Facebook/Meta Ads online store "Bed linen" led $2.23

### Background Information:
The project involved a bedding manufacturer targeting retail customers. The task was to create an effective Facebook and Instagram advertising campaign for a landing page featuring a variety of products with promotional prices.

### Challenges and Objectives:
The primary goal of the campaign was to stimulate emotional and spontaneous purchases at low prices. Before launching the advertising campaign, I analyzed the existing landing page and suggested several improvements that could significantly enhance the results.

### Project Implementation:

1. **First Phase of the Advertising Campaign:** The initial lead cost was $4.96. Since the client initially did not accept my recommendations for improving the landing page, the results were suboptimal.

2. **Landing Page Optimization:** After the client agreed to make changes to the landing page according to my recommendations, we paused the advertising campaign and made the necessary adjustments. This allowed us to reduce the lead cost to $2.88.

3. **Audience Adjustment:** After conducting a small test, I identified the main audience segment and changed the target audience, which further reduced the lead cost to $2.40.

4. **Increasing the Budget and Further Testing:** When the client increased the daily budget, we were able to conduct more tests, ultimately reducing the lead cost to $2.23.

### Results:

We successfully developed the landing page and the corresponding advertising campaign, which significantly improved the client acquisition channel and allowed the client to achieve targeted sales volumes at an optimized cost. Thanks to these changes, the client was not only able to reduce customer acquisition costs but also increase the total number of leads and improve ROI. However, to achieve even greater success, it is important to continue making improvements and pay attention to the quality of leads, as about 5% of them refused to continue cooperation.