When it comes to Facebook Ads, one of the biggest headaches for businesses is high lead costs. You invest in a campaign, but if your cost per lead (CPL) is too high, it cuts into your profits and leaves you questioning whether the effort is even paying off.
That’s exactly what we encountered with AmazingNewFace.ca—a Toronto-based aesthetics clinic offering treatments like HIFU skin tightening and facial rejuvenation. While leads were coming in through Facebook Ads, the CPL sat around $9–$10, making the results feel too expensive to sustain.
Our mission? Lower the lead cost—without compromising on quality.
We rolled out a series of A/B tests and refined our strategy, honing in on better audience targeting, sharper ad copy, and localized language choices. The outcome?
A. 300+ leads in just two months
B. Combined reach (Facebook & Instagram): 35,000
C. Engagements: 2,873 (excluding DMs)
D. CPL dropped from $9–$10 to just $2.50–$3.50 (a 75% reduction!)
What We Learned from This Campaign
Dialing in your audience is everything – Niche targeting brings in
higher-quality leads than casting a wide net.
Videos beat images – But pairing your visuals with a question drives even more
interaction.
Speak their language – Farsi ads with English captions resonated most with
Persian-speaking audiences.
The comments section matters – A surprising number of leads came from
conversations, not just clicks.
Test, tweak, repeat – Small, smart adjustments made a big impact on overall
costs.
Now, let’s break down exactly what we did—so you can apply the same strategy!
Phase 1: A/B Testing – Zeroing in on
the Right Audience
One of the biggest mistakes businesses make with Facebook Ads is going too broad. Sure, you might reach more people, but if those people aren’t likely to convert, you're just wasting your budget. High reach doesn’t always mean high returns—especially when your cost per lead (CPL) starts creeping up.
We knew audience targeting would make or break the campaign. So, we launched an A/B test to compare broad versus niche targeting to see which one would deliver more value for our ad spend.
Broad vs. Niche: Which Audience Actually Converts?
We ran the same ad with two different targeting strategies:
Ad 1 (Broad Audience): We targeted men and women ages 25–65 within a
15-mile radius of the clinic, without narrowing for language or ethnicity. The
idea was to cast a wide net and let Facebook do the work.
Ad 2 (Niche Audience): We specifically targeted Persian-speaking women,
ages 25–65—people who had previously shown interest in similar treatments.
What the Data Told Us
Once the ads ran for a set time, we pulled the performance data from Meta Ads
Manager—and the contrast was clear:
Ad 1 (Broad Targeting):
High reach –
The ad was seen by a large audience
Higher CPL –
Despite all those impressions, the leads were more expensive
Why? When you target broadly, your ad appears to people who may have zero interest in your offer. That dilutes your effectiveness and raises your CPL.
Ad 2 (Niche Targeting):
Lower reach – Fewer people saw it, but…
Better conversions – Those who did were much more likely to take action
Why Niche Targeting Delivers
When you zero in on a defined audience—like Persian-speaking women interested
in beauty treatments—you’re talking to people who are already warmed up. The
language, tone, and messaging feel familiar, and that emotional connection
drives more action. Less wasted spend, more quality leads.
The Big Insight: Reach Doesn’t Equal Results
Getting your ad in front of more eyes doesn’t mean those people will convert.
Bigger isn’t better if the audience isn’t aligned. With niche targeting, we
spent smarter—not more—by focusing on people who were far more likely to engage
and convert.
The Bottom Line: Don’t chase vanity metrics. Aim for relevance. The more precisely you define your audience, the better your results—and your return on ad spend—will be.
Phase 2: Content Optimization – Which
Ad Format Delivers the Best Results?
After locking in the right audience, our next challenge was figuring out what kind of content would actually capture their attention.
Let’s face it—when someone’s scrolling through Facebook or Instagram, they’re seeing a flood of ads. If your content doesn’t make them pause, they’ll scroll right past, and your ad spend goes down the drain.
That’s why we launched a second A/B test—this time comparing content formats: Video vs. Image.
Video or Image? Which One Sparks More Engagement?
We ran two versions of the same offer, but with completely different creative:
Video Ads – These were short, eye-catching clips that explained the
benefits of HIFU and other aesthetic treatments. Some included real client
testimonials, while others highlighted dramatic before-and-after visuals.
Image Ads – These featured crisp, professionally designed images
showcasing treatments. Some included before-and-after shots, while others were
clean service promos with minimal text.
The Results – Which Format Came Out on Top?
Once the ads had run and we dug into the Meta Insights, the winner was obvious:
Videos Outperformed Static Images
Higher engagement – Viewers spent more time watching and interacting with video
content
More reactions and shares – Videos encouraged comments, likes, and friend tags
Stronger lead generation – More users clicked through and submitted lead forms compared
to image-based ads
Why Video Wins:
Videos grab attention faster and hold it longer. Unlike static images, they let
you highlight treatments in action, explain benefits clearly, and create a more
immersive experience. This dynamic format not only boosts interest but also
builds stronger brand awareness and trust in less time.
Not All Videos Were Created Equal
Videos that featured a question in the thumbnail stood out the most – For
example:
"What is HIFU? Is It Better Than Botox?"
This format got significantly more clicks than a straightforward message like
“We offer HIFU treatments.”
Why Question Thumbnails Work:
Thumbnails with questions spark curiosity. They create a sense of intrigue and
make viewers want to learn more. By inviting people into a conversation, rather
than just making a statement, these thumbnails naturally drive more clicks and
views. It’s a simple tweak with powerful results.
Before & After Images Delivered Strong Results
High engagement – Viewers are drawn to proof they
can see.
Top-performing overlays – Phrases like “See the
results after just one session”
outperformed plain service descriptions.
Poor visuals flopped – Low-quality or generic images
led to poor engagement and wasted budget.
Why They Work:
Before-and-after visuals build instant credibility. They show real results, not
just promises, helping potential clients trust your services. When people see
what’s possible, they’re more likely to take action.
Big Takeaway: Video Leads, but Visual Strategy Matters
Video is your MVP – But only when it sparks curiosity or asks a compelling
question.
Images can still shine – Use strong transformations and attention-grabbing text
to make them count.
Quality is everything – Whether it's a photo or a video, poor visuals lead to poor results.
What did we learn? If you want better engagement, lower costs, and more conversions, invest in high-quality content that grabs attention and makes people curious!
Phase 3: The Power of Language –
Native Language vs. English in Ads
After figuring out our ideal audience and best-performing content types, one
big question remained:
What language should our ads use?
Since AmazingNewFace.ca has a large Persian-speaking audience but also wanted to appeal to the broader Toronto market, we decided to test how language impacts engagement and conversion rates.
Native vs. English – Which Language Drives Better
Results?
We created two ad variations to compare:
Farsi (Persian) Videos with English Captions – These spoke directly to
Persian speakers in their native language, while still being accessible to
English speakers.
English Videos with Farsi Captions – These ads delivered the message in
English but added Farsi captions for added accessibility.
We also created image ads with both English and Farsi text to test visual
content engagement.
The Outcome – Which Language Performs Best?
Persian-Language Videos Came Out on Top
Stronger emotional connection – Ads in Farsi created a sense of familiarity and trust.
More shares and comments – Viewers tagged friends, commented, and engaged in discussion.
Higher conversions – These ads generated more leads at a lower cost.
Why Native-Language Ads Win:
Speaking your audience’s language shows cultural awareness. It builds immediate
trust and resonates on a deeper level, making people more likely to engage and
convert. When viewers feel seen, they respond.
English Videos with Farsi Captions Performed Well Too
Broader reach –
These ads appealed to both Persian-speaking and non-Persian viewers.
Good engagement and conversions – Though slightly less engaging than full Farsi ads, they still
worked well.
Why This Combo Works:
Using Farsi for emotional connection and English captions for accessibility
gave us the best of both worlds—relevance for the core audience and inclusivity
for a wider one.
Farsi Text in Image Ads Didn’t Perform as Well
English-text images had higher
engagement – Even among Persian speakers, English visuals performed better.
Why English Outperformed in Image Ads:
In a diverse city like Toronto, English is widely understood—even within ethnic
communities. Image ads with English felt more polished, modern, and easier to
process at a glance, leading to stronger results.
Key Takeaway: Speak Their Language, But Choose the Right
Format
Native-language video content builds
connection and boosts conversions
Adding English captions increases
accessibility and widens reach
For image ads, English text tends to
perform better—even with niche audiences
Lesson learned? If you want to drive deeper engagement, lower your ad costs, and build trust with your audience, using their native language—especially in video—can make all the difference.
Phase 4: Fine-Tuning & Scaling –
How We Hit 300+ Leads in Just 2 Months
At this stage, we had our targeting locked in, content format figured out, and
knew that personalized language made a real difference. But we weren’t finished
yet.
Now came the fun part—scaling our ads while keeping lead
costs low and quality high.
The goal? Turn our winning formula into a reliable lead machine.
How We Cut the Cost per Lead from $9–$10 to Just
$2.50–$3.50
With our content and targeting refined, we increased ad spend
strategically—watching performance closely. Here’s what we saw:
Month 1:
80 leads generated
Focused on testing and optimizing
Month 2:
Reach: 35,000
Engagement: 2,873 (excluding DMs)
300+ leads generated
CPL dropped to $2.50–$3.50
What Really Moved the Needle?
Boosting Top Performers – Instead of launching new ads, we scaled up the
ones already working—Persian videos with English captions, question-based
thumbnails, and before-and-after images.
Why This Worked: Scaling proven winners avoids wasting budget on untested ideas. We simply put more spend behind what was already delivering results.
Turning Comments into Conversions – We stayed active in the comments, answering questions, giving info, and nudging people to DM or call. This helped convert people who didn’t click the ad directly but were clearly interested.
Why It Matters: Engaging in comments builds trust. When people see you respond and care, they feel more confident taking the next step—even without clicking right away.
Shifting the Goal: From Clicks to Conversations – A lot of leads came from the comments, not the clicks. By treating comment sections like conversation hubs, we turned interest into action.
Retargeting Warm Leads – We followed up with people who engaged but didn’t convert. Because they were already familiar with the brand, the cost to convert them was much lower.
Why Retargeting Works: These users are halfway there—they’ve already shown interest. A gentle reminder or second exposure often pushes them to convert, and it’s far more cost-effective than cold outreach.
Key Takeaway: Scaling Smart Beats Spending Big
Focus on what’s
already working—Don’t
spread yourself thin with constant new ad creation
Engagement matters—Many conversions happened in the comment section, not just
through clicks
Retargeting is gold—It’s a
low-cost way to convert warm leads who just need a nudge
Lesson learned? Scaling isn’t about spending more—it’s about being intentional with your budget, maximizing what works, and turning every point of contact into an opportunity to convert.
FAQs: Facebook and Instagram Ads
1. “My Facebook leads are way too expensive! How do I
bring down my cost per lead?”
Answer: We hear this a lot—and it’s totally valid. High CPL can eat
through your budget fast. What made the biggest difference for us was narrowing
our audience. Instead of targeting everyone in a radius, we focused on a
specific niche—Persian-speaking women interested in beauty. That precision
brought our CPL way down.
2. “Do Facebook Ads even work for generating leads, or am
I wasting my money?”
Answer: They can absolutely work—but only with the right
strategy. At first, our client was seeing leads, but they were too costly. Once
we adjusted the targeting and content, we got way more leads at a fraction of
the cost. So yes, Facebook Ads can work—you just need to dial in your approach.
3. “How do I find the right audience to target with
Facebook Ads?”
Answer: Facebook offers powerful targeting tools, and the trick is going
niche. Broad targeting sounds good in theory, but in practice, it wastes money.
We saw real success when we zeroed in on people with specific interests that
matched our client’s services. That’s where the real conversions happened.
4. “What gets better results—video ads or image ads?”
Answer: Video wins, hands down. They hold attention longer and get more
interaction overall. But here’s the kicker—videos with a question in the
thumbnail perform best. Something like “What is HIFU?” sparks curiosity and
boosts clicks like crazy.
5. “Does language matter in Facebook Ads? Should I use
different languages for different audiences?”
Answer: Definitely! Language plays a big role. We found that using Farsi
with English subtitles worked best for our Persian-speaking audience. It felt
personal and built trust. At the same time, English-only ads helped us reach a
wider Toronto audience. It’s all about knowing who you’re talking to.
6. “Aside from targeting and visuals, how else can I
improve my Facebook Ad performance?”
Answer: One word: engagement. Don’t just let your ads run and walk away.
We stayed active in the comments—answering questions, encouraging messages, and
offering help. Plus, we used retargeting to bring back people who’d already
shown interest. That combo made a huge difference.
7. “How do I scale my Facebook Ads without blowing up my
budget?”
Answer: Scaling smart means doubling down on what’s already working. We
didn’t launch dozens of new ads—we boosted the ones that were performing best.
And we tracked the data closely, adjusting quickly to keep performance high and
costs low.
8. “What if I have a small budget? Can I still get
results with Facebook Ads?”
Answer: Absolutely. Small budgets can still go far with smart strategy.
Focus on niche targeting so every dollar counts. Create thumb-stopping video
content, and test different messages to see what hits. It’s not about how much
you spend—it’s how well you spend it.
9. “How can I tell if my Facebook Ads are actually
working?”
Answer: Look beyond reach. Engagement and conversions are what really
matter. Comments, shares, and leads tell you a lot more than impressions. For
us, tracking CPL showed clear progress. When we saw it drop from $9–$10 to
$2.50–$3.50, we knew our strategy was on point.
10. “What are the biggest Facebook Ad mistakes to avoid?”
Answer: Three big ones:
- Targeting too broadly
- Using low-quality or boring creatives
- Ignoring the comments and engagement
Think of Facebook Ads as a conversation, not a one-way broadcast. If people comment, reply! Build that trust.
Conclusion: Strategy Is the Real
Superpower
This campaign proved that lowering lead costs isn’t about throwing more money at ads—it’s about strategy. By refining our audience, creating high-performing content, using native language, and engaging directly with people, we dropped our CPL from $9–$10 to just $2.50–$3.50.
The secret sauce? Niche targeting. Video content that sparks curiosity. Culturally relevant messaging. And turning comments into conversations.
Instead of chasing reach, we focused on real engagement—and brought in 300+ quality leads in just two months.
If you're battling high ad costs and poor lead quality, don’t give up. Just optimize smarter. Every piece counts.
Bio: Maede
is a content curator at UnlimitedExposure,
a company dedicated to providing a wide range of digital marketing resources.
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