Franchise
Full-Funnel Paid Social for a National Home Services Franchise
<£20
top-of-funnel CPL
The challenge
High-ticket franchise sales required a dual-funnel approach: a high volume of early-stage leads at low cost, combined with a more selective bottom-of-funnel to drive quality applications.
The approach
We built a dual-funnel Meta strategy. A top-of-funnel information pack campaign generated high volumes of leads under £20 CPL, feeding an email nurture sequence built for longer sales cycles. A bottom-of-funnel application campaign used selective framing ('not everyone is accepted') to lift perceived value and improve application quality.
The results
<£20
top-of-funnel CPL
2
funnels running in parallel
On target
blended CPL
Dual-funnel Meta strategy generating high-volume, low-cost enquiries alongside selective, high-quality applications.
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