Franchise Development Paid Media

The Challenge:

American Family Care set out to expand its franchise network by attracting the right kind of operator. The brand needed a campaign that could showcase its strong unit level economics, scalable model, and proven operational support to a highly qualified audience, while generating cost effective, high quality franchise leads in key growth markets.

The Solution:

Fishman PR launched a targeted Meta advertising campaign, designed to prioritize lead quality over sheer volume:

• Spoke directly to the brand’s growth opportunity and operational advantages, attracting people already thinking like operators, not just clickers.
• Continuously monitored CPC, CPM, and CPL to optimize campaign performance for lead generation.
• Aligned ad creative and landing page experience to attract and convert the right audience.

The Outcome:

Campaign Performance (8 Months):

Over eight months, the campaign generated 2,698,431 impressions and 37,393 clicks, resulting in 1,672 leads. Of those, 1,034 were qualified, a 61.8% qualification rate. Performance against industry benchmarks:

• Cost Per Qualified Lead (CPQL): $76.42 vs. industry average of $105.82, beating benchmark by nearly 28%.
• Cost Per Lead (CPL): $47.26 vs. industry average of $53.90, beating benchmark by more than 12%.
• Cost Per Click (CPC): $2.11 vs. industry average of $1.78, running about 18.5% higher.
• Cost Per 1,000 Impressions (CPM): $29.28 vs. industry average of $26.93, running about 8.7% higher.

The full picture tells a clear story: this audience cost more to reach and engage, but converted into qualified franchise prospects dramatically more efficiently than the industry norm. For a franchise development campaign, where the goal is finding real operators rather than collecting cheap clicks, that tradeoff paid off in a big way.

Highlights:

• Every qualified lead cost nearly 28% less than the industry standard, the metric that most directly ties media spend to franchise growth. 
• A 61.8% qualification rate meant more than 6 in 10 leads were worth a conversation, turning a potential volume play into a precision one. 
• Higher CPC and CPM reflect the cost of reaching a genuinely qualified, higher intent audience, and the downstream results more than justified that investment. 
• Across nearly 1,700 leads, the campaign consistently delivered the metric that matters most to franchise brands: qualified prospects at a meaningfully lower cost than the market average.