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Case Study: Reducing Lead Costs for an African Student Immigration Brand
In the Best Case Studies, the Results Speak for Themselves. Here Is a Sneak Peek:
Executive Summary
This client provides immigration and study-abroad consultation services for students across Africa. When they came to us, their cost per lead (CPL) was extremely high—around $45 (Ksh ~6,300)—due to poor campaign setup, account mismanagement, and repeated ad rejections. We completely rebuilt their Meta advertising strategy from the ground up, including launching a new ad account in Kenyan Shillings, optimizing for local relevance, and applying a structured funnel-based campaign framework.
As a result, we reduced the cost per lead to just Ksh 135–150 ($1 USD), a 95–97% drop, while maintaining strong campaign performance and 2%+ CTRs. The client has been consistently satisfied and continues to see high-quality leads at scale.
Industry: Overseas Education & Student Immigration Services
Platform: Meta Ads (Facebook & Instagram)
Ad Budget: Approx. Ksh 1.5M (≈ $10,000 USD over 2 months)
Timeframe: October 2021 – Ongoing
Location: Africa (HQ), Targeting Global Destinations
Objectives
- Generate consistent, affordable leads for local chiropractic practitioners
- Maintain a low CPA across all campaigns
- Scale ad learnings across multiple similar accounts
- Navigate ad compliance issues (e.g., stem cell-related content restrictions)
Strategy Overview
- Template-Based Account Scaling
- Applied a shared strategic framework across all accounts (localized for each client)
- Cross-tested successful targeting setups from one account to others for rapid deployment
- Applied a shared strategic framework across all accounts (localized for each client)
- Audience Segmentation & Targeting Tests
- Used targeting types such as:
- Sports interests
- High-income audiences
- Local radius targeting
- Manual interest layering
- Sports interests
- Goal was to find repeatable audience pools across all locations
- Used targeting types such as:
- Creative & Messaging Variation
- Tested ad copy variations around core pain points (e.g., knee, shoulder, back, foot pain)
- Avoided direct stem cell terminology to remain compliant while still promoting treatment benefits
- Focused on benefits, testimonials, and call-to-action prompts suited for local markets
- Tested ad copy variations around core pain points (e.g., knee, shoulder, back, foot pain)
- Budget Control & Performance Monitoring
- Each account’s budget capped around $1,500/month on average daily performance checks and bid strategy adjustments to stabilize lead flow
Monthly Performance (AED)
Metric | Result |
Monthly Ad Spend | $1,000–$2,000 per account |
Total Accounts | 30–40+ |
Cost Per Lead (CPL) | $8 |
Cost Per Acquisition (CPA) | ~$23 |
Lead Types | Chiropractic consultation, joint treatment, pain management |
Key Target Areas | Sports injury, high-income, localized demographics |
Key Takeaways
- Strategy replication across similar business types yields faster results and lower testing costs
- Creative needs to remain compliant with ad platform policies (e.g., avoiding banned terms like “stem cell”)
- Interest targeting and high-quality local copy remain essential for service-based lead generation
- Even with low budgets, coordinated campaign architecture across accounts delivers strong ROI for agencies
Conclusion
By managing a portfolio of chiropractic clients with shared needs but localized executions, we delivered strong CPL and CPA metrics at scale. Through consistent optimization, strict budget management, and strategic creative development, we’ve built a replicable lead generation engine for chiropractic practitioners across multiple regions.
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