Full-Funnel Strategy That Generates Professional Training Conversions

Our sell-in and sell-thru strategy lead to full-funnel engagement and reduced consideration time from 23 days to 4 days.

Situation.

Initial Challenges in Conversion Tracking

Existing site setup created hurdles in accurately tracking B2B Professional training conversions. For years, ads targeted the Pro audience, focusing on email leads.

However, the primary goal was to convert aestheticians to purchase Face Reality Training, and the site’s limitations made achieving this conversion objective challenging.

Navigating Growth with a Murky Data

While Face Reality's Professional channel was growing, the brand recognized the need for ads to drive awareness and fuel this growth. Strategies and optimizations were evenly split between awareness and lead generation to attract more Professional clients.

Due to tracking limitations, we lacked concrete evidence to identify which programs were most effective.

Generic, Spray and Play Ad Approach

Ad creatives were iterations, built upon previous successful campaigns, with few fresh hooks and angles were developed.

Additionally, creative production took weeks, creating a performance bottleneck. As a result, all portions of the funnel experienced fatigue by the time new assets were ready. To maintain campaign success, we launched all new assets across all channels and funnel positions simultaneously, despite the challenges of the outdated creative approach.

 
 

Our Approach.

Funnel Position, Audience & Creative Optimization

  • Developed a trackable full-funnel strategy, utilizing educational videos to warm cold audiences.

  • Retargeted audiences comprehensively to reinforce the brand's mission and purpose with third-party credibility.

Smart Budget Scaling

  • Incrementally increased spend, focusing on high-performing campaigns exceeding performance KPIs, mainly focusing on CAC.

  • Continuously optimized CAC through performance monitoring.

High-Converting Ad Creatives & Messaging

  • Refined ad copy and visuals to match customer intent.

  • Conducted A/B tests to identify the best-performing ads and maximize conversions.

Objectives.

Objective 1: Achieve ambitious growth targets for the Professional Channel this year, despite rising training costs.

Objective 2: Increase the 1-Year Customer Lifetime Value (CLTV) of new Professional customers.

Services Provided.

  • Strategic Platform Selection and Optimization:

  • Precision Audience Segmentation and Targeting

  • Innovative Creative Strategy and Direction

  • Dynamic Media Management and Budget Allocation

Results & Impact.

Through strategic audience segmentation, real-time optimizations, and data-driven budget scaling, Face Reality successfully met their Professional channel growth target for 2024. By refining targeting and reallocating spend to top-performing campaigns, we achieved sustainable customer acquisition and renewed confidence in paid marketing. This case study demonstrates that true growth isn't just about generating leads; it's about attracting and converting high-value customers ready to engage and succeed.

56%

Of new Professional clients attributed to ads

↓34.2%

Reduction in CAC

↑1.16%

Average CTR, improved from 0.93%