18.91X ROAS: Facebook DPA Ads ! (Without Retargeting!)

In this case study, I will show you a campaign that is working really well for me. This is a Facebook e-commerce campaign for a men’s fashion brand.

I want to show you how I was able to achieve 18.91 ROAS! (Return on Ad Spend) using on the cold audience (without retargeting) using Facebook Dynamic Product Ads

This is a new test that I did. This campaign can be used as an addon campaign to the Golden E-commerce Funnel explained in my last case study.

Following is the screenshot my Facebook ad manager. You can see that I am getting ROAS in the range of 17.51 to 21.20!


Facebook ads ROAS


I will breakdown the process step-by-step

Step 1: In your campaign tab go to ‘create’ and select catalogue sales. You also need to select your product catalogue.

Facebook catalogue ad


Step 2: Next you will select the product set of the catalogue. I had selected ‘All Products’ but I feel it is better to create a product set of best selling products here (Will explain why shortly)

The main change here is that you will select the option: “Show relevant products to prospective customers, even if they haven’t visited your website or app” and not “Retarget products to people who have visited your website or app.”( We this usually while retargeting

Next, you will add an audience of 1% lookalike of people who have purchased your product in the past

FB catalog ad ROAS

You will add a daily budget and rest everything you will keep as default: Automatic placement, bid strategy-lowest cost etc. Finally, you will create a regular carousal DPA ad.

So what exactly you have done till now?

With all this, you have asked Facebook to show your carousal ads and best-selling products to people who have indicated interest in buying that product even if they have never visited your website. You have also told Facebook to show your ad to people who are similar to your past buyers.

Facebook has a lot of user behavior data and based on this data Facebook can find people who are going to buy a product.

Say you are selling sports shoes Facebook will pick that product from your catalogue and show it to people who are similar to your past buyers and have indicated interest in buying sports shoes ( eg. browsing sports shoes on your competitor website/Amazon)

Awesome right!?

Now You Try It

This is how you can use the Facebook dynamic product ads and bring in new people to your e-commerce store and get very high ROAS. If you have any doubts or need any help contact me. Happy to help!

This method works because

  • You make use of Facebook’s algorithm and allow it to show any of your product to the right set of people without restricting the targeting.
  • You give more control to Facebook. Facebook is able to show your ads to people have high intent of buying your product
  • You get high ROAS (in my case 18.91!) on cold traffic.
  • This is highly scalable and you can keep on increasing the daily budgets till you are getting high ROAS.

Hope you can see the potential this strategy for your E-commerce business.

Yes, it takes some hard work and testing to get high ROAS but now you have a proven and tested method go and use it now.

Ready to get started?

If you receive value from my post, I would appreciate a Facebook share!


E-commerce Case Study: Traffic Funnel That Generates $7.9 for every $1 Spend On Ads

I want to share a Facebook ads Funnel strategy that is giving great results for my e-commerce clients. Using this funnel I grew my client’s revenue from $10K/month to $98K/month in 6 months

With the help of this funnel, I was able to accelerate the revenue growth even when my client had an average website, limited funds, and ordinary/regular products. I call this the $100K/Month E-commerce Funnel.

In this case study, I will show you exactly how I did it, step-by-step.

How $100K/Month E-Commerce Funnel Generates Massive Revenue Growth?

Before I tried this strategy my results were not consistent. I was not sure if I was maximizing revenues by targeting prospects in various stages of their buying journey. ROAS (return on ad spend) was low and scaling the revenue was difficult.

Using the $100K/Month E-commerce Funnel Strategy…

  • My client’s revenue increased to $98K/month
  • Conversion rate went up by 75.3%
  • And there was a 100% increase in the customer lifetime value

Following is the screenshot of results from Facebook analytics:

7.9X return on ad spend (ROAS) at scale. That means for every dollar spent my client made $7.9!

I will break the process step-by-step

The $100K/Month E-commerce Funnel is an evergreen Facebook funnel that continuously improves itself after every purchase.

Using this strategy, every purchase made on your e-commerce store automatically refines the target audience in the funnel and your ad is shown to people most likely to buy.

How? You will know it by the end of this post.

This funnel consists of 3 Facebook campaigns:

  • TOF: Top of the funnel campaign will target cold audience and get new prospects into your funnel.
  • MOF: Middle of funnel campaign will target the warm audience, i.e. people who have interacted with your website/videos in some form but have neither added an item to cart nor purchased.
  • BOF: Bottom of Funnel (BOF) campaigns will target hot audience i.e., people who have added items to cart but not purchased.

Each campaign consists of a specific set of audiences.

Step 1: Create top of funnel (TOF) campaign and target cold audience i.e. prospects who have never visited your e-commerce store.

This campaign will be an evergreen source of new customers for your funnel.

In this campaign, you will create a custom audience that is demographically and psychographically very similar to your past buyer. You do this by creating 1%/2%/3% lookalike audience of past customers.

This is how you will create 1% lookalike audience for your Tof of Funnel (TOF) campaign:

Step 1: Go to your Facebook Ad Manager > Audience > Create Audience > Custom Audience > Select Website Traffic >You will get to the screen below.

If you have set up your Facebook pixel correctly, every time a person buys from your store ‘purchase’ pixel is fired.

On the screen below you I created an audience of people who have purchased (‘purchase’ pixel fired) in the last 180 days.

I have named this audience ‘Purchased in last 180 days’. Next click on create audience.

$100K/Month E-Commerce Funnel: Top of funnel audience

Next, I created an expanded audience (1% lookalike) of people who are demographically and psychographically very similar to past buyers.

This is how you create 1% lookalike audience of your past buyers.

Step 2: Select the audience you made in step 1 and click on Actions>Create Lookalike

Next, you need to select the target country and the size of the lookalike audience (1%). Then go ahead and click on create audience

Every time a purchase is completed, Facebook updates your past buyer audience (as you have a new buyer) and this updates and refines the 1%/2%/3% lookalike audience to create a tighter audience most likely to buy your product.

Step 2: Middle Of Funnel (MOF): re-target warm audience — People who have visited your website but have not added any items to cart.

Using catalog ads of Facebook, you can show the same products to people who visited detail page of that product but didn’t add to cart or buy.

You will create catalog ads by selecting the ‘Catalogue sales’ as a marketing objective (Not going into details of how to create the ads. Drop me an email/message if you need any help)

Middle funnel (MOF) campaign structure:

The buying cycle for most e-commerce stores that sell low to medium-priced products is short. People take less time to decide on products less than ~$50, they usually buy within the first few days of viewing the product. Therefore, maximum sales take place within 1–2 days of visiting the website.

But if you sell expensive products your buyers might need more time to decide and the maximum sale might occur on the 7th to 10th days after viewing the product.

You can check the buying pattern of your customers using Google analytics.

Log into your Google Analytics go to Conversions> Multi-Channel Funnels> Time Lag Report.

This is the Time Lag Report of my client.

What does this report say?

60% of purchases are done in 0–2 days

~70% of purchases are completed within 0–7 days

The remaining 30% of the purchases are done in 7–30+ days

If a person didn’t buy within 0–7 days it will be expensive to keep showing the ads to the same person for more than 7 days. Based on the data above even if that person purchases the product after seeing 7+ days of ads, the cost of purchase will be high and ROAS will below.

Therefore I restricted my retargeting ads to 0–7 days.

I focused most of my re-targeting budget for 0–2 days (60% budget), next 2–4 days(20% budget) and 4–7days (20% budget)

We can re-adjust the budget based on performance once the ads are running for a few days and we have data to make decisions.

Step 3: Create Bottom of Funnel (BOF) and re-target your hot audience who have added items to cart but not purchased yet.

People who have added products to their cart but have not purchased are your best bet because they are the closest to buying that product. Once they add the product to the cart and leave the website without purchasing it you can re-target them and show them the same product again so they can buy it the next day.

I created a catalog ad campaign and retarget people who have added the product to cart but not purchased.

Again based on the data from the time lag report, I created ad sets targeting people who added to cart but not purchased in the last 0–2 days, 2–4 days, 4–7 days.

Now You Try It

This is how you can use the $100K/Month E-commerce Funnel and maximize your revenue and profits quickly and easily. If you have any doubts or need any help contact me. Happy to help!

The $100K/Month E-commerce Funnel is unique and far superior to most of the funnel structure because:

  • You can target people in different stages of the buying cycle with different messaging to ensure maximum conversions.
  • You can give more budget to a specific audience within the warm and hot audience, so you get a maximum return on investment.
  • This funnel gives you the flexibility to include more audience in different stages and test out what works best.

Hope you can see the potential of this funnel strategy for your E-commerce business.

Unlike spending loads of money to test out funnels hoping that something might work you now have a proven and tested funnel. With this funnel, you are way ahead of most of your competitors.

Yes, it takes some hard work to create something great.

Ready to get started?

If you receive value from my post, I would appreciate a share!


Home Builder Case study: How I generated exclusive renovation / remodeling leads worth $231,700 in 19 days

In this post I am going to exactly show you how I generated high converting exclusive renovation/remodeling leads (Yes, exclusive not re-used or re-sold leads!) worth $230,000 in just 19 days. The leads were contact details submitted by people who were interested in home renovation, home extension, new home construction, and remodeling.

I used Facebook paid ads to generate these exclusive leads and I did this for one of my clients in NYC.

You too can use my method. So let’s start!

First I want you to know the difference between normal leads that you usually get and exclusive leads that I generated. Leads that you get through websites like Houzz, HomeAdvisor, AngleList etc. are non-exclusive leads such leads are shared by multiple contractors and remodeling firms and therefore difficult to convert.

This is the basic business model of above websites: generate leads and then share each lead with multiple contractors and remodeling firms that’s how they make their money.

Therefore the leads that you get through such websites are re-used, re-sold and non-exclusive. On the other hand the leads that I generate are exclusive to my clients and are not shared by anyone.

In this blog post, I am going to share with you the exact method I use to generate these exclusive leads.

Step 1: Target audience interested in home renovation, repair and remodeling using Facebook Ad platform


Facebook knows the interests and demographics of billions of its users. Facebook Ad platform enables us to reach out to specifically those people who are currently interested in home renovation, repair or remodeling.

Following are the screenshots of the Facebook Ad platform, here I have created multiple audiences of people between 28 yrs to 55 yrs within a particular city who are currently looking to get home renovation/remodeling work done.

Since my client was in New York City I targetted people in NYC.

Following screenshot explain how I created an audience of people who are looking out for a general contractor


Then I added people interested in home construction



Then I added more people who were interested in home improvements



Next, I added people who were looking to get home repair work done.



And then I added people who are interested in home renovation


That’s all. Now I had an audience of over 80k people in NYC who are interested in getting a home renovation, repair, or remodeling work done.

Step 2: Reach out to this specific audience and give them an offer in exchange for their contact details (lead)

In order to get the contact details of your potential client, you need to give them something of value.

So I discussed with my client and created an offer of free consultation and free cost estimate using ‘Facebook Lead ads’

Then I published this offer to the target audience created in step 1

This is how the Facebook ad looked:




Once the interested user clicked on ‘Book Now’ a new screen opened up (screenshot below) where the details of the user were already filled by Facebook! All they needed to do was to click on submit button and we started getting exclusive leads!



After some testing and tweaking the ads and target audience I was able to generate $230k worth exclusive leads for my client in NYC in just 19 days!

Hope you liked my method!

Contact me if you have any questions regarding this method I will be happy to help.


27 amazing call to action case studies with key takeaways and examples

Your call to action buttons are the ultimate low hanging fruit that you can optimize and see immediate results in conversions.

Even minor tweaks can result in huge changes in conversion rate.

I have collected 27 experiments performed on call to action buttons by authority websites such as HubSpot, Unbounce, and Copyblogger. These A/B tests will give you new actionable ideas. You don’t need to Google anything further as you have all the examples from the all top sources collected in this one post

#1 – 31.03% increase in conversion by tweaking the button copy

Key takeaway: Adding a clear benefit to the call-to-action increases both the value and relevance conveyed by the copy. “Get started” part represents a tangible benefit to the potential customers.

Source: Unbounce

#2 – Value + Relevance = More Conversions

Key takeaway: To optimize your CTAs ask yourself what is my prospect’s motivation for clicking this button? And what is my prospect going to get, when he/she clicks this button?

Source: Unbounce

#3 – 213.16% increase in conversion by making the copy more relevant

Key takeaway: Make the call-to-action more relevant to the specific conversion scenario and increase conversions. In this case, location is a very important factor, when deciding on a gym membership. The above change resulted in 213.16% increase in click-through rate.

Source: Unbounce

#4 – 14.79% increase in conversion by answering “what’s in it for me?”

Key takeaway: CTAs that begin with “Buy”, “Order”, “Click”, “Sign-up”, etc. inherently focus on what you have to do. Coming up with alternatives that start with, “Get” helps you focus on answering the prospects’ number one question, “What’s in it for me?”

Source: Unbounce

#5 – 35.81% increase in conversion by changing the button color from blue to green

Key takeaway: Button color/design is a visual cue to answer the question “where should I click?” The button should stand out from rest of the page in a way it is easy to spot and click. There are no rules for colors you need to test them.

Source: Unbounce

#6 – 24.91% decrease in conversion by changing 1 word

Key takeaway: Possessive determiner “my” works better than “your” in CTA copy

Source: Unbounce

#7 – 90% increase in CTR by changing 1 word

Key takeaway: The use of possessive determiner “my” accelerated decision-making process of the potential customers

Source: Unbounce

#8 – Telling user to “click here”

Key takeaway: Marketing Sherpa performed this experiment with their newsletter readers. The goal was to find out if the wording used in hyperlinks could make a difference in click-through rates. The CTRs are displayed above.

Source: Copyblogger and Marketing Sherpa

#9 – 34% increase in conversion using click triggers

Key takeaway: Variation-C gave 34% more conversion by adding two click triggers  – 1> An anxiety-reducer related to credit cards 2> The other a key benefit of the solution

Source: Copyblogger

#10 – 24% increase in conversion using the first person approach

Key takeaway: Treatment-B CTA is more personalized and explains a tangible benefit this motivates the user to click through

Source: Copyblogger

#11 – 304% increase in conversion by changing the location of the CTA

Key takeaway: Usually above the fold is necessarily the best position for your call-to-action. The CTA should be placed where it best compliments the decision-making process of your prospects. Generally, complex product/offer should have CTA towards the bottom of the page. So that the user has all the information before taking a decision for a complex product/offer.

Source: Copyblogger,

#12 – 12.29% decrease in conversion by removing a design detail

Key takeaway: Small design details like a green arrow can help make your button stand out and draw your prospects’ attention to it thus increasing conversion.

Source: Unbounce

#13 – 10.56% decrease in conversion by making the button bigger

Key takeaway: Bigger is not always better

Source: Unbounce

#14 – 19.47% increase in conversion by adding the word “guarantee”

Key takeaway: Adding the word “guarantee” increased the conversion by 19.47%

Source: Unbounce

#15 – 18.70% decrease in conversion by using the sentence “we will never spam you”

Key takeaway: Adding the word ‘spam’ in “We don’t spam” reduced the conversion by 18% as the users start to think that they can be spammed if they sign up

Source: Unbounce

#16 – 852% increase in conversion by reducing the friction

Key takeaway: Logic Inbound tested changed their primary call-to-action primary call to action from “Schedule a Tour” to “Start Your Free Trial.”  The 3-day free trial would allow a guest to simply show up and start using the space, rather than having to first schedule time for a tour. Offering a free trial turned visiting the space into a gift instead of a chore. The 3-day pass option converted at 25.71%, while the previous version converted at 2.67% an 852% increase over the previous offer.

Source: Optinmonster

#17 – 35% increase in conversion by going against the industry norm

Key takeaway: The SmartShoot call to action case study tested the industry standard term of “Post a Project” against “Get a Quote” and even though the industry standard had “it’s Free” under it, the “Get a Quote” call to action boosted conversion by a whopping 35%. Sometimes it really does pay to go against the established industry norm!


#18 – 40.6% increase in signups by answering the “what am I getting?”

Key takeaway: The ‘Learn more’ is in CTA answers “what I am getting?” or “I want to …..”  while the second CTA (sign up) tell the user what I have to do. Therefore the ‘learn more’ CTA resulted in 40.6% increase in conversion which amounted to $60 million additional funds raised

Source: webpagefx

#19 – 738% increase in conversions by making the process more convenient for the users

Key takeaway: Scheduling requires users to go into their own calendar and consult when they’re free and can match your company’s schedule.To make the conversion more convenient, the company created a demo video that was available for download. This resulted in 735% increase in conversion by reducing friction.

Source: MOZ

#20 – 26% increase in clicks by adding directional cue

Key takeaway: Directional cue helps uses to decide where to click and improves conversion

Source: MarTech

#21 – Create curiosity to get user attention

Key takeaway: The CTA creates curiosity as we don’t know what offers would unlock but we are promised early access!

Source: HubSpot

#22 – 42% increase in conversion by using personalized CTAs for different target segments

Key takeaway: Personalizing CTAs each for a different type of target audience and improved the conversion by 42%

Source: HubSpot

#23 – 17.18% increase in conversion by adding a text link CTA to product overview pages

Key takeaway:  This example is taken from a Danish e-commerce site that sells car care products. The site features bundles consisting of a variety of different products. The product overview pages showing the bundle packages only feature an, “Add To Basket” button. This means that potential customers are being asked to add to product to the basket before they really know what the offer consists of.
Ask for the right action at the right time. It’s natural that prospects need to have a look at what the offer consists of before they are ready to make the decision to add it to the basket.

Source: ContentVerve

#24 – 232% increase in lead generation by clearly stating the value proposition and reducing clutter

Key takeaway:  The above change strengthened the value proposition and reduce clutter around the CTA this resulted in 232% increase in conversion

Source: VWO

#25 – Text CTAs and internal links get maximum clicks

Key takeaway:  People tend to develop “banner blindness,” while text-based CTAs don’t look like ads.Readers rarely make it to the end of a blog post, so showing relevant CTAs sooner is more effective. Relevant anchor text CTAs give visitors exactly what they were searching.

Source: HubSpot

#26 –  CTAs of Facebook

Key takeaway:  This data is from the 1-month review of Adroll advertisers running facebook campaign with CTA buttons

Source: Adroll

#27 – 371% increase in email CTRs by reducing the number of call to action buttons

Key takeaway:  The number of call to action buttons were reduced from 3 to 1 and CTAs were decluttered. This made the decision process to click easier and resulted in 371% increase in click-through rates.

Source: Copyblogger

Hope you got a lot of value from the examples above. Do share the post if you found it useful!


How to get exclusive roofing leads? (today)

In this post, I am going to explain exactly how you can get high quality and exclusive roofing leads.

When I say exclusive leads I don’t mean the resold, unqualified, cold and reused leads that other big companies provide, I mean you get direct calls from prospects who want to meet you and hire you.

Imagine this: Everyday you get calls directly from hot prospects who book appointments and hire you. No more following up no more cold, uninterested customers.

How will that make you feel?

I want you to hold that feeling because what I am going to explain below will help you achieve exactly what I have mentioned.

How to get the best roofing leads?

Prospects who have an urgent roofing problem are your best customers who would take your services immediately. But the problem is that you need to get in front of them at the right time and right place.

You can do this in the following ways:

1 – Get a direct call from prospects searching for roofing related keywords using ads on Google

This is the best and the quickest way to get roofing leads

If you can get in front of your prospect when they need you then you, you can get a lot of hot leads and calls because this person has the highest intent of buying from you right now.

Have seen such type of ads on your phone?

Search “roofing firms NYC” and you will see results like this


and this


Your ad placement will happen to be there at the right time at the right place and at the right time to maximize the opportunity.

These are the phrases your hot prospects search on Google.


and this..


In the next post, I will explain how you can display your Google ads as soon as someone searches for the terms above. This ad placement will enable your prospects to call you immediately.