Female Mentoring Alliance
Meta Advertising - Lead Generation
The Female Mentoring Allianceis a career coaching and mentorship business led by Jess Harvey.
Jess uses her experience and knowledge from her successful career in finance to help women juggling professional success and life build strong inner foundations.
Through coaching programmes and 1:1 support, she helps women trust their intuition, lead with purpose and make confident decisions about their careers and lives.
The Brief - Building a strategic Meta Ads funnel to grow awareness, leads and sales
Jess appointed me to manage Meta Ads for the Female Mentoring Alliance, with the goal of building a strategic advertising funnel that could support the business at every stage of the customer journey.
Rather than relying on one campaign or objective, we wanted Meta Ads to work across the wider marketing funnel: building brand awareness, growing the email list, generating sales of paid resources and attracting leads for higher-ticket coaching programmes.
The campaigns also needed to build warm audiences that could be retargeted with relevant offers as they moved further through the funnel.
The Strategy
I developed a full Meta Ads strategy designed around the Female Mentoring Alliance's ideal audience and business goals.
Creative and messaging spoke directly to the women Jess wanted to reach, while campaigns were built across different stages of the customer journey.
We tested a variety of campaign objectives, including traffic, conversions and lead generation, alongside different creative formats such as:
Single-image ads
Carousels
Reels and video
Polished branded creative
More natural, less-polished content
Different hooks, messaging and calls to action
Rather than assuming what would work, we tested, measured and optimised based on the data.
Campaign performance was reviewed regularly, allowing us to refine audiences, creative, messaging and spend according to what was generating the strongest results.
The Results
The campaigns have generated:
18,900+ landing page views to the website
13,887 landing page views from the traffic campaign, achieving a ÂŁ0.05 cost per result and 7.72% click-through rate, despite working with a relatively small budget
1,200+ resource downloads, helping grow the Female Mentoring Alliance email list at an average of ÂŁ1.44 per lead
70 webinar registrations in just two weeks through ads promoting a free masterclass
Alongside these measurable results, the campaigns have created a growing pool of warm prospects who can continue to be nurtured through email marketing and Meta retargeting.
Retargeting campaigns then help move those audiences further through the customer journey, promoting paid resources, coaching programmes and 1:1 support.
“Working with Marielle has made a real difference to The Female Mentoring Alliance’s visibility. Our presence has grown noticeably, and the ads consistently bring in new people who are genuinely interested in what we do, with more signing up to our newsletter every day.
Her testing approach, trying different creatives and formats, has also given me the confidence to experiment more with how we present the brand, rather than sticking to what feels safe.
Marielle understands our audience and translates that into strategy that delivers. It’s been a valuable partnership.”
Ad Campaigns working across a range of objectives
Different creative styles were tested
Talking to camera style creatives
Webinar ad creatives
If you are looking for help with Meta Advertising to increase brand awareness, lead generation and bookings for your business, get in touch.
I would love to help.