How to Turn $557 in Facebook Ad Spend Into $20,543 in Home Automation sales
FACEBOOK ADS CASE STUDY
Home Automation Lead Generation Machine:
582 Website Visits, $20,543.52 in Sales, 1.04 per Click
Facebook is arguably the most effective outreach and marketing platform ever created.
Put it like this:
Facebook advertising reaches more people than the Super Bowl... every day. This is why we often use Facebook campaigns to bring businesses high converting leads with any sized budget.
That being said, you can quickly spend money on Facebook with little to show for your investment if you don’t have the right strategy in place.
You can’t simply click “Boost Post” and expect dollars to start pouring in…
You need to be smart. That’s why I want to share this case study with you!
You’re about to see how we turned $557 in Facebook Ads into over $20,000 in sales for one of our clients.
Here’s how we did it…
Interested in learning exactly what the Facebook Pixel is and how we utilize it to bring home automation companies more leads.
Building a Warm Audience with Great Content
Most home automation companies (and local businesses in general) just scream “BUY BUY BUY” in their advertising.
Here's a little secret that we all know… People hate being sold to.
They want to come to their own decisions about what they want to buy. That's where all of your content comes into play.
Luckily, we had already been creating a lot of great content and resources for this client.
"Coming Home" Promo Ad
"Smart Lighting" Promo Ad
"Motorized Shades" Promo Ad
"Security" Promo Ad
Sharing this type of content on Facebook (and around the web) does 2 very important things for us:
It builds our “retargeting” list on Facebook of people who have visited our website and engaged with our content. That builds our “warm audience.”
It builds our email list so we can create “custom audiences” of those people in Facebook AND measure the ROI of our campaigns.
Here are some other things you can do to create brand awareness on Facebook and build a warm audience:
Live video streams
Customer stories / testimonials
Videos / slideshows / visuals / photos
Run “Like” campaigns to get more pages likes and build social proof
Sales Ad Creative & Copy
So before we dive into all the ad details for this case study…
Here’s a quick look at the ad that you would have seen in your news feed.
Newsfeed ad creative and copy:
Take note that we’re incentivizing people to come and visit the showroom by offering “up to 50% off” and we’re not just promoting the sale or showroom it self.
Even though every product wasn’t 50% off, we used “up to” to make the sale sound more enticing by focusing on the biggest discounts.
Custom audience: Website traffic
Custom audience: Email list
Lookalike audience: Website Traffic
Lookalike audience: Email list
Page Fans (and their friends)
Everyone between 30-65 years old within 20 miles of the showroom
On to the Landing Page!
When someone clicked the ad they were taken to a website page with the following details.
It's important to ensure that your landing page message is consistent with the ad that was clicked on to ensure the highest chance of conversions.
Our goal with the landing page was to get the customer to opt-in to the limited time offer and claim the limited time offer.
Here's what the landing page looked like:
Nurturing the Leads
Running an ad and expecting the sales to start rolling is a good way to waste your ad budget.
Once a potential customer has submitted their information and opted into your offer, that's where we really begin nurturing the lead.
Now that we have their e-mail addresses, we're going to start using them.
In the digital world, e-mail addresses are gold!
People often opt into the offer and completely forget about it afterwards.
In order to get them to take action, we designed and sent them a series of automated e-mail blasts designed to ensure their brand and the offer stayed on top of their mind.
The "special ingredient" in Facebook marketing is definitely re-marketing.
Utilizing the Facebook Pixel, which is essentially a piece of code we placed on the landing page, we had the ability to track and retarget to different segments as Custom Audiences.
For example, we ran this retargeting ad to customers that arrived on the landing page but didn't opt-in to the offer.
The results were spectacular. Over the course of the retargeting campaign, we saw a 44% increase in conversions – a great result for both our agency and our client!
Retargeting is a great way to re-engage with your customers, and give them another opportunity to make a decision about your product or service.
Clicks To Website: 582
Cost Per Click: $1.04
Total Cost: $557.24
Total Sales: $20,543.52
It’s funny… Before we heard that our client had done over 20k from that campaign, we had a feeling we had knocked it out of the park.
Well we didn’t hear from that client for over a week, which typically means they are busy scheduling and delivering orders.
So you’re probably wondering how we confirmed that customers were actually coming from Facebook?
For this client, there are 3 ways we measured ROI:
First, we match people who opted-in on the sales event landing page (or downloaded a lead magnet) against their closed customer list.
Second, we look at who engaged with our sales ad on Facebook (liked, commented, shared, etc.) and match those names against their closed customer list.
Third, the sales team asks every customer where they heard about us. Can you guess where most people said they saw our ad? Some said our email newsletter, but the majority said Facebook!
What our customers have to say
I've run many brands from online casinos, to travel agencies and web hosting since 2003. This is the first time I'm able to feel confident about the services I'm being given. I had given up on all marketing teams. The entire market is over saturated and over rated. Not Legacy leap. They are the real deal. I'll post another review after I've been with them for a few more months because this team deserves it
St. Clair McLean, STC Tours, NY
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