Challenge

• Overcoming Facebook ad optimization issues.

• Generating high-ticket renovation leads.

• Effectively navigating the 2024 learning phases of Facebook ads.

The Result

• 12 leads in 11 days.

• Effective ad testing and audience adjustment.

• Greater insights into Facebook's ad algorithm.

What you will learn from this case study

✅ The importance of understanding Facebook's ad learning phases.

✅ How to troubleshoot and optimize ad campaigns when leads slow down.

✅ The impact of slight audience adjustments on ad performance.

✅ Vertical scaling of winning ads to maximize results.

Introduction

We started working with this client in May 2024 with the goal of generating leads for their high-ticket renovation services. Within the first 11 days, we successfully generated 12 leads, with each lead representing potential projects worth $20,000+.

In the initial analysis, we focused on creating a structured ad testing approach to navigate Facebook's complex ad learning phases and optimize performance.

Planning

The client's primary focus was on generating high-quality leads within a short period. Our strategy involved launching multiple Facebook ad sets and closely monitoring their performance. We planned for vertical scaling of successful ads and anticipated potential optimization challenges within Facebook's ad platform.

Execution

Day 1-3: Launch and Initial Learning Phase We launched the campaign, knowing the ads would go through the "Processing," "In Review," and "Learning" stages. We expected little to no results during the initial learning phase.

Day 4-7: Lead Generation and Learning Limited Phase Within the first seven days, we generated 10 leads. However, the ads entered the "Learning Limited" phase as they did not reach the 50 leads required for optimal learning. This phase often results in reduced ad impressions.

Day 8: Audience Adjustment Following careful consideration and planning, we slightly adjusted the audience to re-trigger the learning phase.

Day 9-11: Vertical Scaling and Monitoring We vertically scaled the ads by duplicating the successful ad sets with a half budget each. This approach allowed us to continue generating leads while monitoring performance for further optimization.

Results

• Leads Generated: 12 leads in 11 days.

• Ad Optimization: Successfully navigated Facebook's learning and learning limited phases by adjusting the audience and scaling winning ads.

• Budget Efficiency: Effective use of budget through strategic scaling and audience adjustments.

  
  

Conclusion

Understanding and navigating Facebook's ad learning phases is crucial for campaign success. Slight audience adjustments and vertical scaling of winning ads can significantly impact lead generation. This case study demonstrates the importance of continuous monitoring and optimization in achieving marketing goals.