+ Professional Services
A disciplined scaling framework for a professional services firm's Meta ads
Lead quality held steady even as the budget scaled up hard
Client
Confidential
Industry
Professional Services
Services
Facebook Ads, Lead Generation, Campaign Scaling
01
Challenge
This professional services firm had validated its offer at modest ad spend and was ready to commit serious budget to Meta. Scaling paid social is where cost per lead often drifts from around $15 into the $40 plus range as audiences saturate and creative fatigues.
The goal was to scale spend hard while holding cost per lead and lead quality steady, rather than burning budget on bloated CPLs or leaving growth on the table. They needed a disciplined scaling framework, not just more money pushed into existing ad sets.
02
Approach
Built a structured CBO campaign architecture with Advantage+ audiences alongside manually built lookalikes at 1, 2, 3, and 5 percent, seeded off high-value customer lists uploaded via the Conversions API. Shipped fresh static, carousel, and UGC-style video assets every fortnight on a 3-2-2 testing cadence to stay ahead of fatigue curves.
Moved winning ads into a dedicated scaling campaign with 20 percent daily budget increases, capped by frequency thresholds and CPL guardrails in Meta Ads Manager. Held lead quality flat across the push while scaling spend.
Delivered a high-volume lead pipeline at a steady $16. 02 cost per lead.
03
What we delivered
Campaign Architecture
- CBO structure
- Advantage+ audiences
- Lookalike tiers
Audience Data
- Conversions API
- Customer list seeding
- Lookalike modelling
Creative Production
- Static and carousel
- UGC-style video
- Fortnightly refresh
Scaling Controls
- Daily budget increases
- Frequency thresholds
- CPL guardrails
04
Results
$16.02
Cost per lead held steady at scale
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Lead quality held steady even as the budget scaled up hard. Tell us about your business and we will show you what we can do for you.
