How I Helped My Friend Increase Facebook ROAS 25% and Sell Out a New Product With a Few Minor Tweaks
I helped my artist friend Ravi Zupa sell out a new screen print and boost Facebook ad sales 25% with minimal adjustments.
"I try to do a new print release as often as possible, one every month or so. We made 100 posters and sold them all in the first four days. We haven't sold out that fast in a few years,” Zupa said.
Here’s how we did it.
He’d been advertising on Facebook for a while and was already seeing a lot of success. He and his team made the ads, and they outsourced the ad management and targeting.
For 2024, his average cost per purchase was $20.07, and his overall return on ad sales (ROAS) average was 2.56, which isn’t bad. That means for every dollar he spent on advertising, he sold $2.56 dollars worth of art. Anything 2.5 and above is usually considered a good return in e-commerce. But he wanted to improve.
The advantage here is that his art is really beautiful, and the prints are excellent quality. He also sells them at a fair price, around $30 for a hand-printed piece of art. People buy them regardless.
But he wasn’t incorporating any marketing techniques into his ads.
The biggest thing his campaigns were missing was an offer, and he wasn’t including persuasive principles in the copy.
Small Changes for Big Results
He had just finished a new print he was releasing for the first time and was down to test out a campaign that included an offer.
The new print featured a quote from Kurt Vonnegut. He’s made other Vonnegut quote prints in the past. So he and his team decided to offer 15% off all Kurt Vonnegut-inspired prints (pictured below).
Other than the offer itself, we wanted to add more marketing strategies to the campaign.
It’s proven that when you set a deadline, you increase conversions. With that in mind, he and his team decided to do a weekend-only sale.
The last step was writing copy based on the six persuasion principles: reciprocity, scarcity, authority, consistency, liking, and consensus.
This video was the winning creative.
I wrote six different ads, each using a different principle, and let his ad management team decide what they wanted to use.
I made three types of ads: a video, a carousel, and an animation. We already knew that videos and carousels were the best-performing from his past experience.
The Outcome
Even though he sold the Kurt Vonnegut prints for 15% cheaper than usual, he made up for it by lowering the cost per sale to $11.29 (a 44.8% decrease compared to his 2024 averages).
He also increased the conversions. Even though he only made 100 of the new prints, he made over 160 sales on the Facebook ad.
The overall campaign ROAS was 3.2 (a 25% increase from his 2024 average).
In the future, I think he can test out the deals to find the ROAS sweet spot. Maybe offering 10% off instead of 15% could increase that number even more. Maybe he can try making the offer longer to give the Facebook algorithm more time to learn.
Of course, there are many other techniques to improve the campaign, such as refining the ads, improving the landing page, etc., to ensure the best possible result.
Even still, I like this example because it shows how simple marketing strategies lead to significant increases in your ad performance without any extra lift.
In a nutshell:
🟠 Include an offer
🟠 Put a deadline on your offer
🟠 Make sure you’re using persuasion principles in your copy
Do you like 25%+ more money? I will review one of your ads for free until May 1!
Send me an email with one of your ads, and I will give you feedback on how to make it better.
Email me your ad to jessie@jupitercopywriting.com or schedule a free call.