Facebook owner Meta released a case study at the end of last week, highlighting some of the success that brokerage group Equiti has had using the company’s messenger-based ads.
So-called ‘Click to Messenger’ ads keep the prospective client within the Facebook or Instagram platform. As the name suggests, clicking on the ad brings the user into the Messenger function of the two apps.
Equiti is then able to get the client to answer a number of questions via a completely automated chat function.
Completing those questions then registers the client as a lead within Meta Ads and allows the company to send them customised messaging for reengagement, based on their responses and how far they progress down the marketing funnel.
In its case study, Meta said that Equiti was able to reduce its cost per lead within Meta’s marketing functions by 27%. The number of leads generated also rose by 36%.
Those figures were based on an A/B test the broker undertook, which compared Click to Messenger ads, with the broker’s ‘normal’ Meta ads. The broker’s other ads redirected clients to fill out a form on the Equiti website.
“Lead generation campaigns using ads that click to Messenger have transformed the way we generate leads through Meta,” said Riccardo Camon, Head of Performance at Equiti.
“The intuitive setup and automation have allowed us to build a personalised and approachable way to find quality leads at a sufficient cost. We can’t wait to start testing more business messaging solutions for different use cases.”
Equiti has launched a number of Meta Ads since the start of this month. Currently ads are set up to target Vietnam, Thailand, the Philippines, Spanish-speaking LATAM, and various parts of the MENA region, including Saudi Arabia.
