From 0 RFIs to off the charts overnight with a Meta ads refresh
SEO
Paid Social, Digital Design, Copywriting
The Challenge
Stevenson initially hired Level in 2019 for paid search & SEO, experiencing great results. In 2023, they came to us with a new challenge: Meta Ads.
Stevenson has been spending almost $30K / mo. with another vendor on Meta Ads, without any real results so show for it. Specifically, they weren’t seeing any requests for information (RFIs) coming through for their programs.
Stevenson asked Level to take a look over the account and see if there was a way to make Meta Ads work for their objectives.
Stevenson’s Meta account went from zero RFIs to off the charts — overnight!
The Process
After auditing the Meta account, our team noticed
2 main areas of opportunity:
The account was running traffic campaigns with a conversion objective of “link clicks.”
While there was a conversion event they were optimizing for… it was firing not just for RFI submissions but for page loads as well.
Facebook’s objective is delivering your conversion objective at the lowest cost. So if it’s getting a signal that a conversion is firing when they load a page, it’ll give that to you for the lowest cost possible.
The result? Junk traffic: users who visited the page with little-to-no intent to submit the form.
After sharing the findings with Stevenson, they handed Level the keys to the account. Once inside, our dev team started by fixing the conversion event to only fire on valid form submissions. Next, our media buying team relaunched all the campaigns with this updated conversion event. We then continued to optimize the campaign by testing new ad creatives.
The Results
It didn’t take long for Meta’s algorithm to pick up on this new signal and start optimizing for it.
The results were immediate and shocking…
It didn’t take long for Meta’s algorithm to pick up on this new signal and start optimizing for it. The results were immediate and shocking…
Over the course of 24 hours, Stevenson started receiving the highest volume of new submissions from Meta Ads they’ve ever seen.
After these optimization efforts, Stevenson’s Meta Ads saw:
- RFIs – increase 1,000%+
- Cost-per-RFI – drop from $1,000+ to ~$160
Thanks to these impressive initial outcomes, we were also able to increase Stevenson’s monthly ad spend by ~260% to capture even more RFI volume for their programs.
We’re continuing our work with the amazing Stevenson team to scale ad spend, testing new ad creatives and approaches to maximize the university’s return on Meta Ads.
The proof is in the numbers
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