B Coleman Aviation – Scaling Lead Generation for Private Jet Services

Campaign Overview
B Coleman Aviation, a private jet charter and hangar service in Chicago, sought to expand its reach and attract new clients through Facebook advertising. Having never tested Facebook ads before, the campaign aimed to drive a high volume of quality leads, including individuals interested in purchasing private flights, flight hours, and travel packages.

Objectives and KPIs
Our main objective was to generate high-quality leads while keeping the cost per lead (CPL) below $10 CAD. Key performance indicators (KPIs) included link clicks, CPL, click-through rate (CTR), average video watch time, impressions, and CPM.

Target Audience
The target audience included high-net-worth individuals in Canada, identified through interests in luxury, private aviation, and related activities. Due to the pandemic’s impact on disposable income, we cast a wide age range (18-65) to evaluate where the strongest interest came from.

Creative Strategy
The ad creative featured a professionally shot video showcasing the exclusive experience of flying private, from the comfort and speed of the process to the personalized services provided. The goal was to create a compelling, aspirational message that would resonate with potential clients who value convenience and privacy.

Challenges and Solutions
The campaign initially faced challenges with a broad targeting approach that led to a CPL of around $15, attracting some unqualified leads. By refining the audience and focusing on behaviors specifically tied to high-end travel and luxury interests, we reduced the CPL by nearly 50%, achieving costs as low as $6-$7 and in some cases even reaching $2-$3 per lead on optimized ads.

Results and Impact
The campaign was a success, generating over 800 leads with a daily budget of $100. Key results included:
– Reducing CPL by 50%, achieving as low as $2-$3 on top-performing ads
– Increasing engagement through targeted video content, improving video watch time and CTR
– Validating Facebook as a valuable lead generation channel for high-end services in the aviation industry

Client Feedback
B Coleman Aviation was satisfied with the outcome, particularly impressed by the volume and quality of leads generated within the budget constraints. The campaign demonstrated Facebook’s potential as a scalable channel for attracting affluent clients, but there were issues nurturing and following up with the leads.