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Case Overview

In a high-stakes, performance-driven campaign spanning 28 months, a white-labeled lead generation system was built to fuel major enterprise call centers in the financial services (debt resolution) space. Using a proprietary Meta ad strategy, this system consistently generated 7,000–8,000 high-quality leads per month, while maintaining downstream conversion rates of 20–25%, far exceeding the industry-standard 10% minimum.

With a monthly ad budget of $250,000, this project was one of the largest and longest-running in the category. Even through turbulent algorithm updates and rising CPAs, the campaign was stabilized and scaled using creative iteration, deep funnel logic, and custom-built backend infrastructure.

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Challenges

Downstream Performance Pressure: With leads going straight to high-volume call centers, there was a contractual requirement to hit a minimum 10% conversion rate.
Meta Algorithm Shift: Mid-campaign, Meta updates caused a sharp increase in CPAs—leading to unsustainable margins and the need for an urgent pivot.
Ad Fatigue Misdiagnosis: Legacy ad testing frameworks falsely attributed poor performance to frequency, leading to wasteful resets and unnecessary creative churn.
Multi-Brand Complexity: Each campaign was built around a separate consumer-facing brand, requiring unique creative angles and ongoing funnel tuning.

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Our Strategy

1. Multi-Brand Launch Playbook

• Created and deployed multiple white-labeled brands to target segmented personas and reduce compliance risk.
• Each brand included a custom funnel with dynamic creative tailored to user psychology.

2. Decision Tree Lead Qualification

• Implemented structured decision-tree logic before lead submission, improving contact rates and downstream conversion quality.
• Enabled lead scoring and routing across verticals and enterprise call center clients.

3. Meta Ad Strategy: Pivot to Evergreen Creative Testing

• Transitioned from rapid ad cycling to a performance-first creative model, using dynamic creative testing to isolate high-performing elements.
• Focused on UGC-style content—both static and video—which consistently outperformed brand-heavy creative.

4. Lead Routing & Backend Infrastructure

• Developed a fully integrated lead routing engine using LeadByte, webhooks, and API integrations—automatically pushing leads into the appropriate client CRMs in real time.
• Enabled centralized tracking, source attribution, and pacing control across all campaigns.

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Crisis & Pivot Moment

Midway through the engagement, platform performance took a hit: cost per lead surged by over 60%, making many campaigns unprofitable. The team initially followed a traditional ad cycle strategy—rotating out "fatigued" creatives—which only worsened performance.

The turning point came with the implementation of a more structured, element-based creative testing framework. By shifting focus from novelty to evergreen performance, the system stabilized, ROAS recovered, and scale resumed—saving the campaign and restoring profitability.

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