Government Employment Campaign

Timeframe: July 2024 – October 2024

Brief

Complementing a concurrent Meta Ads campaign, a government employment initiative required a TikTok Ads campaign to reach target demographics via the platform, generating form submissions and leads from key audience segments within Northern Ireland.

Process

Counter Digital built and managed a TikTok Ads lead generation campaign aligned to the government campaign's targeting objectives.

Creative was adapted specifically for TikTok's native, short-form video environment — avoiding overly polished formats in favour of content that aligned with platform norms and resonated with the target age demographics. Audience targeting utilised TikTok's interest and demographic parameters to reach relevant users, with geographic targeting focused on Northern Ireland.

Campaigns were monitored for lead volume and cost efficiency, with creative refreshes used to maintain performance across the four-month campaign period.

Results

  • 213 leads generated over four months

  • Average cost per lead of £4.38

Tourism Eco-Experience

Timeframe: November 2025 – December 2025

Brief

A tourism and eco-experience brand required a targeted Meta Ads campaign to drive direct ecommerce sales over the Christmas period. With a seasonal product and short campaign window, maximising purchase volume and return on spend was the priority.

Process

Counter Digital developed a compact, high-intensity ecommerce campaign structured for the Christmas gifting season.

Prospecting campaigns targeted interest-based and lookalike audiences aligned to experience-seeking consumer profiles, while retargeting ensured warm audiences were recaptured efficiently.

Creative leaned into seasonal gifting angles and the unique nature of the experience, with short-form video and strong visual formats prioritised for feed and stories placements.

Budget management and bidding strategy were actively managed throughout the short window to maximise delivery and conversion performance.

Results

  • 295 purchases

  • Average cost per purchase of £3.46

  • Average ROAS of approximately 14.29

Government Employment Campaign

Timeframe: May 2024 – January 2025

Brief

A government-backed employment initiative required a paid social campaign to generate form submissions and leads from target demographics within Northern Ireland. The brief demanded both volume and audience precision to ensure campaign effectiveness.

Process

Counter Digital built and managed a lead generation campaign across Meta platforms, structuring targeting to reach key demographic groups aligned with the employment programme's audience criteria.

Geographic targeting was tightly defined to Northern Ireland, with demographic and interest-based layers applied to reach the intended audiences.

Ad creative was crafted to speak directly to the target groups, with messaging centred on opportunity and accessibility. Multiple ad formats were tested throughout the campaign, with continuous optimisation of audiences, placements, and creative to sustain lead volume and reduce cost per submission across the eight-month period.

Results

  • 1,731 leads generated

  • Average cost per lead of £5.33

  • Department feedback confirmed strength of ad performance in internal polling data

Food Producer Direct to Consumer

Timeframe: May 2025 – July 2025

Brief

An artisan food producer sought to grow direct-to-consumer ecommerce sales through paid social media advertising. The primary objective was to generate online purchases efficiently within a three-month campaign window.

Process

Counter Digital set up and managed a purchase-optimised Meta Ads campaign for the client's ecommerce store, with campaign structure built around prospecting and retargeting layers.

Product-focused creative — including lifestyle imagery and short-form video — was developed and tested across formats. Catalogue ads were implemented to serve dynamic product content to warm audiences.

Budget allocation was guided by performance data, with continued refinement of bidding strategies and audience signals to improve conversion rates and lower cost per purchase throughout the campaign.

Results

  • 353 purchases delivered across the three-month period

  • Average cost per purchase of £6.03

  • Average ROAS of 3

Niche Beauty Software Brand

Timeframe: January 2025 – July 2025

Brief

A software company operating within a specialist beauty-related sector required lead generation campaigns to drive prospective customer sign-ups. Given the niche nature of the audience, precise targeting was critical to ensure efficient lead capture.

Process

Counter Digital built a targeted Meta Ads campaign tailored to the narrow audience profile of this niche B2B software brand.

Detailed interest and behaviour-based targeting was used alongside custom audience segments to reach relevant professionals. Ad creative focused on product utility and business value, with lead form and landing page variants tested to optimise conversion rates.

Campaigns were monitored closely given the audience constraints, with ongoing creative and bidding adjustments to maintain lead volume and cost efficiency. Close collaboration with the client's sales team informed targeting refinements based on lead quality feedback.

Results

  • 288 leads generated over seven months

  • Averaging 41 leads per month

  • Average £14.50 cost per lead

  • Minimum annual software revenue of £300 per sign-up and a reported 40–50% conversion rate from the sales team, the campaign delivered strong commercial returns.

Energy Renewables Provider

Timeframe: January 2023 – June 2025

Brief

A renewables energy provider required a sustained lead generation campaign to capture residential, commercial, and agricultural enquiries across a multi-year period. The brief centred on consistent lead volume at an efficient cost per lead.

Process

Counter Digital developed and managed a long-running Meta Ads lead generation campaign, utilising both instant lead form formats and click-to-website objectives to capture enquiries.

Audience segmentation was built around geographic targeting and interest-based signals relevant to each customer segment; residential, commercial, and agricultural.

Over the 2.5-year period, campaigns were continuously optimised through audience testing, seasonal budget scaling, and ad creative refreshes aligned to scheme changes and incentive messaging. Lookalike audiences were built from accumulated lead data to improve targeting efficiency over time.

This business grew to 7-figure revenues throughout this timeframe.

Results

  • 2,075 leads generated over 2.5 years

  • Consistent average of 70 leads per month

  • Approximate cost of £21 per lead

Home Heating Retailer

Timeframe: September 2024 – March 2025

Brief

A home heating products retailer sought to generate direct online sales through their ecommerce website, with a focus on maximising return on a modest paid media budget. The core objective was to drive consistent purchase volume throughout the autumn and winter heating season.

Process

Counter Digital built a full-funnel Meta Ads campaign strategy, encompassing prospecting audiences alongside retargeting for users who had previously visited the site but not converted.

Campaign structure was segmented by product category and messaging, allowing budgets to be shifted towards top-performing lines. Creative testing was conducted across static and carousel formats, both image and video, with copy tailored to seasonal demand and energy cost messaging.

Audiences were refined using first-party data signals and Meta's Advantage+ targeting capabilities, when relevant. Ongoing optimisation focused on bid strategy, audience exclusions, and creative refresh to prevent fatigue across the seven-month campaign window.

Results

  • 833 purchases

  • Average cost per purchase of £11

  • Total revenue of £113,000 driven from £10,000 in ad spend

  • ROAS of 10.86