A Meta Ads strategy for SME leaders to transform word-of-mouth acquisitions into a measurable channel.
The firm relied solely on word of mouth and had never invested in digital advertising, despite its target audience—SME leaders—being present on Meta.
Sitewise structured targeting by function and sector, provided a downloadable legal guide as a resource, added a qualification form before appointments, and linked email nurturing with visitor retargeting.
6 qualified meetings per month compared to just 2 at the start, a 30% reduction in CPL, 4 signed contracts in three months and an estimated ROI of 5.6x over the period.
The performance figures presented apply specifically to this account, during this period, within this context; they do not guarantee identical results.
Performance analysis
Performance is contextualized within the conversion journey. The goal isn't to accumulate advertising metrics, but to track the steps that move your business toward a meaningful commercial result.
The ad didn't seek to sell a complex service immediately; instead, it created an initial proof of expertise before qualifying the demand.
Sales, sign-ups, and appointments also depend on the offer, journey, and client sales process.
The detailed attribution window is not published when it cannot be documented without ambiguity. These results are not a guarantee of future performance.
Creative direction
Concepts designed to make the offer understandable within the first second while varying attention drivers.
Recreations of the creative approach used in this sector. They showcase the angles developed without revealing client identity. Calls to action were configured directly within Meta.
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