Orange Romania: 150% more leads and 53% lower costs through Lead Gen campaigns

The Challenge

During the Christmas period, Orange had many offers to promote at the same time, each needing its own report. The team also needed to test new campaign types, and Facebook was the right tool to try them. For the Fix campaigns, this was an opportunity to explore new approaches that could sustain or improve current performance.

• Multiple Christmas offers running in parallel, all needing separate reporting
• Need to test new campaign types beyond the existing Conversion Campaign setup
• Fix campaigns plateauing — opportunity to find a fresh performance lever
• Maintain targeting relevance while scaling lead volume
• Improve CTR and lower CPL without overhauling the whole funnel

Our Approach

To increase the volume of leads and to enable per-offer reporting, we launched multiple Lead Gen Campaigns combined with Lookalike Audiences based on existing customers — keeping lead quality relevant.

1. Multiple Lead Gen Campaigns on Facebook, one per offer, for clean per-offer reporting.
2. Lookalike Audiences built on existing customer data to drive lead relevance.
3. Targeting kept mostly consistent with existing Conversion Campaigns in Ads Manager, then customized per offer to match each audience.
4. Side-by-side benchmarking against Conversion Campaigns to validate the Lead Gen approach.