641 Leads at 28% Lower CPL on 21% Less Spend, APAC Lead Gen, Meta Ads

The challenge

An APAC client wanted more high-quality leads through Facebook without inflating budget. The existing setup was scaling cost faster than lead quality, and cost per qualified lead was creeping up quarter on quarter.

What we did

• Restructured audience targeting around behavioural signals, not just demographics

• Refined creative to filter out low-intent clicks at the ad level

• Implemented lead form optimisation to lift submission rates without dropping quality

• Cut spend on underperforming placements and reallocated to proven cohorts

The results

• On-Facebook leads: 588 → 641, added 53 leads (+9%)

• CPL: $48.17 → $34.78 (dropped $13.39, -27.8%)

• Ad spend: $28.3K → $22.3K (cut $6K, -21.2%)

• Lead quality: improved (downstream qualification signals)

• Blended CAC: improved as a direct result

Why it matters

For APAC lead gen, where cost per qualified lead has been climbing across most accounts, a 28% CPL drop while cutting 21% of spend is a significant efficiency unlock. The blended CAC across the business improved as a direct result.

Running Meta lead gen in APAC and watching CPL creep up? Book a strategy call