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.

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.