Dylan Howard

The Challenge

A home services client wanted to create a recurring membership offering to generate more predictable monthly revenue and improve customer retention.

Strategy / Approach

I developed a Facebook advertising strategy centered around:

  • Audience segmentation
  • Creative testing
  • Conversion-focused messaging
  • Continuous KPI monitoring

Rather than scaling aggressively upfront, I focused on validating winning creative and audience combinations first before increasing spend.

Execution

  • Built and launched the Facebook campaign strategy
  • Tested multiple creatives, audiences, and ad formats
  • Optimized campaigns around cost per conversion and ROAS
  • Monitored engagement and conversion metrics to identify scalable opportunities
  • Refined messaging to improve conversion efficiency

Results / Impact

  • Achieved a 9.33 ROAS on a $3,500 ad budget
  • Increased monthly sales by 30 percent for three consecutive months
  • Successfully launched a recurring membership revenue stream
  • Reduced customer acquisition costs through ongoing optimization