The Challenge:
A Los Angeles-based video editing company approached DigitInk to help them reduce their lead acquisition costs and drive more qualified appointments. Despite running ads previously, they struggled with high CPLs of $55 and CPA of nearly $900, making it unsustainable to scale profitably.
Key Issues:
- CPL of $55 was too high to maintain profitability.
- CPA of $900 made it difficult to acquire clients at a reasonable cost.
- Inefficient targeting and ad creative that failed to resonate with the intended audience.
The Strategy:
DigitInk implemented a targeted ad strategy focused on Facebook and Instagram Ads to lower acquisition costs and increase conversion rates. The strategy aimed to:
- Drive targeted traffic to lead forms using compelling ad creative and messaging.
- Retarget users who engaged with lead forms but did not book appointments.
- Optimize ad spend by testing different audiences and ad creatives.
Channel Selection:
- Primary Channel: Facebook & Instagram Ads – Focused on lead generation through direct response ads.
- Secondary Channel: Dynamic remarketing to re-engage potential leads who interacted with the initial lead form.
The Funnel Structure:
- Top of Funnel (TOF): Targeted cold audiences based on interest in video production, editing, and content creation. Focused on driving new leads through engaging lead ads.
- Middle of Funnel (MOF): Retargeting campaigns targeting users who visited the lead form but did not complete the booking. Highlighted client testimonials and compelling offers to incentivize sign-ups.
- Bottom of Funnel (BOF): Conversion-focused ads targeting users who completed the lead form but did not schedule a call. Messaging emphasized limited-time offers and high-value service benefits to push for a conversion.
Key Campaigns:
- Lead Generation Ads: Direct response ads with strong CTAs, targeting business owners, content creators, and marketers in need of video editing services.
- Dynamic Remarketing Ads: Targeted users who interacted with lead forms but did not schedule an appointment.
- Appointment Booking Ads: Focused on reducing CPA by emphasizing service quality and urgency.
The results
55%
CPL Reduction
From $55 to $25
86%
CPA Reduction
From $900 to $122
30%
Lead Volume increase
month over month
Watch the Strategy in Action
If you prefer to watch the full breakdown of the strategy, check out the video below:
