CPL — $1,4 | Lead Generation for Short-Term Micro Loans | Facebook Ads

Role
FB & IG Lead Generation Expert

Project goal
About the Project
MicroMoney is a financial organization that provides short-term loans for 1% per day interest to private persons.
Promotion region — Nigeria.
Main Goal
Collect potential customers’ contacts (name and cellphone number) through a website.

Solution
First of all, we analyzed the current situation.
Therefore, we’ve developed the following Audience Segments for further promotion:
1. Men 21-33
• Interests: Loan, Credit (finance), Financial services, Microcredit, Credit cards, Line of credit, Money, Finance, Mobile banking, Online banking, Income, Pawnbroker or Peer-to-peer lending.
• And must also match:
• Interests: Google Play, Mobile app or Web application.
2. Women 21-33
• Interests: Loan, Credit (finance), Financial services, Microcredit, Credit cards, Line of credit, Money, Finance, Mobile banking, Online banking, Income, Pawnbroker or Peer-to-peer lending.
• And must also match:
• Interests: Google Play, Mobile app or Web application.
3. Users 34-45
• Interests: Loan, Credit (finance), Financial services, Microcredit, Credit cards, Line of credit, Money, Finance, Mobile banking, Online banking, Income, Pawnbroker or Peer-to-peer lending.

Then we made 12 customized ads for different placements (Facebook Feed, Instagram, and Stories).
Later we maintained the campaign made A/B tests every two weeks — changing banners, target audiences and, texts, and others to improve conversion rate and reduce cost per lead.

The average statistics per month:
― Advertising budget — $1042
― The number of attracted visitors — 18191 pcs.
― Average cost per lead — is $1,4