Large UK Charity
PPC Success Stories
43% More Leads While Cutting Cost Per Lead by 44% on Meta
When a large UK charity approached PPC Geeks, they were running periodic, event-led Meta campaigns that delivered volume but lacked efficiency. Each campaign window required a rapid restart, with minimal learning carried forward from previous flights. The objective was clear: generate significantly more leads while reducing cost per acquisition. Efficiency mattered as much as scale.
The charity had previously achieved steady results, but cost per lead was high and optimisation was inconsistent between campaign bursts. With non-continuous advertising, Meta’s learning phase repeatedly reset. This created unnecessary waste during relaunch periods. A more disciplined structure was needed.
PPC Geeks rebuilt the account around a single, clearly defined lead objective and introduced controlled creative testing. Rather than expanding complexity, we simplified decision-making. The result was higher lead volume, lower costs, and materially improved efficiency during defined campaign windows.
"The difference in efficiency was immediately noticeable."
"We were generating more supporters at a significantly lower cost, which has a direct impact on our work."
~ Large UK Charity
The Challenge
- Campaigns were not always-on, limiting learning carryover
- Previous Meta performance generated leads but inefficiently
- Restarting campaigns required fast ramp-up with minimal waste
- Creative decisions had previously been driven by preference rather than performance
The Impact
Within the first renewed campaign window, leads increased from 2,414 to 3,561. Cost per lead fell dramatically from approximately £11.08 to £6.21. Clicks surged from 49,014 to 84,896 while maintaining controlled spend.
The Outcome
Over successive campaign flights, performance stability improved significantly. Lead generation remained consistently above previous baselines, while efficiency was maintained below historical cost levels. Impressions increased from 3.97 million to 4.32 million, demonstrating scalable reach without sacrificing lead quality.
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The Brief
The Brief:
The charity required higher lead volume during defined campaign windows. They needed cost efficiency to maximise return on fundraising activity. Campaigns were event-led rather than always-on. Fast relaunch performance was critical. Waste during learning phases had to be reduced.
The Challenge:
Meta’s optimisation reset between campaign bursts. Previous creative testing lacked discipline. Cost per lead was higher than acceptable thresholds.
The Results
Short-Term Results:
Within the first renewed campaign window, leads increased from 2,414 to 3,561. Cost per lead fell dramatically from approximately £11.08 to £6.21. Clicks surged from 49,014 to 84,896 while maintaining controlled spend.
47.51%
INCREASE IN LEADS
73.21%
SURGE IN CLICKS
8.82%
INCREASE IN IMPRESSIONS
LEAD GENERATION ABOVE PREVIOUS BASELINES
Long-Term Results:
How We Did It
How We Did It:
Rebuilt campaign structure around a single lead conversion
Implemented disciplined testing across single image, video, and carousel formats
Introduced monthly creative rotation
Paused underperforming formats and replaced like-for-like
Prioritised lead efficiency over aesthetic preference
Controlled budget expansion to protect cost per lead
What made the difference?
Single image ads consistently outperformed other formats. Decisions were driven by cost per lead and volume data. Testing was structured, not reactive.
About Large UK Charity
This large UK charity runs nationwide campaigns designed to raise awareness and acquire supporters during specific fundraising events. Their marketing strategy centres around defined campaign windows rather than continuous activity. Meta plays a central role in digital lead acquisition. Efficiency is critical to maximise charitable impact. Every pound saved on media can be redirected into frontline services.
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Quotes from
Large UK Charity
“What impressed us most was the structured testing approach. Decisions were clearly data-led and focused on outcomes rather than assumptions.”
Quotes from
PPC Geeks
“When campaign windows are limited, structure and discipline matter more than budget. By simplifying the objective and focusing purely on lead efficiency, we unlocked scalable performance without unnecessary waste.”
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