This case study explores how an insurance business effectively used Facebook and Instagram ads to generate quality leads while maintaining cost efficiency. Over a campaign period from December 1, 2023, to January 5, 2025, the ads achieved significant results in form submissions, reach, and impressions.
Campaign Snapshot
- Platforms: Facebook & Instagram
- Duration: December 1, 2023 – January 5, 2025
- Results:
- Form Submissions: 1,008
- Spend: $10,981.09
- CPM (Cost Per 1,000 Impressions): $4.07
- Reach: 499,369 users
- Impressions: 2,699,326
The Challenge
The insurance industry relies heavily on quality leads to drive growth. This business struggled with:
- Scattered Targeting: Ads weren’t reaching the right audiences, resulting in wasted impressions.
- Inefficient Costs: High CPMs reduced the efficiency of campaigns.
- Audience Fatigue: Overexposed ads led to diminishing engagement and conversions.
The Game Plan
1. Hyper-Targeted Audiences
We focused on creating high-impact audience groups:
- Lookalike Audiences: Leveraged customer data to target users with similar traits.
- Interest-Based Segments: Reached users interested in financial security, family planning, and insurance solutions.
- Retargeting Campaigns: Re-engaged visitors who didn’t complete form submissions.
2. Ads That Captured Attention
To stand out in a competitive market, ad design and messaging were key:
- Carousel Ads: Highlighted the benefits of different insurance plans.
- Videos: Simplified complex insurance concepts into digestible, engaging formats.
- Clear CTAs: Phrases like “Protect Your Family Today” and “Get a Free Quote” drove immediate action.
3. Smart Budget Management
- Dynamic Budgets: Redirected spend to high-performing ads.
- A/B Testing: Experimented with headlines, visuals, and CTAs to identify the winning combinations.
- Frequency Cap: Maintained a balance with an average ad frequency of 5.41, ensuring visibility without fatigue.
The Numbers That Matter
1. Form Submissions
- Achieved 1,008 form submissions, a strong indicator of campaign success.
- Delivered leads at a cost per lead of $10.89, below industry benchmarks.
2. Visibility Metrics
- Reached 499,369 unique users, increasing brand awareness by 51%.
- Delivered 2,699,326 impressions, ensuring repeated exposure to the right audiences.
3. Cost Efficiency
- Achieved a low CPM of $4.07, maximizing reach for every dollar spent.
Why It Worked
- Tailored Targeting: Focused on audiences with the highest likelihood of converting, improving lead quality.
- Engaging Creatives: Varied ad formats kept the audience engaged and reduced ad fatigue.
- Data-Driven Decisions: Continuous monitoring and optimization ensured the best possible return on investment.
What’s Next?
- Personalization at Scale: Implement AI-driven dynamic ads to customize content for different audience segments.
- Cross-Platform Expansion: Incorporate platforms like LinkedIn and Google Ads to reach new professional markets.
- Lead Nurturing: Develop follow-up email campaigns for submitted leads to increase conversion rates.
Final Thoughts
By adopting a targeted, creative, and cost-efficient approach, this insurance business turned social media ads into a powerful lead-generation engine. The result? A scalable strategy delivering over 1,000 high-quality leads, improved brand awareness, and an optimized cost structure.
This success showcases the potential of combining data insights with compelling storytelling to drive measurable results.