Seltzer Goods: Boosting Revenue by 785% with Facebook Ads
Seltzer Goods is a small, woman-owned business in the USA that sells fun home goods like stationery, books, towels, and accessories to spark joy. Started to offer playful, modern products, it served both direct customers (B2C) and wholesalers (B2B). With a small team and tight budget, the company struggled to stand out. In 2020, during the COVID-19 pandemic, Seltzer Goods used Facebook Ads to grow their revenue by 785% in just 30 days. This case study shows how they turned challenges into success with smart social media moves.
The Challenge
Seltzer Goods faced tough competition from big brands with large marketing budgets. As a small business with no stores, they depended on their online shop and wholesale deals. They hit several roadblocks:
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Small Budget:
They couldn’t afford TV ads, print ads, or big events to get their name out. -
Reaching the Right People:
They needed to find customers who loved unique, creative home goods but lacked the tools to compete with big retailers. -
Small Team:
With few staff, they couldn’t handle complex marketing plans, needing something simple and effective.
Strategic Move: Switching to Facebook Ads
2020 COVID-19 Impact
The 2020 pandemic made things worse.They needed a cheap, powerful way to reach online shoppers and rebuild their business.
B2B Drop
B2C Drop
People spent less on non-essential items, slowing down online sales. Without stores, their website struggled.
How It Was Done: From Ads to Budget
Seltzer Goods ran a 30-day Facebook Ads campaign in 2020, carefully planned to guide customers from seeing the ad to buying. They used creative ads, smart targeting, and careful budgeting. Here’s how:
Creative Development
Ad Style: Used single-image ads (1:1 size) for phones, showing fun products like puzzles and stationery in bright, happy designs. Headline and Words: The headline “Brighten Your Day One Piece at a Time” connected with people wanting joy. Short text highlighted their unique products with a “Shop Now” button. Brand Match: Ads matched their fun, modern, and joyful brand style.
Audience Targeting
Interest Targeting: Showed ads to people who liked home decor, crafts, or lifestyle products. Lookalike Audiences: Found new customers similar to current ones using customer data. Retargeting: Used the Facebook Pixel to re-show ads to people who visited their site or added items to their cart.
Budget and Scaling
Starting Budget: Began with a small daily budget to test and tweak ads. Scaling Plan: Increased budget by 10–15% every few days, but only if ads made 5x their cost. This kept costs low and results high. Instagram Ads: Ran similar ads on Instagram to reach more people.
Technology and Tweaks
Facebook Pixel: Tracked what people did on their site, helped retarget, and improved ads in real time. Analytics: Checked ad performance daily to focus budget on the best ads. The campaign launched when people wanted at-home activities, making their products a perfect fit.
Measurable Impact
Revenue Growth
Return on Ad Spend (ROAS)
Cost Per Acquisition (CPA)
Organic Conversion Rate
6.6%
Monthly Organic Traffic
Brand and Product Searches
Non-Branded Search Impressions
Non-Branded Search Clicks
Campaign Revenue Contribution
Equal to 7 months of past sales
Additional Organic Metrics
Clicks: +319%
Click-Through Rate (CTR): +105%
Why It Worked
Seltzer Goods’ success came from smart planning and good timing. Here’s why:
Right Audience
Targeted people likely to buy using interests and lookalike groups.
Great Ads
Bright images and a happy headline grabbed attention and fit their brand.
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Perfect Timing
Ran ads during the pandemic when online shopping for home goods was hot.
Smart Data Use
Used the Facebook Pixel and daily checks to make ads better.
Careful Spending
Only spent more when ads made big returns, keeping costs low.