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1,100+
New leads generated
74%
Increase in newsletter subscribers
50%+
Click-to-lead conversion rate
89%
Of opt-in traffic driven by Meta Ads
400K+
Existing Instagram audience
Emily didn’t need more credibility, she already had it!
She had built an audience of more than 400,000 followers and an established coaching business through organic marketing.
The challenge was that attracting new people consistently had become increasingly difficult.
Organic content was largely reaching people who already knew the brand, making it harder to continuously introduce fresh leads into the business.
The objective wasn’t to replace organic marketing, but to build a reliable acquisition channel that could consistently bring qualified new people into the business.
Before launching any campaigns, we analyzed the business’s existing ecosystem.
Rather than guessing which freebie to promote, we reviewed:
The objective was to identify which lead magnets were already proven before investing in traffic.
Instead of creating a completely new funnel, we used Meta Ads to expand the reach of Emily’s strongest-performing lead magnets.
Because the business already had proven offers and messaging, the strategy focused on helping more qualified people discover them rather than reinventing the marketing.
Instead of speaking to everyone interested in weight loss, we developed campaigns around specific buying situations.
For example:
As performance data came in, we doubled down on the messaging that resonated most. One of the strongest-performing angles centered around busy moms, which led to additional creative variations built around that theme.
Throughout the engagement, multiple creative formats were tested simultaneously, including videos and graphics.
Winning creatives received more budget while underperforming ads were reduced or paused.
Rather than making reactive changes, optimization was guided by performance data to improve lead quality and efficiency over time.
1,100+ new leads generated in approximately one month
470 downloads from one lead magnet
642 downloads from another
Average click-to-lead conversion above 50%
Low cost per lead maintained throughout the campaigns
Newsletter subscribers increased by 74%
Paid ads generated 89% of traffic to the opt-in pages
This project showed how Meta Ads can complement an established organic business rather than replace it.
Emily had already built an incredible business organically, but like many established brands, consistently reaching new people had become more challenging.
By identifying her strongest lead magnets, testing different customer angles, and continuously optimizing the campaigns, Meta Ads became a reliable way to introduce qualified new people to her business on an ongoing basis.
Rather than replacing the organic marketing that had already built such a strong foundation, paid ads amplified it—helping the business reach people who hadn’t discovered Emily yet and creating a more predictable system for attracting new leads.