FranDev Paid Media

The Challenge:

East Coast Wings + Grill wanted to attract experienced multi-unit operators to expand its franchise network. The goal was to showcase the brand’s strong unit-level economics, scalable model, and proven operational support, reaching a highly qualified audience while generating cost-effective, high-quality franchise leads in key growth markets.

The Solution:

A targeted Facebook advertising campaign was launched, using Facebook’s precise audience targeting capabilities to:

• Highlight the brand’s growth opportunity and operational advantages.
• Focus messaging specifically toward seasoned multi-unit franchise operators.
• Optimize campaign performance for lead generation by continuously monitoring CPC, CPM, and CPL.
• Align ad creative and landing page experience to attract and convert the right audience.

The Outcome:

Campaign Performance (3 Months):

• 4,477 total clicks at an average Cost Per Click (CPC) of $2.02 (well within industry average of $1.50–$3.50).
• Cost Per 1,000 Impressions (CPM): $35.06 (within the expected $20–$40 range).
• 195 leads generated with a Cost Per Lead (CPL) of $46.36 — below the franchise industry average ($50–$100).
• 78 qualified leads achieved, with a 40% qualification rate, exceeding the typical 30–40% benchmark for franchise campaigns.

Highlights:

• CPL significantly outperformed industry averages, making the campaign highly cost-effective.
• Qualified lead percentage was strong, indicating the campaign successfully targeted the right operator audience.
• CPC and CPM stayed efficient despite the niche, higher-value targeting.