Ryan’s main goal is to generate as many high-quality leads as possible to the top of his funnel. We drove mainly cold traffic straight to the landing pages of his funnels to a quiz that is used to qualify them to receive a call from the AFN team.
A great deal of our focus for Ryan’s strategy was on our messaging in our ad copy and creative. Because his account is in a special ad category with limited targeting capabilities, nailing our messaging was absolutely vital in attracting the right leads into his funnels.
We tested out a variety of different creative and found that video content performed much better than images. So, we shifted to incorporate more engaging videos that were direct, to the point, and no longer than 1-2 minutes. The videos hit on the audience’s struggles to receive the mortgage loans they need to make their home buying dreams come true and provided them with actions they could take immediately to get support.
We were extremely direct in calling out our target audience within our ad copy. For example, in his funnel for Veteran assistance, our ad copy might explicitly say “Attention Veterans!” By honing in our messaging to better speak to Ryan’s audience, we saw our cost per lead lower at the beginning of 2021.