Scaling Facebook Ads from $56k to $360k in Spend

Introduction

Our client sought assistance in building an effective traffic acquisition funnel through Facebook Ads. They faced a significant challenge: dynamic retargeting was performing well, but acquisition campaigns were at a loss. The advertising structure was chaotic, with numerous tests yielding no clear conclusions. We embarked on a comprehensive audit to turn the situation around.

Initial Audit

Upon reviewing the client’s Facebook Ads account, we identified several critical issues:

• Dynamic retargeting was successful, but acquisition campaigns were underperforming.
• The overall ad structure was chaotic, with countless tests but no actionable insights.

Strategic Solutions

We addressed the identified problems with a multi-faceted approach:

1. Communication Strategy & Campaign Structure

• Developed a communication strategy based on the RACE funnel (Reach, Act, Convert, Engage).
• Adjusted the structure of Facebook advertising campaigns to align with this strategy.

2. Irresistible Offer Creation

• Combined 20+ single products into one bundled offer, making it highly attractive to potential customers.

3. Optimized Landing Page

• Recommended the client develop a dedicated landing page, streamlining the user journey and eliminating unnecessary information that was present on the homepage.

4. Geo-Targeting Segmentation

• Grouped GEOs (geographical locations) by CPM (cost per thousand impressions) price and economic-geographical principles.
• This prevented Facebook’s algorithm from diverting budget to cheaper, low-performing GEOs, ensuring better ad spend efficiency.

5. Upsell & Cross-Sell Strategies

• Created an upsell offer for existing customers, boosting customer lifetime value (LTV).
• Introduced a cross-sell strategy for new customers, enhancing overall sales.

Funnel Strategy & Execution

Our funnel strategy was meticulously crafted and executed across various stages:

1. Cold Audiences

• Although cold audiences initially resulted in a slight loss, they were essential for feeding the funnel.

2. Re-Engage

• Targeted audiences who interacted with ads in the last 30 days but hadn’t clicked through to the site, requiring multiple interactions to convert.

3. Retarget 1 & 2

• Retarget 1: Used video and banner ads for the main offer.
• Retarget 2: Deployed video and banner ads for single products.

4. Catalog Sales

• Implemented dynamic retargeting through carousel ads, showcasing a variety of products to interested users.

5. Product Upsell

• Focused on increasing LTV by upselling products to existing customers.

6. Creative Testing

• Tested new creative concepts, including video reviews from bloggers, to keep the ads fresh and engaging.

Results

Conclusion

Through a structured and strategic approach, we successfully transformed our client’s Facebook Ads performance. By optimizing the ad structure, creating irresistible offers, and refining targeting strategies, we scaled ad spend from $56k to $360k while generating a substantial return. This case study exemplifies our expertise in turning around underperforming ad campaigns and driving significant revenue growth.