Executive assistant recruiting agency: 362 leads, 16 deals, $15,186 revenue on a $6,210 budget, 145% ROMI

The task

The client is an agency that has been recruiting personal and business assistants for executives for over six years: full search with a three-month guarantee and a fast online search.

Before us, ads ran only in Yandex Direct: about $600 a month, a lead at $12–19. The task was to open a second channel in Meta and keep the lead under $20–25.

What we did

Tracked leads by status. Every lead from ads went into a shared sheet where the client marked: got in touch, has a need, paid. Campaigns were judged by those statuses.

Tested a lead form with a free download. A lead through a Meta lead form cost $4 versus $17 from the website, but almost none were qualified: in August, while the form was running, 3 of 74 leads were qualified. We switched the form off and sent traffic to the website.

Rebuilt the geos. Using the statuses we found cities and countries that sent leads with no need and switched them off.

Picked creatives by qualified leads. We kept the angles that brought people with a real need and raised their budget: from $700 a month in summer to $1,200–1,300 in autumn.

What did not work out. The Conversions API was not connected on the website. The client did not shoot the expert video we briefed, so the whole period ran on banners.

Results

For 24.06–31.12.2023 in Meta:

• Ad spend $6,210
• 362 leads at $17
• 41 qualified — got in touch, have a need: $151 per qualified lead
• 16 payments — $388 per deal, average ticket $949
• Revenue $15,186
• ROMI 145%

Insights

• After the lead form was switched off, the share of qualified leads rose from 4% in August to 25% in September.
• 16 of 41 qualified leads went on to pay — one in three.