Accelerating Growth for FW Canada

Paid Media / April 09, 2025

About FW Canada

FW Canada, led by Canadian Immigration Lawyer Marisa Feil, offers expert immigration services to individuals and companies. Marisa’s approach is to explore every possible angle to identify the fastest, most efficient route for Canadian immigration. With a focus on comprehensive assessments and a seamless process, FW Canada ensures that their clients’ immigration forms are submitted with precision and care.

The Challenge: Lead Generation and Awareness

FW Canada was looking to boost its online visibility and generate high-quality leads. Marisa, as the face of the brand, knew her services were valuable, but she wasn’t sure how to best leverage social media to attract the right audience and create awareness. The challenge was to find an effective and sustainable way to build brand awareness while generating valuable leads.

The Solution: Social Media Management and Paid Media

Social Media Management:

• Conducted a social media audit of FW Canada’s accounts to assess the current strategy and identify areas of improvement.
• Recommended TikTok as a platform to engage a broader audience, capitalizing on its short-form, visual format.
• Marisa’s outgoing personality made her the ideal fit for TikTok, positioning her as the face of the brand.
• Provided content ideas, briefs, captions, and trending sound recommendations to empower Marisa to create content herself.

Paid Media (PMAX):

• Tested a Performance Max (PMAX) campaign when they first launched on the platform. The results weren’t meeting expectations, so we ultimately decided to change our approach and pause the campaign.
• Focused on reducing CPC, using multiple formats, including text, display, and video ads, resulting in some of the lowest CPCs seen on the account.
• Gradually added more data signals to the PMAX campaign, which led to an increase in lead generation.
• Relaunched the PMAX campaign a year later with a new focus on mid-funnel strategies, aiming to drive traffic and lower cost-per-click (CPC) on more expensive states.

The Results:

• TikTok Success: Not only did Marisa’s content gain traction, but her videos went viral, with one video reaching over 1 million views. All of Marisa’s TikTok videos featured a clear call-to-action (CTA) that allowed us to track leads originating from the platform.
• Paid Media: We also managed FW Canada’s paid media campaigns with excellent results. The ROAS (Return on Ad Spend) reached an impressive 7x, demonstrating the effectiveness of our approach in driving high-quality conversions.
• Lead Quality Improvement: One of the biggest successes came with the shift in lead quality. Initially, we were attracting less desirable leads, but after fine-tuning the campaigns and targeting the right audience, the lead quality significantly improved. 
• Performance Max Campaign Growth: The PMAX campaign saw a 3530% increase in conversions in just two years, a testament to the success of the gradual strategy we implemented, which evolved from traffic-focused to lead-driven.