I'm always excited to take on new projects and collaborate with innovative minds.

Email

imranatwork01@gmail.com

Website

https://imrandawood.com

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Project

Residential & Commercial Cleaning Business, WA

Diagnosed a 5x cost-per-lead gap between two live campaigns and reallocated budget to the winner — 47 leads at AU$29.95 blended CPL, with the optimized campaign alone running at AU$23.58.

Client

Cleaning Business, WA

Start Date

May 20, 2026
Residential & Commercial Cleaning Business, WA
  • Client: Residential & Commercial Cleaning Business, Perth Metro, WA
  • Platform: Meta Ads (Facebook & Instagram)
  • Objective: Lead Generation (Instant Forms)
  • The Challenge: The account was running two lead campaigns side by side — an older one built on static creative, and a newer one built around short-form video (reels). On the surface both looked "live and spending," but a campaign-level breakdown showed they were nowhere close in efficiency.
  • The Strategy: Pulled a campaign-level breakdown rather than relying on the account-level blended number, which was masking the gap; identified that the legacy static-creative campaign was costing more than 5x per lead than the newer reels-based campaign; reallocated budget toward the winning format and let the underperforming campaign wind down rather than continuing to fund it on assumption.
  • Results: 47 total leads · AU$29.95 blended cost/lead · 94% of leads from the optimized campaign · 5.2x efficiency gap found

  • Campaign breakdown:

    CampaignStatusSpendLeadsCost/Lead
    Reels-Based Campaign (Winner)ActiveAU$1,037.3944AU$23.58
    Static Creative Campaign (Legacy)PausedAU$370.143AU$123.38
  • Note: A separate 14-day window confirmed the pattern held: the optimized campaign ran at AU$25.47 per lead against AU$134.66 on the legacy campaign in the same period — a structural difference in creative approach, not a fluke.
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