We launched a lead generation system for Womind (workshops and events in Lviv) through Meta Ads from scratch.
At the start, we tested different approaches to the funnel. Initially, we launched subscription campaigns with subsequent conversion to messages. Later, we switched to a combined model and focused on message campaigns on Instagram as the main source of quality leads.
My role included the full cycle: defining ICP (ideal customer profile), developing a creative strategy, creating offers and communication angles, as well as launching and optimizing Meta Ads campaigns.
What was done:
Development of communication angles and offers for cold audiences
Launching and testing advertising campaigns (focus on messages)
Testing creatives: emotions, event scenarios, audience pain points
Analyzing lead behavior and optimizing for quality, not just quantity
Testing different event formats to find the most effective one
During the process, we also tested different types of events. Initially, these were regular workshops with weekly registration. Later, we launched a new event format that resonated much better with the audience and allowed us to scale the results.
Result:
Stable flow of applications for events
Reduction in lead cost after the testing phase
Significant improvement in lead quality through message campaigns
600% return on advertising investment in the last month of collaboration
Key insight:
The main growth came from focusing on lead quality. A part of the audience converts significantly better through direct (Instagram) than through traditional forms. The shift to messaging became the key growth point for this project.
At the start, we tested different approaches to the funnel. Initially, we launched subscription campaigns with subsequent conversion to messages. Later, we switched to a combined model and focused on message campaigns on Instagram as the main source of quality leads.
My role included the full cycle: defining ICP (ideal customer profile), developing a creative strategy, creating offers and communication angles, as well as launching and optimizing Meta Ads campaigns.
What was done:
Development of communication angles and offers for cold audiences
Launching and testing advertising campaigns (focus on messages)
Testing creatives: emotions, event scenarios, audience pain points
Analyzing lead behavior and optimizing for quality, not just quantity
Testing different event formats to find the most effective one
During the process, we also tested different types of events. Initially, these were regular workshops with weekly registration. Later, we launched a new event format that resonated much better with the audience and allowed us to scale the results.
Result:
Stable flow of applications for events
Reduction in lead cost after the testing phase
Significant improvement in lead quality through message campaigns
600% return on advertising investment in the last month of collaboration
Key insight:
The main growth came from focusing on lead quality. A part of the audience converts significantly better through direct (Instagram) than through traditional forms. The shift to messaging became the key growth point for this project.