I was a project manager and media buyer in Facebook Ads

RoadToTheDream - E-Commerce store in a sportswear niche. Target audience: young people with interest towards workout, gym, Crossfit and etc. They wanted to take advantage of Black Friday/New Year's Eve and realized they needed an expert team to help them win BIG during the 2019 Black Friday/Cyber Monday.

Previously, they didn't run any ads. So, the challenge was to get high results from scratch.

Targeting Warm Audiences First.

RoadToTheDream has a big following on Instagram, around 100k when we started and during our work, we increased their number of subscribers to 130k (#offtop).

So, first of all, we created an audience based on people who engaged with the Instagram profiles. After installing pixel on a website, running first ads, and getting purchases. We started testing out Lookalike audiences, abandoned cart audience, page visitors, etc.

Our offer was pretty hot: 30-50% off their products sitewide. It is important to always run a good promo (at least 15% off, ideally higher). We took that promo and showed it in front of people who’ve been on their site, past customers, and people who’ve engaged with their ads on IG the past 90 days. We created catchy short videos, crisp and well-designed graphics, and also utilized their catalog for dynamic product ads.

In addition to this, we ran a lot of traffic ads, bringing new audiences to the site to warm them up. We also ran engagement ads for the same purpose and to generate more engagement overall.

Roadtothedream’s retargeting audiences were small initially but by retargeting correctly is imperative to any ad campaign’s success. Warm audiences are always your lowest-hanging fruit.

Results: 2 Weeks, average 15x ROAS.

I was able to get them the highest results possible and hit all of RoadToTheDream’s goals! Their ‘19 Black Friday/Cyber Monday sale finished with a whopping 15x ROAS and over 6 figures of revenue generated.

6 Key Takeaways:

1) ALWAYS try to cultivate your audience and make them WARM. Such high ROAS is much more possible with a warm audience than a cold one. Why? Because some people need time before buying. 

2) Most people would just visit your website, do fake shopping and leave. But, if you would install the FB pixel on your website, you can create an audience from them. And when you run ads for the second, third time, this is when they may purchase from you. 


3) We don’t give up here, the next step is to make them subscribers. Then we cultivate further with quality content. And then we run paid ads on our subscribers, and here we will have the highest ROAS

4) Make sure that you A/B test. It is crucial to execute comprehensive split testing to get you the highest ROAS and lowest CPP.

5) Engagement-optimized ad sets work better for this type of business than traffic-optimized ad sets. Engagement ad sets are more efficient at bringing more traffic and generating additional engagement. We focused on this type of ad set so that we could retarget these engagement audiences (which have produced a high ROAS).

6) Use reviews in your ads and ad copy. RoadToTheDream had a huge amount of amazing reviews to support their product, which greatly aided in the success of the campaign. Positive reviews are very important in creating trust with a new customer and building social proof.

7) Highlight the end date of promotion and create urgency. Using key phrases like, “Limited time only” or, “Ending soon” can create urgency and cause a customer to convert more easily. In our ad copy, we used "Ending in 3 days", "Ending tomorrow".

8) Invest in professional product photos. Working with GREAT product photos makes a drastic difference in ad performance. RoadToTheDream’s product photos and solid branding guidelines made it easier for us to create ads that converted well.


Thanks for reading my case study, If you have any questions, feel free to reach out to me. I also, do quick discovery calls where I provide a free consultation with pure value. Looking forward to meeting you!