Cut Lead Costs in Half with Facebook Ads

What if you could double your qualified leads and slash your marketing costs—without increasing your ad spend? That’s exactly what one business coaching company achieved in just 30 days by partnering with CDM Suite and harnessing the power of Facebook Ads. In a hyper-competitive coaching niche, this small-budget campaign delivered big results and invaluable lessons for any service business aiming to grow online. Read on for a behind-the-scenes look at the strategies, data, and creative tactics that drove this transformation.

Executive Summary: The Fast Track to More Leads—For Less

Facing steep competition and rising advertising costs, a U.S.-based business coaching company turned to CDM Suite to boost brand awareness and generate qualified leads—without breaking the bank. In just one month, our strategic Facebook Ads campaign generated 40 high-quality leads at a cost per lead (CPL) of only $8.43—almost half the initial rate. This case study unpacks the winning formula behind the numbers and offers actionable tips for anyone looking to maximize ROI with digital ads.

Meet the Client: Coaching Champions for Modern Entrepreneurs

Our client is a dynamic business coaching company dedicated to empowering both aspiring and seasoned entrepreneurs. Their mission: provide cutting-edge insights, practical skills, and tailored resources that transform business ideas into thriving ventures. They offer personalized coaching and actionable strategies designed to meet each entrepreneur’s unique needs and accelerate business growth.

Yet, despite a robust offering and proven results, the company faced a familiar challenge: breaking through the noise in a saturated coaching market. With countless competitors vying for attention, the need for cost-effective lead generation and sustained brand visibility had never been more urgent.

The Challenge: Standing Out in a Crowded Coaching Market

Competitive Pressures and Rising Costs

The business coaching sector is booming—but so is competition. For our client, this meant:

• Low brand awareness among target audiences
• High cost per lead (CPL) from previous digital campaigns
• Difficulty in reaching and converting business owners and startup founders ready to invest in growth

The company’s main objectives were clear:

• Build strong brand presence online
• Attract qualified leads for training and coaching programs
• Optimize ad spend to ensure every dollar delivered measurable results

These goals reflect a common pain point across the coaching industry, where many businesses struggle to balance visibility, lead quality, and budget efficiency.

Strategy & Solution: Data-Driven Facebook Ads in Action

Step 1: Research & Audience Building

Our approach began with deep audience research. We identified and prioritized segments most likely to benefit from business coaching—entrepreneurs, startup founders, and small business owners seeking growth. This step ensured that every ad dollar was spent reaching those with real intent and need.

Step 2: Campaign Structure & Creative Testing

We launched a 30-day Facebook and Instagram campaign, leveraging:

• Multiple audience groups: Custom, interest-based, and lookalike audiences modeled on existing clients
• A/B testing: Systematic testing of different ad formats, headlines, and calls-to-action to pinpoint the most effective combinations
• Video-based creatives: High-engagement video ads featuring success stories, actionable tips, and a compelling lead magnet
• Remarketing: Strategic retargeting of users who engaged with initial ads, driving them further down the funnel with additional offers

Step 3: Optimizing for Cost & Lead Quality

Continuous monitoring and real-time adjustments were key. We tracked CPL, engagement rates, and audience response, quickly pausing underperforming ads and reallocating budget to top performers. Video ads and retargeting sequences stood out as the highest converters.

Timeline & Deliverables

• Week 1: Audience research, creative production, campaign setup
• Week 2–3: Initial campaign launch, daily performance monitoring, first round of A/B testing
• Week 4: Full optimization—shifting spend to best-performing ads, refining targeting, pushing remarketing and lookalike audiences

Results: The Data Behind the Success

By the end of the 30-day campaign, the numbers told a compelling story:

Key Metrics (30 Days, $500 Budget)

• Total leads generated: 40
• Final cost per lead (CPL): $8.43 (down from $18.57 at launch)
• Budget: $500 (U.S. market)
• Best performing ad type: Video conversion ads with remarketing and lookalike audiences
• Lead quality: High (as measured by opt-in rates and follow-up engagement)

What Made the Difference?

• Initial CPL: $18.57 (before optimization)
• Final, optimized CPL: $8.43 (54% reduction)
• Consistent lead flow: Steady supply of qualified leads throughout the campaign

This performance is even more impressive considering that the average Facebook ad cost per click in June 2025 is $0.70, and the average cost per 1,000 impressions is $12.74—making our CPL highly competitive for the coaching industry (source).

Creative That Converts: Why Video + Retargeting Wins

The star performers were video conversion ads. Their story-driven, visually engaging format captured attention and encouraged action. Combined with remarketing and lookalike audiences, they delivered the lowest CPL and highest engagement rates—a pattern echoed in other successful coaching campaigns.

Client Feedback

The coaching company reported a noticeable uptick in qualified inquiries and was able to fill its training pipeline for the next quarter. Their team praised the transparency and agility of CDM Suite’s campaign management, citing increased confidence in digital marketing investments.

Key Takeaways: Lessons for Marketers

Here are five actionable insights any business can apply:

• Invest in audience research: Precision targeting is critical—know exactly who you want to reach.
• Test, measure, optimize: A/B testing and real-time adjustments are crucial for lowering CPL and boosting ROI.
• Leverage video and remarketing: Video content drives stronger engagement and remarketing sequences nurture leads through the funnel.
• Start broad, then narrow: Begin with wider targeting to let Facebook’s algorithm find responsive audiences, then refine for maximum efficiency.
• Focus on CPL, not just clicks: Track cost per lead as your true north—cheap clicks don’t always mean real customers.

Ready to Amplify Your Own Results?

If you want to discover exactly what’s missing in your marketing strategy—and get a custom growth plan tailored to your business—don’t guess. Take CDM Suite’s Free 3-Minute Marketing Assessment today and unlock your next level of growth.

Start your free assessment now and see how you can turn your marketing dollars into real, measurable results.

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