Increased ad spending from $5k to $275K for a gardening calendar

I increased ad spending from $5k in 2021 to $275k between January and May 2024. Initially, I focused on conversion campaigns optimized for lead generation, targeting free account sign-ups, and upselling paid features. By 2022, I had shifted to purchase conversion campaigns to drive sales. Over three and a half years, I refined strategies through extensive testing and adaptation to Facebook's updates, simplifying campaigns while experimenting with creatives. In early 2024, I achieved 54,114 leads at a $5.08 CPL and 9,661 purchases at a $28.46 CPA, outperforming the $35 target CPA.