Client Overview
Our client, a sports goods manufacturer, approached us with a need to boost sales and increase their digital presence through Facebook advertising. With a limited budget, they were looking for a highly efficient campaign that could drive significant sales while keeping the advertising cost low.
We were tasked with creating a Facebook Ads campaign to generate online purchases and deliver a strong Return on Ad Spend (ROAS). The client’s budget was €900, and the goal was to increase sales and hit a target of at least 3X ROAS.
Challenges
Budget Constraint: We had to maximize the potential of a €900 budget while maintaining high sales volume.
High Purchase Costs: The client’s competitive industry led to relatively high costs per purchase, especially in certain audience segments.
Audience Saturation: As the client was already running ads in the same market, it was critical to avoid audience fatigue.
RESULTS
4.22
Return on ad spend
€3,775.57
Sales revenue generated
106,128
Total impressions
STRATEGY
How we did it
Campaign Structure
We divided the campaign into two parts:
Top of Funnel (TOF): Awareness campaign using ABO (Ad Set Budget Optimization), targeting cold audiences across the UK and Ireland to bring new users into the sales funnel.
Middle of Funnel (MOF): Conversion-focused campaign using CBO (Campaign Budget Optimization) targeting users who had previously engaged with the client’s content.
Audience Targeting
TOF Campaign: We targeted lookalike audiences and interest-based segments similar to the client’s best customers, leveraging Facebook’s data to attract cold leads.
MOF Campaign: Retargeted users who had engaged with the client’s website or ads to drive conversions.
Ad Creative & Messaging
Compelling Visuals: We tested multiple ad designs to capture attention and drive engagement, with high-quality imagery and bold CTAs.
Ad Copy Variants: We used split testing to experiment with messaging for both campaigns, ensuring the ads addressed user pain points and provided clear incentives to purchase.
Continuous Optimization
We continuously monitored campaign performance:
Ad Set Adjustments: We adjusted audience sizes and bids based on real-time data to reduce costs and maximize conversion rates.
Scaling Budget: Once the top-performing ads were identified, we allocated more of the budget towards them to maximize results.