Problem. The product for valuation was entering the international market (USA, UK) — a one-time campaign was not needed, but a calculated strategy with clear stages of testing and scaling was required.
Goal. To identify the winning audience, market, and creative format, and to achieve the projected cost per lead within a controlled budget.
What was done:
A two-phase strategic plan was developed: Month 1 — algorithm training and hypothesis testing, Month 2 — scaling the winning combination.
Clear decision-making rules were established: budget scaling no more than +20% at a time, audience segmentation by geo for passing the learning phase.
Five creatives were tested on six ad sets in three geos: USA, UK+CA, Int.
Target metrics were defined: CPL $40-45, Cost per MQL $200-300.
Tools: Meta Ads Manager, Broad/Interest audiences, geo-segmentation (USA/UK+CA/Int), A/B testing of creatives.
Process. The first full month of the testing phase. It was found that broad audiences consistently generate leads, while the narrow video audience (M30-55) and video creatives attract clicks but do not convert into leads at all.
Results:
Budget $1,990 → 55 leads, CPL $36.19.
Best combination: $27.18/lead (35 leads, main driver).
The USA accounted for 64% of all leads, CTR for the campaign — 2.19%.
Goal. To identify the winning audience, market, and creative format, and to achieve the projected cost per lead within a controlled budget.
What was done:
A two-phase strategic plan was developed: Month 1 — algorithm training and hypothesis testing, Month 2 — scaling the winning combination.
Clear decision-making rules were established: budget scaling no more than +20% at a time, audience segmentation by geo for passing the learning phase.
Five creatives were tested on six ad sets in three geos: USA, UK+CA, Int.
Target metrics were defined: CPL $40-45, Cost per MQL $200-300.
Tools: Meta Ads Manager, Broad/Interest audiences, geo-segmentation (USA/UK+CA/Int), A/B testing of creatives.
Process. The first full month of the testing phase. It was found that broad audiences consistently generate leads, while the narrow video audience (M30-55) and video creatives attract clicks but do not convert into leads at all.
Results:
Budget $1,990 → 55 leads, CPL $36.19.
Best combination: $27.18/lead (35 leads, main driver).
The USA accounted for 64% of all leads, CTR for the campaign — 2.19%.