Leveraging Meta Ads to Increase Sales for Gift Certificates
During the Holiday Season

About Forbidden Vancouver

Since 2012, Forbidden Vancouver Walking Tours has been staging walking tours and special events that celebrate Vancouver’s history. These tours delve into intriguing and “forbidden” aspects of Vancouver’s past, covering topics such as prohibition, crime, and other hidden tales from Vancouver’s history.

Client Challenge

Forbidden Vancouver was looking for support in increasing end of year sales, as December has historically been a slower month. This year they launched a New Holiday Tour to advertise, in conjunction with their annual Holiday Gift Certificate Sale.

Our Digital Marketing Strategy

Our campaign ideas included:

Meta Ads

We launched a Holiday Gift Certificate Sale and Holiday Tour campaign and tested bottom of funnel retargeting against top of funnel ads, using an Advantage+ Audience. We saw great success with Retargeting for the Holiday Gift Certificate Sale, and success with Advantage+ for the Holiday Tour. Comparing data from the Holiday Certificate Sale YoY in December, we achieved a +5.7 increase in ROAS (Return on Ad Spend).

Google Ads

We tested Demand Gen, a new AI-driven campaign, to advertise the Holiday tour on Google. This campaign primarily made use of Display and Video ads, and as a testament to its effectiveness, we also received a highly positive Google review from someone who purchased the tour from the ad and was pleased with its targeted advertising. Our Google Ads advertising was especially successful in garnering awareness about the new Holiday Tour, and we were also able to achieve purchase conversions from this campaign, along with our branded campaign in December.

Results

-67%

Cost per Purchase

+200%

in Purchases

+452%

in Revenue

YoY we achieved the following results for Holiday Gift Certificate Sales in December:

Paid Results

Using Meta ads, we were able to significantly improve conversions for Gift Certificate Sales by 200%, with a 12% conversion rate. We also achieved a 67% lower cost per purchase for Gift Certificate Sales YoY and a 452% increase in revenue attributed to Gift Certificate Sales.

Testimonial

1UP has been our digital marketing agency for nine years, managing our search campaigns, Meta advertising, SEO, and conversion rate optimization. Our company has grown 8X larger in the time we’ve been working with 1UP. Much of that growth has come about from their expertise in handling our online ad accounts and in optimizing our website. The owners are really dedicated and want the best for their clients and their team. I trust them.

Will Woods, CEO, Forbidden Vancouver