01
THE SITUATION
A Life Insurance Provider Facing Budget and Targeting Restrictions
The client came to us with two major hurdles. First, they were operating on a limited ad budget while navigating financial pressures. Second, because they were promoting life insurance services, all ads had to run under Facebook's special ad category, which significantly limits targeting options.
Despite these constraints, the client's goal was clear: drive traffic to their website and generate quality leads through Facebook ads. We needed a strategy that could deliver results without wasting a single dollar of their tight budget.
Limited Budget
Every dollar had to work harder
Restricted Targeting
Special ad category limitations
No Lead Flow
Needed quality inquiries fast
02
WHAT WE DID
A Budget-Conscious Strategy Built on Daily Optimization and Testing
We built the campaign around two principles: spend efficiently and improve constantly. Every ad was monitored daily, and we ran frequent A/B tests to ensure only the best-performing creatives stayed live.
1
Understanding the Unique Selling Points
Before writing a single ad, we did a thorough deep-dive into the unique selling points (USPs) of the life insurance service. Every ad copy we created was built around those differentiators — giving the audience a clear reason to choose this provider over the competition.
2
Website Traffic Campaign at $5 Per Day
We started with a website traffic ad campaign at a lean $5 per day budget. This allowed us to test messaging, gather data, and identify which angles resonated most with the audience — all without overspending.
3
Switching to Facebook Lead Ads
Once it became clear the client's end goal was quality leads rather than just traffic, we stopped the traffic campaign and switched to Facebook Lead Ad campaigns. Lead ads let prospects submit their info directly on the platform, removing friction and improving conversion rates.
4
Daily Monitoring & Frequent A/B Testing
We monitored ad performance every single day and ran A/B tests frequently to keep only the highest-performing ads live. This continuous cycle of testing and optimization drove the cost per lead steadily downward — and ultimately helped the client bring in more business through social media.
03
THE RESULTS
83 Qualified Leads and Cost Per Lead Cut by 45%
In the first month, the cost per lead was $47.02, far too high for the client's budget. But as we continued optimizing and refining the campaigns, that number dropped steadily. By the end of the six-month window, the cost per lead had fallen to $26.05, and the client had received 83 total leads, several of which converted into paying customers.
📅 First Month
Oct 26 – Nov 26, 2021
Leads
13
Cost Per Lead
$47.02
Reach
7,735
Impressions
17,523
✅ Full Campaign
Oct 2021 – Apr 2022
Qualified Leads
83
Cost Per Lead
$26.05
Reach
24,685
Impressions
89,298
The Bottom Line
By trusting the data and optimizing relentlessly, we turned a high-cost campaign into an efficient lead machine, reducing cost per lead by 45% while scaling total lead volume by over 6x.
04
THE TIMELINE
From Zero to Leads in Two Months
A clear month-by-month breakdown of how the campaign progressed from a standing start to a lead-generating machine.
Ready to Generate Client Leads on Social Media?
Let us show you what we can do for a Dallas Fort Worth business.
"Selph Marketing has been a major boost to our business. Reasa and her team provide excellent service and produce real results. I'm extremely happy we have them as an extension of our team. Thank you!"
Dustin Hulett
Hulett Insurance