Scaling Leads and Reducing CPA by 97% with Facebook Ads and Chatbots: A Case Study on Customers.ai Inc

Customers.ai Inc is a chatbot marketing software platform co-founded in 2017 by Larry Kim. The company's mission is to provide marketers with the tools to design and launch chatbots for lead generation and conversion support. In 2019, the platform was named the Best Bot Marketing Solution, establishing it as a breakthrough marketing tech platform for coding-free Facebook chatbots for the web and Facebook Ads. The company was looking to increase awareness of its Facebook ad tools and bot marketing platform among potential new users.

Customers.ai Inc, a chatbot marketing software platform, was facing a significant challenge in broadening its reach and decreasing the cost of lead acquisition. The company was using Facebook ads that directed users to their website, a strategy that was proving to be expensive and inefficient. The cost per click for these ads was between $3 to $5, and with a typical website traffic conversion rate of 2%, the cost per lead acquisition was a staggering $150 to $250 each. This high cost was a significant barrier to the company's goal of increasing awareness of its Facebook ad tools and bot marketing platform among potential new users.

To overcome this challenge, Customers.ai Inc switched their strategy and started using Facebook's click-to-Messenger ads with a Messenger bot to instantly capture all leads. This new approach meant that every person who messaged the chatbot instantly became a lead in the contact database. These leads could then be sent follow-up messaging and advertising and be remarketed to in a customer lifecycle funnel. The company also sent follow-up messages to new contacts to nurture and qualify leads using Messenger drip campaigns. This innovative solution not only reduced the cost per lead acquisition but also provided a more engaging and interactive experience for potential customers.

• The new strategy of using Facebook's click-to-Messenger ads with a Messenger bot resulted in a significant operational improvement for Customers.ai Inc. The company was able to generate new leads at a 97% cost decrease, a substantial reduction that allowed them to reach more potential customers while spending less. The new approach also turned every interaction into a named contact, providing a more personalized experience for users. Users were greeted by a mobile-friendly and conversational conversion experience, which likely contributed to the high lead capture rate. The ability to send follow-up messaging and remarketing campaigns also provided the company with more opportunities to engage with potential customers and nurture leads.

• 97% decrease in Facebook ad Cost Per Acquisition (CPA)

• 100% lead capture rate with the new strategy

• Cost per lead acquisition reduced from $150-$250 to $3-$6