{"id":5972,"date":"2025-10-09T11:45:13","date_gmt":"2025-10-09T09:45:13","guid":{"rendered":"https:\/\/frozenmangomedia.hu\/?post_type=esettanulmanyok&p=5972"},"modified":"2026-10-12T14:01:23","modified_gmt":"2026-10-12T12:01:23","slug":"esettanulmany-lead-generalas-meta-hirdetesekkel-a-penzugyi-szektorban","status":"publish","type":"esettanulmanyok","link":"https:\/\/frozenmangomedia.hu\/en\/esettanulmanyok\/esettanulmany-lead-generalas-meta-hirdetesekkel-a-penzugyi-szektorban\/","title":{"rendered":"Case study: lead generation with Meta ads in the financial sector. How we brought 110 relevant prospects for opening home savings accounts to one of our clients from HUF 259,544 in ad spend"},"content":{"rendered":"
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How does lead generation help you seize unique market opportunities?<\/h2>\n

At the end of 2024, a major announcement shook the Hungarian financial market: until 24 January 2025, a home savings account could be opened for HUF 0 instead of the usual HUF 185,000 entry fee. The offer generated considerable interest, as for Hungarian families and young people a home savings account is one of the most favourable and safest forms of saving.<\/p>\n

Our client (https:\/\/penzugynet.hu\/) approached us to reach as many relevant prospects as possible in a short period who were open to opening a home savings account (LTP). The task was clear: fast, effective lead generation with Meta ads, making sure the prospects were genuine potential clients.<\/p>\n

The goal was not only to get as many leads as possible, but also to turn the ad spend into as many genuine, quality business meetings as possible, and from those as many signed contracts as possible.<\/p>\n

What is lead generation, and why does it matter?<\/h2>\n

What or who is a lead, and what does lead generation mean?<\/h3>\n

A lead, a marketing term, is generally a potential prospect (a person or even a company) who shows genuine interest or an intention to buy or request a quote for a service or product. Put simply, a lead is figuratively a \u201eraised hand\u201d: the potential client signals interest in the offer and wants to learn more. They fill in the enquiry form or give their email address or phone number, and this is worth far more than a simple ad view, because it is the start of a concrete business relationship.<\/p>\n

Lead generation is therefore one of the most important tools in marketing: we collect tangible prospects who can become clients, not followers or likes.<\/p>\n

The goal is to generate as many relevant prospects as possible who can later become clients.<\/p>\n

This can be achieved with various online and offline methods, for example online ads, content marketing, social media campaigns, webinars, attending exhibitions, or even email marketing.<\/p>\n

The campaign's goals and challenges<\/h2>\n

Winning as many genuine prospects as possible in a short time.<\/p>\n

Using screening questions to make sure the people filling in the form were truly relevant (for example, interested in home savings and with a housing goal).<\/p>\n

Building a cost-effective campaign, as leads are typically more expensive in the financial sector.<\/p>\n

We communicated messages that work emotionally (it's free now, there's a deadline) and also give rational reasons to act (saving HUF 185,000).<\/p>\n

How did we build the lead generation campaigns?<\/h2>\n

1. (After consulting the client and reading the brief, of course) A\/B testing static creatives and video ads<\/h3>\n

On Meta, visual appearance is key and significantly affects the CPA (cost per action, i.e. the cost of acquiring one conversion).<\/p>\n

We created several creatives and effectively \u201emade them compete\u201d with each other for cost-effectiveness.<\/p>\n

In the meantime we asked the client for video ads that explained the essence of the offer briefly and dynamically, with people seeing \u201ea face\u201d throughout, which is a huge trust-building factor.<\/p>\n

Call-to-action emphasis: \u201eI'll fill in the form!\u201d \u201eI'm interested!\u201d<\/p>\n

In our experience, video ads performed best, because they capture attention far more easily than a plain image or text. A short video can explain the essence of the offer quickly and clearly while having a visual and emotional impact on the viewer. People prefer watching moving, explanatory content to reading long text, so they are more likely to click and more of them share their details.<\/p>\n

2. Defining the target audience precisely<\/h3>\n

We split the campaign into several segments, because not everyone responds to the same message in the same way:<\/p>\n

Young couples about to buy a home.<\/p>\n

Middle-aged families who want safe savings for their children.<\/p>\n

Financially conscious decision-makers who had previously shown interest in similar solutions.<\/p>\n

We launched the ad campaigns on Meta (Facebook\/Instagram) and tried to segment the targeting as far as the special ad category allows.<\/p>\n

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What is the special ad category on Meta, and why does it affect job ads?<\/h3>\n

Many people don't know this, but when launching ads on Meta (Facebook and Instagram), you have to indicate if the campaign falls into a so-called special ad category. These are areas where Meta applies particularly strict rules to prevent discrimination.<\/p>\n

Which topics count as special categories?<\/p>\n

Meta currently includes four areas:<\/strong><\/p>\n