Case Study on the Effectiveness of Meta Ads in the U.S. Market

Business

Local service for selling and installing home water purification systems in private houses.

Objectives and Goals of Launching Social Media Advertising:

• Assessing niche potential and measuring real audience needs
• Testing hypotheses on target audience segments
• Determining optimal combinations of creatives and goals

Implementation

The client has just started operating in this field, so standard goals such as the number of acquired customers had not yet been established at the beginning of the collaboration. In such cases, two approaches are possible:

1. All-In Approach — This approach delivers quick results but is costly. It involves setting up all possible types of advertising campaigns, using various audience segments, and testing different goal formats both within the account and on social media platforms.
2. Rational Approach — This approach minimizes budget expenses but achieves results gradually. We sequentially set up different types and formats of advertising campaigns, starting with the hypothetically most effective ones, and only move to the next stage after completing the previous one. Analysis and comparison of results are conducted after all stages are completed.

Given that this is a new project for the client and internal processes are not yet streamlined, a joint decision was made to implement the rational approach.

Types of Optimization Goals

The first parameter for comparison was the campaign optimization goal. Our specialists launched 3 different variants to determine the format that could attract the highest number of conversions:

Important: The hybrid nature of the service (equipment purchase + installation, without the option to choose them separately) was not reflected on the website, which was built on the Shopify platform with standard eCommerce functionality. As a result, the campaign optimized for eCommerce events showed unsatisfactory performance.

Type of Interaction in Lead Generation Campaigns

The next parameter was the type of interaction. The following options were considered:

• Facebook Messenger messages
• Instagram messages
• Facebook lead form

The result largely depends on how the target audience prefers to communicate. If your project has an established history, you can skip this test and simply analyze how your customers usually reach out (via Instagram or Facebook). Results:

Facebook Messenger	Instagram Message	Lead Form
1 conversion	1 conversion	10 conversions

Creatives for Social Media

Evaluating the effectiveness of creatives based on the number of conversions is not the optimal approach, as the primary purpose of a creative is to capture the user's attention rather than convert them into a customer. Effectiveness can be measured using different metrics depending on the parameters and goals. We use the standard Meta Ads Quality Rank, which reflects the relative performance of an ad in the auction:

• Above Average
• Average
• Below Average (lower than 35%, 20%, or 10% of similar ads)

Creative Formats Used in the Advertising Campaign

Type: Single Image
Performance Evaluation: Below Average
Type: Image Carousel
Performance Evaluation: Average
Type: Video
Performance Evaluation: Average

Results

The results of experiments evaluating the effectiveness of Meta Ads tools:

Campaign Optimization Goals	Type of Interaction	Creative Formats
Lead Generation eCommerce Traffic	Lead Form Facebook Messenger Instagram Messages	Video Single Image Image Carousel

Experiments with Meta Ads tools revealed the following optimal combination of settings for achieving the lowest cost per conversion:

• Goal: Lead Generation
• Optimization Type: Lead Form
• Ad Format: Video

Project Team

• Project Manager: Alexandra Nesina
• PPC Specialist: Alexander Shilin
• Head of Contextual Advertising Department: Galyna Lyman