Meta Ads results: our client case studies

Initial situation

The HR SaaS software had been generating leads via Meta Ads for six months with a CPL around €82. The volume was insufficient to properly feed the sales team (3–4 qualified leads per week). The campaign structure relied on a single ad set with overly broad interest-based targeting.

Actions taken

• Complete restructuring: three separate campaigns (TOF, MOF, retargeting)
• Creation of lookalike audiences based on existing clients
• Implementation of the pixel with custom events (form submit, pricing page)
• A/B testing across four visual formats (static vs. carousel vs. video)
• Optimization of landing pages to reduce bounce rate

60-day results

• CPL: €82 → €49 (−40%)
• Weekly Volume: 4 → 11 Qualified leads
• Qualification Rate: +28%
• Total Customer Acquisition Cost: Halved (÷2.3)
• Sales Pipeline: €180k Generated During the Period

Initial situation

The fashion e-commerce brand had been stuck at a 1.6x ROAS for several months — below profitability thresholds with 45% margins. Campaigns were optimized for clicks rather than purchases, and creatives featured basic product photography without lifestyle context. The pixel was also misconfigured (duplicate events).

Actions taken

• Complete conversion event tracking fix and Conversions API reconfiguration
• Transitioned to Value Optimization campaigns
• Built a dynamic catalog for high-impact retargeting
• Creative recommendations: lifestyle vs. product-only (result: +62% ROAS)
• Implemented seasonal campaigns for sales and new collections

90-day results

• ROAS: 1.6x → 3.2x
• Meta-generated monthly revenue: +78%
• Cost per Purchase: -31%
• Average Order Value: +18% (superior targeting)
• Catalog retargeting achieved a 5.1x ROAS

Initial situation

The B2B consultancy firm struggled with Meta Ads alone for four months, yielding disappointing results: only three to four meetings per month, a CPL of €115, and unqualified leads (independent contractors and SMBs) that didn't match their target mid-sized enterprises. The primary mistake was the lack of targeting by company size and decision-maker function.

Actions taken

• Refined targeting: HR Directors, CEOs, and CFOs in companies with 50–500 employees
• Meta lead form featuring qualification questions (company size, budget)
• Automated post-lead nurturing sequence via email and retargeting
• Value-driven content: free white paper offered to qualify intent
• Professional audience testing (specific industry sectors)

90-day results

• Qualified meetings: 4 → 11 per month
• CPL: €115 → €68 (−41%)
• Closing rate: +35% (due to improved lead qualification)
• 3 contracts signed in 3 months (vs. 1 in the preceding 4 months)
• Estimated ROI over the period: 8.4x

Initial situation

The energy renovation company relied almost exclusively on Google Ads to generate leads for insulation and heat pumps, facing a high CPL (€84) and insufficient volume to keep their sales team fully occupied throughout the week. Meta Ads had never been seriously tested.

Actions taken

• Implementation of instant forms (Lead Ads) to reduce friction
• Refined targeting: homeowners, property age, and eligible subsidy zones
• Pre- and post-construction creative assets plus a financial aid calculator simulator
• Retargeting visitors who used the calculator but did not convert
• Exclusion of underperforming geographic regions

Results in 45 days

• CPL: €84 → €38 (-55%)
• Weekly volume: 5 → 14 qualified leads
• Booking rate: +22%
• 6 construction sites signed during the period

Initial situation

The organic cosmetics brand was stuck at a 1.2x ROAS with traditional product imagery, lacking UGC content and dynamic retargeting. The Meta catalog was not leveraged for shopping cart remarketing.

Actions taken

• Production of UGC creatives and customer testimonial videos
• Dynamic catalog retargeting for website visitors and abandoned carts
• Bundle campaigns and product offers
• A/B testing new hooks for the first 5 seconds of video

60-day results

• ROAS: 1.2x → 2.9x
• Monthly revenue generated via Meta: +64%
• Cost per purchase: −25%
• Conversion rate: +0.8 point

Initial situation

The webinar-to-course funnel was underperforming: low attendance, unnecessary friction on the registration page and reliance on one ad creative for several months.

Actions taken

• Separation of campaigns: Cold Audience vs. Warm Audience
• Creative featuring testimonials from former students
• Specific retargeting sequence to encourage replay of the webinar
• Landing page overhaul for registration and A/B testing of headlines

90-day results

• Webinar registrations: 3x increase with constant budget
• Cost per registration: -35%
• Webinar participation rate: +19 points
• ROAS on course sales: 4.2x

Initial situation

The firm relied exclusively on word-of-mouth and had never invested in digital advertising, despite its target audience (SME executives) being highly active on Meta.

Actions taken

• Targeting by job function (executives, CFOs) and industry vertical
• Lead magnet: downloadable legal guide
• Pre-appointment qualification form
• Email nurturing sequence + website visitor retargeting

90-day results

• Qualified meetings booked: 2 → 6 per month
• CPL: -30%
• 4 signed deals in 3 months
• Estimated ROI over the period: 5.6x

Initial situation

The facility relied on flyers and word-of-mouth, facing strong seasonality with a significant summer slump and zero digital advertising presence.

Actions taken

• Geo-targeted campaign within a 5 km radius
• Free trial offer highlighted
• Video creatives featuring ambiance and coaches
• Retargeting visitors of the rates page
• Seasonal "Back to Sports" campaign

Results for the period

• Monthly sign-ups: 12 → 36
• Cost per sign-up: -44%
• Trial to Subscription Conversion Rate: 41%

Initial situation

Traditional job boards were the sole sourcing channel, proving costly and ineffective for reaching passive tech profiles, resulting in poor application-to-interview conversion rates.

Actions taken

• Targeted campaigns focusing on technical skills and interests
• Behind-the-scenes creatives showcasing our client companies
• Streamlined one-click application form
• Retargeting candidates who did not complete their application

90-day results

• CPL for applications: -50%
• Qualified applications: +70%
• Average time-to-hire: -18%
• 12 placements achieved during the period

Initial situation

The campaigns were generic, lacking destination-based segmentation, and featured nondistinctive creatives compared to major OTAs.

Actions taken

• Destination-targeted campaigns featuring immersive videos
• Retargeting simulator brochure visitors
• Lookalike audiences built from past customers
• Seasonal limited-time offers to create urgency

Results for the season

• ROAS: 2.1x → 4.1x
• Revenue generated this season: +85%
• Cost per booking: −22%
• Average basket size: +14%

Initial situation

The spa previously relied on flyers and walk-ins, with an unpredictable booking schedule from week to week. No digital advertising had ever been tested.

Actions taken

• Geo-targeted campaign targeting a radius of just a few kilometers
• Express reservation form integrated directly into the ad
• Ambiance and treatment-focused creatives designed to reassure clients about quality
• Retargeting visitors who viewed the online planner but didn't convert
• Discovery offer for first-time visitors

Results for the period

• Cost per appointment: €55 → €28 (−49%)
• Schedule fill rate: +85%
• Bookings scheduled 3 weeks in advance (vs. just a few days prior)