lead generation facebook ads Case Study
Start To Summit Generates Quality $0.77 Leads for Online Wellness Membership
A behind-the-scenes look at the Facebook ad strategy and copy that helped an online wellness business generate more than 1,300 leads in two months at an average cost of just $0.77.
Background
Company Name: Now Healing
Website: www.nowhealing.com
Now Healing has helped more than 40,000 people all over the world to do instant energy healing through their online courses, memberships, masterminds and free trainings.
Their monthly membership was generating $40K of revenue annually, and in order to scale this program, they needed to cost-effectively generate new leads.
Overview
Now Healing had invested thousands of dollars in Facebook/Instagram advertising in the past, but the ads were never able to generate consistent cost-effective results. To grow their revenue, Now Healing had mostly focused on organic social media, YouTube, partnerships with other healing leaders and nurturing their existing email list and customer base.
But, when they wanted to scale their core program – an online membership generating $40K of annual revenue – they knew they needed to leverage Facebook/Instagram ads to expand beyond their current audience and quickly build their email list with fresh, quality leads.
They had a free offer, a sample online energy healing video, and an onboarding email sequence ready to go that had already been generating opt-ins on their website. We just needed a successful Facebook/Instagram ad strategy to scale these results.
“I tried running my own Facebook ads, after taking several trainings. I thought I knew what I was doing. But my actual results were disappointing – and I couldn’t figure out why.”
Two Keys to Success
Long-Form Ad Copy that Instantly Engages Ideal Clients
The key to any Facebook ad success is crafting copy that deeply connects with the ideal client and inspires immediate action. For this list-building campaign, we tested three long-form copy variations that appeal to different avatars using these copywriting strategies:
- Share the personal story of the founder of Now Healing, Elma Mayer, in compelling copy that mirrors the ideal client’s current challenges
- Debunk common objections to the free offer and educating the reader on what they need to know and believe to make it a no-brainer to provide their email in exchange for that offer
- Confirm what the audience already knows to be true about their situation in a way that lights a fire under them to take action NOW
A Well-Crafted Video that Focuses on the Solution the Free Offer Provides
The 60-second video used in the ads immediately grabs attention, authentically connects with the viewer and makes the free offer irresistible. The video was a simple, face-to-camera style video recorded on Elma’s phone, and it worked reallllly well.
Here’s why this type of video worked…
From a technical marketing perspective, native advertising has been a massive trend across all media platforms for the last decade, and a non-produced video ad appearing in the Newsfeed of a hyper-targeted audience is the pinnacle of this long-time advertising trend.
And, from a human perspective, this video worked so well because Elma speaks directly and candidly to the ideal client while authentically conveying the value of the free offer.
This video ad effectively generated leads at an exceptionally low cost while also capturing large warm video view audiences for retargeting ads.
The Results
We ran ads for two months and generated 1,370 email leads from targeted cold Lookalike audiences (people who have likely never heard of Now Healing before). The average cost per lead for the duration of the campaign was $0.77, which is less than even the average cost per click of a Facebook ad ($0.97). The opt-in conversion rate on the landing page was 60%, also well above the industry standard of 20%. We classified these leads as “quality” due to the high engagement that followed in the onboarding email sequence. After opting in, 82% of the leads clicked to view the first piece of content delivered to them, and high engagement continued throughout the email sequence.
New Leads
Average Cost Per Lead
%
Opt-In Conversion Rate
“Erin saved the day! She took time to truly understand my business and audience. Then she created a brilliant strategy that I never would have thought of. Erin is a genius at the art of the big picture, as well as the detailed science of interpreting metrics. She knows how to improve what’s working, and change what’s not, so that I don’t waste my budget. What a relief to be able to trust Erin to deal with the nitty-gritty details, yet stay true to my big vision!”
About Start To Summit
Erin Roberts is the brains behind Start To Summit. With 10 years of marketing communications experience, Erin has managed hundreds of thousands of dollars in paid social advertising spend, written a myriad of results-driven words and developed solid marketing strategies for corporate brands, mid-size start-ups and solopreneurs.
Start To Summit is fueled by the desire to help passionate businesses make a bigger impact in the world AND their bottom line with smart marketing strategies, copywriting and high-converting Facebook/Instagram ads.
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