FB Ads Case Study: A hair care brand launch

I’ve created this guide that breaks down my exact strategy to do $25K in sales with 5+ ROAS in just 60 days for a newly launched one-product store.

Here is the breakdown: 

> Accurate reporting

 > Micro-influencers targeting 

> Minimal Creative 

> Scaling strategy

 

Here is the Context:

We launched a new brand using FB ads and within just over a month, we hit $20k in sales! How cool is that?

We spent around $4k in total during those 35 days, which means we got a 5x return on our investment. 

And get this - all of our traffic came from FB ads. 

We do have email set up, but we haven't really seen much action from it yet. Still, we did manage to get a few sales from email, which is something. 

All in all, we're feeling pretty good about how things are going so far.

 

Here is how you can do it too.

 

FB reporting sucks, here is what I did :

Hey there! So, I wanna share something with y'all about my experience with Facebook reporting.

We were only running FB ads at the time, and our email marketing wasn't quite there yet.

Anyway, here's the thing: we didn't really trust the FB reporting. 

It was telling us our ROI was only 2x, but in reality, it was more like 5x! 

That's a big difference, right?

So, we decided to focus more on our CTR and CPM to make our decisions instead of relying on FB reporting. And you know what? It worked out pretty well for us.

Moral of the story? Don't always believe what you see on the screen. Trust your instincts and your data.

I did Micro- influencer targeting; here is how: 

Okay, listen up y'all, 'cause I'm about to drop some wisdom on Facebook ad targeting. So, one major mistake that a lot of newbie brands make is relying too much on open targeting. That's not the way to go, especially if you're just starting out.

Why? Because you're not properly feeding your pixel that way. 

And that's important. 

Right now, the best approach is advantage plus campaigns, but that's a whole other story.

So, what's the right approach? Well, it's all about studying your customer's psychographics, not just their demographics. 

And how do you do that when you're a new brand without enough data?

 

Here's what I do: I take the emails of my first 20 Shopify orders and search them on Google.

That gives me their social media profiles, and I study those to get an idea of my customers' psychographics.

 

Then, I find small influencers (not too big, not too small) who my buyer persona likes or follows. And that's the key - targeting based on influencers. I target those influencers and you get the idea.

Trust me, this method works like a charm.

 

My minimal creative approach worked amazingly:

 

So, basically, I didn't go crazy with fancy creatives. I wanted to keep it real and relatable, you know?

What I did was send our product to some small influencers with 5k-20k followers and asked them to make a video using it. We paid them like 50-100 bucks and they sent us back these raw, self-recorded videos of them using the product.

Then, all we did was add some simple text and music to the videos, and voila - we had our creatives! Easy peasy, lemon squeezy.

I scaled up to 70% of the original spend:

Wanna know how I scaled our campaigns and increased our budget from $20 to $300 a day? 

Here's the scoop:

First, we made a list of interests and found the right audience not based on ROI, but on CTR and CPC.

Then, I scaled things up in two ways.

The first way was duplicating the same ad set in the same campaign.

 The second way was gradually increasing the budget of the same ad set by 70% every three days.

I didn't want to shock the system, you know? Gotta ease into it. And now look at us - a $300 budget.