The Perfect Smile had been running Facebook Ads for a number of years and achieving questionable results as the CPA was high and not sustainable. Their website tracking was a major issue as the Facebook pixel had not been set up correctly. Getting this fixed was a priority.
Our immediate goal was to implement accurate website tracking, in order to collects lead data from all traffic sources on the site.
Our main objective was to significantly reduce the CPA as requested from “The Perfect Smile”. A CPA target of ￡30 and below would be our goal for all future campaigns.
We also had to ensure the quantity of the leads were sufficient to scale and that the quality of enquiries were qualified and relevant to TPS.