This leading regional telecommunications company faced the dual challenge of generating leads through paid social and search while expanding into four new key local markets. The brand needed to build awareness in these areas without increasing its existing budget. However, a high cost per lead (CPL) posed a significant barrier, complicating resource allocation for both lead generation and market expansion. It required a clear, data-driven strategy to reduce CPL and optimize advertising efforts across its diverse product and service offerings.

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Insights: During the analysis, we monitored sales data, cost per lead, and competitor activity across various FSAs. A significant variance in performance was observed, linked to each market's unique competitive landscape, including differing competitors and offers.

Strategy: Recognizing that a one-size-fits-all approach would be ineffective, Prospect developed a region-specific strategy that included customized pricing and a targeted creative approach for each FSA. This strategic shift enabled this regional telecom to position its offerings more effectively against other regional competitors and enhance performance outcomes.

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Social media and search advertising were identified as key media tactics to drive qualified leads at an efficient cost.    

FSA Targeting: Ranking priority FSAs within each key market to zero in on high-opportunity consumers.

Creative Optimizations: Optimizations within social media platforms to increase clicks, CTR’s and drive leads.  

‍Testing: By analyzing which products perform well in the markets, optimized strategy to prevent budget wastage. This strategy was A/B tested and optimized.