Results from using advertising on Meta
Reduction in CPL after changes were made (chart from Alytics by week)
Website
Niche
Data-driven marketing, B2C
Location
Dubai
Target region
UAE
Budget
39,500 AED for 3 months
Project start
June 2024
Result
successful combination found for scaling
Result
CPL reduced by half (from 145 to 27 AED)
Result
CPL reduced by half (from 145 to 27 AED)
Result
ROI 1.87-2.49% at 10% conversion rate
Challenges faced by the team
1
Optimize lead cost
2
Improve lead quality
3
Test and implement effective hypotheses within 3 months
4
Set up full-cycle analytics
5
Automate processes
Challenges faced by the team
Lack of existing demand
New product without established market fit in the region.
High lead cost at launch
Initial CPL of 145 AED required urgent optimization.
Limited time to profitability
Need to make the channel profitable within 3 months.
Traffic source tracking complexity
Absence of configured analytics for proper attribution.
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Back
The scope of work was divided into 3 stages
- Stage 1. Systematic hypothesis testing
Each hypothesis was tested using a clear algorithm:
Hypothesis
For example: «Launching a landing page will generate 32 leads at a CPL of 100 AED».
- Metrics
CPL, conversion rates, statistical significance (e.g., 570 clicks for analysis).
- Mockup
Visualisation of the idea before launch (Figma → Tilda).
- Audiences
Broad and targeted segments (e.g., parents, renters).
- Budget and timeline
No more than 6 hours to prepare a hypothesis.
Result → conclusion → new hypothesis
Testing 3 types of landing pagesQuizzes (Marquiz)
Result
67 leads at 66 AED each (within cost KPI).
Issue: Low lead quality, 0 sales.
Conclusion:
Quizzes are not suitable as a main landing page, but were kept as pop-ups on the website.
- Action: Traffic was redirected to the main site
Website
- Result:
20 leads at 145 AED each.
Plus: Improved lead quality.
Minus: High CPL.
Conclusion:
The website can be scaled, but requires optimization.
- Action: Created a separate landing page
Landing Page (LP)
- Result:
61 leads at 27 AED each (with a budget of 14,600 AED).
ROI: At 10% conversion rate, profitability is 1.87–2.49%.
Conclusion:
Facebook* delivers cheap and high-quality leads. Found a channel for scaling.
Screenshot of metrics from the hypothesis test on improving advertising campaigns in ads leading to the landing page
- Stage 2. Development and launch of the LP
Development of the landing page structure and creation of a mockup in Figma
Transfer of the mockup while preserving all layers and styles of the client's website using a plugin
Coding the landing page while maintaining the design of the main website, adapted for mobile version
Creation of a vertical video for the first screen of the landing page
Assembly of necessary blocks and transferring them to the Tilda platform
Adaptation of blocks for various screen resolutions
Publication of the landing page on a subdomain
Stage 3. Setting up advertising
Integration with CRM via WhatsApp
Setup of UTM-tag and ClientID tracking
- Configuration of target events in Meta Ads
Tracking valuable actions: form submission, video view, session duration
- Automated lead qualification
Setup of filters in CRM based on behaviour and responses
Project results: how we achieved an effective lead channel
The team developed and implemented a rapid landing page launch algorithm, which reduced the cost of applications by half while maintaining high lead quality.
Key results:
CPL reduced by half
Optimization from 145 AED to 27 AED per lead
70% qualified leads
Lead quality growth after filter implementation
ROI 1.87-2.49%
Profitability at 10% conversion rate