Business assistant hiring service

The task

Drive qualified leads for an assistant hiring service for entrepreneurs through Facebook Ads.

What we did

The key action that affected ROMI — looking at the cost of a QUALIFIED lead, not a technical one.

A common mistake among specialists is judging ads by technical leads instead of qualified ones. An example from the project:

• Cost per technical lead on Facebook: Funnel 1 — $10, Funnel 2 — $2.5.
• Cost per qualified lead (got in touch, has a need): Funnel 1 — $15, Funnel 2 — $25.

By technical lead, Funnel 2 looks better, but by qualified lead, Funnel 1 turns out to be far more profitable for the client.

To learn lead quality, we asked the client to export a status table from the CRM, or added all leads to a Google Sheet ourselves and asked them to set statuses.

How this information helped us affect ROMI:

1. After measuring the cost of a qualified lead, we understood that a lead form with a lead-magnet giveaway was not suited to acquiring customers, while ads to the website — though more expensive — paid back better.
2. Identified the geos where low-quality leads came from.
3. Understood which creatives brought more qualified leads — it became clear which angles work better.

Results

• Budget spent — $6,975
• Leads — 570
• Qualified leads — 194
• Cost per lead — $12.24
• Cost per qualified lead — $35.96
• Traffic ROMI — 248%

Insights

• Make scaling decisions by the cost of a qualified lead, not a technical one — a technical lead can be misleading.
• Collecting lead statuses from a CRM / Google Sheet opens up room for scaling; client resistance is removed by explaining the reason.
• Ads to the website can pay back better than a lead form with a lead magnet, despite a higher cost per lead.