How We Helped a Luxury Travel Brand Attract 330 Qualified Leads in Just One Month
The Client
Where We Ride is a startup service created by auto travel enthusiasts in Boston, USA. They offer package tours on scenic European roads in luxury cars like Ferraris. They do not own the cars, but work with European partners to provide rentals.
Numbers for May 2025
The Problem
They started very successfully by leveraging personal connections, but got stuck during the scaling phase. They were generating a lot of leads, but most of them were low quality and irrelevant. The cost per qualified lead was 3 to 4 times higher than they could afford, leaving no opportunity to increase the number of leads - and ultimately, sales.
The Solution
Preparations
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After a team brainstorm, we made the following assumptions:
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Their creatives were too generic and focused on travel itself, not on the luxury aspect, so FB didn’t find the right audience.
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Another creative issue was the lack of an eye-catching hook.
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They used a simple form without qualifying questions, relying on communication via WhatsApp.
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They tried to find the right audience using advice from 3-year-old YouTube videos.
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No retargeting campaigns at all.
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After identifying these weak points, we took 3 days to develop a completely new strategy for the client.
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Creatives
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The client had a lot of video content from past client trips, with permission to use it. This gave us huge opportunities to test different hooks and videos. However, some static ads also proved very promising and were included as well.
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In 2025, creative is not just about visuals - it also drives targeting. FB scans your videos and images to help define the audience that is most likely to engage. That’s why we selected 3 customer profiles and created 3 ad copies for each profile.
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Structure
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For this test campaign, we used ABO, since we needed to test not only different angles but also different customer profiles. In many cases, for an expensive product with a well-defined customer base, CBO is better for scaling - but for this test phase, ABO made more sense.
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We started by testing the following customer profiles:
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Men aged 25-35, upper middle class, interested in travel and speed.
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Men aged 45-60, looking to try something new and able to afford it.
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Men aged 25-55 with a special occasion, looking to go on the tour with friends.​
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For each profile, we prepared the same 3 videos but with different hooks. The longest video was just 29 seconds - ideal for performance. The message was consistently repeated: this is not just a tour, it’s luxury, it’s all-inclusive, not just car rental, and it’s in Europe, not the USA.
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Optimisation
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The best cost per lead came from Group 1, but Group 2 had a much higher conversion rate to closed deals. Group 3 generated the most expensive leads, but the average order value was at least twice as high as for the other groups.
Since we were operating on a limited budget, we turned off Groups 1 and 3 and focused on Group 2. We created 3 more variations using the same video with different hooks and launched a new ad set in the ABO campaign. One week later, we added another ad set with the original hook but new video variations (with updated locations).
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​After around 3 weeks of testing phase in ABO we copied the best 3 ad sets to scaling campaigns and started to increase budget step by step by 10% per day.
But to test ABO campaign new ad sets and copies were still added on weekly basis to prevent Ads fatigue.
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The Results
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​At the end of the first month we already had
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1 Scaling CBO Campaign
1 Test ABO campaign where we were testing all new assumptions and ideas
1 Retargeting campaign with accurate exclusions to convert the warm audience
Since early 2025, we have rarely used narrow audience targeting. We apply only essential demographic and geographic filters when specifically required by the client. All optimisation is driven at the creative level, where the true performance gains are achieved.
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During this campaign, we:
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Spent $948 in the ad testing phase and $5,810 in the scaling phase
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Generated 330 qualified leads (+600% compared to the previous period)
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Achieved an average CPL of $20.50, including initial unprofitable ads (250% lower than the previous period)
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Optimisation is still ongoing, and we expect to reduce CPL to $17–18 and reach approximately 600 leads per month.
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