This project started with a classic funnel problem: clicks were coming in, but calls weren’t. After analyzing the data from the first campaign, I discovered that the issue wasn’t audience quality but the booking flow itself. The Calendly form was too long and caused every potential client to drop off before confirmation.
Instead of guessing, I ran the numbers, simplified the booking process, and launched a retargeting phase focused on the same warm audience. Within two weeks, the campaign generated 9 booked calls at $38.8 per lead, compared to a $155+ CPL during the initial phase.
The creative shift was subtle but effective: stronger CTAs, clearer messaging, and placement tailored to the 35–54 age group that showed the highest intent.
This case study proves that optimization isn’t about luck. It’s about understanding where people stop, why they stop, and what makes them click again.
Phase 1: Cold Traffic
Goal: Book discovery calls through awareness ads
Budget: $775
Result: 22,627 impressions, 12 initiated bookings, 5 scheduled, 0 completed
Insight: The Calendly form was too long and complex, creating a 100% drop-off after time selection.
Phase 2: Retargeting
Goal: Re-engage non-bookers and visitors
Budget: $350
Result: 12K impressions, 9 booked meetings, top traction from 35–54 age group
Insight: Warm audiences responded strongly to simplified CTAs and urgency-driven creatives.
Outcome
After simplifying the form and running a focused retargeting phase, the campaign delivered a 180° turn in conversion performance = booked meetings at $38.8 per lead compared to $155+ CPL from cold traffic.
Takeaway
Marketing isn’t about getting it perfect the first time. It’s about spotting where your funnel leaks, patching it, and turning the same audience into results.
Steps moving forward:
