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.

If you’re looking to scale your ad spend efficiently and generate better results, our team is here to help. Visit our contact page to discuss how we can take your digital advertising to the next level.