Meta Ads Case: CPL $12 (decrease -70%)

Niche: Tourism / Wellness Retreats (Portugal). Product: High-Ticket retreat for relaxation and recovery.

PROBLEM: The client was receiving leads at $40. The main issue was that the advertising attracted an unqualified audience (students) who were interested in "travel" but could not afford a ticket.

WHAT WAS DONE (3-Step Strategy):

1. Affordability Filter (Targeting) Stopped targeting broad interests like "Yoga" or "Travel."

Shifted the age range to 30-45+.

Added interest intersections: "Luxury Resorts" and "Mindfulness."

This filtered out the non-target audience and improved the quality of applications.

2. Immersion Effect (Creatives) Static photos no longer worked. I used "live" videos:

Drone footage (landscapes of Portugal).

Real activity shots (horseback riding, surfing).

Honest room tours (room overview). This justified the high price even before the click.

3. Hook through "Burnout" (Copywriting) Changed the messaging in the texts. Instead of describing features ("we have delicious food"), I tapped into the client's pain: "Are you burned out and need a real escape?"

RESULT:

CPL (Cost per Lead): Decreased from $40 to $12.

Budget savings: 70%.

Quality: Increased conversion to bookings, as a more aware audience was coming in.