Facebook Ads for Autism Support Organization (Lead Generation)
Client & Objective
An Autism Support Program aimed to generate qualified leads for a free educational resource (ebook) targeted at families, teens, and adults on the autism spectrum.
Core Challenge
1. Extremely sensitive and niche audience
2. Messaging had to be trust-based, non-salesy, and compliant
3. Needed lead volume without exploiting emotional triggers
4. High risk of CPM inflation due to narrow targeting
Strategic Thinking
Focused on value-first lead magnet (free ebook) to reduce friction, Simple, clear creative aligned with support and education, not urgency, Tight audience refinement to reach caregivers and relevant age groups, Optimized toward Meta Lead event for consistent signal quality
Execution
1. Single, tightly controlled ad set to avoid signal dilution
2. Lead Form optimization to balance completion rate + lead intent
3. Continuous monitoring of CTR, CPC, and cost per result to maintain stability
Results
1,166 leads generated
Cost per lead: $3.22
443,050 impressions
CTR (Link): 1.25%
CPC: $0.28
Total spend: ~$3,755
