Case study · B2B SaaS · Sells to financial advisors
Estately Case Study: 478 Demos Booked From Meta Ads
Estately is a software company that sells to financial advisors. Before working with Compound Digital it had no inbound at all. New business came from cold outbound, and nothing else was in place.
Meta ads went on to book 478 demos, and paid ads grew from 0% to 33% of Estately's revenue, making them its number one channel for revenue.
The Starting Point
Financial advisors look like a poor fit for social media. They're busy, they're regulated, and they don't go to Facebook to look for software. On the surface it looked like the wrong channel, and Estately's General Manager said as much.
On the surface, social media feels like a bad place to market to financial advisors. It's certainly not the case. We've gotten high quality leads through Meta.
There was also no measurement to build on. With only outbound in place, nobody could say what a demo cost or which message brought one in.
What Was Built
Meta ads aimed at financial advisors
Video and image ads on Facebook and Instagram, written for advisors and the problem Estately solves for them.
A booked demo as the conversion
Every booked demo was recorded as a conversion and tied to the ad that produced it, so every campaign had a known cost per demo.
LinkedIn alongside Meta
LinkedIn ads ran next to Meta, reaching advisors with downloadable guides and bringing them back towards a demo.
How The Account Was Run
Once cost per demo was known, the account was run on it. Budget went to the campaigns that booked demos at a cost the business could afford, and the rest were cut or rebuilt. With a close rate from the sales team next to it, growth became a question of maths rather than hope.
We know our close rate, we know our cost per demo. It's now just a math game.
The same honesty applied to channels that wouldn't work. When a leader at Estately pushed for Google search ads, the forecast was that search would not be a real source of demos, along with what it would cost to find that out. Estately's Head of Marketing described what happened next.
In Their Words
You were very clear: you're probably not going to see a lot of leads from this, this is not going to be a source, and this is how much it's going to cost. And that all proved to be pretty accurate.
Paid ads also became the channel Estately could measure best, all the way to closed revenue.
The Results
478 demos
Booked from Meta ads, each one tracked to the ad that produced it.
0% to 33% of revenue
Paid ads went from nothing to a third of Estately’s revenue.
Number one channel
Paid ads became Estately’s top source of revenue.
With our ads traffic, we always had the clearest reporting and the clearest attribution of any channel for our closed-won.
What Other B2B Companies Can Take From It
A narrow professional audience is reachable on Meta
Advisors don't search Facebook for software, and they still saw, clicked and booked.
Count booked demos, not clicks
Counting booked demos for every ad, rather than clicks or form fills, showed which campaigns had earned more budget.
Know two numbers
Cost per demo and close rate turn ad spend into a forecast. Without them, budget decisions are guesses.
Say which channels won't work
Calling search a poor bet before the money was spent saved budget for the channel that did work.
Who Runs Your Account
I'm Jack Lauzon. I've managed $15M+ in ad spend, and I build and run every account myself.
The person on your first call is the person who writes your ads, builds your page and checks your account every day. Nothing is handed to a junior.
You're talking to the strategist and the person who's hands-on every single time.
The Offer In Plain Words
Ads live in 10 days
Your ads go live within 10 days of the kickoff call, or your next month is free.
7 days to decide
You have 7 days from the kickoff call to decide. Cancel inside them and receive a full refund, and everything built stays in your own accounts.
Month to month
After that it runs month to month. There is no long contract to get out of.
Frequently Asked Questions
Did this work because financial advisors are easy to reach?
It helped that advisors are a large, well-defined group. A smaller or harder to describe audience usually means a higher cost per demo, which is fine when a customer is worth enough. On the first call we look at your audience and your contract value and tell you whether the maths can work.
Can you do the same for my company?
The program is built for SaaS companies, agencies and consulting firms doing $1M or more a year, who win clients on sales calls. The application takes a few minutes, and the call is a walkthrough of your free growth audit.
Who actually runs my ads?
I do. The person on your first call is the person who builds your ads and checks your account every day. Nothing is handed to a junior.
What do I keep if I leave?
Everything. The ad account, landing page, application, tracking and ads are built in your own accounts from the start, so nothing has to be handed back.
How much does it cost?
It depends on what we build for you. We go through it on the call, once we've seen your offer and how you win clients today.
See If You Qualify
Answer a few questions. If it’s a fit, pick a time for a call about your ads.