How We Helped Jono Long Cut His Cost Per Lead by 85%

The Challenge

Jono Long came to Marmalade Media with a common problem: he was spending money on social media advertising, but the returns weren't there. His cost per lead had climbed above $100, and the leads he was getting weren't converting into clients.

Like many business owners, Jono had tried the DIY approach. He'd boosted posts, run basic Facebook ads, and experimented with different targeting — but without a cohesive strategy behind the content, the numbers kept going in the wrong direction.

He needed more than just "content." He needed a system that would attract the right people, at the right time, with the right message.

The Problem With "Random" Video Content

Before working with us, Jono's marketing had a familiar pattern:

• High ad spend, low return — spending $100+ per lead with inconsistent quality
• Generic content — videos that looked fine but didn't speak to a specific audience
• No funnel strategy — every piece of content was a standalone effort, disconnected from the bigger picture
• Poor targeting — reaching people who weren't ready to buy

This is something we see constantly. Businesses invest in video content thinking that simply having videos will drive results. But without strategy behind the content — understanding who you're speaking to, what they need to hear, and where they are in the buying journey — you're just throwing content at the wall.

Our Approach

Step 1: Discovery & Strategy

We started where we always start — with a deep-dive Discovery Call. We needed to understand:

• Who is Jono's ideal client? Demographics, pain points, decision-making process
• What makes Jono different? His unique value proposition and competitive advantages
• Where are his clients? Which platforms they use, what content they consume
• What's the conversion path? From first touchpoint to booked client

This isn't a 15-minute chat. We mapped out the entire customer journey and identified exactly where the current approach was breaking down.

Step 2: Content Strategy & Production

Based on our research, we developed a multi-video strategy:

Top of Funnel — Awareness Videos Short, attention-grabbing videos designed to stop the scroll. These introduced Jono's brand and expertise to cold audiences without asking for anything in return. The goal: build familiarity and trust.

Middle of Funnel — Education & Value Videos Longer-form content that demonstrated Jono's expertise and addressed common questions his ideal clients had. These videos positioned him as the obvious choice before prospects even started shopping around.

Bottom of Funnel — Direct Response Ads Targeted video ads with clear calls-to-action, designed specifically to generate leads. These were shown to warm audiences who had already engaged with the awareness and education content.

Retargeting Videos Custom videos for people who had visited Jono's website or engaged with previous ads but hadn't converted. These addressed common objections and created urgency without being pushy.

We scripted, directed, and produced every piece of content — Jono just showed up and was himself.

Step 3: Launch, Test & Optimize

We didn't just hand over the videos and wish him luck. We:

• Set up the complete ad funnel across Facebook and Instagram
• A/B tested different hooks, thumbnails, and calls-to-action
• Monitored performance daily during the first two weeks
• Optimized targeting based on real data, not assumptions
• Scaled winning ads and cut underperformers quickly

The Results

The numbers speak for themselves:

85% Reduction in Cost Per Lead

Jono's cost per lead dropped from over $100 to under $15. That's not a small improvement — that's a fundamental transformation of his marketing economics. At $15 per lead, he could afford to scale aggressively while maintaining profitability.

90% of Leads From Social Media Ads

Before our partnership, social media was a minor lead source. After implementing the video ad strategy, 90% of Jono's leads came directly from the social media campaigns we created and managed. His business became powered by a predictable, scalable lead generation system.

What Jono Said

"She's crafting a complete social media strategy that really works. Our ad costs dropped from $100+ to under $15 per lead, and 90% of our leads now come from social media ads."

— Jono Long

Why This Worked

Three things made the difference:

1. Strategy Before Content We didn't start filming on day one. We started with research, planning, and strategy. Every video had a specific purpose in the funnel, a specific audience, and a specific goal.

2. Full-Funnel Approach Instead of creating one video and hoping it would do everything, we created content for every stage of the buyer journey. This meant prospects were nurtured from awareness to conversion through a deliberate sequence.

3. Continuous Optimization Launch day is just the beginning. We tracked, tested, and optimized continuously. The ads that ran in month three were dramatically better than the ones we started with — because we had real data driving every decision.

What This Means For Your Business

If you're spending money on ads without seeing returns, or if you've been creating content without a strategy behind it, you're in the same position Jono was before we worked together.

The fix isn't more content. It's better strategy.

Schedule a strategy call and let's look at what's possible for your business. We'll map out a plan specific to your goals, your audience, and your budget.

No generic proposals. No cookie-cutter packages. Just a clear strategy designed to drive real results — like we did for Jono.