𝐇𝐨𝐰 𝐖𝐞 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐝 𝐀 𝟏𝟎𝐱 𝐑𝐎𝐀𝐒 𝐈𝐧 𝐋𝐞𝐬𝐬 𝐓𝐡𝐚𝐧 𝐓𝐰𝐨 𝐌𝐨𝐧𝐭𝐡𝐬 𝐑𝐮𝐧𝐧𝐢𝐧𝐠 𝐀𝐝𝐬 𝐅𝐨𝐫 𝐎𝐮𝐫 𝐁𝐞𝐚𝐮𝐭𝐲 𝐒𝐚𝐥𝐨𝐧 𝐂𝐥𝐢𝐞𝐧𝐭
Updated: Apr 20
We turned $2,400 into $27,588
Yes, I know what you’re thinking… 10x ROAS? Is this possible? Let us explain…
This is just a friendly sharing on how we got fantastic results for one of our clients, we hope it will give you some ideas or inspiration one way or another. (not to brag or show off)
Some context before we get started:
👉Client is running a beauty/skincare business
👉Client had creative assets but it wasn’t ‘optimized’ to secure the conversion
👉Client was running ads to lead forms but the majority of leads were unqualified or no-show
👉Client had no customer database or warmed up pixel for us to leverage on
👉$1500/month ad spend budget
𝐓𝐡𝐞 𝐛𝐢𝐠𝐠𝐞𝐬𝐭 𝐩𝐫𝐨𝐛𝐥𝐞𝐦 𝐟𝐨𝐫 𝐦𝐨𝐬𝐭, 𝐢𝐟 𝐧𝐨𝐭 𝐚𝐥𝐥 𝐬𝐞𝐫𝐯𝐢𝐜𝐞-𝐛𝐚𝐬𝐞𝐝 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐢𝐬 𝐞𝐢𝐭𝐡𝐞𝐫 𝐭𝐡𝐞 𝐥𝐚𝐜𝐤 𝐨𝐟 𝐥𝐞𝐚𝐝𝐬, 𝐮𝐧𝐪𝐮𝐚𝐥𝐢𝐟𝐢𝐞𝐝 𝐥𝐞𝐚𝐝𝐬 𝐨𝐫 𝐥𝐞𝐚𝐝𝐬 𝐭𝐡𝐚𝐭 𝐠𝐡𝐨𝐬𝐭 𝐲𝐨𝐮.
𝐖𝐡𝐚𝐭 𝐰𝐞 𝐝𝐢𝐝 𝐟𝐨𝐫 𝐅𝐚𝐜𝐞𝐛𝐨𝐨𝐤 𝐀𝐝𝐬:
Shot a promo video of a SINGLE service of theirs we decided to put as the front-end offer.
How did we know what framework or script to follow when shooting the video?
Research. Every niche has it’s own video style that performs well. Research on what your competitors are doing and model success.
(Quick tip on knowing what ads are working well for your competitors is to look into their ad library, if their ad has already been running for quite some time, it’s likely that the ad is performing well).
𝐆𝐚𝐭𝐡𝐞𝐫 𝐚 𝐥𝐢𝐬𝐭 𝐨𝐟 𝐢𝐧𝐭𝐞𝐫𝐞𝐬𝐭 𝐟𝐨𝐫 𝐜𝐨𝐥𝐝 𝐩𝐫𝐨𝐬𝐩𝐞𝐜𝐭𝐢𝐧𝐠.
Finding interests to target in the beauty niche is pretty straight forward. However, we have to keep in mind that the CPM might be relatively higher due to the competition in the interest, so we kept a lookout for that.
Facebook works better with bigger data (audiences), so in each Ad Set, our audience size is AT LEAST a million.
We stacked interests of the same category in different ad sets. (e.g. general health, brands, magazines, public figures, etc.)
𝐓𝐞𝐬𝐭𝐢𝐧𝐠 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞𝐬 𝐚𝐧𝐝 𝐢𝐧𝐭𝐞𝐫𝐞𝐬𝐭𝐬.
We only had one video asset to run as ads. So what we did was to test different thumbnails to improve the CTR. It wasn’t long before we found the ‘winning thumbnail’, which is the one that created the most curiosity and stops the scroll!
We also didn’t need much testing for interest. If the message in your ad copy is good and targets the right audiences, your interests that you’re targeting doesn’t really matter (of course it has to be related though!)
Think out of the box for interest targeting. If you’re selling a facial package and targeting a middle-aged woman, what else could she be interested in besides ‘health’…’ beauty’ or ‘skincare’?
You could target brands like Dyson. A middle-aged woman will likely be doing house chores right and may be interested in Dyson.
You could also target certain TV shows or TV channels that you think your target audience watches a lot of!
There are 101 ways of testing and finding the sweet spot! Test away!
We shot a bunch of videos of customer testimonials and ran it as retargeting ads.
👉We ran ads to those who visited our landing page but did not opt-in. (opting in is free)
👉We did not run retargeting to those that opted in but didn’t purchase so that’s something we could improve on!
We ran VV of those who watched the ad for more than 3 seconds (our retargeting costs increased because of this, so we suggest that you run VV for 25% and above watch rate to target more interested people because the longer they watch, the more interested they are.)
That’s it for our Facebook ads, pretty simple, right? We did not use any TOF/MOF/BOF structure (we use this for Ecommerce) because we didn’t want to over complicate our Facebook ads.
💥𝐓𝐇𝐄 𝐑𝐄𝐀𝐋 𝐌𝐎𝐍𝐄𝐘 𝐈𝐒 𝐈𝐍 𝐓𝐇𝐄 𝐅𝐎𝐋𝐋𝐎𝐖 𝐔𝐏💥
We had to increase the show-up rate to the physical store. (this is what most service-based businesses have trouble with!)
Leads that opted into the offer were called up within the hour to schedule an appointment. (worst case scenario they will be called within the day).
Our landing page is also optimized to attract qualified leads.
𝐈𝐦𝐩𝐨𝐫𝐭𝐚𝐧𝐭 𝐞𝐥𝐞𝐦𝐞𝐧𝐭𝐬 𝐭𝐨 𝐢𝐧𝐜𝐥𝐮𝐝𝐞 𝐢𝐧 𝐭𝐡𝐞 𝐎𝐩𝐭-𝐢𝐧 𝐩𝐚𝐠𝐞:
👉Countdown Timer (subjective)
👉Comparison Chart (vs competitors)
👉Before/After (if applicable)
👉FAQ (for answering common objections, not random questions)
We added an OTO after the opt-in which offered a discount if they paid online for the offer! (e.g. if they paid physically in the shop it would cost $100 but if they paid online it will only cost $70!)
By doing this, the leads that purchased online were super qualified with a 99.9% show-up rate because they have already invested in the offer.
𝐇𝐞𝐫𝐞 𝐚𝐫𝐞 𝐬𝐨𝐦𝐞 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐚𝐭𝐬:
Scheduled Appointment Rate: 60%
Scheduled Appointments: 109
Show-up Rate: 75%
Pre-paid Appointments: 42 (100% show up)
Upsell Rate: 75% (our client's beauticians were good saleswomen!)
𝐋𝐚𝐧𝐝𝐢𝐧𝐠 𝐏𝐚𝐠𝐞 𝐒𝐭𝐚𝐭𝐬:
Opt-In Rate: 18%
Purchase Rate: 21%
Total Ad Spend: $2,433
Total Revenue: $27,588
Yes, the percentages are super awesome and almost unbelievable, right? Believe it or not, we have nothing to sell you here.
We only chose one service to promote to avoid confusion. Giving people more options to choose will increase the drop-off rate. FOCUS on only ONE product/offer, that’s what a funnel is for!
Please feel free to message us for further questions on how you can do this with yours business.