Scaled ad spend from $9k to $25k per month while dropping cost per contract by 68%. Fixed creative strategy, landing pages, and implemented proper offline conversion tracking.
The BEFORE screenshot shows cheap conversions ($70) because the previous agency was optimizing for addresses submitted (step 1 only). Low intent window shoppers.
The AFTER screenshot shows higher cost per conversion ($133) because we're now optimizing for full form submissions. Higher intent, actual qualified leads.
CPL went up, but cost per CONTRACT dropped from $6K to $1.9K. That's what matters.
These guys operate in New Jersey doing real estate wholesaling. When I came onboard, they were spending around $9k/month on Facebook and Google Ads. Their cost per contract was sitting at $6k.
They were working with a big, polished agency that had their process and wouldn't adjust to anyone. That wasn't working for them.
Their ad creatives were statics only. Carousels. Literally nothing else. Zero diversity.
The other thing they were doing was optimizing for addresses submitted (people completing step 1 of their form). This is like a template most agencies run. They have a landing page with 2 steps. Step 1 is people put their address in, and once they confirm it, they get taken to a second page where they'd fill out the rest of the house/contact info.
You're literally introducing load speed delay between page 1 and 2 for what? To capture addresses? Addresses are public. And people who actually have the intent to sell will complete the form anyway, so you don't need to go skiptrace their address and call them (although this works sometimes).
Also, the optimization event on Meta was addresses submitted, not full forms submitted. Meta is really good at one thing - getting you what you ask for. If you ask for people who are more likely to submit addresses and NOT complete the full thing, you'll get window shoppers with low intent. If you optimize for the full form submit, you'll get higher intent. That's how it works.
Another thing they DIDN'T have was offline conversions. They had no idea which campaign/adset/ad was driving those deals. They were only tracking addresses submitted (not even full leads). They were blind. If an ad had a low CPL, they thought it was a winner. Which isn't the case.
One of the very early wins was ad creative diversification. I hired 5 different actors for them. Different ethnicities/genders was the goal I was aiming for. I wrote long scripts (like 60 seconds+) because that's what I've seen work in this industry. We also mixed them with some bulky in-your-face type of statics that did work quite well too.
I fixed their landing page setup. Instead of that 2-step thingy, I built a multi-step form that captures info at every single step. So even if people exit the form before completion, we still get their addresses just in case. No lagging step in the middle where people have to wait for the page to load.
I also changed the optimization event on Meta from addresses submitted to full forms submitted. Way higher intent leads.
The biggest thing was implementing offline conversions. I hooked up their Facebook Ads Manager dashboard with their CRM and we started seeing which ads were driving appointments, contracts, and deals closed. I even sent the conversion value (how much they think they'll make on the deal) so we could have in-platform ROAS. It was great.
Google Ads, on the other hand, surprisingly didn't do as well for them. It didn't do well before I joined them, it improved when I joined, but Meta was still outperforming Google by a two-multiple in terms of cost per contract.
I work with a ton of real estate investors/wholesalers, and this is one of the things I say all the time - not every ad account is the same. Their markets, their process, it's all different. Facebook Ads works really fucking good for them. But Google Ads doesn't work as good. We're still running Google Ads at 20% of the monthly budget because it's good to have diversity. Some weeks Google does good, some weeks it doesn't, but overall Meta is outperforming.
Another thing I implemented for these guys was a proper CRM setup. I'm talking text/email automations, offline conversion tracking, call tracking, speed to lead tracking, deal stage tracking, and EVERYTHING is hooked up and sent back to ad platforms. This helps us optimize for deals closed, not just leads.
We scaled from $9k to $25k/month in ad spend. Cost per contract dropped from $6k to $1.9k.
Ad creative diversification (5 actors, long-form scripts, bulky statics). Landing page/form structure (multi-step form with proper data capture). Meta optimization event (changed from addresses to full form submits). Offline conversion tracking (appointments, contracts, deals closed, conversion value). Full CRM implementation with automations and speed to lead tracking.