Transportation Industry

Transportation Industry

Business Type: Vehicle Transportation
Goal: Leads and Social Media Engagement
1803
Leads
$5.98
Cost Per Lead
9787
Link clicks
2 months turnaround
The results after 4 months:
1803
Leads
$5.98
Cost Per Lead
9787
Link clicks
$0.45
Cost per Click
$9420
Amount Spent
1593
New Facebook Page Likes

Strategy 19 August- 19 October

527
Website Leads
177
Instant form leads
$5.54
Cost Per Lead
2807
Link clicks
$0.36
Cost per Click
$2191
Amount Spent
The campaign began with a dual focus: a website leads campaign and an instant form campaign. While both campaigns successfully generated leads, an early analysis revealed that the quality of leads from the website campaign was higher than those from instant forms.

Based on this insight, we shifted our focus and budget toward website leads to ensure better long-term outcomes. During this phase, we tested six distinct target audiences, including college students moving, Spanish-speaking individuals, car buyers and dealerships, and broader segments like “everyone moving.” These initial tests provided critical data that informed audience segmentation for subsequent phases.

Strategy 19 October- 19 December

1099
Leads
$5.46
Cost Per Lead
6218
Link clicks
$0.50
Cost per Click
$6004
Amount Spent
Building on the findings from Phase 1, we concentrated our efforts on the top-performing target audiences. Budget allocations were adjusted to favor these segments, leading to a more efficient use of resources and improved campaign results.

This phase also emphasized refining ad creatives to align with audience preferences, using insights from click-through and engagement data. By narrowing the focus to high-performing groups, we optimized lead generation while maintaining a competitive cost per lead. Additionally, engagement on the client’s Facebook page grew, establishing a stronger social media presence.

Optimization Highlights

Throughout the campaign, we continuously analyzed performance metrics and adjusted our strategies. Testing diverse audiences allowed us to identify niche opportunities, such as targeting Spanish-speaking customers, which proved highly effective. Furthermore, consistent creative refreshes and audience-specific messaging enhanced ad performance and engagement. By gradually increasing the budget for the best-performing ad sets, we scaled the campaign’s success without compromising efficiency.

Conclusion

This campaign demonstrates the importance of adaptability and data-driven decision-making in achieving marketing goals. By starting with broad testing, refining audience targeting, and focusing on high-quality lead sources, the campaign generated 1,803 leads at a cost per lead of $5.98, with 9,787 link clicks and 1,593 new Facebook page likes. These results underscore the value of a strategic, phased approach to digital advertising in the transportation industry. The client now has a robust framework to continue generating high-quality leads and engaging their audience effectively.