The results were promising almost immediately, and by the end of the test, we saw a 55% improvement in cost-per-lead over the previous period (from $8.22 to $3.67), and a 48% improvement in CPL in the 3 new ads compared to all other lead gen ads in the account, year-to-date. The new ads generated 118 leads in just over a month. We did also see a lift in their secondary KPI, CTR, compared to both YTD (+19%) and previous period (+48%).

As the top digital marketing firm serving nonprofits, M+R wants to remain ahead of the curve, which includes staying at the forefront on AI tools. They also do a ton of planning and production of creative for Meta advertising, and otherwise. M+R didn’t have a streamlined way to develop messaging + visual assets that are likely to perform well based on their clients' past data, goals, timing, and countless other factors.