A Three-Person Digital Marketing Team Spent $100k On Facebook Ads. Here’s What They Learned.

For lean startup companies, it can be a daunting task to effectively spend your in-house marketing budget the right way. You need to efficiently plan and execute each campaign down to the last dollar to make sure you’re achieving a positive ROI.

So what would you do if given the opportunity to spend $100K just on Facebook ads?

A three-person digital marketing team for a SaaS startup was given that opportunity. In May of 2016, they received a small grant for their advertising project and began working with a Facebook Canada ad rep.

After some successful initial ad campaigns, they convinced their company’s executive team to increase their budget. Their ultimate goal was to generate trials at a cost-effective rate of $50/trial.

The $100K campaign lasted 12 weeks. Here’s what they learned.