Charter Homes partnered with our team to enhance their paid search and paid social strategies to drive more high-quality leads. Through a data-driven approach, we tested multiple strategies, including the impact of embedding forms on landing pages and shifting from in-platform lead generation ads to traditional ads directing users to landing pages with forms. The results provided clear insights into how landing page design and campaign strategy influence conversion performance and quality.
Why did we start the project?
The Challenge
- Low Conversion Rates – Initial paid search and social campaigns were not delivering enough qualified leads.
- Landing Page Design Issues – Many campaigns directed users to pages without embedded forms, requiring additional navigation.
- Lead Quality Issues on Facebook – In-platform lead generation ads on Meta (Facebook and Instagram) resulted in a high volume of spammy leads.
How Marcel Digital Helped
The Strategy
1. Embedding Forms on Landing Pages
- September: Only 30% of landing pages had embedded forms.
- October: Additional neighborhood-specific pages were optimized with form fills.
- Impact: Paid search conversions increased by 84% from September (32) to October (59).
2. Shifting Facebook Ads from In-Platform Lead Gen to Landing Page Forms
- Previous Strategy: Lead generation ads kept users within Meta's platform, making it easier to submit forms but leading to spammy and low-quality leads.
- New Strategy: Instead of collecting leads in-platform, ads directed users to landing pages with embedded forms.
- Impact: This approach resulted in fewer, but significantly higher-quality leads.
- Performance Shift: Paid social conversions improved in terms of lead quality, as those who completed forms on the website were more engaged and ready to convert.
What Happened After Launch?
The Results & Key Insights
| Month | Paid Search Conversions | Paid Social Conversions | Key Change |
| September | 32 | 26 | 50% of landing pages had forms |
| October | 59 | 42 | More neighborhood landing pages with forms |
| November | 45 | 17 | Shift from in-platform lead gen to landing page forms |
- Embedding forms directly on landing pages resulted in sustained higher conversion rates.
- Sending users to landing pages instead of keeping them within Meta's platform improved lead quality.
- Paid search campaigns performed significantly better when forms were present on landing pages.
Results and Takeaways
The Conclusion
Key takeaways and recommendations include maintaining form-filled landing pages to ensure all paid campaigns direct users to pages with immediate conversion opportunities, maximizing results. It is also important to avoid in-platform lead generation for Facebook Ads, as these forms, while convenient, often attract unqualified leads; directing users to a landing page instead typically results in more engaged and serious inquiries. Lastly, re-evaluating the balance between lead volume and quality is essential, as prioritizing quality over quantity leads to better long-term outcomes and reduces time spent on low-intent prospects.
Through our data-driven optimizations, Charter Homes gained valuable insights into landing page and ad performance. By reinstating form-filled landing pages and refining campaign targeting, they can drive higher and more consistent conversion rates in future campaigns.
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