External Cleaning: Million budget and 75% more profitable ads for Meta and Google

Goal: Reduce cost per lead from 220kr+ to below 183 for facade cleaning and roof cleaning

We started a collaboration to help Utvendig Renhold with their advertising on Meta (Facebook and Instagram) and Google.

Jonathan, the founder of Utvendig Renhold, was operationally inside the ad manager and managed all advertising himself. A monthly budget of between 100 and 200 thousand kroner on the two channels. He wanted some professionals with fresh eyes and hands on the account, and it became our job to manage the advertising.

"No problem Jonathan, we believe in this."

The collaboration began.

With just one twist 👇🏼

Then we receive an interesting message from Jonathan:

"Hey, by the way, we're going to reduce the budget by about 50% on the ads for these months. Here's the new marketing budget."

Challenge accepted. Let's see how good results we can create. We should then have plenty to show in order to scale up the budget again – that's what we thought.

How we proceeded

There were already quite a few ads running that were doing OK, and we created a strategy to optimize them, set up a proper structure, and start testing content. We read through forums, reviews, ads, and competitors to understand what triggered purchases.

Phase 1: Validate our ads against existing ones, improve structure, and scale

By starting the advertising with this, we clarify which graphic and text combination works best together. This is optimal as the graphics and text are most crucial for whether your target audience stops scrolling and reads your ad.

The goal is to find the best variant. This is determined by looking at KPIs such as CPL (cost per lead, inquiry), CTR (What percentage of everyone who sees the ad clicks on it?), CPM (How much does it cost to show the ad to 1000 people?), CPC (How much does each click on the ad cost?).

Phase 2: Review of running ads

We define an average of the performance in the ad account today and find ads that are above this average. We try to scale these ads right away.

We did a closer analysis of the best ads to understand what makes them perform well.

And the start of the collaboration couldn't have gone any better

The cost per lead (CPL) went from 223kr (April 1) to 144kr (April 20).

Despite a significant drop in budget, they get just as many leads as before through advertising. We've managed to make even more big moves and initiatives and the volume of leads not only remains stable—it's increasing.

Now it's about continuing to improve the ads, and introduce new content to avoid the ads hitting the ceiling without any backups.

And most importantly, scaling it up as well. Spend more – earn more!

How did we manage to reduce the cost per lead from 223kr to 144kr?

3 tricks:

• Optimization of what's running today

• Scaling of what works – 19% increase in budget every other day

• Consolidation of ad sets

Optimization of what's running today

Not all the ads that ran at the start of the collaboration were viable. We started tests and set up retargeting.

Scaling of what works – 19% increase in budget every other day

We dug and found some ads that were performing well. Those ads got more budget. They were low-hanging fruits that needed expertise to identify. We make a living by analyzing, and this was the perfect job for us.

Consolidation of ad sets

Consolidation is = to merge something. Instead of running individual ads for each location, it was more beneficial to gather all locations under one ad set to get it out of the learning phase and rake in a lot of good leads.

The result?

After 1 month of collaboration, we have achieved the following:

Facebook and Instagram:

• Reduced CPL by 34.5% in 20 days

  • This results in a volume of 100 leads from 14,400kr

  • Previously, 100 leads would have cost 22,300kr

  • This means that every 100th lead saves them 7,900 kr

  • And there are over 100 leads per week :)

• Utvendig Renhold has found an agency partner that delivers on what they say (a core value at Curve)

  • And Jonathan no longer has to spend hours on advertising every week, and can instead do other things that a founder can do to take his company forward

Google:

• Reduced CPL by 42.99% from 201.75kr to 115.01kr from March 2024 to April 2024.

• Nearly doubled CTR from 3.56% to 6.94%.

• Generated 57 more leads with less ad budget.

If you have any questions, or want to work with us, don't hesitate to send us a message on LinkedIn or an email to hei@curve.no