Client: Education Support
The Challenge: Restructure a stagnant paid social programme to drastically lower lead costs, build brand awareness from the ground up, and drive high-intent advocacy actions for the UK’s educator wellbeing charity.
1. Lead Generation: Structural Transformation
The Scenario: We inherited the charity’s “Love Teaching” acquisition campaign, which was underperforming with an average £4.20 cost-per-lead (CPL) and a cap of roughly 240 sign-ups per month.
- The Strategic Pivot: We shifted the audience architecture away from legacy, saturated Lookalike audiences and transitioned the account into optimized Meta Advantage+ campaigns.
- The Results: This structural overhaul unlocked massive efficiency. The top-performing ad set generated 1,832 high-intent leads at just £1.01 CPL over seven months—representing an incredible 75% reduction in acquisition costs.
2. Brand Awareness: Building the Top-of-Funnel
The Scenario: The account lacked an active awareness layer, risking future audience fatigue and increasing bottom-of-funnel costs.
- The Strategy: We designed and launched a brand-new, dedicated awareness tier. This layer was built to run parallel to active lead generation campaigns, protecting bottom-funnel performance while consistently feeding the conversion pipeline.
- The Results: Successfully established a scalable, net-new awareness framework that achieved 9,206 high-quality landing page views at just £0.10 per view, alongside 560 video landing page views at £0.32.
3. Advocacy Campaign Optimisation
The Scenario: The charity’s critical “Write to MP” advocacy campaign was heavily reliant on vanity metrics (like simple link clicks), resulting in low actual engagement with policy-makers.
- The Strategy: We completely repositioned the campaign’s conversion goals to strictly prioritize high-intent user actions, shifting the optimization objective from standard clicks to completed website registrations.
- The Results: Delivered 78 completed MP registrations at a lean cost of £1.93 each, guaranteeing meaningful, high-value connections with decision-makers rather than empty clicks.
The Impact at a Glance
- -75% Reduction in Cost-Per-Lead (CPL)
- 1,832 Smashed Sign-Up Records in 7 Months
- £0.10 Ultra-Efficient Landing Page Views