Objective
A US-based hair clinic needed consistent, low-cost leads on a $50/day budget. They had been running ads before but the cost per lead was too high to sustain.
Strategy
- Tested 35 Facebook Ad campaigns across audiences, creatives, and placements
- Set up Facebook Pixel and Conversion API for clean attribution
- Iterated CPL down systematically from $86 to $14 to $3.91 per lead
- Scaled winning ad sets through structured optimization
Execution
The first round of campaigns gave us a baseline of $86 per lead. That was clearly too high for the budget. I reworked the audience targeting, swapped out underperforming creatives, and narrowed down placements. The second phase brought the CPL down to $14. From there, it was about finding the best-performing combinations and pushing budget toward them. The final active campaign settled at $3.91 per lead with 27 website leads and a 94/100 Meta Opportunity Score.
