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Case 01 · Leads
614 leads against a target of 500, and the cost per lead fell as it ran
- Client
- Insurance Provider
- Campaign
- Family plan leads
- Market
- Jamaica
- Period
- February–March 2024
- Channels
- Meta (Facebook and Instagram)
The brief
What the campaign had to do
- Goal
- Leads for three of the insurer’s plans
- Audience
- Jamaicans 25+. Women 25–34 engaged most.
- Channel
- Meta (Facebook and Instagram)
- Market
- Jamaica
- Period
- February–March 2024
- My role
- Paid media strategy and execution
The results
What it delivered
Leads came in above target
Leads generated against the campaign target.
Learnings
Why it worked
Time to learn
Every creative launched together, with no changes to budget, targeting or duration. Meta's algorithm had time to assess the creative, the audience and the pacing, so performance held and then improved month over month.
A quiet window
February and March were a low-competition period for lead generation. Rival financial institutions were running awareness, engagement and traffic campaigns instead.
Next time
What I would do next time
More creatives per product
Three to five pieces for each of the three products. The ad set with several creatives drew the most leads, because Meta had a choice to test.
One campaign-level budget
Budget the campaign, not each product, so the algorithm can chase the most results and the account competes harder in the auction.
Lead with video, then remarket
Widen reach with a motion graphic or video first, then remarket to the people it warmed up, building out the lead channel strategy.
Figures come from the campaign's own reporting: The 2024 campaign report and Warren’s portfolio. Budgets and amounts spent are not shown. My role: paid media strategy and execution.
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