When a label manufacturer partnered with us, we decided to launch ads on several channels with one main goal: generate sales consultations.
But after the initial launch…
Zero leads.
Not a single form fill. Not one consultation booked.
That’s not just underperforming. It’s broken.
This case study outlines how we pivoted, rebuilt the campaign from the ground up, and delivered 13 leads in the first 21 days at a $57 cost per lead, less than half of our initial goal.
Note: Obviously the results from launch were not what any marketer or brand wants to see. But we at Action Hero are sharing this for several reasons.
- Any marketer that promises results from launch is lying to you. There are no guarantees in performance. The only guarantee is action. And we worked until the campaign was bringing the results we wanted.
- We are transparent. Our client was in the loop the entire time and knew exactly what was happening and what we were doing about it.
- As we tell all of our partners, marketing needs to be a long term investment. It’s only a waste if we stop all together. Instead, we now have a lot of data to make strategic decisions on how we can gain success in the short and long term from Meta ads.
Step 1: Diagnose Before You Deploy
Too many marketers treat underperforming campaigns like a budget problem.
We don’t.
Instead of throwing more money at the issue, we paused everything. Then we got to work. We felt confident that our audience wasn’t the problem. Instead it was the offer and the experience.
We used AI (ChatGPT) to dig into the audience, specifically decision-makers in companies that need labels for product packaging. We researched:
- Their fears (Will the quality hold up? Will it delay production?)
- Their goals (Consistency, reliability, fast turnaround)
- Their buying behavior (Trust is critical. They want proof.)
This gave us the emotional and strategic insight to rethink everything from ad creative to landing page flow.
Step 2: Fix the Offer, Not Just the Ad
The original ad pushed hard for one thing: “Schedule a consultation.”
But here’s the truth. Most B2B buyers aren’t ready to talk right away. They need to establish some trust and understanding of what you bring to the table.
We replaced that CTA with a gated lead magnet:
“5 Label Mistakes Costing Your Business Time and Money.”
- Visitors got the downloadable guide immediately.
- We sent the same asset via email.
- This gave us a warm lead and permission to follow up.
Lesson: A softer offer with real value outperformed the hard sell.
Step 3: Upgrade the Creative
The client brought in a local videographer to produce fresh photos and videos. Smart move.
We now had assets that told a story:
- Brand overview – Family owned. Built on relationships. Focuses on being a partner, not just an expense.
- Customer testimonials – Able to deliver high quality labels. Can support very specific asks, one off situations, quick turnarounds, and custom needs.
- Problem-solution clips – A can do attitude and a focus on action eliminates most challenges.
This wasn’t just a “pretty” upgrade. It was strategic. The visuals directly addressed buyer concerns uncovered during our research.
We combined these with strong, clear copy to build trust and urgency.
Step 4: Multiply the Variations with AI-Powered Copy
Armed with new visuals and a killer offer, we used AI to write dozens of ad variations. Our team created the initial variations. This allowed ChatGPT to understand what we were trying to accomplish. We asked for:
- Multiple headlines and hooks
- Different angles (pain points, results, storytelling)
- Test-ready combinations for both cold and warm audiences
Every week, we launched a new batch of ads. And we shut down underperformers fast.
The result: Constant optimization. Continuous improvement. No wasted spend.
Step 5: Build a Follow-Up System That Converts
Every lead who downloaded the guide was enrolled into a 5-step email sequence.
The emails:
- Mirrored the tone and messaging of the ads
- Addressed specific problems uncovered in our audience research
- Positioned the client as a reliable, solutions-focused partner
We weren’t just generating leads. We were warming them up for the sales team, on autopilot.
The Results
🚀 13 qualified leads in 21 days
💸 $57 cost per lead (versus a $125 goal)
⏱️ Full campaign turnaround in less than a month
From zero traction to steady lead flow without increasing ad spend.
Why It Worked
- Speed: Weekly testing kept momentum high.
- Insight: Research gave us the right message and offer.
- Systems: Email automation closed the loop with every lead.
- Balance: AI gave us volume. Human strategy made it convert.
Most agencies launch and hope. We don’t stop until it works.
Client Testimonial
We began working with Kyle from Action Hero Marketing about six to eight months ago. We had worked with other marketing companies in the past, but we weren’t overly thrilled with the results and the lack of understanding of our industry. Kyle has gone above and beyond to understand our business and create marketing material geared towards capturing future buyers. He has also made suggestions regarding video and streaming that we implemented and are already seeing great results. Kyle maintains communication on a biweekly basis (and sometimes more when implementing new strategies) so you always know what is going on. We would recommend Kyle and Action Hero Marketing to anyone looking to take their business to the next level. Thank you Kyle!
–Selina, Vice President and Co-Owner
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