We support Irish HomeCare in optimizing their advertising campaigns in SMA and reducing the cost per lead. Irish Homecare is one of the main providers of home care services in Ireland. The company specializes in supporting the elderly and people with home care needs, offering them personalized solutions to improve their quality of life.
Here are the most important elements for this mission:
- Leads: Campaigns must focus on generating quality leads.
- Current results: Performance was already stable, and Cost Per Lead (CPL) remained a major challenge.
Actions Taken to Reduce the Cost per Lead
After taking full management of the account, two major changes were made, each playing a key role in reducing the CPL:
1. Grouping Geolocations in Adsets
In existing campaigns, geolocations were separated into multiple Adsets. This segmentation is a source of complexity, sometimes limiting the algorithm’s ability to optimize performance. Thibault therefore proceeded with a strategic grouping of geolocations within the same Adset.
- Why this choice? It allows for an increase in the volume of data usable by the algorithm, promoting faster and more accurate optimization.
- Results obtained: The CPL dropped thanks to better budget allocation and improved priority given to performing segments.
2. Integration of Advertising Creatives Adapted to Seasonality
The second change was the use of visuals and advertising messages specially designed for the Christmas period. Irish Homecare provided assets adapted to the season, with messages focused on the specific needs of clients during the holiday season.
- Why this choice? Seasonal events offer the opportunity to capture attention more effectively.
- Results obtained: The ads recorded a decrease in CPL, even though it’s a slow period for the sector and the client.
Results Obtained
These adjustments allowed for impressive gains in record time. Here are the main performance indicators:
- CPL: A 20% reduction in cost per lead across the entire account, representing significant savings for the client.
- Engagement: The Christmas-specific advertising visuals generated more engagement, strengthening brand awareness.
We discussed the impact of visuals in SMA in a podcast episode with Thibault, click here:
Lessons Learned
This improvement in advertising performance with Irish Homecare allows us to draw several lessons:
- The importance of simplification: Grouping geolocations was a simple but high-impact decision, showing that simplifying structures can promote results.
- The power of adapted visuals: Investing in visuals and messages specific to seasonality or audience can transform results.
Conclusion
By managing the Irish Homecare account, we have the opportunity to demonstrate how a targeted approach and regular strategic adjustments based on results can transform advertising performance. This client case perfectly illustrates the importance of combining analysis, creativity, and initiative to achieve better results.
Irish Homecare now benefits from an optimized campaign structure, reduced CPL, and a strategy adapted to their needs. We continue to improve all of this!
Would you like us to take charge of optimizing your advertising campaigns? Let’s discuss your needs!
