The Setup
An Australian service business was struggling with cold leads. People were enquiring but not committing to ongoing service. The hypothesis: lower the barrier to entry with a low-commitment offer, then convert through experience.
The Approach
A trial-based campaign offering an entry point that let prospects sample the service before committing to anything ongoing. Targeted decision makers on the fence about choosing a provider. Campaign ran with conversion-optimised lead forms and immediate follow-up.
The Results
- 280 leads generated
- $11,922 total ad spend
- $42.58 average cost per lead
- Significantly higher conversion-to-paying-customer rate than standard enquiry leads
The Insight
Removing the commitment barrier unlocks hesitant prospects who would otherwise never book a call. A low-friction entry point becomes a sample of the service rather than a sales pitch. Many prospects converted to ongoing service, with significantly higher lifetime value than leads from generic enquiries.