Meta Ads Campaign: 50% Lower CPA for SaaS Client

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Client Overview: A B2B SaaS startup needed to scale their lead generation through paid social while maintaining profitability.

The Challenge: Previous Meta campaigns had high CPAs ($85+) with low-quality leads. The funnel was leaky and targeting was too broad.

My Approach: Built a full-funnel Meta Ads strategy with lookalike audiences based on existing customers, retargeting sequences for website visitors, and creative testing with 15+ ad variations.

Results: CPA dropped from $85 to $42 (50% reduction) | Lead quality score improved by 40% | Monthly qualified leads increased from 120 to 340 | Ad spend efficiency improved by 3x

Tools Used: Meta Ads Manager, Meta Pixel, UTM tracking, HubSpot CRM, Canva for ad creatives