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Workstaff 360
Recruitment Outsource
Generated 1,300+ leads for a virtual assistant talent platform by restructuring campaigns and optimizing funnel.
Lowered CPL to as low as $5.02 while increasing lead volume by 3.28x through segmented targeting and direct-response creatives.
Challenge
The client was operating in a highly competitive virtual assistant and sales talent space, which resulted in elevated cost per lead (CPL) and low funnel conversions. Despite ongoing campaigns, there was a lack of clarity around campaign structure and audience segmentation, making it difficult to identify which efforts were driving qualified leads. Additionally, the multi-step form process showed significant drop-off, indicating poor user engagement and unclear calls to action.
Approach
To address these issues, we streamlined the campaign structure across key regions—including the U.S., Australia, and Canada—to enable more scalable and consistent testing. Direct-response ad creatives were built around a compelling $8/hour value proposition, reinforced by credibility signals to build trust quickly. We implemented top-of-funnel (TOF) and bottom-of-funnel (BOF) segmentation to better track lead quality and optimize the user journey. A comprehensive audit of the landing page experience led to UX improvements, especially around CTA clarity and urgency. In addition, platform-specific ad variants were created to maximize performance across placements such as video feeds, Reels, and mobile views. Ongoing performance reporting included detailed metrics like CPM, CPC, CTR, CPL, and submission rates to refine efforts in real time.
Results
These strategic changes delivered measurable impact. Over 1,300 leads were generated from a total ad spend of $12,800, bringing the average CPL on Meta down to $9.87. The top-performing ad variations achieved CPLs as low as $5.02. Restructuring the audience segmentation and creative asset combinations resulted in a 3.28x increase in lead volume. Furthermore, form completion rates improved significantly, driven by enhanced headline clarity and more compelling calls to action—turning a previously underperforming funnel into a high-efficiency lead generation engine.
highlights
1,300
+
$9.87
3.28x
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