Facebook Case Study: How Shed City reduced its cost per lead from $12-$3 in two months

Written on 03 August, 2017 by Iona Yeung
Categories MarketingSocial Media

Length: 5-7 minute read

Facebook can help you reach millions of active users a month but it often comes at a price. Like most businesses, Shed City wanted to generate leads and reduce the amount they were spending per acquisition. With the right strategy and through testing and learning, we were able to reduce the company’s cost per lead from $12-$3 in two months.

About Shed City

Shed City has been supplying Melbourne and its surrounding regions in Victoria with quality sheds since 1965. The company specialises in self assemble kits for garden sheds, carports, garages, farm shed, pet enclosures and industrial and commercial sheds.

Target Audience

Location: Victoria

Gender: Male and Female

Interested in:

  • Organic farming
  • Interior design
  • Renovation
  • Gardening
  • Garden thumb
  • Bunnings Warehouse
  • Mitre 10
  • Hardware store
  • Home improvement
  • Tools
  • Planting
  • Garden
  • Handyman
  • Building
  • Do it yourself (DIY)
  • General contractor

Campaign Objectives

Goal: To generate new leads.

Package purchased: Ads Booster ($469)

Campaign period: 2 months

The Results

In a 2 month period, Shed City was able to see a significant dip in cost per lead from $12 - $3 a lead. In the first month of the campaign, $250 was spent on ads. In the second month, $150 was spent.

 

The Approach

The key to reducing cost per lead was through testing and learning. At the start of the campaign, the cost per lead was $12.48. In the first month, we tested 3 images:

Once we found a winning image as creative, we tested the call to action:

The Learnings

The success of a campaign is dependent on many variables. From images, copy to call to action buttons, it's best practice to test each in isolation and optimise your campaigns with consistency. In working with Shed City, we were able to identify the top converting creative and call to action. As a result, we were able to generate more leads for the same budget spend.

Key takeaways:

  • put your personal preferences for creative aside, put them to the test.
  • in most cases, ‘Learn More’ has proven to be a popular call to action.
  • test one variable at a time i.e. if you want to test creative, keep the call to action and copy the same.

With the right strategy and optimisation you can increase your leads without spending more money. With Facebook advertising, it’s possible to grow your business online with a small budget. If you’re interested in growing your business with more leads and sales, our team would love to help. Give us a call at 1300 638 734 or send us your query.

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