How to expand your Facebook advertising budget from $30,000 to $100,000 per month and stay highly profitable.

MudGirl is the largest women's obstacle race in Canada. Every year, more than 50,000 women participate in this event that pushes them to excel and accomplish things they never thought possible.

To promote their race, MudGirl invested nearly $30,000 per month in Facebook advertising. Their sales steadily increased, but they were unable to calculate their return on investment. Consequently, it was IMPOSSIBLE for them to safely increase their budget on the platform.

Our services allowed them to invest more in the platform, but more importantly, to make better investment choices!

Our initial assessment
  • No tracking of purchases from their Facebook campaigns.
  • Very broad targeting without any criteria for interests (less effective advertising distribution).
  • Only one advertising format (video) and very little creative renewal.
  • No real retargeting campaign to keep prospects interested.
Our goals
  • Create a "localized" approach for each event.
  • Make the race more widely known.
  • Keep the audience engaged to boost conversion.
Our strategy
  • Create numerous campaigns throughout the year to maintain interest among prospects.
  • Offer promotions that bring prospects closer to a purchase.
  • Use a very "localized" approach, personalized to each targeted city.
  • Quickly diversify our acquisition audiences.
  • Creation of a PDF guide to generate a maximum number of email addresses.
$100 000


MudGirl expanded its Facebook advertising budget from $30,000 to $100,000 per month.



Thanks to their Facebook investment, they launched their first 13 events in the US.



They generated an average return on investment (ROI) of 300% for each location.

"The team at J7 never tried to convince us that they knew everything that there was to know about our industry"

The team at J7 never tried to convince us that they knew everything that there was to know about our industry. That’s one of the reasons why their strategic playbook was so important to us. It was an efficient way for them to familiarize themselves with aspects of our business that no one could have known unless they had been working with us and in our industry for at least a few months. One thing's for sure, they were quick learners, as they managed to  increase our monthly ad spend from $30,000 to $100,000 in only a couple of months, all while remaining highly profitable.

Kevin Pillu