Lowering CPA for Meta through Creative Optimization

Luxury Cruise (Arctic Circle with Daryl Braithwaite)

Background

Destination HQ, a luxury travel agency and member of Virtuoso & Luxury Travel Collection, is known for creating highly personalised travel experiences. For their Arctic Circle expedition, they elevated the journey by featuring the legendary Australian singer Daryl Braithwaite as a special guest.

With growing interest in luxury cruises, Destination HQ aimed to scale digital lead generation on Meta while keeping acquisition costs under control.

Primary Objective

  • Decrease Cost per Acquisition (CPA)
  • • Improve Lead Generation via Website Forms

Challenge

Although lead volume was healthy, the Cost per Acquisition was higher than expected in the initial phase. Destination HQ needed a creative-led optimisation strategy to balance both scale and efficiency.

Strategy

A deep dive into creative performance revealed that ads featuring Daryl Braithwaite generated significantly stronger audience engagement compared to other creatives.

Key Actions Taken:

  • Conducted a creative performance audit to identify high-performing themes
  • Analysed ad variations featuring Daryl Braithwaite for audience response
  • Developed new creative variations highlighting the artist
  • Optimised ad placements to maximise visibility for top creatives
  • Monitored real-time engagement to inform quick adjustments

Results

The creative optimisation led to immediate and sustained improvements:

  • CPA dropped by nearly 50% within one week
  • Lead conversions increased by almost 40% compared
    to the previous period

Key Takeaways

  • Data-led creative analysis helps uncover what truly resonates with audiences
  • Using a well-known personality in ad creatives boosts both engagement & efficiency
  • Rapid creative optimisation on Meta can yield quick and measurable improvements
  • Continuous monitoring ensures sustained performance gains
  • Smart creative adjustments can deliver massive cost savings and higher ROI

Clients :Destination HQ
Agency Name: PayPerCampaign (PPC)

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