Schengen Visa Meta Ads Case Study
About The Client:
Website: www.schengenvisaexpress.com
Industry: Visa Consultancy Immigration Services
Campaign Duration: 10 Days
Objective: Lead Generation
Schengen Visa Express is a UK-based visa consultancy specialising in Schengen visa applications for residents across the United Kingdom. They offer expert assistance for all 29 Schengen countries, handling everything from documentation to VFS appointments as well as UK immigration services including spouse visas, partner visas, and visitor visas.
Initial Situation
Prior to the campaign, Schengen Visa Express had no structured Meta Ads lead generation funnel in place. While demand for Schengen visa services among non-European UK residents was strong, the client lacked a paid media strategy to tap into this audience consistently. There were no creative benchmarks, no proven CPL targets, and high competition in the visa consultancy space meant that broad or untargeted advertising would result in wasted spend and low-quality enquiries.
Objectives:
- Generate qualified leads from non-European nationals residing in the UK.
- Identify the best-performing creative through A/B testing before committing the budget.
- Maintain a competitive and sustainable Cost Per Lead.
- Validate a scalable campaign framework for future growth.
Meta Ads Strategy
Audience Targeting:
The campaign was built around a highly specific audience to maximise lead quality. The strategy of Cloud Technologies Ltd was focused on targeting non-European nationals living in the UK, including South Asian, Middle Eastern, African, and Southeast Asian diaspora communities, all layered with interest signals such as travel, Europe, visa services, and expatriate lifestyle.
Other than this, the demographics were filtered to adults aged 22-55, and location targeting was set UK-wide to capture demand across London, Birmingham, Manchester, and beyond.
A/B Testing:
Two distinct creatives were developed and launched simultaneously at equal budgets:
- Creative A led with benefits-focused messaging, emphasising the ease and simplicity of the Schengen visa process, with a professional and reassuring tone.
- Creative B used urgency-led messaging around fast approvals and travel deadlines, with an aspirational travel-inspired tone.
Both ads used Meta Instant Lead Forms for frictionless conversion. Performance was monitored daily, and the winning creative was identified based on CPL, click-through rate, and lead quality.
Scaling:
Once the winning creative was identified, the daily budget was scaled up to accelerate lead volume while keeping the Cost Per Lead efficient.
Campaign Execution:
- Launched both creatives simultaneously with equal initial budgets.
- Monitored CPL, CTR, and form completion rates daily.
- Evaluated A/B results at the midpoint and reallocated budget to the winning creative.
- Continuously refined audience signals to focus on the highest-converting segments.
- The campaign ran across Facebook and Instagram with placements optimised by Meta.
Results
| Metric | Result |
|---|---|
| 📊 Total Leads Generated | 42 |
| ⏳ Campaign Duration | 10 Days |
| 👥 Reach (Cumulative) | 6,884 |
| 👁️ Impressions (Cumulative) | 10,876 |
Key Insights:
- Hyper-specific targeting of non-European UK residents dramatically improved lead quality compared to broad audience approaches.
- A/B testing before scaling prevented budget waste and surfaced the strongest creative early.
- Meta Instant Forms reduced friction in the conversion journey, driving high form completion rates.
- Scaling the winning creative to a desired amount accelerated lead volume without increasing CPL.
Conclusion
Through precise audience targeting, disciplined A/B testing, and strategic budget scaling, Cloud Technologies Ltd delivered 42 qualified leads for Schengen Visa Express in just 10 days. The campaign proved that a well-structured Meta Ads strategy can deliver measurable, scalable results even within a short timeframe and focused budget, establishing a strong foundation for future campaign growth.