29th April 2024

Jessica, a nutritionist and creator of a successful nutrition membership was ready to breathe life back into her membership that has been running for years, but had taken a bit of a back seat for a while due to focusing on her clinic consults and #mumlife!

Her long term goal is to decrease the number of hours she spends doing 1:1 clinic consultations, and grow her membership which is more scalable - so she can spend more time with her young family, and also so that she can impact more people.

She decided to run a paid 14 day live nutrition challenge, which she had done in the past, and proved to be a great lead generation tool, as during the challenge she upsells the membership to the attendees.

💡 TIP: If you'd like to implement this strategy to grow your membership, it doesn't have to be a 14 day challenge, you could run ads to a 3 day challenge or even a paid e-book or a discounted trial - anything that will give potential members a taste of your brilliance, without the commitment (yet!)

Jess engaged my private 1:1 ads coaching package (see my services here) for help with setting up her ad campaigns so she could maximise the number of people joining her challenge.

In this case study I break down exactly what we did together to get a $5k return on investment!

Before running any ads we made sure:

Her Meta Pixel Tracking was set-up

I walked her through how to set-up the Meta pixel tracking on her website and landing pages to ensure any purchases resulting from FB ads were recorded in the ads manager (otherwise we wouldn’t have known which ads were the best performers)

Her funnel is proven!

She had run this 14 day challenge in the past and the funnel was proven to sell and convert so we were confident in spending money on ads that she would get a healthy return on ad spend

💡 TIP: If your funnel is brand new, we suggest testing this with your organic audiences to ensure people actually want it. I.e. they put their money where their mouth is and BUY!

Finding the best audience:

She was spending $25/day in this initial testing phase while we were still finding what was resonating best with her audience. With an aim to scale up once we found the winning audience and ad creative combination.

💡 TIP: You can start with ads from as little as $10/day!

First we tested two different audiences, by sending the same ads to both audiences, to see which would get her the cheapest cost per purchase (CPA)

The two audiences were:

1. An Interest Based Audience

Facebook would show her ads to people who are interested in health & wellness

2. A Lookalike Audience

We uploaded her current email subscriber list into Facebook, and created a lookalike audience off this data – i.e. an audience of people who have similar demographics/behaviour/interests as her current community

After 3 days we reviewed the results in her ads manager, and it was clear that the Interest based audience was performing much better, as the average cost per purchase for that was $20.48 with 17 sales, and the average cost per purchase for the lookalike audience was $60.81 with only 2 sales!

💡 TIP: This is why the Facebook ad game is all about testing/tweaking!

We switched off all the lookalike audience ads, which ensured all her daily ad spend would be spent on the better performing audience (the health & wellness interest)

Finding a winning ad we could scale with:

Now we had our winning audience, it was time to see if we could get that $20.58 cost per sale even cheaper! We started testing the ad creatives.

Initially, we tested 3 ads:

1. A funny reel

2. A still image of one of her recipes

3. A carousel detailing her 14 day program

After a few days of testing, it became clear that the still image of her recipe was performing best with an average cost per purchase of $13.95.

The funny reel came in second at $26.15 cost per purchase:

And the carousel was the worst performing ad, with a cost per purchase of $34.76:

So she kept the recipe ad ON, and switched the other 2 ads off

*Keeping in mind that she was charging $49 for her 14 day program, so all these ads are still profitable on the front end!

We were really happy with spending $9.84 per sign up, because that meant with every sale, she was already profiting $39.16 in pre-membership sales!

But we thought we'd try one more test to see if we could get an even cheaper cost per sale before scaling the campaign.

She set-up 2 more ads with different recipe images to continue the testing process:

The cheapest average cost per sale she got was $8.22 which is a 6X return on ad spend and definitely a winner!

We found a winning ad! Time to SCALE UP.

Once we found the winning ad creative and audience combo, one that was bringing in consistent sign ups for her desired cost per sale, she started increasing her budget each day.

💡 TIP: When scaling your campaigns, it’s important to increase your daily budget in small increments each day, and ensure that to cost per sale remains consistent.

So she increased her daily spend from $25/day, to $50/day the next day, to $75, to $100 and then ended at $125/day. Ensuring the cost per sale of her best performing ad remained about $14 per sale.