Our work with the Federation of Small Businesses

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Project overview

FSB run two kinds of Meta ads: acquisition and events. Acquisition is about new members. Events are trickier. There are 60+ regional groups every month choosing which events to sponsor, covering in-person, virtual and bootcamp formats. We came in to get Meta ads converting, then kept pushing the work until it was measurably better.

Challenges & constraints

  • Lots of moving parts: 60+ regions, multiple event types, overlapping timelines.
  • Old habits: 7-day run-ups before events because “that’s what we do”.
  • Clear goal: reduce cost per registration and keep volume high.
  • For acquisition, we are not catching in-market searchers. We are convincing people who are scrolling.

What we did

Events at scale, but tidy

    1. Built a repeatable process so every region and event type could be launched quickly and consistently.
    2. Split campaigns by event type so Meta could learn the difference between someone likely to attend in-person vs virtual vs bootcamp.
    3. Stopped the 7-day rule where it made sense. Tested longer windows. A month out performed better. People plan. Meta needs time to optimise.

Acquisition that actually targets likely joiners

    1. Moved past static customer lists.
    2. Tested by industry where FSB value is obvious, like hospitality.
    3. Tested by seniority and role, like CEOs and founders who are more likely to join.
    4. Layered in small-business interests to widen reach sensibly without wasting budget.

Measurement and proof

    1. We track registrations and cost per registration at campaign level and by event type.
    2. We compare short vs longer run-ups and keep what wins.
    3. We keep acquisition and events separate so each has a clear job and target.

T
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  • 79% cheaper per registration across all campaigns
  • Total registrations: 8,372
  • CPA then vs now: £30+ down to £6
  • Virtual events: 62% cheaper CPA
  • In-person events: 21% cheaper CPA
  • Bootcamp events: 50% cheaper CPA

Client Name

Federation of Small Businesses

Category

PPC, Meta Advertising, Digital Strategy

Date

January 2024

Duration

2 years (ongoing)

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