Project Detail
A US-based coaching brand was spending $120 per day on Meta Ads with a cost per lead of $119 and a conversion rate below 1%. They had been running the same creative for four months with no testing structure and no retargeting in place. The goal was to rebuild the campaign architecture from scratch and bring CPL under $50 within 60 days.
Client
US Coaching Brand
Year
2024
Services
Meta Ads Strategy,
Creative Testing,
Funnel Optimisation
From discovery to deployment, every phase of the project focused on delivering a seamless user experience.
Process:
- Audit and Discovery — Reviewed all active campaigns, creatives and audience structures to identify the core breakdown points.
- Campaign Restructure — Rebuilt the account into three layers: cold traffic, warm retargeting and lead nurture. Each layer had its own objective, budget and creative.
- Creative Testing Framework — Developed five new ad angles and tested two hooks per angle simultaneously using a structured split test.
- Landing Page Alignment — Rewrote the landing page headline and CTA to match the ad messaging precisely, eliminating the disconnect between ad promise and landing page delivery.
- Retargeting Sequence — Built a three-stage retargeting sequence targeting website visitors, video viewers and engagement audiences separately.
- Optimisation Cycles — Reviewed performance every 72 hours for the first three weeks, cutting underperforming creatives and scaling winners.
Key Features Implemented:
- Weekly performance reporting with CPL and ROAS tracking
- Full campaign restructure across three funnel stages
- Five creative angles tested with structured split testing
- Dedicated retargeting sequences for three warm audience segments
- Landing page messaging aligned to each ad angle
Client Quote:
“We had been running the same campaigns for months with no idea why they were not improving. Safeer rebuilt everything and within six weeks our cost per lead dropped by more than half.”
Client
Final Thoughts
This project demonstrated that most underperforming Meta campaigns are not a budget problem or a targeting problem. They are a structure problem. When the funnel is rebuilt correctly — with the right objective at each stage and creative that speaks to where the buyer actually is — results improve significantly without increasing spend. If your CPL is higher than your acceptable acquisition cost, the answer is almost never to spend more. It is to audit the system first.
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