Mission Disrupt devised a comprehensive paid social media strategy, focusing on testing various audience segments and creatives. We rolled out campaigns on Meta (Facebook and Instagram), targeting high-intent audiences such as homeowners and housewives. New ad variations, including video content and single images with different copy variations to understand the engagement level we could get from different headlines and primary texts to ensure the most effective approach was used. We also utilized seasonally relevant messaging to capitalize on high demand during Oh Deer’s peak season.
Maximizing Leads for ohDEER: A Targeted Paid Social Campaign for Peak Season Success
ohDEER
The Mission
ohDEER, a wildlife control service, wanted to boost leads during their peak season from March to June. Historically, they struggled to maintain a steady cost per acquisition (CPA), with limited time to take advantage of this crucial period—starting the campaign at the end of March—they required a fast and effective paid social strategy to generate leads before demand declined in the fall. Oh Deer aimed to maximize lead generation with a limited budget, especially as costs increased closer to summer.
The Solution
The Solution
Audience Targeting
A mix of niche (housewives) and broad audiences was tested, with adjustments made based on cost trends. For example, when costs for a certain audience (housewives) dropped to an all-time low CPA of $11, we pushed the budget toward that segment.
The Solution
Creative Testing
New video ads performed better than static images, but certain ads were paused when CPA exceeded budget limits (e.g., a video ad with a $300 CPA was paused in favor of a $93 CPA image ad).
The Solution
Lead Generation Optimization
Shoppable posts and form-fill ads were optimized to reduce friction in the lead generation process.
The Conclusion
A Successful Campaign
Mission Disrupt successfully reduced Oh Deer’s CPA through audience optimization and creative testing while delivering consistent leads during their critical business months. By honing in on the most effective strategies, Oh Deer could continue to scale its social media marketing efforts, driving high-quality leads at a fraction of the original cost. This campaign demonstrated the importance of agile marketing in tight timeframes, ultimately driving impactful results within just a few short months.
The Results
- Leads Generated: A total of 91 leads since launch.
- Cost Efficiency: We saw a 80% decrease in CPL throughout the season.
- Budget Management: Throughout the campaign, adjustments were made based on seasonal trends, allowing for maximum impact within the set budget.