Cutting Lead Costs by 36%
and Boosting Conversions for
Payments247 with Expert
Facebook Ad Strategys
Our Methodology: Precision Facebook Ad Optimisation
When Payments247 approached OptiModo Marketing, we knew immediately that success would require more than just tweaking ad copy or targeting. To achieve substantial cost reductions and performance improvements, we deployed a comprehensive, data- driven Facebook ad strategy that combined creative optimisation, audience targeting, and advanced tracking mechanisms. Here’s how we did it:
- Data-Driven Audience Segmentation
- Custom Creative Strategy
- Advanced Campaign Structuring and Budget Allocation
- Retargeting to Maximise Conversions
- Granular Tracking and Optimisation
Data-Driven Audience Segmentation
Data-Driven Audience Segmentation
Custom Creative Strategy
Custom Creative Strategy
Advanced Campaign Structuring and Budget Allocation
Data-Driven Audience Segmentation
Retargeting to Maximise Conversions
Data-Driven Audience Segmentation
Granular Tracking and Optimisation
Custom Creative Strategy
Data-Driven
Audience Segmentation
One of the first areas we addressed was Payments247’s audience targeting. Facebook’s ad platform is powerful, but without the right data, it can lead to inefficient ad spend. We took a deep dive into Payments247’s existing customer data, using insights to segment audiences based on behaviour, demographics, and intent.
By creating highly refined audience segments, we were able to target users who were most likely to convert, eliminating wasted spend on unqualified traffic. This involved leveraging Facebook’s Lookalike Audiences, which we built from Payments247’s highest-value customers, ensuring that every pound spent was going towards attracting the most relevant prospects
Custom Creative Strategy
For any Facebook ad campaign to succeed at the highest level, creative execution needs to be on point. We worked closely with Payments247 to craft ad creatives that spoke directly to the pain points of their target audience—businesses that needed seamless, reliable, and affordable card payment solutions.
Our approach to creative optimisation involved constant testing. We A/B tested headlines, copy variations, call-to-action buttons, and visual elements to identify which combinations resonated best with each audience segment. Through this rigorous split-testing process, we refined the messaging and imagery to drive maximum engagement, boosting both click-through rates and conversion rates across the board.
Advanced Campaign Structuring and Budget Allocation
We applied advanced campaign structuring techniques to ensure that Payments247’s Facebook ads were being served to the right people at the right time, with the right messaging. This involved breaking down their ad campaigns into specific objectives—whether it was awareness, lead generation, or retargeting—and allocating the budget accordingly.
By strategically distributing their ad spend across these stages of the customer journey, we were able to generate high-quality leads at various points of engagement, while maintaining cost efficiency throughout. The use of Facebook’s sophisticated campaign objectives and dynamic ads allowed us to automate and optimise for the best possible performance.
Retargeting to Maximise Conversions
Retargeting played a crucial role in increasing Payments247’s conversion rates. We implemented highly targeted retargeting campaigns to engage users who had interacted with their website, landing pages, or Facebook page but hadn’t converted. These ads were personalised and tailored to the specific behaviours of these users, often highlighting case studies, customer testimonials, or limited-time offers to drive urgency.
By re-engaging these warm leads, we drastically improved the conversion rate, turning many previously hesitant prospects into paying customers.
Granular Tracking and Optimisation
Our success with Payments247 wasn’t just about setting up campaigns and letting them run—it was about constantly monitoring and optimising their performance. We set up granular tracking through Facebook’s advanced pixel tracking, conversion APIs, and custom events, giving us full visibility into every touchpoint a lead went through before converting.
This allowed us to continually refine the campaigns, pausing underperforming ads, re-allocating budget to high- converting ones, and optimising in real- time. We didn’t leave anything to chance; every decision was informed by hard data, ensuring that Payments247 got the maximum return on their ad spend.
The Results : Lower Costs, Higher Conversions
The impact of our Facebook ad strategy was immediate and transformative for Payments247. Within a short time, we had achieved the following results:
Pre-OptiModo Lead Cost
£19.74
Post-OptiModo Lead Cost (A reduction of 36.6%)
£12.52
This reduction in lead cost allowed Payments247 to generate more leads for the same budget, enabling them to scale their business without increasing their ad spend. But we didn’t stop there.
Increased Conversion Rates
Our optimised targeting and creative refinement didn’t just reduce costs—it also drove higher conversion rates. Payments247 saw a significant increase in the percentage of leads turning into paying customers, which directly contributed to their bottom line.
A Premium, High-Impact Approach
At OptiModo Marketing, we don’t just run ads-we deploy precision-targeted, high-level strategies that deliver results. Our work with Payments247 demonstrates how a premium approach to Facebook ad management can reduce lead costs, increase conversions, and create scalable growth for ambitious businesses.
