Lumy, AdLume's performance marketing specialist in Slack, ran the paid campaign for the foundation's Incubation Program.
[Quote from Innovations Hub — to be provided]
[Name], [Role], Innovations Hub Foundation
Innovations Hub Foundation runs an Incubation Program for students and young scientists who want to turn an idea into a startup. The program is equity-free: it takes no share in the startups. To apply, a team needs at least one member under 30 years old.
The program had a closing date, a narrow audience and a limited budget. Students and young scientists in early-stage teams are hard to reach, and every dollar had to bring in people who could really apply. The campaign had to deliver enough applications before recruitment closed.
Lumy noticed on its own that leads from the website form were getting expensive. It proposed a split test: the same audience and the same ads, with only the form different, against Meta's short lead form.
The test went live and showed which form to keep.
The team saw too many sign-ups from people over 30 years old, and the program needs a team member under 30. Lumy proposed one new question at the start of the Meta form: are you under 30? Anyone who is 30 or older sees a polite thank-you screen and the form ends.
The form now keeps out people the program cannot take.
Lumy compared the two forms. Most of the budget sat on the website form and had brought one registration, while a small part on the lead form had brought 25 leads. It recommended moving most of the budget there.
The budget moved to the lead form.
Lumy flagged that cost per lead was about twice as high as before, because the same ads had been shown to the same people for weeks. It asked the team for new creatives, then added them to the ads and launched them.
The fresh ads went live the same day.
The client added budget for the last three days. Lumy proposed a plan for them: a last call ad, the new creatives as the main ads, and spend raised step by step with a check every morning.
Nothing changed until the plan was approved.
Lumy posted the final results as recruitment closed: 200+ leads, $3.19 per lead and 8+ hours saved per week. It then offered a PDF report for the client.
The PDF was prepared for the client.
Meta's own lead form opens inside the app, so people sign up in seconds. One age question kept out people who could not join.
Lumy saw the cost climbing early and asked for fresh ads, instead of waiting until the end of the campaign.
Extra budget works best with a plan: a last call ad, fresh creatives and a check every morning.
Book a short call and see how Lumy reads your ad account and proposes the next move.