Paid Social | Creative Strategy

Increasing Return on Ad Spend by 117% for a Premium E-Learning Brand

In 2025, I was brought in by The Event Crowd to help improve the performance of their Meta Ads.

At the time, their approach focused on lead generation. Campaigns were producing a high volume of leads at a low cost, which looked positive on the surface. However, the reality was very different.

Lead quality was poor, conversion rates were low and their sales team was spending a significant amount of time working through leads that were unlikely to become customers.

After reviewing the account and sales process, I recommended a shift in strategy, focusing on generating qualified call bookings directly from Meta.

The objective: reduce volume, increase intent.

Instead of completing a lead form, prospects were sent to a dedicated landing page where they could book a call with the sales team.

Alongside this change, I developed new creative concepts, ad scripts and messaging designed to better qualify prospects before they entered the funnel.

The result was a significant improvement in efficiency, lead quality and profitability.

Compared to the previous six months, lead volume fell from over 5,100 leads to 708 call bookings. While this increased the cost per lead, it greatly improved the quality of prospects entering the sales process.

Instead of spending time filtering through thousands of low-intent enquiries, the sales team could focus on a smaller number of prospects who had already demonstrated genuine interest by booking a call.

This was reflected in the lead-to-sale conversion rate, which increased more than twelvefold, rising from 0.18% to 2.12%.

Cost Per Sale reduced by 54%, falling from £2,079 to £964, while Return on Ad Spend increased by 117%, rising from 1.15x to 2.5x.

By focusing on quality over quantity, Meta became a profitable acquisition channel that was aligned with the capacity and strengths of their internal team.

We were struggling to execute a meta strategy that actually worked, reusing older assets and getting increasingly worse results. Ed came in and completely modernised the strategy - writing scripts for the ads themselves, providing assistance with landing pages, all while focussing on how this fed into our wider business goals. He took an underperforming channel that was wasting money, to a profitable, major part of our wider marketing strategy.