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Case 02 · Leads
1,561 Meta leads and 81,773 Google clicks across two markets
1,561Meta leads across two markets
- Client
- Insurance Provider
- Campaign
- Annuity leads
- Markets
- Barbados, Trinidad and Tobago
- Period
- Three months, 2024–2025
- Channels
- Meta lead forms, Google Display
The brief
What the campaign had to do
- Goal
- Leads for core annuity products
- Audience
- People with no previous life products from the insurer, aged 25+ or with recent life events
- Channels
- Meta on-platform lead forms; Google Display to the annuity page
- Markets
- Barbados; Trinidad and Tobago
- Period
- Three months, 2024–2025
- My role
- Paid media strategy and execution
The results
What it delivered
Meta · on-platform lead forms
1,561leads
1.95%click-through rate
26,668link clicks
258Kreach
1.79Mimpressions
290Kpage engagements
Google Display · traffic to the annuity page
81,773clicks
1.32%click-through rate
$0.10average cost per click, USD
6.20Mimpressions
| Measure | Trinidad and Tobago | Barbados |
|---|---|---|
| Meta leads (budget split evenly) | 1,104 | 457 |
| Meta cost per lead, USD | 1.74 | 4.20 |
| Google clicks | 47,417 | 34,356 |
| Google click-through rate | 1.63% | 1.05% |
| Google average cost per click, USD | 0.10 | 0.09 |
A Meta lead cost about 2.4 times as much in Barbados, while a Google click there cost slightly less.
Learnings
What the split showed
Match the channel to the market
Trinidad and Tobago was better served by Meta lead forms. Barbados was better served by Google traffic to the annuity page.
Let the website close
For Barbados, a strong call to action on the website becomes the conversion tool, so the page matters as much as the ad.
Figures come from the campaign's own reporting: Meta and Google Ads campaign reporting. Budgets and amounts spent are not shown. My role: paid media strategy and execution.
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