Case Study: Scaling Legacy Enquirers for a UK Charity Using Meta Ads

By Jacob Southgate-Cryer

Background

A UK charity had created a new Gifts in Wills Guide and sought to increase awareness and engagement through paid media. With a clear focus on growing its legacy pipeline, the organisation partnered with us to help create a scalable lead generation campaign via Meta Ads.

Campaign Objectives

  • Promote the Gifts in Wills Guide to wider audiences

  • Generate new leads to grow the charity’s legacy pipeline

  • Only generate leads from those aged 45+

  • Minimise cost per lead

Results

  • Over 1,500 new Gifts in Wills enquiries generated

  • Low overall cost per lead of £20.60: Initial CPL of £26.40, improved to £16.85 through optimisation.

  • All leads aged 45+: 83% of leads aged 55+, and over half of leads aged 65+.

  • Activity delivered across three one-month bursts within a 9-month test period

  • Monthly media investment ranged between £9,000–£12,500

Success Factors

Journey: The use of Meta Lead Forms proved critical in driving conversion efficiency. By capturing user details directly within the platform, the campaign minimised drop-off associated with external landing pages, resulting in a low cost per lead.

Creative: The charity sourced emotive case studies from real supporters, with assets reflecting the target age groups proving most effective.

Audience: A test-and-learn approach was applied across audience strategies. Broad Advantage+ targeting (limited only by age) performed strongly when combined with interest-based audiences, lookalike segments, and retargeting pools.

Conclusion

This pilot demonstrated the effectiveness of Meta as a scalable channel for legacy lead generation. Through a structured test-and-learn approach, the campaign not only reduced cost per lead over time but also delivered a high volume of enquiries from the most valuable age groups.

By combining efficient lead capture, audience-led creative, and flexible targeting strategies, the charity successfully built a strong foundation for future legacy activity, with clear potential to scale further.

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