focusit-
paid ads on social media

focusIT tested out whether social media was a good way to get leads. tl;dr: results were great!

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The Brief

focusIT is a B2B SaaS company for mortgage industry professionals. Careful Feet Digital was approached to test the viability of social media advertising to generate leads for focusIT.

approach

focusIT hadn’t used paid advertising in the past, so CFD had to start from scratch, testing the right audiences, messaging and offerings. CFD started by assisting focusIT with their ads strategy, creating a customer funnel to educate those unfamiliar with the brand about the need for FocusIT’s services.

results

Starting with a free webinar for mortgage pros, the overall strategy was a simple 3-step funnel: social ads, landing page with a free webinar offer and email marketing from there. Once the landing page was in place, ads were set up on LinkedIn and Facebook. On both platforms, CFD tried lead gen ads as well as regular conversion ads to the landing page. Lead gen ads weren’t successful, but conversion ads were. Through a series of tests on the right audience and message, CFD was able to attain a cost per lead of $28.37, a 51.43% decrease from our initial test results and lower than industry average..