Cutting CPL in Half: How Silverback Turned Meta Into a Growth Driver
When healthcare ad policy changes threatened Meta performance, Silverback streamlined campaigns to feed the algorithm and doubled lead volume while slashing costs.
The Challenge
Policy Shifts Drove Costs Up and Confidence Down
Our client, a healthcare services provider, was facing steep challenges on Meta. New platform policy restrictions reshaped how ads could be targeted, driving cost-per-lead (CPL) up to $100, while drying up volume. The client was on the verge of pulling budget entirely: “Meta is keeping me up at night. We might have to pull budget from it entirely and find a new place to drive leads.”
The Solution
Streamlined Campaigns to Feed the Algorithm What It Needed
Silverback quickly consolidated the healthcare client’s fragmented Meta campaigns into a single, streamlined structure. This ensured the algorithm received the 50+ weekly conversions it needed to optimize effectively. By cutting wasted complexity and fueling machine learning with cleaner signals, we created an environment where Meta could work as intended.
The Results
Half the Cost, Double the Leads, Full Speed Ahead
The results were immediate. CPL dropped from $100 to $50, while lead volume doubled. What once looked like a channel to abandon became one of this client’s most efficient growth drivers. Silverback not only stabilized performance under shifting policy rules — we unlocked scalable, profitable lead generation.
Explore More Results
Expore Insights
Silverback Strategies | March 11, 2021
How to Market Home Services with Content Marketing
read more
Silverback Strategies | July 11, 2025
The New SEO Scorecard: Optimizing for AI-Influenced Search
read more