Executive Summary
Key Findings at a Glance
Lucerne's Meta Ads account is generating leads but at a rising cost with stale creative. The account runs on just 3 static images and 1 ad copy variant across all campaigns. The landing page is professional but lacks critical conversion elements including social proof, urgency, and differentiation. With the right creative refresh and landing page optimisations, CPL can be driven back below $50 while improving lead quality.
Campaign Performance
| Campaign | Spend | Impressions | Reach | Freq | Clicks | CTR | LPVs | Leads | CPL |
|---|---|---|---|---|---|---|---|---|---|
| Prospecting [Conversions] CBO • 3 ad sets |
$3,439 | 54,004 | 16,196 | 3.33 | 1,730 | 3.20% | 736 | 52 | $66.13 |
| Prospecting [Broad] $10/day • Facebook only |
$772 | 15,931 | 7,042 | 2.26 | 527 | 3.31% | 127 | 10 | $77.20 |
| Retargeting $7.50/day • Website visitors |
$554 | 6,760 | 1,129 | 5.99 | 240 | 3.55% | 76 | 6 | $92.38 |
Retargeting Frequency at 5.99x
The retargeting audience of 1,129 people is seeing the same ad nearly 6 times each. With only 1 creative in retargeting, this creates ad fatigue and wastes budget. This audience needs fresh creative urgently or the budget should be reduced.
Prospecting Frequency Creeping (3.33x)
The main prospecting campaign has a frequency of 3.33x across a 16K reach pool. For a 90-day window this is getting high - indicates the interest-based audiences are being saturated. Fresh creative and audience expansion needed.
Ad Set Performance
| Ad Set | Campaign | Budget | Spend | Reach | Freq | CTR | Leads | CPL | Verdict |
|---|---|---|---|---|---|---|---|---|---|
| Job: Managing Director Ages 45-65, AU |
Prospecting | $18/day | $1,271 | 9,384 | 2.27 | 3.26% | 22 | $57.77 | Best CPL |
| Interest: Wealth Management Ages 45-65, AU |
Prospecting | $12/day | $1,327 | 9,254 | 2.13 | 3.21% | 21 | $63.20 | Solid |
| Interest: High-Net-Worth Ages 45-65, AU |
Prospecting | $5/day | $841 | 6,132 | 2.12 | 3.11% | 9 | $93.43 | Worst CPL |
| Broad Ages 45-65, AU, Facebook only |
Prospecting [Broad] | $10/day | $772 | 7,042 | 2.26 | 3.31% | 10 | $77.20 | OK |
| Website Traffic (RT) 180d visitors + Google CPC |
Retargeting | $7.50/day | $554 | 1,129 | 5.99 | 3.55% | 6 | $92.38 | Fatigued |
Ad Set Insights
- Job: Managing Director is the winner at $57.77 CPL - this audience of business owners/MDs is the most qualified and should get the highest budget allocation.
- Interest: HNW at $93 CPL is the worst performer - "High-net-worth individual" as an interest is too broad and includes aspirational audiences, not actual HNW investors.
- Broad targeting on Facebook-only at $77 CPL shows potential but is only running on $10/day - not enough data for the algorithm to optimise.
- Retargeting has a critical frequency problem (6x) - the 1,129 person audience is tiny and being hammered with the same ad. Budget is appropriate but creative MUST rotate.
Creative Performance Analysis
Only 3 Images and 1 Copy Variant Across Entire Account
The entire Lucerne Meta Ads account runs on 3 static images and 1 primary ad copy. There are zero videos, zero carousels, and zero copy testing happening. For a wealth management firm targeting HNW individuals at $70+ CPL, this represents a significant missed opportunity. Creative diversity is the #1 lever for reducing CPL.
Ad-Level Performance Breakdown
| Ad | Ad Set | Spend | Impr | CTR | LPVs | Leads | CPL | Image |
|---|---|---|---|---|---|---|---|---|
| Ad 15 / Copy 06 | Wealth Mgmt | $901 | 12,792 | 3.48% | 232 | 16 | $56.30 | Image 12 |
| Ad 14 / Copy 06 | Job: MD | $492 | 8,141 | 2.52% | 62 | 10 | $49.21 | Image 11 |
| Ad 15 / Copy 06 | Job: MD | $779 | 13,148 | 3.71% | 251 | 12 | $64.90 | Image 12 |
| Ad 14 / Copy 06 | Broad | $682 | 14,787 | 3.30% | 109 | 10 | $68.19 | Image 11 |
| Ad 12 / Copy 06 | Retargeting | $554 | 6,760 | 3.55% | 76 | 6 | $92.38 | Image 09 |
| Ad 12 / Copy 06 | HNW | $515 | 8,106 | 2.81% | 56 | 6 | $85.76 | Image 09 |
| Ad 14 / Copy 06 | Wealth Mgmt | $423 | 6,828 | 2.72% | 52 | 5 | $84.52 | Image 11 |
| Ad 15 / Copy 06 | HNW | $326 | 4,905 | 3.61% | 80 | 3 | $108.78 | Image 12 |
| Ad 15 / Copy 06 | Broad | $90 | 1,144 | 3.41% | 17 | 0 | - | Image 12 |
Creative Insights
- Image 12 (used by Ad 15) consistently achieves the highest CTR (3.4-3.7%) across all ad sets - this is the strongest visual.
- Image 11 (used by Ad 14) achieves lower CTR (2.5-3.3%) BUT interestingly has the lowest CPL ($49.21) in the Job: MD ad set - suggesting it attracts more qualified clickers.
- Image 09 (used by Ad 12) is the weakest performer - lowest CTR in HNW (2.81%) and highest CPL ($85-92). This creative should be retired.
- All ads use the same "Ad Copy 06" - there is zero copy testing happening. This is the biggest untapped lever.
Current Ad Copy (Only Variant Running)
Ad Copy 06 - "Private Wealth Management"
We source investments from our global network and through a considered and high-touch approach, provide investors with a proven, dynamic investment solution.
Download our capabilities brochure below.
* Past performance is not a reliable indicator of future performance nor is it a guarantee for the future performance of any specific investment...
Ad Copy Problems
1. Generic messaging - "Tailored investment solutions for Australian investors" could be any wealth manager in Australia. Nothing differentiates Lucerne.
2. No hook - The copy starts with a feature, not a benefit or attention-grabber. On Meta, you have 1-2 seconds to stop the scroll.
3. Disclaimer takes up space - The mandatory disclaimer is fine, but it's taking up valuable real estate that could be used for compelling copy above it.
4. "Download" CTA is weak - People don't want to "download" things. They want access, insights, or answers.
5. No social proof - No mention of awards, track record, client outcomes, or credentials.
Audience Analysis
Age & Gender Performance
| Age | Gender | Spend | Leads | CPL | CTR | Reach | Performance |
|---|---|---|---|---|---|---|---|
| 45-54 | Male | $957 | 16 | $59.84 | 3.30% | 5,326 | Top performer |
| 55-64 | Female | $129 | 3 | $43.04 | 3.89% | 480 | Best CPL |
| 65+ | Male | $1,919 | 32 | $59.97 | 3.32% | 5,605 | Most leads |
| 55-64 | Male | $1,358 | 14 | $97.02 | 2.90% | 5,395 | Worst CPL |
| 65+ | Female | $167 | 1 | $167.20 | 4.58% | 463 | High CTR, low conv |
| 45-54 | Female | $144 | 1 | $144.02 | 4.10% | 569 | Low volume |
Audience Insights
- 65+ Males drive the most leads (32) at $59.97 CPL with the most spend ($1,919). This is likely retirees/downsizers with capital to invest - the sweet spot for Lucerne.
- 45-54 Males are the second-best segment - 16 leads at $59.84 CPL. These are likely senior executives/business owners approaching retirement planning.
- 55-64 Males are underperforming badly at $97 CPL despite significant spend ($1,358). This segment clicks but doesn't convert - may need different messaging focused on pre-retirement planning.
- Women across all ages have high CTR (3.9-4.6%) but very low lead conversion. The landing page or offer may not resonate - consider testing female-specific creative.
- 55-64 Females are an outlier - lowest CPL at $43 with 3 leads. Small sample but worth testing with more budget.
Placement Performance
| Platform | Placement | Spend | Leads | CPL | CTR | Verdict |
|---|---|---|---|---|---|---|
| Feed | $4,021 | 59 | $68.16 | 3.77% | Primary driver | |
| Feed | $633 | 5 | $126.63 | 1.48% | Nearly 2x CPL | |
| Marketplace | $64 | 1 | $63.61 | 1.08% | Low volume | |
| Right Column | $24 | 2 | $12.13 | 0.12% | Hidden gem | |
| Explore | $9 | 0 | - | 0% | Zero results |
Instagram is Burning Budget at $126 CPL
Instagram placements cost nearly double ($126.63 vs $68.16 CPL) with less than half the CTR (1.48% vs 3.77%). For a HNW wealth management audience, Facebook feed is the clear winner. Consider excluding Instagram placements entirely or creating Instagram-specific creative (the current static images don't perform well in Instagram's more visual environment).
Landing Page Audit
Landing page: info.lucernepartners.com
Professional but Underperforming
Clean design and proper structure, but critically missing social proof, urgency, differentiation, and conversion optimisation elements. The page looks like a wealth manager - but doesn't prove Lucerne is different from any other wealth manager.
Lucerne Brand Palette (Current)
Landing Page Checklist
What's Working
- Professional, clean design matching wealth positioning
- Form above the fold with clear CTA
- Mobile sticky CTA (burnt orange, bottom of screen)
- Phone number in header for direct calls
- Postcode field pre-qualifies geographic leads
- AFSL/CAR credentials displayed
- FAQ section handles common objections
- Team section builds credibility (4 members)
- Responsive design with mobile optimisation
What's Missing or Broken
- Zero social proof - no testimonials, reviews, or client count
- No award badges - 3x AAIA awards exist but NOT shown
- No "As Seen In" media bar - AFR, Ausbiz, LiveWire missing
- No video content at $70+ CPL price point
- No urgency/scarcity - no "limited intake" messaging
- Typo: "personalsed" instead of "personalised"
- Generic headline - "Tailored Investment Solutions" = every wealth manager
- Weak CTA copy - "Download Investment PDF" is not compelling
- Legal docs link to Google Drive - unprofessional
- Team shows 4 of 10 - missing senior credentials
Lucerne's Strongest Proof Points Are Missing From the Landing Page
Lucerne has powerful credibility signals that exist on other web properties but are completely absent from the ad landing page:
- 3 Consecutive Australian Alternative Investment Awards (2022, 2023, 2024) - only on funds site
- 500+ managers screened annually - only on "Why Lucerne" page
- $3M+ investments secured from paid ads - from Market Lead case study
- Profitable deal exits (Urban Rest, Nu-Rock, Clifton Hill) - only on direct investments page
- Media appearances (AFR, The Australian, Ausbiz) - only on media page
- 100% employee-owned, co-invests alongside clients - mentioned but not emphasised
- 10 team members including CFA analyst and 35-year veteran - only 4 shown
Landing Page Recommendations
"Tailored Investment Solutions For Australian High Net Worth Investors"
"3x Award-Winning Investment Firm for High Net Worth Australians"
"Download Investment PDF"
"Get Your Free Investment Guide"
Full Name, Email, Mobile, Postcode + T&C checkbox
First Name, Email, Mobile + T&C checkbox
Remove postcode - reduces friction, can collect later
Priority Landing Page Changes
Add Award Badges
Add 3x AAIA award badges prominently near the headline or form. "3x Consecutive Australian Alternative Investment Award Winner" immediately builds trust for cold traffic.
Add "As Seen In" Media Bar
Add a row of media logos (AFR, The Australian, Ausbiz, LiveWire Markets) below the hero section. Even outdated press appearances build instant credibility.
Fix Typo
"personalsed" → "personalised" in the Investment Management section. A typo on a wealth management page targeting HNW investors is a credibility killer.
Add Stat Counters / Social Proof
Add a row: "10+ Years Experience • $Xm Invested • 100% Employee Owned • 500+ Managers Screened Annually." Numbers build instant trust.
Add Testimonial or Case Study
Even one client quote ("Lucerne helped us...") would dramatically increase conversion. If compliance prevents client names, use "Verified Investor" attribution.
Add Video (CEO Intro)
A 60-90 second video from Anthony Murphy explaining Lucerne's approach would increase time-on-page and conversion. Can repurpose existing media appearances.
Add Urgency Element
"We accept a limited number of new clients each quarter" or "Request your portfolio review before [date]" - soft scarcity that's appropriate for wealth management.
Host Legal Docs Properly
FSG and Privacy Policy link to Google Drive. These should be hosted on the domain for professionalism and compliance optics. HNW investors notice these details.
New Ad Creative Recommendations
The following are ready-to-use ad copy variants and image concepts designed for Lucerne's brand, audience, and positioning. All use the Lucerne colour palette (navy #042B6A + burnt orange #C96A2B) and target the proven 45-65+ male demographic.
New Ad Image Concepts
All image concepts use Lucerne's brand colours (deep navy #042B6A, burnt orange #C96A2B, cream #D9D1CE) and are designed for 1080x1080 (square) and 1080x1350 (4:5) Meta ad placements. These can be created with Canva or a designer.
Image Concept 1: "Award Badge" Static
Format: 1080x1080 square
Background: Solid deep navy (#042B6A)
Layout: Top: "3x Award Winner" in large white serif font. Centre: Three gold award badge icons in a row (2022, 2023, 2024). Bottom: Lucerne logo in white. Burnt orange accent line separating sections.
Purpose: Authority signal that stands out in feed. Gold on navy = premium feel. Simple, high contrast, impossible to ignore.
Use with: Ad Copy Variant A
Image Concept 2: "The Numbers" Data-Led Static
Format: 1080x1350 (4:5 portrait)
Background: Cream/off-white (#D9D1CE) with navy text
Layout: Large typography treatment:
• "500+ MANAGERS SCREENED" (bold, navy)
• "30 MAKE THE LIST" (bold, burnt orange)
• Small: "That's the Lucerne standard." (navy)
• Bottom: Lucerne logo + "Since 2015"
Purpose: Data-driven credibility. Clean minimalist design that stands out against cluttered feeds. The contrast between 500 and 30 creates intrigue.
Use with: Ad Copy Variant C
Image Concept 3: "CEO Portrait" Trust-Builder
Format: 1080x1080 square
Background: Professional photo of Anthony Murphy (CEO) in business setting - office, meeting room, or cityscape backdrop
Layout: Photo takes 70% of frame. Bottom overlay bar in semi-transparent navy with: "Anthony Murphy, CEO | Lucerne Investment Partners" in white. Small burnt orange accent.
Purpose: Personal connection. In financial services, people invest in people. A face builds trust faster than any graphic. Works exceptionally well for the 65+ male audience segment.
Use with: Any ad copy variant
Image Concept 4: "Team Group Shot" Social Proof
Format: 1080x1350 (4:5 portrait)
Background: Professional team photo (use existing 2021-lucerne-group-5091 photo or commission new one)
Layout: Team photo top 60%. Bottom 40% on navy background: "10 investment professionals. One goal: growing your wealth." White text. Lucerne logo. Burnt orange accent line.
Purpose: Shows depth of team. "10 professionals" signals substance - this isn't a one-person operation. The existing group photo from the main site can be used.
Use with: Ad Copy Variant B or C
Image Concept 5: "Question" Pattern-Interrupt Static
Format: 1080x1080 square
Background: Split - top half navy, bottom half burnt orange
Layout: Large white text on navy: "ARE YOUR INVESTMENTS" / On orange: "WORKING HARD ENOUGH?" / Small white Lucerne logo bottom right
Purpose: Pattern interrupt. The two-colour split and large question format stops the scroll. Works as a "thumb-stopper" - user has to read it before they scroll past. Bold, unconventional for wealth management sector.
Use with: Ad Copy Variant B
Image Concept 6: Video Concept - "60-Second Intro"
Format: 1080x1350 video, 60-90 seconds
Style: CEO Anthony Murphy speaking to camera in Lucerne's Richmond office. Professional but warm.
Script outline: "Hi, I'm Anthony Murphy, CEO of Lucerne Investment Partners. Over the last 10 years, we've helped high net worth Australians access investment opportunities they didn't know existed. [Cut to team/office B-roll] We screen over 500 fund managers every year - only 30 make our list. [Cut back to Anthony] As a 100% employee-owned firm, we invest our own money alongside yours. That's the Lucerne difference. Download our free guide to see what we can do for you."
Purpose: Video ads typically achieve 20-40% lower CPL than static for financial services. A CEO-to-camera format builds maximum trust with HNW audience. Zero video currently in account = massive untapped opportunity.
Use with: Any ad copy variant (video replaces the image)
Strategic Recommendations Summary
Immediate Actions (Week 1)
1. Launch New Ad Copy Variants
Add Copy Variants A, B, and C alongside existing Copy 06. Each ad set should have at least 2 copy variants running. This alone could reduce CPL by 15-25%.
2. Create 3+ New Image Creatives
Minimum: Award Badge static, Numbers static, CEO portrait. Current 3 images across 9 ads = severe creative fatigue. Target: 6+ unique visuals rotating.
3. Fix Retargeting Creative
Replace retargeting ad with Copy Variant D + new image. Current retargeting has 5.99x frequency with 1 ad - people are seeing the exact same thing 6 times.
4. Fix Landing Page Typo + Add Awards
Fix "personalsed" typo. Add 3x AAIA award badges above or near the form. These are quick wins that directly impact conversion rate.
Short-Term Actions (Weeks 2-4)
5. Budget Reallocation
Increase: Job: Managing Director ($18 → $25/day) - best CPL at $57.77
Decrease: HNW Interest ($5 → $3/day or pause) - worst CPL at $93.43
Test: Increase Broad ($10 → $15/day) - needs more data to optimise
Hold: Retargeting at $7.50/day - appropriate for pool size
6. Test Instagram Exclusion
Instagram costs $126 CPL vs Facebook at $68. Either exclude Instagram entirely from Prospecting or create Instagram-specific vertical video/carousel creative. Current static images don't work on IG.
7. Landing Page Social Proof Overhaul
Add: "As Seen In" media bar, stat counters (years, team size, managers screened), testimonial (even anonymous). Change headline to award-led version. Update CTA to "Get Your Free Investment Guide."
8. New Audience Testing
Test: Lookalike audience based on existing leads. Test: Business owners/CEOs interest + investment interest layering. Test: Age 55-65 female (strong $43 CPL signal in small data).
Medium-Term Actions (Month 2+)
9. Produce CEO Video Ad
Shoot a 60-90 second CEO-to-camera video. Financial services video ads on Meta typically outperform static by 20-40%. This is the single biggest creative opportunity in the account.
10. Build Audience Segments
Create separate landing page variants for: Retirees/Downsizers (65+), Pre-Retirement (55-64), Business Owners/Executives (45-54). Each with tailored messaging matching their life stage.
Expected Impact
What These Changes Could Deliver
| Metric | Current (90d) | Projected After Changes | Improvement |
|---|---|---|---|
| Blended CPL | $70.08 | $45-55 | 20-35% reduction |
| Monthly Leads (at same spend) | ~23 | ~30-35 | 30-50% increase |
| LP Conversion Rate | 7.2% (LPV to Lead) | 10-12% | +3-5 points |
| Creative Variants | 3 images / 1 copy | 6+ images / 4 copy / 1 video | Fatigue-proofed |
Projections based on industry benchmarks for financial services Meta Ads with proper creative rotation and landing page optimisation. Not guarantees.