SonistoMeta Ads for SaaS:
~27× CPL Reduction

We analyzed past campaigns and data to identify where any leads had previously appeared and which geos showed signs of demand.

Based on this data, we selected 5 starting countries to avoid launching 'blindly' and instead focus on geos where the product had already shown minimum viability.

We didn't launch 'to everyone at once'. Instead, we built several avatars based on different motivations to systematically understand which segments actually register and pay:

• Users of specific software (FL Studio, Logic Pro, Ableton Live)
• Audio Production interests (equipment, audio mixing, mastering)
• Professional segments (DJs, Sound Designers, Artists)
• Advantage+ and Look-alike audiences based on current paying clients

We started with 4 videos, each highlighting different product values and driving traffic to the free version (to remove barriers and build an audience).

First month: results were 'average' — leads were expensive, but already better than before we started. It became clear: the market exists, but we needed to tightly filter the 'audience × creative × geo' combinations.

We turned off weak audiences and built lookalikes from the best segments. We kept only the top-performing creatives.

Since ads were running simultaneously in 5 countries, we analyzed performance per audience per country and surgically excluded geos that were dragging metrics down.

We implemented offline conversions — an advanced analytics layer that tracks user actions beyond the website. These are events occurring in the client's internal database (like account verification), sent back to Meta via API using email, name, or phone number for matching.

This approach allowed Meta's algorithms to optimize not for 'free registrations', but for high-quality leads genuinely interested in the product. We gained full visibility post-registration, enabling precise campaign optimization and budget allocation to the most effective combinations.

We never stopped testing: added new videos and tested banners focusing on different service features.

To keep tests 'clean', we launched each banner in a separate ad set targeting a broad audience. This quickly revealed which feature resonated best, which we then scaled to top segments.

We highlighted a 'bottleneck' for the client: despite excellent CTR and confirmed winning creatives, the landing page didn't communicate value strongly enough. For example, useful plugins were included in the free subscription — this was technically great, but not packaged as a clear offer.

Based on our recommendations, a dedicated lead-gen landing page with a clear structure was developed:

• Isolation from the main site: users had only one path — completing the target action.
• Qualification funnel: a journey through a series of questions to increase engagement and lead quality.
• Offer focus: emphasizing real benefits for musicians in every block.

The result was immediate: CPL dropped from ~300 DKK (~$47) to ~50 DKK (~$8). The new page stopped 'breaking' the conversion flow and opened the door to massive growth. And this was just the beginning — further optimization drove the cost down even more.

After all optimizations, we achieved outstanding metrics: in Tier-1 geos (US/UK), cost per lead reached 18.45 DKK (~$2.9) with a CPM of around 85 DKK — keeping in mind we started at 300 DKK (~$47).

We later expanded the strategy to a 4th campaign with a new set of countries, achieving about 11 DKK (~$1.7) per lead. The overall customer acquisition cost decreased by nearly 27 times.