Paid Advertisement

Campaign Objective: Generate leads for Silicon Practice’s Weight Management Form through Meta Ads

Overview

I ran two separate paid advertising campaigns to drive lead generation for Silicon Practice’s Weight Management Form, testing different ad formats to determine the most effective approach. The campaign provided key insights into audience behaviour, ad performance, and budget allocation, reinforcing the importance of continuous testing and optimisation in paid advertising strategy.

Ad 1: Lead Generation Ad (Form-Based CTA)

• Ad Spend: £75.48
• Click-Through Rate (CTR): 33%
• Clicks: 3
• Leads Generated: 0
• Cost-Per-Click (CPC): High
• Approach: A traditional lead generation ad where users were directed to a form after clicking

Insights:

Despite a strong CTR of 33%, the ad failed to convert clicks into leads, suggesting a disconnect between intent and action. The high drop-off rate indicated that users were interested in the ad content but not ready to fill out a form immediately. This highlighted the importance of minimising friction in the conversion process. As a result, I reallocated the remaining budget towards a more interactive and direct approach—a sponsored message ad.

Ad 2: Sponsored Message Ad

• Ad Spend: £168.20
• Leads Generated: 4
• Messages Opened: 642
• Average Cost-Per-Click (CPC): £0.26
• Approach: Instead of directing users to a landing page, this ad was delivered directly to their inbox as a personalised message with a clear CTA.

Key Factors in its Success:

• More Personalised Experience: The direct message format created a one-to-one conversation, making the ad feel more like a recommendation than a sales pitch
• Higher Intent Engagement: Users who opened the message were more likely to interact, leading to 642 opens and a lower CPC of £0.26
• Seamless User Journey: Keeping the experience within the messaging platform reduced drop-off rates compared to the traditional lead generation form

Key Learnings & Insights

• Ad Format is Crucial – The success of the sponsored message ad highlighted the importance of choosing the right format based on audience behaviour. Direct message ads foster higher intent interactions than traditional feed-based forms.
• Budget Allocation Must Be Flexible – Recognising the low performance of the lead generation form ad, I quickly adjusted the budget to prioritise a higher-performing strategy, maximising results.
• Minimising Friction Improves Conversion – A direct approach within Messenger reduced the need for users to navigate elsewhere, leading to more efficient lead generation.
• Data-Driven Decision-Making – Analysing metrics such as CTR, CPC, and lead conversion rates provided valuable insights into campaign effectiveness, reinforcing the importance of continuous testing and adaptation.

Confidence & Professional Growth

This campaign reinforced my ability to analyse, adapt, and optimise paid advertising strategies in real time. By identifying low-performing elements early and shifting the budget towards a more effective approach, I was able to improve lead generation results. This experience has strengthened my confidence in:

• Understanding audience behaviour and engagement trends
• Budget reallocation for maximised ROI
• Crafting compelling ad copy that drives action
• Leveraging different ad formats to optimise performance