What Should We Do If Our Campaign Is Running and Generating Leads?

Short Answer: If your campaign is running and successfully generating leads, the best approach is not to disrupt it. Instead, duplicate the campaign, pause underperforming assets in the original, continue running the successful ones, and use the new duplicated campaign to test other assets. This way, you can gather fresh data, attract new leads, and potentially convert more clients.

Full Explanation

When a marketing campaign is live and effectively generating leads, making abrupt changes can risk losing momentum. To capitalize on what’s already working, it’s important to preserve the assets that are delivering results. However, to keep improving and identifying even better strategies, duplicating the campaign allows you to experiment without interfering with your current success.

By pausing the assets in the original campaign that are not performing well, you ensure that your budget and efforts focus solely on what drives results. Meanwhile, the duplicated campaign serves as a testing ground where you split and activate other campaign assets. This dual approach helps you gather new performance data and increases the chances of finding additional effective elements, ultimately growing your leads and client base.

Step-by-Step Breakdown

Keep the original campaign running: Continue to run and monitor the assets within the campaign that are producing leads.
Duplicate the campaign: Create a copy of your current campaign to avoid disruptions to lead flow.
Pause non-performing assets in the original: Identify and stop assets that are not generating leads in your original campaign.
Let successful assets continue running: Maintain the focus on the assets bringing in leads to sustain your results.
Split assets in the duplicated campaign: Activate the other assets in the duplicated campaign to test their effectiveness.
Collect new data: Analyze the performance of different assets in the duplicated campaign to discover new opportunities for lead generation.
Refine and optimize: Use insights from both campaigns to improve your overall marketing strategy and potentially expand your client base.

Real Examples

Imagine your current campaign has three ad creatives: two aren’t generating leads, and one is performing well. Instead of stopping the entire campaign, duplicate it. In the original, pause the two non-performing ads and keep the winning one active. In the duplicate campaign, run the two paused ads separately to gather fresh data and see if they perform better when split or modified. This method helps maintain lead flow while exploring new opportunities.

Common Mistakes

Pausing the entire campaign when leads are coming in: You risk losing valuable momentum by stopping everything instead of isolating underperforming assets.
Failing to duplicate before testing: Testing new assets within a live campaign without duplication can disrupt successful elements and lead flow.
Neglecting to analyze asset performance: Not monitoring which assets are driving leads prevents effective optimization and growth.

FAQs

Why is it important to duplicate the campaign instead of just pausing assets?

Duplicating ensures the original campaign remains stable and continues generating leads uninterrupted while new assets can be tested safely without risking performance disruption.

How do I know which assets to pause?

Review your campaign metrics and pause those that show minimal or no lead generation to focus budget and efforts on high-performing assets.

Can this strategy help increase client acquisition?

Yes, by continuously testing new assets through the duplicated campaign, you can discover additional ways to attract leads and potentially convert more clients.

Key Takeaways

Preserve what is working by keeping successful assets running in your original campaign.
Duplicate your campaign before testing new assets to avoid disrupting lead generation.
Pause underperforming assets in the original campaign to focus your budget.
Use the duplicated campaign as a testing ground for other assets to collect new data and improve results.
This approach helps maintain steady lead flow while exploring growth opportunities.