How Smarter Facebook Ads Gave The Uncaged Life a License to Print Money
How Smarter Facebook Ads Gave The Uncaged Life a License to Print Money
The Client
Becca Tracey, The Uncaged Life
The Uncaged Life was founded by business coach, Becca Tracey. Her flagship online coaching program, Uncage your Business, supports female coaches and entrepreneurs to get clear, get confident, and get clients.
7.4x Return on Ad Spend
5,333 Campaign Leads
40% Under Budget for Cost Per Customer
0 Hours on Content Creation
The Challenge
Leveraging a complex Facebook Ads setup to scale revenue
Becca Tracey is a business coach who tells it like it is to online solopreneurs and coaches.
Since launching The Uncaged Life in 2012, Becca’s core offering had been Uncage Your Business — a live course supporting female business owners to do the work they love.
When Becca wanted to add an evergreen course option, the stakes were high when it came to seeing a return on ad spend (ROAS) through Facebook.
“There’s no upsell, so that first sale is everything,” Becca explains. “The ads were directly connected to generating revenue; the more we spent getting customers, the less profit we’d make.”
The Uncaged Life had used a range of providers for Facebook Ads management. But lack of clear strategy had led to a chaotic mix of ads without a plan for testing, monitoring and optimization.
“Scaling our Facebook Ads was a challenge,” says Becca. “There was a lot of experimentation — I didn’t know what was running and if the ads were driving traffic to the right funnels. And some providers would run with every crazy idea I had, which wasn’t helping!”
The Uncaged Life was running multiple ads across funnels without a clear strategy, or a vision of what success looked like. Becca convinced herself the strategy side of Facebook Ads was simply too complex to understand. But she wanted to grow by leveraging Facebook Ads to scale revenue.
“The reports became overwhelming. We needed key data to make business decisions, but every set of numbers was like an algebra lesson.”
Becca knew she needed specialist expertise to get her Facebook Ads program back on track and ready to scale.
“The reports became overwhelming. We needed key data to make business decisions, but every set of numbers was like an algebra lesson.”
The Solution
Simple Facebook Ads strategy designed for conversion
Becca engaged Rita Barry & Co. to set up a simple Facebooks Ads dashboard, pleased to be supporting a female-owned and operated digital agency.
As soon as Becca saw the work Rita and her team were doing, she knew she wanted to partner with them on her evergreen course ads.
“Rita made it so easy from the start — it got us curious about what was possible if we had our sh*t together with a good team,” says Becca. “Basically, we just didn’t let her leave.”
Rita and the team started with a hard look at the current numbers to build a new data-driven strategy. The goal was clear; leverage Facebook Ads to stay under budgeted cost per acquisition (CPA), maximize return on ad spend (ROAS) and generate revenue.
Rita’s research gave Becca complete clarity on which course funnels were driving organic leads and sales, and on the language her ideal customers were using to describe their pain points.
“We knew exactly what funnels to promote with paid ads and which needed optimization,” Becca says. “And it helped tap into our tone of voice, so Rita’s team could take over the ad copy and optimize for higher click through rates.”
Rita’s methodical approach to planning, testing and monitoring campaigns reassured Becca they were getting the best advice.
“Her team speaks human and nerd, so you always understand your numbers. The strategy rolls out campaigns piece-by-piece, so we can track effectiveness,” she says.
Rita’s team developed and tested an initial campaign structure for the evergreen course launch. After initial testing, Becca gave the green light to scale the campaign and ad spend rose to $9,854.25 across 3 months.
For Becca and The Uncaged Life, this was the chance to see if Rita had successfully unpicked their Facebook Ads chaos.
“Rita and her team provided complete clarity on which course funnels were creating organic leads and sales — we knew exactly what funnels to promote with paid ads and which needed optimization.”
The Result
Ads so successful it’s a license to print money
The Facebook Ads campaign from December 2019 to February 2020 generated 5,333 leads and delivered a return on ad spend (ROAS) of 7.40.
The campaign spend of $9,854.25 generated $72,839.51 in revenue. The cost per acquisition (CPA) for each customer is $301— 40% below the budget ceiling. That’s great news for Becca; there’s a lot of room left to scale campaigns without eating into profits.
“It started working instantly,” she says. “We’ve had months of making a sale a day, which is a huge step up from 10 a month.”
For Becca, who values the freedom of not working in the business constantly, Rita’s communication and reliability are key to Rita Barry & Co. being a trusted strategic partner.
“There’s no wasted time with Rita. I know she is completely across our ad performance. I get metrics explained in a short video, I’ve never had to follow up on a report.”
“We’re not stressing about wasted ad spend. We’re hands off, we know things get done, and we’re making money,” Becca says. “They’re just as excited as us to share the course with as many women as we can.”
For Becca, it was important to work with an expert who wouldn’t leave her account in inexperienced hands.
“Rita has been on the whole journey. She simplified our Facebook Ads strategy, got it working and keeps it optimized. It’s Rita who tells me how much profit I’ll make each month. She said on a call we were basically printing money. That’s all I need to know!”