Facebook Lead Generation
Website Subscription Model | United Kingdom
The Business Context
The Physiotherapist Centre, The Dentist Centre, and Websites4Everyone operate on a subscription-based website model.
Their target market was not patients.
It was business owners in the UK looking for ready-made professional websites at an affordable annual cost.
The challenge was clear.
Generate consistent, qualified leads from professionals who actually needed websites.
Reduce acquisition cost.
Improve enquiry quality.
Create predictable monthly lead flow.
At the time of optimization, cost per lead was £11 and volume was limited.
Strategic Diagnosis
Initial campaign review revealed:
- Broad targeting without profession-level filtering
- Messaging not tightly aligned with website ownership intent
- Instant Forms allowing low-intent submissions
- Landing page misalignment with ad promise
- Weak bridge between enquiry and subscription signup
This was not a traffic problem.
It was a qualification and alignment problem.
Strategic Execution
Audience Engineering
Built segmented UK audience sets based on profession targeting, business ownership signals, and behavioral layering.
Creative Refinement
Tested value-led messaging focused on affordability, simplicity, and ready-made positioning.
Eliminated generic website copy.
Lead Form Optimisation
Refined Instant Forms to filter serious prospects.
Improved intent clarity before submission.
Landing Page Alignment
Aligned ad promise with landing messaging.
Reduced friction in the subscription explanation.
Improved enquiry-to-signup pathway.
Performance Monitoring Framework
Shifted optimization focus from volume to qualified lead efficiency.
Measurable Outcomes
Reduced cost per lead from £11 to £6.25
Maintained CPL consistently below £6.25
2x increase in lead volume within 3 months
Average of approximately 320 qualified leads per month per client
Improved enquiry-to-subscription conversion by 20 to 30 percent
Enabled 2x budget expansion after performance stabilization
Strategic Impact
Lead generation became predictable and scalable.
Acquisition cost was controlled.
Facebook Campaigns shifted from boosting ads to building a structured acquisition system.
Digital Profound positioned Facebook lead generation as a performance discipline for subscription-based website businesses.