Cutting cost per lead by 76% with a motivator-based ad system

• Name: Vasectomy Australia (Geoff Cashion)
• Industry: Healthcare / Medical Services
• Platform: Meta Ads (Facebook & Instagram)
• Market Position: Approximately 20% market share, with a target to grow to 25%
• Objective: Reduce cost per lead and cost per acquisition through higher performing video ad creative.

Vasectomy Australia had been running Meta ads with a mix of lower quality videos and static image creative. While the campaigns were generating leads, click through rates sat between 0.3% and 0.45%, keeping cost per lead elevated at around $25. With ambitions to grow market share from 20% to 25%, Geoff needed a more efficient acquisition engine that could scale without blowing out ad spend.

We produced 9 unique video ads, each built around a different buying motivator specific to Vasectomy Australia’s ideal customer. Rather than producing one generic ad and hoping it resonated, we mapped the decision making psychology of men considering a vasectomy and created tailored creative for each angle.

The ads were structured using our motivator framework across three categories:

• Towards motivators (positive outcomes the customer is moving toward)
• Away from motivators (pain points or fears the customer wants to avoid)
• Tried before motivators (objections from men who had considered it but not yet acted)

Each ad featured a unique hook, angle, and call to action, giving Meta’s algorithm a diverse creative set to test and optimise across different audience segments.