Situation.
Despite spending significantly on Google Ads, Skinfluencers was struggling with a high cost per lead (CPL) and were not generating the lead volume they desired. The brand was frustrated by the lack of scalable results and was concerned about continuing to invest in a strategy that wasn't delivering the expected returns.
Furthermore, Skinfluencers was skeptical about Meta Ads, questioning whether the platform could produce high-quality, cost-effective leads for their skincare business. They feared that Meta would only generate lower-intent leads, further stretching their budget without the desired results.
Objectives.
Pennock’s solution was to introduce Meta (Facebook and Instagram) Ads into Skinfluencers’ marketing strategy. The primary goal was to lower the overall cost per lead while driving higher lead volume. By leveraging Meta’s precise targeting capabilities, Pennock aimed to deliver more qualified leads and enhance the effectiveness of their existing Google Ads campaign. The goal was to create a synergy between Meta and Google Ads, maximizing overall lead generation while reducing the cost per lead across both channels.
Our Approach.
After a thorough analysis of Skinfluencers’ marketing efforts and the challenges they were facing, Pennock recommended expanding the paid media strategy to include Meta (Facebook and Instagram) Ads.
Targeting Precision: Meta’s platform provides robust targeting capabilities that allow advertisers to hone in on high-intent, relevant audiences. This level of precision was expected to reduce wastage and deliver more qualified leads.
Cost-Effective Ad Spend: Meta's cost structure is often more affordable than Google Ads, particularly for lead generation campaigns. Pennock believed this would help reduce Skinfluencers’ overall CPL and provide a more scalable solution.
Synergy with Google Ads: Pennock recognized the potential for Meta to complement Google Ads, rather than compete with it. By diversifying the channels, the two platforms could work together to drive results—improving Skinfluencers’ total lead volume, enhancing Google Ads performance, and reducing CPL across both platforms
Services Provided.
To address Skinfluencers’ challenges, Pennock provided a comprehensive suite of services, including:
Paid Media Strategy: Pennock designed a multi-channel paid media strategy, incorporating both Meta Ads (Facebook and Instagram) and Google Ads, to maximize lead generation and reduce CPL.
Campaign Setup and Management: Pennock set up, managed, and optimized campaigns across Meta and Google Ads, using advanced targeting techniques and ongoing A/B testing to ensure continuous improvement and cost efficiency.
Data Analysis and Reporting: Pennock provided detailed performance tracking and data analysis, offering Skinfluencers actionable insights into campaign performance and helping adjust strategies in real-time for better results
Results & Positive Impact
The shift to Meta Ads proved to be a game-changer for Skinfluencers, delivering impressive results both on Meta and across their existing Google Ads campaigns.
Meta Campaign Results
105 Quality Leads Generated
$38.87 Average CPL
This performance not only exceeded expectations but did so at a remarkably low CPL, showing that Meta Ads could deliver both high-quality leads and strong ROI for Skinfluencers. The success of Meta Ads also had a positive knock-on effect on Skinfluencers’ Google Ads campaigns.
Google Ads Improvements
563% Increase in Leads
The combination of Meta Ads and Google Ads worked synergistically to drive a significant increase in overall lead generation.
71% Decrease in CPL
The shift to Meta helped reduce the overall CPL across both platforms, allowing Skinfluencers to achieve greater lead volume for less investment.
52% Increase in Impressions
Meta Ads helped increase the brand’s visibility, which in turn boosted impressions and overall brand awareness, creating more opportunities for conversions through Google Ads as well.