Case Study: Facebook Lead Ads (ITK Insurance)

If you haven’t yet dived into Facebook ads, I’ll help you out a little bit: there are a ton of different options, not all of which are obvious from the outset. The basic categories of Meta ads are awareness, traffic, promotion, engagement, leads, app promotion, and sales. Within each category are infinite options based on audience targeting, ad copy, final destination, and more. I have experimented with almost every single different kind of ad with varying degrees of success.

When Maria Williams from ITK Insurance got in touch with me about marketing her next Medicare 101 seminar, I decided to re-visit one of the ad types that wasn’t the most successful for me in the past: Facebook Leads Ads. I looked over the registration process for her event, and it was pretty straightforward. I knew it would be easy to collect information directly on the platform, and with the advent of Tailored Leads Ads I also guessed that the options would have improved since the last time I gave it a shot.

Because I was not completely confident in the Leads Ads, I ran a simultaneous Event promotion to make sure we could get as many eyes on her upcoming seminar as possible without putting all our eggs in one basket. The flexibility of running ads - and making sure to stay on top of the results - meant that I could make adjustments in ad spend at any point.

After just one week of experimentation, however, I went all in on the Leads and pulled our event budget. We immediately began to acquire registrations, even on a small-business-sized ads budget, and to date we have amassed the amount of registrants we targeted through the leads form alone. The event ad did not generate much action, so redirecting the budget was undoubtedly the best decision. We also used free marketing via Eventbrite, the website, and organic social media to give potential attendees plenty of options to find and register for the workshop.

Sometimes it can be a challenge to work with small businesses, because a smaller ads budget doesn’t usually allow much wiggle room when it comes to experimentation. That’s why it’s so important to know how to effectively manage your ads - or to hire an expert to do it for you!

If you want to chat with me for free about how to make your Meta Ads better, get in touch - I’m always happy to help!