Motyvel Yachts – How to improve lead quality in Meta Ads

# The client

Motyvel Yachts is a Spanish company specialized in the sale, brokerage and charter of luxury yachts -both motor and sailing- of prestigious international brands. Founded in 1984, Motyvel Group has more than 35 years of experience in the nautical sector, offering services such as sales, technical assistance, management and customized solutions. It has a wide selection of new and used boats, with brands such as Jeanneau, Pardo Yachts and other boats. It operates mainly in Catalonia and the Balearic Islands (Mallorca, Ibiza), and offers luxury yacht charter for vacations and events.

Motyvel is specialized in the brokerage of yachts and charter of high-end boats, standing out for its experience and its wide portfolio of international brands.

# The challenge

• Detect and reduce the massive inflow of unqualified leads.

• Improve funnel efficiency without relying on volume.

• Adjust the advertising strategy to an international public, with high purchasing power and long decision cycles.

• Justify the advertising investment with real results, according to commercial feedback.

# How we did it

Audit of active campaigns

The analysis of the Meta Ads campaigns revealed a pattern: although the number of leads was high and the CPL was below €8, most of the users did not go to the commercial phase and those that did did not meet the criteria requested by the client.. Many did not leave a valid phone number, did not respond to emails or simply did not understand the product offered.

2. Structural change of the funnel: qualified traffic to the website.

As of August 2024a radical change was implemented:

• See eliminated the Meta instant forms.

• All advertisements were redirected to Motyvel’s official website, where the user had to understand the offer and fill out a more complete form..

• Minimal filters such as language, location and segmentation by luxury and nautical interests were applied to further refine the traffic.

This step added deliberate friction, but that friction acted as a natural filter of quality. natural quality filteronly those who were truly interested filled out the form.

3. Creative rethinking

In addition to the channel change, the creative approach was also revised:

• From messages like “Ask for more information” we moved to proposals like:
  “Are you looking for a Pardo Yachts boat for this summer in the Balearic Islands? Discover our models and book it with personalized advice”.

• High-quality aspirational images and real sailing videos were used.

Quantitative comparison

JANUARY – JULY 2024 (BEFORE CHANGE)

• Leads: 838

• Investment: 5.168,34 €.

• Average CPL: 6,17 €

• Lead quality: low (according to commercial feedback)
  

AUGUST 2024 – FEBRUARY 2025 (AFTER CHANGEOVER)

• Leads: 46

• Investment: 4.044,28 €.

• Average CPL: 87,91 €

Lead quality: high (users who asked for an appointment, left real phone numbers and mentioned specific models).

CONCLUSIONS AND LESSONS LEARNED

1. In premium sectors, lead quality is worth more than volume.

2. Eliminating friction may be useful in e-commerce, but in luxury products adding filters improves the actual conversion.

3. Listening to the sales team was the key to detecting the mismatch between marketing and sales.

4. A low CPL can hide a profitability problem if leads are not moving forward.

5. The redesign of the funnel to the web allowed users to better understand Motyvel’s value proposition, filtering out non-aligned users from the start.

Today’s campaigns are no longer looking for clicks, but for real potential buyers.

# Results