Kelly Scott Madison Cuts CPL by 17%, Lifts Conversions by 40% with Smarter Audience Targeting
Challenge
Marketing agencies operating on Meta platforms face a critical balancing act when managing client campaign segmentation. Over-segmentation can lead to significant inefficiencies, including reduced algorithmic learning, increased competition between ad sets, and diluted budget allocation across too many audience fragments. However, agencies must carefully navigate this challenge while preserving the foundation of client campaigns to achieve key business goals. For media agency Kelly Scott Madison, tackling this challenge for a healthcare client with smaller budgets meant finding a way to maintain audience integrity without completely restructuring existing segments or eliminating valuable target groups altogether. They knew this would require a nuanced approach to optimize performance in a way they just could not accomplish with native campaign tools.
Solution
Kelly Scott Madison leveraged Skai’s sophisticated bid multiplier capabilities to address the complex challenge of campaign segmentation without compromising their core audience strategy or campaign objectives. Working with a budget-conscious healthcare client who needs to connect with a variety of people at scale, the agency wanted to maximize efficiency while maintaining comprehensive audience reach. Setting up bid multipliers enabled granular performance optimization across Lead Generation and Traffic campaigns to dynamically adjust bidding strategies across different audience targets.
This approach preserves the original campaign framework while driving targeting precision. Age-based bid multipliers proved particularly effective, with adjustments ranging from 0.3 to 0.7 based on historical performance data and ongoing testing. This granular control enabled Kelly Scott Madison to direct budget toward the most efficient audience segments across all strategic target groups without multiplying the tasks because of the streamlined workflow in Skai.
Results
The agency was able to deliver the dual benefit of greater efficiency and enhanced effectiveness that clients with complex audience strategies and firm budgets require. As a Kelly Scott Madison best practice, the agency checks the initial impact of an optimization change a week after implementation. The quick results speak to the effectiveness of this approach. Most notably, the FY25 Lead Generation campaign achieved a cost per lead that was 45% more efficient than the established benchmark of $9.61. Equally impressive, after implementing the bid multipliers cost per lead (CPL) dropped by 17% while lead conversion rate simultaneously increased by 40%. For Traffic objectives, campaigns saw call conversion rate increase by 51% and cost-per-call decreased by 74%.
“As we continually explore methods of driving efficiency and performance for our clients’ campaigns, bid multipliers have been a game changer. It’s now our go-to optimization in mid- to low-funnel Meta campaigns, and has created a new performance baseline before we move on to additional strategic elements like device, placement, or age.”
Alexia Koerkenmeier
Associate Director, Investment Solutions
About Kelly Scott Madison
Kelly Scott Madison is a leading independent media agency that delivers results through original solutions.
Our staff stays attuned to the latest industry trends, eager to provide clients with the next business-transforming insight. From experienced professionals to fresh minds, everyone at KSM shares the distinct desire to deliver results that go beyond the expected.
To find out how KSM helps solve the toughest brand challenges, visit www.ksmmedia.com.
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