134% above benchmarks 

The Challenge

A Marketing Agency was struggling to generate quality leads through Meta Ads. Previous campaigns, while creative, lacked precise audience targeting, resulting in irrelevant conversions, particularly from other marketers who were not potential clients.

The Strategy

Upon reviewing the audience and creative data, I identified key areas for optimization and implemented the following:

  • Conducted offer vs. no-offer testing, revealing no measurable difference in conversion rates, allowing a sharper focus on audience precision over incentives.

  • Built layered audience segments to attract more qualified prospects:

    • Geo-targeting: Prioritized strategic metro areas with high concentrations of ideal clients.

    • Job title filters: Focused on decision-makers such as founders, CEOs, Business Development, Operations, and General Managers.

    • Interest Signals: Added interests aligned with industry niches (e.g., SaaS, health & wellness, professional services).

    • Interest exclusions: Proactively excluded marketing-related interests to avoid unqualified leads

  • Optimized creative with clear, results-driven messaging tailored to the decision-maker’s mindset.

  • Monitored frequency to ensure ads remained fresh and relevant, maintaining a low frequency of 2.1.

The Results

134.6%

Increase from B2B CTR Benchmark

+79

Marketing Qualified Leads

70%

Marketing to Sales Qualified Leads

More Key accomplishMENTS