Budget: How much did you spend on Meta ads? For context, our national programme spends roughly €1k per cohort, exclusively on Instagram, which typically increases applications from ~30 to ~100.
Process: What was your application funnel? We use instant forms on the platform that automatically subscribe people to a MailChimp sequence — they then receive a couple of follow-up emails encouraging them to apply.
Budget: We didn’t have a set budget but were experimenting. We stopped after spending around $250 on Meta ads without getting any applicants.
Process: Our call-to-action directed people straight to the application form. In hindsight, your approach with instant forms and automatic follow-up emails sounds really smart. I hadn’t considered that before, and it makes sense because the Instagram scrolling mindset probably isn’t the best fit for filling out a full application right away.
Thanks! That might explain your low success rate. Filling out the form is a stronger signal than clicking on the ad, so the algorithm gets a stronger signal about who it should serve the ads to.
Excellent write-up!
I’ve two questions about your Meta campaign:
Budget: How much did you spend on Meta ads? For context, our national programme spends roughly €1k per cohort, exclusively on Instagram, which typically increases applications from ~30 to ~100.
Process: What was your application funnel? We use instant forms on the platform that automatically subscribe people to a MailChimp sequence — they then receive a couple of follow-up emails encouraging them to apply.
Thanks a lot James! Glad you found it useful.
Budget: We didn’t have a set budget but were experimenting. We stopped after spending around $250 on Meta ads without getting any applicants.
Process: Our call-to-action directed people straight to the application form. In hindsight, your approach with instant forms and automatic follow-up emails sounds really smart. I hadn’t considered that before, and it makes sense because the Instagram scrolling mindset probably isn’t the best fit for filling out a full application right away.
Thanks! That might explain your low success rate. Filling out the form is a stronger signal than clicking on the ad, so the algorithm gets a stronger signal about who it should serve the ads to.