CASE STUDY
Illinois Regional Bank
Founded in 1903, the organization has built a long-standing legacy of service within its community. With over a century of continuous operation, it has been formally recognized for its sustained commitment to meeting the needs of those it serves and maintaining a strong presence in its region.
25
Leads Generated
401k guide downloads
2
Booked Advisory Calls
from 25 leads in 30 days
$969
Total Ad Spend
first month
4.78%
Click Through Rate
869 clicks
The Client & Challenges
A regional bank wanted to grow its wealth management and retirement planning book of business by reaching pre-retirees and business owners actively thinking about 401(k) optimization. Rather than relying solely on branch walk-ins and referrals, they needed a scalable digital channel that could consistently surface qualified prospects and start conversations with the right people.
Engagement Overview
Channel: Meta Ads (Facebook & Instagram)
Lead Magnet: 401(k) Optimization Guide
Campaign Period: 30 days (Month 1)
Campaign Budget: $968.69 to date
Conversion Window: 7-day click, 1-day view
Primary Success Metrics
Lead volume (guide downloads)
Cost per qualified lead
Pipeline potential vs. ad spend
Our Approach
Financial services audiences require trust before they share personal information. Rather than pushing a direct consultation offer, we built a value-first funnel centered on education. The strategy had three components:
1
High-Value Lead Magnet
A practical 401(k) Optimization Guide designed to attract pre-retirees and business owners actively planning their financial future
2
Targeted Meta Ad
Campaigns
Precision audience targeting on Facebook and Instagram to reach users with retirement and investment interest signals
3
Conversion-Focused
Landing Page
A frictionless guide download flow that captures contact information and qualifies intent before handing off to the advisory team
Campaign Performance
In its first 30 days, the 401(k) Optimization Guide campaign delivered 25 qualified leads and 2 booked advisory calls from a single ad set, with a 4.78% click-through rate well above industry norms:
| Campaign | Leads | Cost/Lead | Spend | Reach | Clicks | Click Through Rate |
|---|---|---|---|---|---|---|
| 401(k) Optimization Guide | 25 | $38.75 | $968.69 | 7,211 | 869 | 4.78% |
Pipeline Value & ROI Potential
Within the first 30 days, 2 of the 25 leads had already converted to booked advisory calls. Financial services sales cycles typically run 30 to 90 days from first contact to a formal engagement, meaning the remaining 23 leads are still actively maturing. The unit economics make the outlook compelling
| Metric | Value |
|---|---|
| Total leads generated (Month 1) | 25 |
| Booked advisory calls | 2 |
| Cost per lead | $38.75 |
| Avg. new client value (financial services)* | $2,000–$10,000+ |
| Leads needed to break even (at $2K value) | 1 client |
| Projected value if 10% close rate (3 clients) | $6,000–$30,000+ |
| Projected ROI at 10% close rate | 519%–2,996%+ |
*Estimated based on typical retail banking and wealth management first-year client value. Actual values will vary by product and relationship depth
Two booked advisory calls in the first 30 days means the pipeline is already moving. A single converted client from the remaining 23 leads fully covers the campaign spend and then some. As these leads continue through the advisory process, the return on this initial investment is expected to grow significantly.
What the Numbers Mean
| $38.75 cost per lead | Well below the $75–$150+ CPL typical for financial services digital campaigns |
| 4.78% click-through rate | Nearly 3x the 1.5% average CTR for financial services Meta campaigns, indicating strong creative and audience alignment |
| High-intent audience | Guide downloaders have self-identified as actively thinking about retirement planning, making them warm prospects rather than cold inquiries |
| Scalable and repeatable | The system is proven. Increasing budget directly increases lead volume at a predictable cost, creating a reliable pipeline engine going forward |
The Bottom Line
In 30 days, a $969 Meta Ads campaign generated 25 qualified retirement-planning leads, 2 booked advisory calls, and a pipeline with meaningful revenue potential. The cost per lead is well below industry benchmarks, the pipeline is actively maturing, and the system is built to scale