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Case Study

Unity Wireless:
$0-$1.2M/month in 5 months

Our team built a wireless subscription business from the ground up, leveraging Facebook ads to drive customer acquisition.

  • Scaled to 55,000 new customers per month via Facebook, with $1.7 million monthly ad spend.
  • Achieved $1.2 million ad spend in a single month by January 2024.
Unity Wireless ad on a phone

10M

People reached

87%

CAC decrease in the first 2 months

15X

ROI for all marketing expenses

938%

Boost of CTR on landing pages

The Challenge

  • Lack of UGC
  • Facebook restrictions
  • Retargeting missed

Our initial campaign faced several significant setbacks. Firstly, there was no use of UGC (User Generated Content), missing out on valuable social proof, and the client had not set up a retargeting funnel, leaving many opportunities on the table.

The ad copy was plain and lacked the punch needed to generate high click-through rates (CTRs). Perhaps most notably, our aggressive scaling strategy triggered Facebook's security protocols; the platform suspected our account had been hacked due to the rapid increase in activity.

The Solution

To tackle these challenges head-on, we implemented a multi-faceted approach. We kick-started a robust UGC strategy, partnering with agencies and directly recruiting talent to create authentic, relatable content.

We also developed a comprehensive retargeting funnel, capturing previously missed opportunities and nurturing potential customers through the sales process.

Our team overhauled the ad copy, crafting compelling narratives that resonated with our target audience and dramatically improved CTRs.

To address the rapid scaling issues, we worked closely with Facebook representatives, proving our legitimacy and removing spending limits. We implemented a dynamic testing strategy, constantly refining our approach based on daily performance data.

Identified Low CAC Channels

Our strategy focused on identifying and leveraging channels with low Customer Acquisition Costs (CAC). Facebook emerged as the primary driver, outperforming other platforms in efficiency and scalability. We found that broad audience targeting, coupled with dynamic creatives and cost caps, yielded the best results.

  • UGC videos were highly effective, especially when including audience-specific callouts.
  • Avatar consolidation campaigns, combining multiple audience segments, allowed us to optimize spend.
  • Retargeting campaigns using testimonials demonstrated lower CAC, especially when integrated with the broader marketing funnel.
  • Broad audience targeting combined with dynamic creatives and cost caps yielded the best results in terms of lowering CAC.

New Ad Creatives

Our approach to new creatives was dynamic and data-driven. We prioritized user-generated content (UGC), producing around 40 UGC videos per month to maintain a fresh pipeline of authentic content. These videos were crucial, consistently outperforming other creative types across various audiences.

  • Prioritized strong hooks in the first three seconds of videos, including audience-specific callouts and clear offers.
  • Streamlined testing by limiting dynamic creatives to four per set for efficient algorithm optimization.
  • Used TikTok as a testing ground, with videos performing well in the first three weeks often succeeding across all platforms.
  • Continuously refined creatives based on performance data, adapting to seasonal themes to maintain relevance and engagement.

Scaled Ad Spend

We implemented a dynamic approach, adjusting our spend daily based on performance metrics and maintaining a target CPA of $30. By December 2023, we had scaled to $2.6 million in monthly ad spend, with our most significant single-month campaign reaching $1.2 million in January 2024.

  • We initially encountered a $100k spending limit on Facebook, which we overcame by working closely with their representatives.
  • Implemented daily budget adjustments based on performance metrics, maintaining a target CPA of $30.
  • Scaled from zero to over $3 million monthly ad spend in less than 18 months, overcoming initial Facebook spending limits.
  • Sustained higher customer acquisition costs due to the recurring revenue model of the subscription business.

The Results

By July 2023, we had hit our first million in ad spend across all advertising channels. In September, we were bringing in approximately 55,000 new customers per month through Facebook alone, spending $1.7 million on the platform.

Our strategies allowed us to maintain a cost per acquisition (CPA) consistently below our target of $30, even as we rapidly expanded our reach.

  • Scaled to 55,000 new customers per month via Facebook, with $1.7 million monthly ad spend.
  • Maintained CPA below $30 target, with seasonal campaigns driving it as low as $16.
  • Achieved $1.2 million ad spend in a single month by January 2024.

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