{"id":10077,"date":"2025-11-03T15:59:42","date_gmt":"2025-11-03T19:59:42","guid":{"rendered":"https:\/\/j7.tactikdev.com\/blogue\/our-november-2021-facebook-ads-tests\/"},"modified":"2025-11-19T05:33:48","modified_gmt":"2025-11-19T09:33:48","slug":"our-november-2021-facebook-ads-tests","status":"publish","type":"post","link":"https:\/\/www.j7media.com\/en\/our-november-2021-facebook-ads-tests\/","title":{"rendered":"Our November 2021 Facebook Ads Tests"},"content":{"rendered":"<div>\n<section>\n<div>\n<div>\n<div>\n<div>\n<h2>Our November 2021 Facebook Ads Tests<\/h2>\n<\/div>\n<div>\n<div>\nAntoine Dalmas<br \/>\nFacebook Ads Guide<\/div>\n<\/div>\n<div>\n<title><\/title><\/p>\n<p>Every month, our expert team of Media Buyers performs a series of Facebook Advertising Tests to offer you expert tips on how to optimize your campaigns and strategies.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>Here are the results of our latest test as of November 1st, 2021.<\/p>\n<p>Sometimes, our best ads are no longer enough to hold the fort.<\/p>\n<p>In such cases, we tend to adapt and diversify ads that work again and again...but there comes a moment when this strategy no longer works.<\/p>\n<p>For an <strong>e-commerce<\/strong> client that sells candies and snacks, that\u2019s what we did.<\/p>\n<p>Here are some of the ad variations we published throughout the years.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"facebook hook 1\" data-height=\"872\" data-intrinsicsize=\"1642 x 872\" data-width=\"1642\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/520a7a06-52a6-11ec-9d31-5da947f515eb.png?v=1638781947\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/520a7a06-52a6-11ec-9d31-5da947f515eb.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>Hook: An avalanche of products<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"facebook ads hook 2\" data-height=\"732\" data-intrinsicsize=\"1630 x 732\" data-width=\"1630\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/59ae5372-52a6-11ec-80af-6311ae70428c.png?v=1638781947\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/59ae5372-52a6-11ec-80af-6311ae70428c.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>Hook: Product reaction<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"facebook ads 3\" data-height=\"734\" data-intrinsicsize=\"1636 x 734\" data-width=\"1636\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/5e1df44e-52a6-11ec-9d35-b39895af713f.png?v=1638781948\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/5e1df44e-52a6-11ec-9d35-b39895af713f.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>Hook: Product box<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>You may have noticed that we often feature all the products that our client sells, as they are from extremely well-known brands that help us make sales.<\/p>\n<p>Over the course of our tests, we realized that the audience that was making the most purchases was mostly young, as evidenced through our Hooks (e.g. \u2018Product Reactions,\u2019 a concept taken from YouTube thumbnails), but also through partnerships with trendy influencers.<\/p>\n<p>But as previously explained, all these variations were starting to make our account unstable, so in October, we tested a brand new approach.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"facebook ads results\" data-height=\"929\" data-intrinsicsize=\"1832 x 929\" data-width=\"1832\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/65b408b0-52a6-11ec-968c-69c08d692293.jpg?v=1638781948\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/65b408b0-52a6-11ec-968c-69c08d692293.jpg\" type=\"image\/jpeg\"\/><\/p>\n<div>\n<p>September\u2019s acquisition results: Our maximum ROAS was 2<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>For our new ads, we decided to continue featuring as many products as possible, while also using the social and linguistic codes of our target audience.<\/p>\n<p>We came up with the idea of filming an Unboxing with a cell phone and doing an \u2018Inboxing' (literally packing up a box) with a sticker we found on <strong>Instagram<\/strong>\/<strong>Tik Tok<\/strong>!<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"Unboxing publicite facebook\" data-height=\"828\" data-intrinsicsize=\"1636 x 828\" data-width=\"1636\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/663fe2d6-52a6-11ec-88c7-bd79ae814782.png?v=1638781949\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/663fe2d6-52a6-11ec-88c7-bd79ae814782.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>From left to right, the unboxing video in which we show each product in the box.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"publicite facebook ads inboxing\" data-height=\"822\" data-intrinsicsize=\"1624 x 822\" data-width=\"1624\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/6e4d4932-52a6-11ec-888b-9b27745b2767.png?v=1638781949\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/6e4d4932-52a6-11ec-888b-9b27745b2767.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>Still from left to right, we showed a customer's order being packed.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>\"I placed an order. Can you please make a video of it?\" is the question we received from a customer, which inspired us to make this 100% authentic ad.<\/p>\n<p>Needless to say, it\u2019s a video our target audience enjoyed throughout the entire month of October! \ud83d\ude01<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n Here\u2019s a look at our Lifetime results, with expenses.<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"lifetime facebook ads results\" data-height=\"827\" data-intrinsicsize=\"1920 x 827\" data-width=\"1920\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/9e4e4e16-52a5-11ec-a031-e171c7854007.jpg?v=1638781951\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/9e4e4e16-52a5-11ec-a031-e171c7854007.jpg\" type=\"image\/jpeg\"\/><\/p>\n<div>\n<p>Lifetime results<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>As explained, this approach seems to have worked because we replicated 2 already successful strategies:<\/p>\n<ul>\n<li>Featuring as many products as possible<\/li>\n<li>Using the content\/linguistic codes our audience uses and enjoys<\/li>\n<\/ul>\n<p>We all know the impact that an Unboxing video can have on your advertising results, but don\u2019t neglect Inboxing! If this format applies to you and your business, we suggest you try it!<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<h1>\n Betting against Facebook (november 8th)<br \/>\n <\/h1>\n<\/div>\n<div>\n<title><\/title><\/p>\n<p>latest test as of November 8th, 2021.<\/p>\n<p>It\u2019s sometimes difficult to pull the plug.<\/p>\n<p>Especially when a campaign is keeping your cost per result well below your target limit.<\/p>\n<p>But, it\u2019s the game you must play when you run Lead Gen campaigns.<\/p>\n<p>One of our Media Buyers would know, as they experienced this first hand for themselves for one of our clients.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"Special Ad Category\" data-height=\"522\" data-intrinsicsize=\"1148 x 522\" data-width=\"1148\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/f9eef2ea-52a8-11ec-b801-8dba2ad747ae.png?v=1638781952\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/f9eef2ea-52a8-11ec-b801-8dba2ad747ae.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>Special Ad Category<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>Like many other Lead Gen businesses, the client in question had to switch over to Special Ad Categories and suffered a short period of increased advertising costs. <\/p>\n<p>Their funnel? Messenger, which our client uses to connect with professionals in the construction or agricultural industries who are in need of equipment financing or loans.<\/p>\n<p>In September, this was their CPL (for Messenger).<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"messenger facebook ads\" data-height=\"914\" data-intrinsicsize=\"1156 x 914\" data-width=\"1156\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/fc7470f8-52a8-11ec-a1a9-ad0389310a1c.png?v=1638781953\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/fc7470f8-52a8-11ec-a1a9-ad0389310a1c.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>Messenger<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>This CPL wasn\u2019t so bad for this client, knowing that their CPL was $10.32 per result for a standard campaign and no <strong>Special Ad Categories<\/strong> last November.<\/p>\n<p>But, there was nevertheless a problem. One that you\u2019re bound to encounter with Lead Gen campaigns: lead quality.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"messenger facebook ads\" data-height=\"926\" data-intrinsicsize=\"644 x 926\" data-width=\"644\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/0053b062-52a9-11ec-9f16-678d140fee4b.png?v=1638781954\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/0053b062-52a9-11ec-9f16-678d140fee4b.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>Messenger Ads<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p><strong>Messenger<\/strong> Campaigns allow you to apply tags when managing your messages. A message received from one of your campaigns is identified by an ID, such as the one picture in the image below.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"Messenger facebook tag\" data-height=\"1051\" data-intrinsicsize=\"1588 x 1051\" data-width=\"1588\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/03d72566-52a9-11ec-9866-ab3ec53c16c9.png?v=1638781955\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/03d72566-52a9-11ec-9866-ab3ec53c16c9.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>Messenger Tag<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>This tool allowed us to understand that this ad was not generating qualified leads, in addition to eating up all of our budget (although for a very low CPL). Nevertheless, this ad met the chopping block anyway.<\/p>\n<ul>\n<li><strong>\u201cThe leads you\u2019re sending me aren\u2019t good enough. We\u2019re losing money.\u201d<\/strong><\/li>\n<\/ul>\n<p>Our Media Buyer had to take action. He had already tried to launch new ads, but the budget wasn\u2019t being allocated to these new ads.<\/p>\n<ul>\n<li><strong>\u201cHow valuable are these leads to you? How much are you willing to pay for qualified traffic?\u201d<\/strong><\/li>\n<\/ul>\n<p>Our Media Buyer got an idea on how to optimize the campaign, but he knew what it would lead to later.<\/p>\n<ul>\n<li><strong>\u201c$20. I think $20 is the best we can do!\u201d<\/strong><\/li>\n<\/ul>\n<p>Our Media Buyer thus decided to cut the problematic ad that took up the entire budget at the end of September and reassured our client.<\/p>\n<ul>\n<li><strong>\u201cOK, your CPL may go up in the next few weeks. We\u2019re keeping an eye on it, but it's for a test.\u201d<\/strong><\/li>\n<\/ul>\n<p>Here are the results of the campaign 4 weeks after our Media Buyer took action.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"ads manager\" data-height=\"676\" data-intrinsicsize=\"1320 x 676\" data-width=\"1320\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/25c8291c-52aa-11ec-bdc2-3b7717ea5975.png?v=1638781956\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/25c8291c-52aa-11ec-bdc2-3b7717ea5975.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>Messenger results<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>We were close to hitting our client\u2019s limit, but we ended the month with $19.46, and our Media Buyer received this email.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"\" data-height=\"600\" data-intrinsicsize=\"1176 x 600\" data-width=\"1176\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/065e5566-52a9-11ec-843d-0fa31b5ee9ff.png?v=1638781956\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/065e5566-52a9-11ec-843d-0fa31b5ee9ff.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>Our client sent us this email<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>By simply challenging <strong>Facebook<\/strong> and putting an end to what the platform deemed our \u2018best ad,\u2019 we managed to relaunch the whole funnel without having to change our approach or lose time trying to find qualified leads again.<\/p>\n<p>The process was simple: determine a max CPL, follow our leads\u2019 quality and reassure your client of the incoming cost increase.<\/p>\n<p>The <strong>Messenger<\/strong> tag has now become an essential campaign metric, just like ROAS for a conversion\/purchase campaign.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<h1>\n Lead Gen Quiz (November 15th)<br \/>\n <\/h1>\n<\/div>\n<div>\n<h1>\n Facebook: lowering the cost of your leads<br \/>\n <\/h1>\n<\/div>\n<div>\n<title><\/title><\/p>\n<p>Here are the results of our latest test as of November 15th, 2021.<\/p>\n<p>Lead Gen is complicated...episode n\u00b02933!<\/p>\n<p>A reality we discussed in detail in our last iOS 14 Squad email about Messenger campaigns.<\/p>\n<p>The client of this week\u2019s test is a Lead Gen client that puts prospects looking to renovate their homes in touch with renovation contractors to receive free quotes.<\/p>\n<p>We have a much better idea of how our campaign is doing this time, as our conversion objective lets us know if\/when a prospect submits their project on our client\u2019s website after seeing one of our ads, like this:<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"ads manager\" data-height=\"399\" data-intrinsicsize=\"1920 x 399\" data-width=\"1920\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/99883e44-5671-11ec-9e9e-914e6efb6700.png?v=1638781958\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/99883e44-5671-11ec-9e9e-914e6efb6700.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>Last 15 days of September<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>We have information about how many leads our campaign generates and how many of these leads (Client Details Submission) convert.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"facebook lead ad\" data-height=\"1080\" data-intrinsicsize=\"557 x 1080\" data-width=\"557\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/9f978aba-5671-11ec-9289-03ba7a58e7f1.png?v=1638781959\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/9f978aba-5671-11ec-9289-03ba7a58e7f1.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>One of the ads used for our \u2018Roofing\u2019 campaign<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>However, whenever it comes to renovations, one topic of discussion always comes up: the price.<\/p>\n<p><strong>How much does it cost to do this [renovation]? How much does it cost to replace [x]?\u00a0<\/strong><strong>What\u2019s the cost???<\/strong><\/p>\n<p>Price is clearly a sensitive topic in this domain. If the cost of renovations is too low, prospects will think it\u2019s a scam. Too high, and they\u2019ll think you\u2019re trying to take advantage of them. But, what is the average cost of renovations? This is what prospects really want to know, and not knowing scares them.<\/p>\n<p>So we changed our funnel, but not our offer!<\/p>\n<p>Advertising to our leads in more or less the same way, we found a way to address their concerns quickly and easily: a Quiz!<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"facebook quiz ad\" data-height=\"1080\" data-intrinsicsize=\"579 x 1080\" data-width=\"579\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/9fc35a68-5672-11ec-af01-db619517e2ff.png?v=1638781959\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/9fc35a68-5672-11ec-af01-db619517e2ff.png\" type=\"image\/png\"\/><\/p>\n<div>\n<p>Roofing ad with Quiz<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>As you can see, we didn\u2019t drastically change our ads. We only changed the tagline, which directly mimics our audience\u2019s #1 concern: How much do roofing renovations cost?<\/p>\n<p>Here are a few images of the Quiz.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"facebook funnel 1\" data-height=\"668\" data-intrinsicsize=\"1068 x 668\" data-width=\"1068\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/a122afa8-5672-11ec-9d36-25f7e92975af.png?v=1638781960\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/a122afa8-5672-11ec-9d36-25f7e92975af.png\" type=\"image\/png\"\/><\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"facebook funnel 2\" data-height=\"926\" data-intrinsicsize=\"1622 x 926\" data-width=\"1622\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/a1b1aff0-5672-11ec-9811-392dc8c89fcf.png?v=1638781961\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/a1b1aff0-5672-11ec-9811-392dc8c89fcf.png\" type=\"image\/png\"\/><\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>In fact, this is more than just a quiz: the prospect is actually filling out a submission form, and the answer to their question \u201cHow much does [x] cost?\" will come in the form of 3 free quotes from renovation contractors near them. We then end on an opt-in page and have them fill out a few final details.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"facebook funnel 3\" data-height=\"1080\" data-intrinsicsize=\"834 x 1080\" data-width=\"834\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/a426c446-5672-11ec-8450-2f8058ac992e.png?v=1638781961\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/a426c446-5672-11ec-8450-2f8058ac992e.png\" type=\"image\/png\"\/><\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>This format allowed us to generate leads that we could re-engage via email (if they did not fill out the entire form) in order to get more project submissions.<\/p>\n<p>Here are the results in October.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"ads manager results\" data-height=\"434\" data-intrinsicsize=\"1920 x 434\" data-width=\"1920\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/abad736e-5671-11ec-b162-0f2796812e7d.png?v=1638781962\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/abad736e-5671-11ec-b162-0f2796812e7d.png\" type=\"image\/png\"\/><\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>It seems almost impossible, but for our Roofing Campaign, we cut our cost per lead by 63% and cost per submission by 92%, even though the budget had practically doubled!<\/p>\n<p>And our \u2018Roofing\u2019 theme is but only one; imagine what would happen if we ran different ads for different renovation projects using the same strategy throughout the month?<\/p>\n<p>In September, we spent $5,953 and had an average CPL of $39.96. In October, thanks to our quiz campaign, our account\u2019s global CPL resembled the following:<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<img decoding=\"async\" align=\"\" alt=\"facebook lead gen strategy\" data-height=\"252\" data-intrinsicsize=\"1334 x 252\" data-width=\"1334\" loading=\"lazy\" src=\"https:\/\/www.j7media.com\/wp-content\/uploads\/a5a9ecee-5672-11ec-a7bc-fd067167f78b.png?v=1638781963\" srcset=\"https:\/\/www.j7media.com\/wp-content\/uploads\/a5a9ecee-5672-11ec-a7bc-fd067167f78b.png\" type=\"image\/png\"\/><\/div>\n<\/div>\n<\/section>\n<section>\n<div>\n<div>\n<div>\n<title><\/title><\/p>\n<p>This strategy was successful for several reasons.<\/p>\n<p>1\/ The most important: We were able to optimize for our final objective. In other words, our Quiz campaign was optimized to receive exactly what we were looking for: project submissions, rather than just leads.<\/p>\n<p>2\/ We bypassed the obstacle of prospects blindly asking for a quote (without necessarily having any information about renovation costs or our client\u2019s offer) by enticing them with a quiz. At the end of the quiz, we offer answers to their questions with information from certified experts. At this point, the prospect is already engaged and is less likely to back away: they want answers now!<\/p>\n<p>If you haven\u2019t tried a Quiz funnel yet, don\u2019t hesitate \u2013 even if you\u2019re an e-commerce company.<\/p>\n<p>If you know someone else who\u2019d be interested in our newsletter, feel free to share this article with them or direct them to\u00a0<a href=\"https:\/\/experts.j7media.com\/ios14-squad\/\" rel=\"noopener\" target=\"_blank\"><strong>our subscription page here.<\/strong><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Our November 2021 Facebook Ads Tests Antoine Dalmas Facebook Ads Guide Every month, our expert team of Media Buyers performs a series of Facebook Advertising Tests to offer you expert tips on how to optimize your campaigns and strategies. Here are the results of our latest test as of November 1st, 2021. Sometimes, our best [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":10078,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Every month, our expert team of Media Buyers performs a series of Facebook Ads Tests to offer you expert tips on how to optimize your campaigns and strategies. 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