Ontario Telescope & Accessories is an Ontario-based business that specializes, as its name suggests, in the sale of telescopes and related accessories.
In January 2019, Ontario Telescope got in touch with J7 Media in the goal of increasing the revenues that could be attributed to Facebook.
However, it’s only really since 2020 that the results have experienced significant growth, going from $100K to $400K in just over a year. Here's how the J7 Media team achieved these results.
Scale the client’s advertising investment to $1,000 per day on the platform.
Identify a winning advertising formula for cold traffic.
Maintain a consistent ROAS above 5.
Ontario Telescope & Accessories had no evergreen campaigns in place to consistently generate new conversions from cold audiences. The potential of email marketing was underutilized due to the lack of structured campaigns built around lead magnets, limiting the ability to grow a qualified contact database. Finally, while monthly promotions were performing well, they remained the only recurring performance driver, hindering long-term stability and sustainable growth.
Every month, the client gives us a list of products that will be on sale during the month. We then create several ads that redirect to a landing page that we will also have built. The ads are part of 2 campaigns: a campaign that targets a cold audience and a retargeting campaign. Lastly, we send 3 emails towards the end of the month mentioning that the promotion ends soon. In 2020, these campaigns generated a ROAS of 7.16, and even 17.92 if we include the revenue generated by the emails.
At first, we had trouble getting conversions from cold audiences. Our structure was based solely around an evergreen retargeting campaign, a lead magnet campaign and monthly promotions. That's when we asked the client which of their products were the best sellers. They told us about "Primaluce" products. We therefore built a campaign by creating ads with these products and redirected the traffic directly to the product page on the website. Since its launch, the campaign (on a cold audience) has generated $78,566.51 for a ROAS of 10.92. We have also found that, by adding a cold-audience campaign, the results of our retargeting campaigns improved as well.
After seeing the revenues generated each month by the emails that contain the monthly promotion, we realized that email marketing had great potential for this client and that we could exploit it further. At the start of the year, we only had one active campaign, at $50 a day, to collect email addresses; we asked for an email in exchange for a guide that revealed the "5 Things to Know Before Buying Your First Telescope". We gradually brought this campaign up to $85 a day and the results were still as good. However, at the beginning of May, we launched a new "Quiz" campaign to collect email addresses. We ask our prospects several questions to determine their level of experience and we then ask them for their email address if they want to get their results. Lastly, we redirect participants to different landing pages according to their level, while offering them products that meet their needs. Since this campaign was launched, we have generated 1,938 leads at $2.75/lead. It has also garnered 17 purchases for a ROAS of 1.72.
Thanks to evergreen campaigns and a stronger focus on email marketing, Ontario Telescope & Accessories not only maintained the success of its monthly promotions, but also generated a steady flow of new customers and qualified leads.
We follow a clear 5-step process to start an effective and aligned collaboration:
