3 months
4×
Booked jobs per month
20
Before
80
After
−70%Cost per lead
4×Leads per month
Meta Ads · Tracking & Analytics Updated
How Meta Ads Cut Cost per Lead by 66% for a US Photo Editing Company in 6 Months
This photo editing company was paying $80 for every lead and getting only 20 a month. Six months later, it was getting 95 leads a month at $27 each.
Results
6 months
Source: Meta Ads account data
- Leads per month
- 95
- +375% vs. month 1
- Cost per lead
- $27
- -66% vs. month 1
- CTR
- 4.9%
- +69% vs. month 1
- Client
- Photo Editing Service Company (USA)
- Industry
- B2B
- Market
- United States
- Channels
- Facebook Ads, Instagram Ads
- Timeframe
- 6 months
- Led by
- Sirajul Islam (Siraj)
Tools & platforms
- Meta Ads Manager
- Meta Events Manager
- Meta Pixel
- Meta Conversions API
- Meta Instant Forms
Overview
A Photo Editing Team Ready for More Clients
This client is a US company offering photo retouching, photo editing and related image services. Their work speaks for itself, but only if people get to see it. They were running Facebook and Instagram ads with Instant Forms to collect leads. The goal was to get many more leads each month without paying so much for each one.
The challenge
Too Few Leads at Too High a Price
When we started, the ads brought in about 20 leads a month at $80 per lead. Only 2.9% of people who saw an ad clicked on it, so the ads weren't grabbing attention. The Instant Form was long and not easy to fill in on a phone, so many people dropped off halfway. There was also no simple reason for someone to try the service for the first time.
The solution
Show the Work, Make It Easy to Say Yes
We started with tracking. We set up the Meta Pixel and the Conversions API so Meta could learn from real leads, not just clicks. Then we rebuilt the Instant Form to be short and easy to fill in on a phone. We launched a simple offer, free editing for 5 images, so people could try the service with no risk. The ads now showed real before and after edits, short videos and real customer reviews. We added remarketing for people who had engaged but didn't sign up, and used qualifying questions on the form to filter out weak leads.
Results
Month 1 vs. Month 6
Same company, same market, six months apart. Here's how the numbers moved.
Before
Expensive Leads, Few Sign-Ups
The ads brought in about 20 leads a month at $80 each, and only 2.9% of people clicked.
After
More Leads at a Third of the Cost
By month six, the ads brought in 95 leads a month at $27 each, and CTR reached 4.9%.
Leads per month
2095
4.8×
Cost per lead
$80$27
−66%
CTR
2.9%4.9%
+69%
First month of work vs. sixth month of work
Execution
What We Did, Step by Step
-
Phase 1
Fix the Tracking
We set up the Meta Pixel and the Conversions API so every lead was tracked and Meta could learn from real sign-ups.
-
Phase 2
Simpler Instant Form and Offer
We rebuilt the Instant Form to be short and mobile friendly and launched free editing for 5 images.
-
Phase 3
Before and After Creatives
We replaced generic ads with real before and after edits, short videos and real customer reviews.
-
Phase 4
Remarketing and Lead Filtering
We remarketed to people who had engaged but not signed up, and added qualifying questions to keep lead quality high.
FAQ
Questions about this project
Why did the free 5-image offer work so well?
It removed the risk. People could see the quality on their own photos before paying anything, which made signing up an easy decision.
Why use Instant Forms instead of a website?
Instant Forms let people sign up without leaving Facebook or Instagram. Once we made the form short and easy on a phone, far fewer people dropped off.
Did lead quality drop as leads went up?
We watched for that closely. Qualifying questions on the form helped filter out people who weren't a fit, so the growth came from real prospects.
How long did it take?
Six months in total. Tracking and the new form came first, then the offer and new creatives, then remarketing and filtering. The numbers improved step by step.
More results
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