Case Study: Real Madrid achieves 70% lower cost-per-lead and 2.4M leads with Facebook

Attracting visitors and website traffic with Facebook lead ads

Real Madrid, the legendary Spanish football club with more than 105 million people who like its Facebook Page, wanted to enter new markets and generate qualified leads across 17 countries where engagement was lower. The challenge was to drive sign-ups and website traffic efficiently in those specific markets.

To tackle this, Real Madrid partnered with Facebook Marketing Partner AdGlow for a tactical three‑month campaign run in three waves around key calendar events, using lead ads, carousel and photo ads, A/B testing, and lookalike audiences built from the club’s database, fans, players and partners. The campaign generated 2.4 million leads and cut cost per lead by 70% (Feb–July 2016).

Real Madrid

Rafael De los Santos

Heads Club’s Digital Operations