Sensis Websites write, design, build and host websites for Australian small to medium businesses, focusing on helping business owners establish a quality and cost-effective online presence.
To target Australian small business owners with Sensis Websites’ unique selling proposition and the benefits of the product, and to increase the quantity and quality of monthly leads.
We implemented a Social Acquisition Campaign to:
Generate quality leads through a combination of Facebook Lead Forms & Landing Page campaigns.
Reach the right customers using complex methods of targeting, such as lookalike audiences & retargeting pixels.
Build on audience and leads through consistent A/B testing and campaign optimisation.
We reached 232,361 unique people within a tightly targeted, SME-focused audience.
We discovered that the Facebook Lead Form campaigns outperformed the Landing Page campaigns, with a conversion rate of 12.51% compared to 3.21%.
We met and exceeded campaign KPIs and forecasts, largely due to the addition of the Lead Form Ads.
The average Cost Per Acquisition of the Lead Form Ads was 60% lower than the Landing Page campaigns, highlighting the cost-effectiveness of using Social Media for Acquisition.
Facebook designed their Lead Ads to make it easier for businesses to connect with customers on mobile devices, capitalising on the 81% of users who access social media from their phones.
The way they work is, when a potential customer taps on your Lead Ad in their Facebook feed, a form drops down that is pre-filled with their contact details, drawn from their Facebook profile. With just one more tap, they can sign up for your newsletter, request a quote, or take up a special offer. And, just like that, your business has a lead.
This ease-of-use, competitive price, plus the ability to customise your form and your audience means that Facebook Lead Ads result in good quality leads and higher than average conversion rates for your business.