A local printer with no digital presence, at four dollars a day.
A local printing business with no digital presence, a previous media buyer who had delivered nothing, and a suspended ad account. Six weeks later the campaign was returning nineteen times what it cost, on two hundred pesos a day.
- Threads & Needles
- Printing services, Cebu
- Six week campaign, 2024
- Meta Ads, Local SEO, Google Business Profile, Creative
The background.
Threads & Needles is a local brand in Cebu City specialising in printing services. They had traditionally operated without a digital presence at all, and the owner approached us looking for a way to increase revenue.
They had previously engaged another media buyer who failed to deliver results and left them with account suspension issues. Resolving that came before anything else could start.
Their products and services suited Facebook, so that is where the paid work went. Alongside it we set up their Google Business Profile and improved their local search ranking, because a local business that cannot be found on a map is losing orders it never sees.
The problem.
The account was suspended, there was no local listing, and the previous campaign had spent money without producing orders. The business itself was fine. Everything around it was the problem.
The budget was two hundred pesos a day, which is roughly four dollars. At that level there is no room to buy your way out of a bad campaign. The targeting and the offer have to be right the first time.
- None
- Digital presence
- Suspended
- Ad account, on arrival
- ₱200
- Daily budget, about four dollars
- 0
- Local listings
What we did.
Suspension resolved, then audited
- The account suspension was resolved first. Then the account was audited to understand the existing demographic profile before anything new was launched.
Competitors mapped in the actual vicinity
- We researched the competitors around their physical store, assessed each one's organic posting, paid ads, local listings and Google Business Profile, and used the gaps to decide what to offer and how to say it.
The offer sharpened
- The list of services, packages and products was refined so the business was distinguishable from the shop down the road. Promotional strategies and discounts were proposed with an infographic, the owners approved them, and creative was built around those offers.
Audiences built from their own data
- All audiences were segmented and lookalike audiences built from them, and the geographic targeting was narrowed to the places where organic engagement was already strongest.
Headlines written for the place
- Targeting went to the locations where their page engagement was highest, and headlines were written around local interest: the weather, nearby beaches and mountain resorts, festivals, basketball leagues. National copy does not work for a business people walk into.
Demographics narrowed
- Age, occupation, gender and the other factors visible in their own audience engagement were used to focus delivery rather than leaving it open.
Budget kept small on purpose
- We advised starting small to test properly before scaling, and allocated what there was to the specific locations and demographics most likely to return it.
The results.
| Campaign spend, six weeks | — | ₱13,400 | About $240 |
|---|---|---|---|
| Revenue returned | — | ₱263,850 | About 19x |
| Messaging conversations | — | 660 | At ₱22.25 each |
| Reach | — | 190,865 | Local |
| Daily budget | — | ₱200 | About $4 |
What it added up to.
The revenue figure comes from the client's own sales sheet rather than from Facebook. A printing business takes its orders in conversation, so the platform can count the conversations it started and cannot count what they were worth. Six hundred and sixty conversations at twenty two pesos each is the part Facebook can prove.
The campaign was then paused at the owner's request, because order volume had risen past what the shop could handle. They are hiring to keep up. That is a better problem than the one they started with, and it is the honest end of this story.
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