Client Success Snapshot

Client: Scripps Research
Services Provided: Paid Social Lead Generation, Email Marketing Consultation
Timeline: 5+ Years (2020–Present)

The Challenge

Scripps Research needed to expand public awareness and capture qualified leads for their various research initiatives—particularly from the 65+ demographic—without increasing their advertising budgets. Their primary objective was simple but ambitious: maximize lead volume while continuously lowering acquisition costs.

When we began our engagement, lead volume was steady, but there were clear optimization opportunities in campaign structure, creative development, and audience targeting. Creative strategy lacked cohesion, and performance data indicated that cost-per-lead could be significantly improved with better funnel and targeting mechanics.

Our Strategy

We developed a long-term, layered growth plan focused on sustainable efficiency and constant creative improvement. Our tactics included:

Meta Ads Optimization

• Built highly segmented campaigns for specific initiatives, adapting creative for emotional resonance and accessibility tailored to the 65+ audience.

• Streamlined audience targeting through geographic, behavioral, and age-focused segmentation to drive better relevance and lower competition costs.

• Continuously tested formats such as static images, carousels, short-form videos, and testimonial-driven creatives.
  

Audience Layering & Testing

• Introduced deep audience segmentation (age brackets, interests, retargeting layers).

• Gradually refined audiences, resulting in significant efficiency improvements over time.
  

Email Marketing Consultation

• Recommended restructuring of email flows to prioritize segmentation by lead source and campaign.

• Suggested more engaging subject lines, simplified mobile-friendly designs, and strategic cadence increases during peak periods.
  

Creative Strategy Development

• Focused on creative elements that resonated most with the older demographic: bright visuals, high-contrast designs, large text, human-centered messaging, and emotionally driven narratives.

• Implemented systematic creative refresh schedules to prevent audience fatigue and keep CTRs high.
  
  

The Results (Backed by Data)

Our work produced strong and steady improvements year after year:

Major Decrease in Lead Acquisition Cost

• From 2021 to 2023, average cost-per-lead decreased steadily.

• In 2024–2025, CPA dropped by 59% compared to 2021–2023 averages, representing a major leap in efficiency without increasing the budget.
  

Significant Growth in Lead Volume

• Comparing 2023 to 2024 YTD, total lead volume grew by over 50%.

• This surge was achieved while maintaining stable budget levels, underscoring improvements in both CTR and overall conversion rates.
  

Higher Engagement and Conversion Rates

• Average conversion rates improved from ~20–25% (2021–2023) to approximately 30% in 2024–2025 campaigns.

• Best-performing creatives in 2024 achieved CTRs above 2.5%, well exceeding Meta industry benchmarks for similar audience segments.
  

Audience Insights and Creative Learnings

• The 65+ age demographic remained the highest-converting segment across all campaigns.

• Campaigns with emotionally-driven narratives and bright, simple designs consistently outperformed others, validating the importance of demographic-specific creative tailoring.
  
  

Summary

Through meticulous ad optimization, strategic audience development, and ongoing creative testing, we helped Scripps Research lower acquisition costs by nearly 60% while growing lead volume by more than 50%—all without requiring additional advertising spend. Our continued partnership has established a scalable, cost-efficient model for lead generation, supporting Scripps Research's mission of engaging more individuals in groundbreaking research initiatives.