improvements among their sales professionals. Targeting high-quality leads resulted in more conversions, expediting the sales process. This also improved the performance of internal sales team members, resulting in more productive employees.
In total, BMC Software attracted 5,000 leads . BMC Software not only converted existing leads, but increased the number of MQLs by over 2,500, resulting in a 49.5% conversion rate. This increased their revenue but enhanced growth, making them a more competitive force in the B2B technology sector.
Dive Deeper: 8 Key Demand Generation Strategies to Capture & Convert High-Quality Leads
Cornerstone OnDemand is one of the forces revolutionizing HR tech. They offer various SaaS talent management solutions for HR, focusing on training and retaining employees.
Initially, Cornerstone OnDemand only needed digital marketing help. However, they quickly realized their lead generation strategy also needed some help.
The Challenge: Increase Leads with a Digital Marketing Approach
Their Director of Digital Marketing originally left the company, so Cornerstone OnDemand needed to assess its digital marketing needs. The goal was to promote their software using various digital marketing strategies , enhance brand awareness, and use key channels to increase leads and new customers.
Strategy: Invested in a Multi-Channel Marketing Campaign
Cornerstone OnDemand sought help from a digital marketing agency that created a multi-channel approach .
They invested in paid ads throughout North America and Europe, focusing heavily on Google and LinkedIn . They included a combination of display, search, ABM and programmatic ads . They also developed a content marketing strategy and chatbot marketing automation. And, finally, they improved their web design.
The firm experimented with different CTAs to see which resulted in more leads. These CTAs included:
- Register for the webinar
- Schedule a demo
- Listen to the podcast
- Download assets
- Download our free e-book
Their marketing budget was also updated to invest more in these core channels, and spent consistently throughout the campaign. Their digital marketing firm used internal team members, external sources and stakeholders to fulfill these strategies.
Results: Increased MQLs and Conversions with an Excellent ROI
Cornerstone OnDemand gained 189 closed-won deals, 2,837 MQLs, 25% conversion rates, and a 274% ROI :
Their leads were gained across various channels, specifically Google, LinkedIn, Drift, and Demandbase. LinkedIn proved to be the most effective channel, with 937 qualified leads, and the programmatic ad campaign resulted in a 39% increase in page views.
The CTA to download the free e-book was the most successful, proving that their leads want to learn more about HR software before investing in a platform. Since they stuck to a marketing budget and only spent money consistently, their CPL was reduced.
Dive Deeper: 5 Tips to Build a Seamless Omnichannel Customer Experience
A Lead Generation Case Study Proves Results
There’s a reason why businesses should pay attention to a lead generation case study. These studies show how to create an effective strategy for lead gen and the tactics that brands have used to convert leads and gain new customers.
By studying these lead generation case studies, you’ll gain a deeper understanding of what it takes to attract and convert high-quality leads into loyal customers. Apply these insights to your own business and watch your revenue and growth soar.
Hopefully you got inspired for your own lead generation strategy, but if you just want someone to do the work for you, Single Grain’s experts can help!👇
IN Advertising Case Studies: How Successful Advertising Agencies Win Clients BY Joydeep Bhattacharya Discover the power of a solid advertising agency case study in converting prospects into clients by highlighting your data-driven successes. Read Article
IN Advertising 4 Facebook Ads E-commerce Case Studies that Increased ROAS BY Stephanie Jensen From retargeting to strategic automation, learn from these Facebook Ads e-commerce case studies how to increase engagement and skyrocket sales Read Article
IN Case Studies 9 Successful Digital Marketing Case Studies That Boosted Growth BY Eric Siu Marketing agencies can deliver better ROI than brands can. These digital marketing case studies will show you how we helped our clients. Read Article
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Case Studies: Three Lead Generation Strategies That Really Work
Home Blog Media Monitoring Case Studies: Three Lead Generation Strategies That Really Work
Updated on September 30th 2021
Patrick Whatman | 10 min read
If you struggle to generate good leads for your company, you’re not alone. Every brand – tiny to giant – needs ways to add more subscribers, prospects, and customers.
And chances are, what once worked flawlessly for you is now less effective. Your classic techniques are a little dated, and you’re running low on ideas. It feels like you’ve tried everything, asked everyone, searched everywhere.
But fear not! Businesses do find leads and customers online, and it doesn’t have to be a chore.
To prove this, we asked three Mention customers how they generate leads. These successful businesses use the web to their advantage, using our listening tools to find new buyers.
The three approaches – and the three companies – are different, so all kinds of businesses can learn from their stories.
Let’s see how they do it.
Find leads using competitive analysis
This is hands-down one of our favorite lead generation strategies using social listening. Competitive analysis has so many advantages. Study your competition to:
- Know what their customers say about them
- Compare their social content to your own
- Monitor their customer service strategy
- Learn about their new products as soon as they’re released
- Find influencers talking about them
But you came here to find leads, and we’re going to show you how to do it.
One World Direct
One World Direct is an order fulfillment company based in South Dakota. They help companies outsource distribution and call centers, especially for eCommerce. Basically, essential services that a lot of companies need.
Their customers are all over the world, and they need a wide range of services. This means that their potential customer base is…anyone that sells stuff. So they’ve become creative at generating leads.
Director of Business Development Gideon Oakes found a clever use for their Mention account. He created alerts to track some of their biggest competitors. But this wasn’t just to monitor these brands’ output; he wanted to see what customers said about their services.
“One of our competitors was going through a really tough time in quarter 4 of 2015. They were having a hard time delivering on their services. So we were able to tap in, even before they were able to delete the negative feedback they were getting on Facebook, Twitter, forums, and so forth.”
From there, the strategy was simple. “We were able to reach out to their clients and say ‘hey, I see you’re having problems here. We do this too, by the way, in case you’re interested in switching.’”
This is one of their favorite lead generation tactics . “We’ve signed some very good clients who legitimately had big gripes and they didn’t really know about us. So bringing that awareness to them just really helped out.”
One World Direct signs clients to large accounts, often internationally. Just one sale can mean significant revenue. So for Gideon, Mention pays for itself.
“[Mention is] so affordable that any traffic and any revenue that we bring in is going to pay for it.”
Read the full success story here.
The strategy (in a nutshell)
If you want the same results as One World Direct, it only takes a few steps:
- Monitor your competitors on social media
- Listen for customers unhappy with their service
- Identify how you can help those customers
- Reach out and explain your offer
Obviously, it’s vital that you act professional and not pushy. A poorly worded tweet can easily come across as creepy. Be respectful, and remember that you’re there to help first, and sell second.
But done well, this strategy is proven to work. We’ve already written about how Close.io brought in $585 a month with one tweet , and One World Direct has seen excellent results.
Find leads on social media
We just saw how laser-focused social listening can help you generate leads from your competitors. But a broader listening strategy can also be beneficial. After all, you care about more than just what your competitors are up to.
Monitor keywords that relate to your industry. This lets you:
- Stay up with industry trends
- See what potential buyers talk about
- Find influential social users discussing your industry
- Follow the news as it happens
- Find common problems or complaints within your industry
Casting a wide net also helps you find people looking for services like yours. Social media users commonly ask for recommendations from their peers, and you can take advantage of this.
Let’s take a look at one company doing exactly that.
Host1Plus is a web hosting provider with 45,000+ clients around the world. With data centers in North & South America, Europe and Africa, they provide stable networks and great customer care.
Viktorija Poderskienė says they use listening as part of their social sales strategy:
“We monitor certain keywords looking for people interested in web hosting services. Not only are we trying to gain insights, but we’re also keen to help people. Our sales team offers assistance to solve certain problems, and suggest custom proposals.”
This listening technique is part of a strong social sales strategy. Since people live in social media, that’s where you need to reach them. More and more companies are employing this strategy, just like Host1Plus.
But Host1Plus doesn’t rush to sell on social media; they’re there to give advice and be a resource. “We’re happy to know that we attract new customers by helping them, as we believe that this is the only way the relationship with a customer should begin.”
An added benefit of this approach is that satisfied social users quickly turn into brand advocates. It’s simple: if you can help someone, they’re more likely to recommend you to others. Host1Plus also monitors social media for people saying nice things about them, then reaches out to keep the good vibes flowing:
“With Mention, we can reach out to our brand ambassadors to express our gratitude, share our in-house news and take their feedback into account. All that effort results in better online engagement, wider reach and, eventually, an increase in sales.”
Read more case studies here.
So how can you use this strategy for your brand? Luckily, it’s pretty straightforward:
- Create alerts to monitor industry keywords (perhaps your key selling points)
- Watch for social users who need help
- Reach out and give them advice – without pushing
- Show them how you can solve their problems
- Encourage them to share their good experiences on social media
It’s not groundbreaking, but it can be incredibly effective.
Win deals by knowing more about your prospects
This lead generation strategy is best for agencies, service providers, and other companies targeting big contracts. If just one client makes a massive difference to your success, keep reading.
To increase your chances of landing that big deal, you need to study up on your target. If you’re investing serious prep time for a pitch meeting or proposal, it really pays to know who you’re talking to.
Use media monitoring to get to know your prospect better, and impress them with your knowledge on:
- Their customers
- Their competitors
- Their current business strategy
- Their industry overall
Be ready to prove to them how much they mean to you, and you’re in a better position to bring them on board.
Here’s an example from one of the world’s largest marketing agencies.
McCann San Jose
“Bad Romance” for National Geographic Network by McCann Worldgroup
McCann Worldgroup is one of the world’s largest marketing communications organizations. They help brands in 120 countries build awareness through marketing and advertising.
When courting new clients, McCann uses Mention to show them how social listening will improve their marketing efforts. They create specific alerts to monitor what’s said about prospects and then explain how McCann can address these issues.
Digital Integration Manager Andrea Fallas says “we give examples of how social listening can help brands develop insights to improve their strategies.” Not only are they better prepared for pitch meetings, but they can also tailor their proposals perfectly to each prospect.
“We ask them for a specific case so that we can demonstrate the deliverables that we will give them once we are hired. It’s one of our pitch tactics.”
Much of this work is automated thanks to Mention’s social listening tools . The result is a more detailed pitch process, without having to dedicate endless hours to client research.
“Mention has been very helpful for getting new clients into the business.”
Read the full case study here.
Use media monitoring (social listening) to learn more about your prospects. Simply create an alert for their brand name and watch for:
- Users talking about their product online
- Reviews and critiques of their service
- Comparisons between them and their major competitors
- Responses to their earlier marketing campaigns
- Their own posts on social media and their blog
With this information, show your prospects how your service can improve their online presence using practical examples. Base your advice on facts and real interactions, and impress them by how well you know their business.
By coming to the table prepared, you give yourself the best chance of signing the clients you want.
We just saw three lead generation strategies from real Mention clients. Depending on your business, you may be able to use one, two, or all three to acquire customers of your own.
And the good news is that none of this is groundbreaking . These are smart marketers using simple social listening technology for great results.
You can do the same. You just need a good listening tool , a clear strategy, and a desire to get results. We can definitely help you with the first one, and we just gave you three clear strategies.
The rest is up to you.
Guest Blogger @Mention
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Facebook Leads and CRM: A Case Study
To understand key CRM metrics in Facebook advertising with a focus on click-through rates (CTR), conversion rates (CVR), and cost-per-click (CPC), read on.
These metrics are crucial for optimizing your Facebook leads and CRM efforts.
Click-Through Rates (CTR)
CTR is a key CRM metric used to determine the success of a Facebook ad. It’s the number of clicks an ad gets for each impression. Higher CTRs mean the ad caught viewers’ attention, leading to more conversions.
The table below shows data from two campaigns and how CTR can differ depending on factors like target audience and type of product.
CTR is also important to evaluate an ad’s relevance score. Plus, a high CTR usually means lower costs per click.
True History: CTR first emerged in web marketing in the late 90s. With the rise of social media, it’s still a main CRM metric for advertisers. Facebook’s CVR metric proves not all conversions are equal, just like pick-up lines.
Conversion Rates (CVR)
Considering Facebook ads effectiveness? Semantic NLP Conversion Rates (CVR) is the key. It’s the % of viewers completing an action from a specific ad’s call-to-action. Eg. 100 viewers, 5 purchases, CVR = 5%.
Let’s look at an example. A business uses FB ads to promote their products/services. Analytics tools like Google Analytics or Facebook Pixel can reveal which ads led to sales, and which flopped. See Table below:
Monitoring CVR is useful, yet not enough. To keep customers satisfied & attract new ones, you need to consider other metrics such as CPC and CPA.
Every click on a Facebook ad is costly. So, tracking the cost per click (CPC) is essential. This metric can differ for different target audiences and campaigns. Examining CPC helps in making the ad more effective.
For higher CPC, work on boosting the ad’s relevancy score . Ensure appropriate ad copy and targeting. Also, keep a check on bid prices and competition for similar words. This helps to reduce the CPC.
Pro Tip: Use Facebook’s split testing feature to experiment with different variables. These could be Ad creatives, landing pages, audience segmentations, etc. This will help boost CPC and the overall campaign.
Table of Contents
Setting up Facebook Lead Generation Campaigns
Creating a campaign objective.
When it comes to Facebook ads, it’s essential to define a clear-cut Campaign Objective . This should reflect your business goals, such as creating a valuable database, increasing brand awareness or driving sales conversions.
This will help Facebook’s Ad algorithm target an audience that would benefit your advertising goal.
Choose an ad format that suits your objectives. Options include lead generation ads, page likes ads, website clicks ads, and link shares. Set a budget and select a target audience based on demographics, interests, and behaviors.
Create an engaging Ad copy with attention-grabbing headlines, tailored visuals, and relevant information like discounts and free shipping.
It’s important to ensure the Campaign Objective aligns with your business goals before running your Facebook Ads campaign. Doing this will yield a higher ROI. If you’re stuck, review your AD campaigns setup. This could help increase profits significantly faster than expected!
Building a Target Audience
To create a refined target group for Facebook Lead Generation campaigns, analyze what your potential customers are interested in. Look at their demographic data and buying behavior – this is crucial as it can help save money on ads.
Use Facebook’s targeting tools like interests, demographics, behaviors and connections. Include past customer data, such as website visitors or email list subscribers. Test multiple combinations of audiences for success .
Lookalike Audiences is a great way to expand your audience, as Facebook will identify other users with similar traits to those that have already engaged with content.
For successful conversions, create hyper-specific ads and test various targeting methods. Analyzing data and refining your audience targeting approach over time can increase conversion rates and avoid costly ad spend estimations. Ask for more personal info with the lead form design!
Designing a Lead Form
Creating a form for Facebook Lead Generation Campaigns ? Essential to provide clear and concise info that tempts potential leads to share their personal details. A well-crafted lead form can lead to higher conversion rates and help you reach campaign goals. Here’s a five-step guide:
- Determine the necessary fields.
- Include attention-grabbing headlines, descriptions and images.
- Minimize the number of fields on the form.
- Include a call-to-action button.
- A/B test or split test variations.
Optimizing your lead gen campaign involves more than just form design. You must ensure objectives align with business goals. Setting up a Facebook Lead Generation Campaign needs research, audience targeting, ad creation, copywriting, budgeting, bidding strategies, tracking and data analysis.
To improve user experience and conversion rates, consider integrating your lead forms with autoresponders or CRM tools like Zapier or Salesforce . This automates processes like email marketing and customer segmentation.
So, design a Facebook lead gen campaign form: keep it simple and attractive; test it often; align campaigns to business goals; integrate with third-party tools. Get ready CRM – Facebook leads mean lots of leads and much less sleep!
Implementing CRM Strategies with Facebook Leads
To implement effective CRM strategies using Facebook leads with our case study, you need to focus on segmentation and personalization, automated lead nurturing, and integration with CRM tools.
Segmentation and Personalization
Personalizing communication with target audience segments is key for successful customer relationship management. Facebook Leads provides business data like demographics, location, interests, and behaviour to enhance segmentation and personalization.
The table below displays different ways to segment customer data:
Facebook Leads offers features such as custom audiences, lookalike audiences, and targeted sub-sets of people based on buyer journeys to further personalize communication. This enables dynamic ads and customized offers.
Companies have reported an increase in conversion rates by using segmented lists for custom messaging. For instance, Melijoe reported a 44 percent revenue boost through better-targeted campaigns.
Segmentation and personalization in CRM strategies can improve engagement, resulting in a positive effect on your bottom line. Furthermore, automated lead nurturing helps build relationships with little effort.
Automated Lead Nurturing
Using Automated Lead Nurturing can lead to effective Customer Relationship Management . It’s a process that guides leads automatically through the sales funnel, with minimum human intervention. The benefits include:
- Personalization – Relevant content can be sent to customers, based on their interests and behavior.
- Time-saving – There’s minimal manual work, so sales teams can focus on important aspects.
- Tracking – Potential customer’s interests, behavior, and actions can be tracked in real-time.
Organizations should prioritize their messaging, to align with user interests. Quality content is also important to influence purchase decisions.
Investing in Automated Lead Nurturing tools , like Facebook Leads , gives granular control over email campaigns. Plus, customers stay engaged during their purchasing journey, leading to more sales.
Integrating Facebook Leads with CRM tools may seem hard, but it’s easier than getting your grandparents to use emojis.
Integration with CRM Tools
Connecting CRM tools with Facebook Leads is now a must for businesses. It helps manage customer info, and improve communication, and relationships. This integration collects data that streamlines the sales process.
As more customers interact online, having a system in place is key. Integrating CRM tools make it easier to organize and categorize leads. Plus, it’s centralized for monitoring customer interaction.
Using Facebook as a lead source, businesses can get details without users leaving the app. This data can then be transferred to the CRM tool’s database for tracking and management.
Facebook Leads CRM offers unique advantages. These include personalized targeting, real-time notifications, and simpler lead qualification.
Using Facebook lead gen methods and CRM tools, businesses can stay ahead in marketing strategies. They can identify leads quickly, helping build brand awareness effectively and intelligently.
Case Study: Facebook Leads and CRM Success Story
To learn how to succeed in generating Facebook leads and effectively managing them using a CRM system , dive into this case study. The case study will cover the background and objectives of the organization, the campaign strategies and tactics employed to achieve the objectives, and the results and key takeaways that can be applied to your business.
Background and Objectives
The aim of this case study is to highlight the success of Facebook leads and CRM integration in business. It explains how connecting Facebook leads with a CRM system can boost lead quality, upgrade sales effectiveness, and elevate target customer attainment.
Linking CRM with Facebook ads helped companies identify their target audience accurately and establish ad campaigns accordingly. This integration assisted businesses to deal with the dilemma of forfeiting leads due to delayed responses by creating an automated system for lead management and rapid response.
It’s crucial to note that integration isn’t finished after constructing the system; it necessitates continual focus and observation. Companies must evaluate data-based insights from all-in-one systems to make knowledge-based decisions about their marketing plans.
Without utilizing such modernized tactics, companies are likely to miss prospective customers which results in decreased sales in the competitive market.
Thus, companies wanting powerful lead generation and effective customer engagement should think about integrating Facebook leads with a CRM system. This ensures timely response and tailored experience resulting in higher customer retention rates. So, let’s get started and master the art of campaign strategies and tactics!
Campaign Strategies and Tactics
Let’s discuss ‘Tactics and Strategies’ for the marketing campaign.
The research was conducted to select a target audience that fit our ideal customer profile. Ad visuals and creatives were also designed to appeal to this group. We then tested images, text, and targeting parameters using A/B testing . Lead magnets such as free eBooks were used to encourage sign-ups.
See below for summarization of our ‘Campaign Strategies and Tactics’ :
Metrics such as cost-per-lead (CPL) and return on investment (ROI) were monitored to track performance. Variables were tested regularly throughout the campaign. Honest communication was essential in connecting with potential leads. Personalized messages were sent to the lookalike audience .
The next steps will focus on improving measures such as building engaging content marketing materials. Optimizing email flows with split testing can increase conversion rates. Data-driven decision-making procedures are used for continual improvement . Facebook leads can be successful when it comes to CRM success.
Results and Key Takeaways
We studied the impact of Facebook Leads on a company’s CRM. We discovered that it had significant positive effects and great takeaways.
These results included:
- Improved lead quality
- Higher conversion rates
- Better ROI on marketing spend
This was done through targeting and messaging tailored to each customer’s data. This enabled the company to optimize its sales process and hit its goals.
It’s not just Facebook Leads that made this success story. Content creation, automation tools, and data analysis were also involved. Combining these with Facebook Leads delivered outstanding results.
This case study teaches us about integrated marketing and data insights. By understanding customer behavior and preferences, businesses can make campaigns that drive growth and boost ROI.
Integrating Facebook leads into your CRM is the key to keeping customers organized – like alphabetizing your wine collection.
Best Practices for Facebook Leads and CRM Integration
“To optimize your Facebook lead generation and CRM integration, follow these best practices. Testing and optimization, transparency and data privacy, and continuous improvement and adaptation are the key sub-sections to consider.
Testing and Optimization
Facebook leads and CRM integration are a must. To improve, ‘Performance Testing and Refinement’ is key. It boosts lead generation and reduces acquisition costs.
Conduct A/B testing and analyze the data. Adjust targeting and modify campaigns for optimal performance.
Tracking conversion pages is key to making design or copy changes quickly. Software or tools manage multiple A/B tests across channels.
Integrate your CRM system with email platforms, social media management systems, and landing pages. Use customer ID numbers to make custom audiences.
Testing performance while optimizing continuously is essential to keep up with the market’s trends . Automate all touchpoints for the best results.
Transparency and Data Privacy
Integrating Facebook leads with CRM requires transparency and data privacy . It’s vital to be open about collecting customer data, using it, and storing it securely. Compliance with GDPR and CCPA is essential too . Obtain customers’ permission before collecting their info. Let them know how you’re using it and give them the option to control it. If there’s a data breach, report it right away.
Transparency and data privacy are ethical and also help build customer trust. By taking measures seriously, you safeguard customer data and boost your reputation and loyalty.
To sum it up: transparency and data privacy are key when integrating Facebook leads with CRM. It safeguards data and helps you remain compliant with data protection laws. Plus, it builds trust with customers.
Continuous Improvement and Adaptation.
Constantly improving and adapting is key for effective integration between Facebook Leads and CRM. Analyze data, spot areas to optimize, and make changes. This ensures a smooth workflow which leads to better customer engagement .
Understand the integration between Facebook Leads and CRM. Monitor metrics such as conversion rates, lead quality, and time-to-follow-up. Use A/B testing techniques to optimize elements like lead forms, targeting strategies, and follow-up communication channels.
Stay up-to-date with tech advances in Facebook Ads Manager and CRM tools. Keep track of new features such as dynamic ads, lead verification processes, or API integrations .
Adaptability is essential for competing in today’s marketplace. As Forbes said: “Adaptability has always been important in business!”
Frequently Asked Questions
Q: What is Facebook Leads and CRM?
A: Facebook Leads and CRM is a platform that allows businesses to generate leads and manage customer relationships through Facebook ads.
Q: How does it work?
A: Businesses can create ads on Facebook that include lead forms for potential customers to fill out. These leads are then automatically added to a CRM database where businesses can manage and track engagement with these potential customers.
Q: What are the benefits of using Facebook Leads and CRM ?
A: Facebook Leads and CRM helps businesses streamline their lead generation and customer relationship management processes. It also provides valuable insights about customer behavior and engagement, which can be used to improve marketing strategies and increase sales.
Q: How can businesses measure the success of their Facebook Leads and CRM campaigns?
A: Businesses can track key performance metrics such as lead conversion rates, engagement rates, and sales revenue generated from Facebook Leads and CRM campaigns.
Q: What are some best practices for using Facebook Leads and CRM?
A: Some best practices for using Facebook Leads and CRM include creating clear and compelling ads, providing a seamless user experience for lead form submissions, and regularly analyzing and optimizing campaign performance.
Q: Can Facebook Leads and CRM integrate with other tools and platforms?
A: Yes, Facebook Leads and CRM can integrate with a variety of third-party tools and platforms including marketing automation software, email marketing platforms, and customer service software.
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Facebook ads for lead generation: case study.
Did you know that every second there are an estimated 20,000 active users on Facebook? That’s a whole online world of potential custom that you could be missing out on if you aren’t using Facebook Ads.
Facebook Ads is a platform designed to provide results depending on your business objective. Reach, app installs, video views, conversions and catalogue sales are just a few of the options available for you.
We conducted a test using Facebook Ads’ ‘Lead Generation’ campaign type, which I will be sharing the results of in this blog.
The lead generation campaign allows you to collect lead information from people who are interested in your business. Rather than having a primary focus on driving users to convert on your website, they are encouraged to leave details (such as name, phone number, and email address) on the lead form on the ad itself.
Some of the benefits of these campaigns are:
- Multiple targeting options mean you can show your ads to a more concentrated audience based on factors such as age and gender, location, interests and behaviour
- Customised questions: get answers to self-written questions to obtain more specific information relevant to your business
- Contact information that the user has already shared with Facebook is pre-populated, which also makes for much more efficient mobile lead generation
- You can sync to your CRM to receive the lead form submissions immediately
The account used was a lead generation client looking to launch a short-term test campaign to increase their volume whilst keeping CPL under £5, so our main aim here was to drive as many leads as possible within given time constraints and locations.
When we initially set up the campaign we were required to create one ad set with a radius target around a location, expanding out to multiple other locations depending on performance.
With this in mind we used an ad set per location, targeting an audience that showed interest in topics relating to the business.
The client initially only wanted 1 location live, so we added a 10km radius around the location.
It was good start for CPL as an average of 3 leads a day were recorded at £0.73 CPL.
Given our time limitations we wanted to increase lead volume, so widened our location radius which saw a daily improvement from day 6 to 10.
Although there was a spike in CPL on day 13, our overall CPL was still under £1 for the week.
Following this positive performance we created new ad sets for different locations which were set live on day 21.
An instant improvement in lead volume was recorded as a result, with CPL under £2.
Our client reported that the lead quality was very good, so provided more locations to target.
From day 22 we had multiple ad sets live, targeting 20km around those locations. An instant uplift in lead volume occurred, averaging 75 leads a day.
For the month period that we were live, we recorded 682 leads at £1.47 CPL.
The targeting options available to us meant that we were able to succeed in providing good quality leads that met the client’s criteria, at a CPL that was 71% under the target. Following this success we’ve relaunched the campaign as this has proved to be an efficient and inexpensive way of gaining leads.
When looking at ways to gain leads, the Facebook Ads platform should be a definite consideration. With over 1 billion active Facebook users every day, there’s no question that this platform provides a wide and diverse reach to suit the majority of lead generation businesses.
If you’re interested in setting up a Facebook Ads account, or simply want to discuss your current strategy, feel free to contact us for a no obligation conversation.
Written by Anna Wood , PPC Analyst at Circus PPC Agency
A logical thinker and committed to delivering quality results for clients, with experience working on global brands.