How Payments247 Cut Lead Costs by 36% and Increased Conversions with Facebook Ads

Payments247, a leading UK provider of card payment solutions, needed a way to generate more high-quality leads without overspending on ads. Their existing campaigns were delivering results, but the cost per lead was far from sustainable.

They partnered with OptiModo Marketing — specialists in performance-driven Facebook Ads — to reduce their lead costs, improve conversion rates, and create a scalable model for growth. The outcome was clear: a 36.6% reduction in cost per lead and a significant uplift in conversions.

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The Challenge

Before working with OptiModo Marketing, Payments247 faced challenges that limited their ability to scale:

  • High lead costs averaging £19.74 per lead.

  • Conversion inefficiencies, with too few leads turning into paying customers.

  • Limited campaign structure, making it difficult to optimise spend across the customer journey.

They needed an advanced strategy that would deliver more leads, better conversions, and greater efficiency.

Our Expert Approach

We implemented a precision Facebook Ads strategy designed to maximise every pound spent:

Data-Driven Audience Segmentatio

We built highly refined audience segments, leveraging lookalike audiences from Payments247’s most valuable customers. This ensured ads only reached people most likely to convert.

Creative Optimisation

Our team tested multiple ad creatives, refining visuals, headlines, and copy to speak directly to business owners’ pain points. This testing process improved both click-through rates and conversion rates.

Advanced Campaign Structuring

We structured campaigns to match different customer journey stages — awareness, lead generation, and retargeting — and allocated budget strategically for maximum ROI.

Retargeting Campaigns

We re-engaged warm prospects who had visited the website or interacted with ads but hadn’t converted. Personalised retargeting ads showcased testimonials and limited-time offers to drive urgency.

Granular Tracking & Continuous Optimisation

With advanced pixel tracking and custom conversion events, we monitored every touchpoint. Underperforming ads were paused, and budget was shifted to top-performers to ensure efficiency.

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The Results

The impact of our work with Payments247 was immediate and measurable

  • 36.6% Reduction in Lead Cost – from £19.74 to just £12.52 per lead.
  • Increased Conversions – more enquiries turned into paying customers.
  • Higher ROI – more leads generated without raising ad spend.
  • Scalable Model – a system built to deliver sustainable growth.

Why This Matters

This case study shows the value of expert-led Facebook Ads. By reducing wasted spend and increasing conversion efficiency, Payments247 was able to scale their business profitably.

At OptiModo Marketing, we don’t just run ads — we:

  • Build data-driven campaigns that reduce costs and increase ROI.

  • Create high-converting ad creatives tailored to the audience.

  • Deliver scalable systems for long-term growth.

Conclusion

Payments247 partnered with OptiModo Marketing to tackle high lead costs and underperforming conversions. The result was a 36.6% reduction in cost per lead and stronger conversion rates — proving that with the right strategy, Facebook Ads can be a powerful driver of growth.

If you want to achieve the same for your business, partner with OptiModo Marketing — the experts in high-performance Facebook Ads.

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