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How-To Generate Local Youth Soccer Academy Leads for Less Than $14 Using Facebook Ads [Case Study]

Do you want to generate more leads for your local youth soccer league?

Maybe you’re a Facebook advertiser who is researching what is working for other agencies like ours?

Either way, in this case study, I’m going to show you the exact campaign that we used to generate $14 leads for a youth soccer league in Woodland Hills, CA.

For the skimmers, here is what I’m about to share with you:

  • How I get local soccer league leads for our clients for less than $14 each.
  • The exact ads, images, and copy that I used.
  • All the details you need to do the same thing.
What would 39 leads in 30 days do for your business?

Ready? Let’s do this!

Part 1: Start With A Great Offer

One of the first things we discuss with a new client is its introductory offer. Nearly all business owners despise offering deep discounts or free offers to get people to come in the door.

Free offers are one of the biggest misconceptions of marketing (and sales) in general. You have to understand that the value is created after the experience.

Getting people in the door to experience your business is the hardest things a business must do to survive, so you need to remove as much friction as possible. The best way to do that is not to ask a lead to take out his or her credit card on the first visit.

Once they do visit, and they experience how great your business is, it is up to you and your sales staff to move them up your value ladder.

If you’ve never heard of the value ladder concept before, here is an example of what one looks like for most soccer leagues.

Most people typically refer to these as “upsells.”

So, for this client, we offered a free week of the skills clinic which was worth $50.

The free week would allow parents and children to experience the excellent programs and staff the club has to offer so parents would sign up their children.

Part 2: Ad Creative & Copy

For this client, we ran two different ads. Both were videos.

All of these ads were utilizing Facebook’s Lead Forms because (in most instances) Facebook charges more for ads that drive people to a landing page or external source.

Why does Facebook do this? Because it is evil! I am just kidding. Facebook wants to keep users on its platform, so if you are using ads to drive people off of Facebook, it tends to be more expensive.

Facebook Lead ads are pop-up contact forms on the user’s screen, and after submitted, the form disappears, and the user can keep scrolling right on down his or her newsfeed.

Now that you know why we used Facebook Lead Ads for this campaign check out the ad below, which was the clear winner (look at that engagement on Instagram!).

Part 3: Ad Details and Results

Before we jump into all the lead details for this campaign, I want to ask you one question:

What would 39 leads in 30 days do for your business?

You may be worried about having to follow-up with all of those leads promptly, but something tells me it would be pretty impactful and you would find a way to make it happen. After all, you’re an entrepreneur!

Need help following up with leads in your business? Check out our fully-automated Follow-Up Monster.

Click the image to see the full size

Ad Objective: Lead Form

Impressions: 32,107

(How many people saw the ad.)

Clicks on Ad: 147

Cost Per Click: $0.93

Total Cost: $491.85

Headline:

Text:

Call To Action: Sign Up

Entire Campaign

Ad Objective: Lead Form

Impressions: 33,842

(How many people saw the ad.)

Clicks on Ad: 575

Cost Per Click: $0.90

Total Cost: $517.41

Part 5: Retargeting Website Traffic

Never again do we want to hear: Retargeting isn’t worth it!

Why? Because our client would have missed out on 8 additional leads if we wouldn’t have implemented website retargeting. Moreover, all we had to spend was $25.56!

Retargeting Leads: 8

Retargeting Cost Per Lead: $3.20

We rest our case ⚖️.

Summary (Plus, What You Should Do Next…)

Learning what has worked for others is just the first step. However, if you want to maximize your potential on Facebook, you need to understand the powerful tools that you have at your fingertips…That’s why my partner put together this bonus, on-demand video that you can get access to below.

Here’s what we’re going to cover:

  • Proper Tracking Codes: With adding one line of code to your website, multiple social networks can track what people do on your site and enable you to “retarget” them at a later time.
  • Audiences: The groups of people that you target to show your ads to. Can be built from email lists, website visitors, people who interact with your brand online and more.
  • Irresistible Offers: Giving people a good reason to come into your business is critical. Creating urgency and scarcity (legitimately) is the best way to do this.
  • Brand Awareness Campaigns: People don’t want to see sales ads from businesses they’ve never heard about. Campaigns that generate local awareness get your “foot in the door” so people are expecting to hear from you again.
  • Great Design & Copy: The real secret to making Facebook ads work is beautifully designed ads with persuasive copy that makes people act.

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