Meta Ads Case Study (Retention Marketing)

Client Overview

Client: Complex Media
Website: complex-media.com
Landing Page: complex-media.com/ecommerce-crm/
Service: Retention marketing solutions for 6–7 figure e-commerce brands in the USA

Complex Media helps e-commerce brands improve customer lifetime value through retention strategies like email, SMS, and CRM automation.

Challenge

When the client approached me, the project came with multiple constraints:

  • New ad account with no historical data or pixel learning.

  • Limited monthly budget ($1,500) in a highly competitive retention marketing niche.

  • No in-house creative team to produce high-quality ad visuals.

  • Minimal brand presence — few social followers and low organic engagement.

  • No dedicated sales team for timely lead follow-ups (handled directly by the client).

These factors made it essential to build a strategy focused on cost-efficient testing, quality filtering, and strong automation.

Strategy

  1. Campaign Objective

    • Started with a Meta Lead Generation Campaign using Instant Forms to reduce friction and capture leads directly on Facebook and Instagram.

  2. Lead Quality Optimization

    • Added qualifying questions inside the form to filter out non-relevant or low-budget leads.

    • Integrated a Calendly link within the form so prospects could book a meeting immediately after submitting.

  • Automation Setup

    • Used Pabbly Connect to automate lead flow:

      • Each lead instantly pushed to Google Sheets for record-keeping.

      • Email notification sent automatically to the client for immediate follow-up.

  • Audience Testing

    • Tested both Detailed Targeting (e.g., Shopify, Klaviyo, e-commerce interests) and Advantage+ Audiences.

    • Observed that:

      • Detailed targeting produced higher-quality leads but at a higher CPL.

      • Advantage+ brought more volume and scalability at a lower cost.

  • Creative Experiments

    • Rotated between:

      • Static image ads (highlighting pain points and value props)

      • Carousel ads (showcasing service features and client results)

      • Short video creatives (for higher engagement)

    • Continuously optimized by pausing underperforming variants and reallocating budget to top performers.

Results (After One Month)

  • Total Leads: 30+ qualified leads

  • Cost Per Lead (CPL): ≈ $35

  • Engagement: Built a strong warm audience pool for future retargeting

  • Process Efficiency: Automated system ensured zero lead delays and faster follow-ups

  • Learning: Clear insight into which audience segments and creatives deliver quality vs. volume

Key Takeaways

  • Even with limited budget and no creative resources, structured testing and automation can deliver consistent results.

  • Instant forms with qualifying questions significantly improve lead relevance.

  • Automation tools like Pabbly bridge the gap between marketing and client communication, ensuring every lead counts.

  • Early data from lead campaigns is a valuable foundation for future retargeting and lookalike audiences.