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$46,557
In Revenue Generated in 90 days
8.71X
ROAS
Structured lead-gen + creative experimentation = profitable performance
About Project
Achieved through a phased performance strategy combining lead-gen funnels, creative optimization, and hyper-local targeting.
Client Snapshot
- Industry: Pet Services
- Location: Thousand Oaks, California
- Services: Dog Training & Boarding
- Engagement Goals: Increase brand awareness, drive high-quality leads, and achieve profitable scalability
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They had no CRM system in place to collect and work
leads
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The Challenge
The client, a premium dog training and boarding center, wanted to launch performance marketing efforts for the first time. They needed:
- A cost-effective way to generate consistent leads
- To establish brand credibility online
- To close high-ticket services (Board & Train programs)
All this while maintaining profitability in a competitive local market with limited historical ad data.
Our Strategy
We approached this in 4 structured phases, iterating fast based on learnings:
The client, a premium dog training and boarding center, wanted to launch performance marketing efforts for the first time. They needed:
- A cost-effective way to generate consistent leads
- To establish brand credibility online
- To close high-ticket services (Board & Train programs)
All this while maintaining profitability in a competitive local market with limited historical ad data.
Phase 1:
Test Campaigns
π§ͺ Objective: Understand benchmarks, validate creative hypotheses
- Target: 15-mile radius
- Channels: Only WhatsApp (Click-to-Message)
- Creative Focus: Direct CTA ads β βCall Now,β βMessage Nowβ
- Targeting: 4 interest groups
- π Insight: Aggression-focused creatives performed better
β But: CPL was high at $46.90 from $468.97 spent
Phase 2:
Giveaway for Brand Awareness
π Objective: Build engagement & marketing
- Offer: $845 training program giveaway
- Target: 35-mile radius
- Messaging: Included WhatsApp, Messenger, Instagram DMs
- Excluded: Current followers to reach new audience pockets
- Creative Hook: Behavioral problems & aggression in dogs
π§ Learning: Massive reach + viral video content fueled visibility
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π Results:
- Spend: $303
- Reach: 32,132
- Video Views: 39,562
- Comments: 320
Phase 3:
Lead Generation Campaigns
π Objective: Convert warmed-up audiences and cold leads
- Target: 35-mile radius
- Retargeted: Giveaway participants, engagers
- Channels: Messenger & Instagram DMs (removed WhatsApp)
- Reused top giveaway videos with new offers
- Excluded: Followers & engagers to maximize new reach
π Results:
- Spend: $1,803
- Leads: 171
- Revenue: $44,653
- ROAS: 8.34X
Phase 4:
High-Ticket Expansion
π Objective: Qualify and close premium βBoard & Trainβ clients
- Target: 100-mile radius
- Filtered: Top 50% financially capable households
- Tailored Ads: Emphasized advanced training solutions for behavioral issues
- Strategy: Lead quality > quantity
- Result: Incremental increase in high-ticket bookings
What Made This Campaign Work
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They had no CRM system in place to collect and work
leads
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