The goal
Arbrux makes dock de-icers and waterfront equipment for cottage and waterfront owners. Demand is seasonal, and the job was to keep affordable, interested visitors coming to the website all year, not just after the first cold snap.
What we did
- Monthly ad flights. One Meta campaign per month, each with its own budget and the same clean structure, so every flight could be compared with the last and improved.
- New creative. We replaced the winter promo video with professional photo and video made for spring and summer, showing the product working on real docks.
- Test, then cut what does not earn its budget. We tested event audiences around the Cottage Life shows. They cost about five times more per visit than the core campaigns, so that budget went back into what was working.
The result
Over six months the account delivered 602,884 impressions, 31,001 link clicks and 27,168 landing page views, at an average of about seven cents per click. That click-through rate is well above the roughly 1% commonly seen on Meta traffic campaigns.
The campaigns also got better as they went:
- Cheaper visits. Cost per landing page view fell from $0.10 in the winter flight to $0.06 to $0.07 on every flight from May onward.
- More people clicking. Link click-through rate rose from 3.3% in winter to between 6.9% and 8.5% once the new video creative launched.
- A record month. June delivered 8,091 landing page views with an 8.48% click-through rate, the best month of the period.
- Room to grow. Ad frequency stayed between 1.0 and 1.7, so the audience was nowhere near tired of the ads.
What other businesses can take from it
- Creative matters more than you think. The same audiences responded far better once the video showed the product doing its job.
- Run ads in comparable flights. A consistent monthly structure makes it obvious what is improving and what is not.
- Be willing to cut. Not every test earns a second round. Moving budget away from weak audiences paid for the strong ones.
See our paid advertising services, read Google Ads vs Meta ads: where should your budget go first?, or see more of our work.