The Philadelphia Sheriff's Office and Mayor Cherelle Parker’s administration wanted to give local residents—especially those in low-income communities—first access to abandoned properties and educate them on the home-buying process. Monthly webinars limited campaign duration, preventing Meta’s algorithms from fully optimizing and making it difficult to refine ad creatives based on performance data.
We transitioned from monthly to on-demand webinars, optimized ad creatives and budget allocation, and integrated high-performing Google Search keywords into Meta ad headlines. This approach significantly improved ad performance and audience engagement.
As a result, the cost per lead dropped from $12.77 to $4.98, a 56% reduction, and monthly registrations increased from 117 to 1,215, a 938% improvement, all while using the same budget.
