Fix the page first, then test the ads.
- Role
- Paid media and funnel audit
- Timeline
- Nov to Dec 2022
- Channels
- Meta lead gen
- Focus
- Landing page speed, audience and creative testing
- $24Cost per lead after the landing page fix
- $353.57Total spent across the tests, through Dec 16, 2022
Situation.
Performance was weak, so before I changed anything in the ad account I audited the funnel. The landing page had been built before I joined, and it was slow. The page loaded a video up front.
The fix.
I asked the dev to load the video only after someone clicked it. Leads came in at $24 after that, and a few of them turned into bookings.
The testing log.
Every test went in a log: what changed, what it cost, and what I concluded. Test 1 compared five interest audiences of US travelers aged 30 to 65, plus carousel creative. This is the log as of December 16, 2022.
Every test got one of three calls:Winner, scaleHopeful, adjustLoser, kill
| Test | Dates | Spend | Result | What I learned |
|---|---|---|---|---|
| Test 1: Audience and creative | Nov 29 to Dec 1 | $92.22 | Hopeful, adjust | Carousel was not the way to go. Found the best audience. |
| Test 2: Single image creative in the winning audience | Not logged | Still spending | Winner, scale | Huge improvement in CTR. Getting leads at $25 each. |
| Test 3: New creative | Dec 5 to Dec 13 | $19.57 | Loser, kill | Our audience loves the imagery of kiddos. |
| Test 4: Remarketing creative, copy, structure | Not logged | $7.24 | Hopeful, adjust | Too early to call. Adjusting. |
Running total spent on tests: $252.25 on Dec 13 and $353.57 on Dec 16.
Spend per test stayed small. The three tests with a logged spend cost $92.22, $19.57, and $7.24.
Takeaway.
Check the page before blaming the ads. Then change one thing at a time and write down what happened, including the tests that lose.
Let's work.
Hiring for a growth, paid media, or ecommerce role? Need an account or funnel audit? Send me a note.