About the Project
A retreat center specializing in sacred plant medicine, located in Marbella, Spain. It opened in 2019 but was later put on hold due to the pandemic.
At the start, there were two Instagram accounts—one for Russian-speaking and one for English-speaking audiences—with a combined total of approximately 10,000 followers. Additionally, there was a Facebook page, an updated bilingual sales website, and a client database in Bitrix24 CRM.
Tasks
- Develop the architecture of advertising campaigns in Ads Manager.
- Prepare video creatives, texts, and offers.
- Attract as many leads as possible to the website within one month before the retreat begins, targeting a highly affluent audience, as the cost of participating in a 5-day retreat at a private villa in Marbella is $3,000.
- Launch campaigns and scale successful combinations.
- Achieve a stable return on advertising investment.
Execution of Work
Preparation
- The advertising launch was completed in 3 days. Due to the subject matter (South American plants), Meta blocked the advertising accounts, but this was not a barrier—we launched the ads using our own accounts.
- We refined the landing page and installed Yandex.Metrika and Google Analytics tracking codes.
- The Conversion API (CAPI) was integrated; without it, collecting accurate data would have been impossible.
- We produced 9 video creatives and over 20 static ones.
Advertising campaigns were set up and launched with the “conversion” objective.
Advertising Campaign
We targeted two audiences—English-speaking and Russian-speaking. Various options were tested based on geography and interests, and Lookalike audiences were created from the client’s database.
We quickly identified a successful combination, achieving leads at $2.60 for the English-speaking audience, and scaled up to 35 leads per day at peak performance.
The Russian-speaking audience proved more challenging, responding less actively to the ads, with lead costs reaching approximately $11. Consequently, the budget was later reallocated to the English-speaking campaigns.
Results
- Revenue: $42,000
- ROAS: 664%
- Total number of leads: 884
- Cost per English-speaking lead: $2,60
- Total Expences: $3,162
Conclusions
- An urgent launch is not an issue when infrastructure and experience are in place.
- Segmenting campaigns by language enabled us to avoid $11 leads and secure leads at a more cost-effective rate.