₱100,000/Month.
3 Leads to Show for It.
When this management began in 2022, the account had a serious spending problem. ₱100,000 was going out every month — and generating roughly 3 qualified leads in return. The page had around 10,000 followers, but the ad strategy was producing almost nothing relative to its budget.
Do the math: at ₱100,000 per month with 3 leads, each lead was costing over ₱33,000. That's not a media buy — that's a leak. The mandate was clear: fix the efficiency, build the volume, and lower the cost per hire without sacrificing lead quality.
Cost Per Lead (CPL) = the amount spent on advertising divided by the number of qualified leads received. If ₱10,000 was spent and 100 people applied, the CPL is ₱100. Lower CPL = more efficient ads. This case study tracks CPL as the primary performance metric.
The Numbers, Year by Year
Four years of data — showing how qualified lead volume climbed while cost per lead fell, year after year.
Cost Per Lead — Visual DropFour Phases of Growth
The cost per lead didn't drop overnight. It followed a deliberate four-phase progression — each phase building the foundation the next one needed.
Inherited a broken setup spending ₱100K/month for almost zero results. Priority was rebuilding campaign structure and making the brand visible to the right nurses — even at high cost while the foundation was being fixed.
The investment year. Spent ₱1M+ deliberately to build audience data, test creatives, and accumulate pixel learnings. Lead volume tripled, cost per lead fell 33%. The machine was being built — results weren't yet efficient but the data was accumulating.
The harvest year. Two years of audience data, creative learnings, and targeting precision — ad spend cut 75% while leads hit their highest volume ever. Best month: April 2024 at just ₱104.79 per lead.
Efficiency maintained while expanding into new international markets — Canada TN Visa and broader Middle East nursing. Cost per lead rose slightly vs. 2024 due to international targeting costs, but remained 79% cheaper than when management first began.
Three Key Takeaways
The previous setup spent ₱100K/month and got 3 leads. In 2024, the average spend was ₱20,710/month — and generated 89 qualified leads. Disciplined targeting consistently outperforms budget size.
2023's ₱1M+ investment was intentional — it built the audience data and creative learnings that made 2024's record-low cost per lead possible. The efficiency phase had to be earned through the investment phase first.
A low cost per lead means nothing if those leads don't convert to hires. RIS screening data (introduced mid-2024) allowed budget to shift toward audiences producing the most hireable candidates — not just the most volume.