Client:
UpViral
Engagement:
Paid Social Media Advertising (Facebook Ads)
Duration:
Ongoing (Across Multiple Campaigns)
Industry:
SaaS – Viral Referral Marketing
Objective
UpViral wanted to rapidly scale user acquisition for its viral marketing software using Facebook Ads. The challenge: reach marketers, entrepreneurs, and eCommerce store owners with messaging that would not only convert—but also align with UpViral’s viral product model.
Stratigia was brought in to develop, launch, and manage full-funnel Facebook advertising campaigns with the goal of driving high-quality trial sign-ups and reducing customer acquisition costs (CAC), all while maintaining strong ROI and fueling UpViral’s growth loops.
Our Approach
✅ Funnel-Driven Campaign Structure
We segmented the campaign strategy into cold, warm, and hot audiences:
- Cold Traffic Campaigns: Targeted interest-based and lookalike audiences (e.g., eCommerce tools, email marketing, ClickFunnels users)
- Middle-of-Funnel (MoFU): Retargeted landing page visitors, video viewers, and blog readers
- Bottom-of-Funnel (BoFU): Focused on free trial nudges, limited-time offers, and testimonials
Campaigns aligned with buyer journey stages to maximize relevance and ROAS
✅ Creative Testing & Asset Development
We created multiple ad variations with different formats and value propositions:
- Short-form videos showcasing dashboard functionality
- Testimonials from real users with stats (e.g., “I collected 12,453 emails using UpViral”)
- Carousel ads highlighting features like viral loop triggers, email integrations, and A/B split testing
- Animated countdowns and urgency-based offers for product launches
Tested over 40 creatives in the first 60 days across 5 funnel stages
✅ Landing Page & Offer Optimization
To increase conversion rates, we:
- Built custom landing pages tailored to specific ad campaigns
- Used unique UTM links and tracking to isolate ad performance
- Ran A/B tests on CTA phrasing, form layouts, and lead magnet formats
Conversion rates improved from 8% to 18% over three months
✅ Audience Building & Retargeting Strategy
We built retargeting stacks across:
- Website visitors (30, 60, 180-day segments)
- Email list uploads and affiliate segments
- Past webinar registrants and group members
- Engaged social users and video viewers (25%, 50%, 75%)
Retargeting CTRs outperformed cold traffic by 4x
Results
| Metric | Outcome |
| Monthly Ad Spend | $5K–$12K+ |
| Lead Acquisition Cost | Reduced from $4.80 → $1.90 |
| ROAS (Return on Ad Spend) | 3x–5x across top-performing campaigns |
| Trial Signups (from Paid Social) | 2,000+ new users/month via Facebook Ads |
| Creative CTR Improvement | From 0.9% → 2.8% with optimized visuals |
Strategic Impact
Stratigia transformed UpViral’s Facebook Ads strategy into a revenue-driving performance channel—not just a traffic generator. Our full-funnel, ROI-driven approach allowed UpViral to grow its user base predictably, reduce CAC, and scale promotions with confidence. Better still, many of the users acquired via Facebook Ads went on to fuel the viral loops inside UpViral’s product—compounding results across channels.
Smart paid social + a viral SaaS product = exponential, scalable growth.
