To achieve those goals, ArcMediaCo devised a multipronged strategy:
Audience research and segmentation
Identify high‑potential segments (e.g. existing pet food buyers, premium pet owners, pet nutrition interest) and create custom audiences for ad targeting.
Creative content + storytelling
Develop video content (short reels, animations), carousel posts, and user-generated content (UGC) to highlight product benefits, pet health tips, and customer testimonials.
Funnel-based ad campaigns
Launch a full funnel: top-of-funnel awareness, middle-of-funnel engagement, bottom-of-funnel conversion. Use retargeting for warm audiences (site visitors, engagers).
Landing page & conversion optimization
Create dedicated landing pages for ad traffic, optimized with strong calls-to-action, trust signals, and simplified checkout processes.
Monitoring, A/B testing & iterative optimization
Weekly monitoring of key metrics (CTR, impressions, cost per lead, conversion rate). Run A/B tests (creative, copy, audience) and reallocate budget to top-performers.
Ad setup and launch
Deployed campaigns on Facebook & Instagram initially, later expanded to TikTok.
Created multiple ad sets per campaign (e.g. varying creative, different interest-based audiences).
Installed tracking (Facebook Pixel, Conversion API) and set up UTM tracking for attribution.
Content pipeline
Produced 3–4 posts per week combining static posts, short video reels, instructional videos (pet nutrition, feeding tips).
Encouraged user-generated content by running “Pet of the Month” contests and reposting customer photos.
Landing pages
Built at least two landing pages tailored to different ad audiences (e.g. “New Pet Owners” vs “Premium Food Seekers”).
Mixed in trust elements (reviews, certifications), simplified order forms, responsive design.
Ongoing optimization
Every 7 days: review performance by ad set. Pause low-performers, scale high-performers.
Adjust budgets dynamically.
Test different messaging (e.g. “natural ingredients” vs “balanced nutrition”) or creative formats (carousel vs video).
| Metric | Before | After (6-month) | Improvement |
|---|---|---|---|
| Monthly site visits from ads | 500 | 8,500 | +1,600% |
| Monthly leads/inquiries | 25 | 220 | +780% |
| Cost per acquisition (CPA) | ₱850 | ₱280 | –67% |
| Social media followers (FB + IG) | 2,100 | 7,400 | +5,300 |
| Conversion rate | 2.5% | 5.9% | +136% |
| Monthly sales revenue from ads | ₱120,000 | ₱830,000 | +592% |
Other notable results:
Ad creatives with pet testimonials + before/after photos had 2× higher CTR than purely product shots.
Retargeting via video view audiences lowered CPA by ~25%.
The “Pet of the Month” UGC campaign boosted organic engagement and got more shares (extending reach).
Lessons Learned
Video + storytelling formats consistently outperformed static image ads.
Retargeting warm audiences (site visitors, engagers) is very efficient in reducing wasteful ad spend.
Landing page design and trust signals are crucial in converting ad traffic into customers.
Next Steps
Expand to Google Ads (Search + Shopping) and YouTube campaigns.
Introduce subscription / recurring purchase models (for customer retention).
Scale top-performing audiences and creatives.
Test influencer / micro-influencer tie-ins to boost social proof.
