Facebook Ads Case Study: Achieving 700% ROAS through Full-Funnel Digital Strategy.
Executive Summary
This study details a high-impact digital campaign for a regional Propane Supply company in New York, focused on acquiring long-term, recurring customers. By implementing a sophisticated, multi-layered Facebook advertising strategy—combining brand awareness, high-quality lead generation, and retargeting—and leveraging HubSpot CRM for definitive revenue tracking, the campaign delivered exceptional financial results.
The strategy generated a remarkable 700% Return on Ad Spend (ROAS), validating the power of digital marketing in acquiring high-value, recurring service subscribers in the utility sector.
| Performance Metric | Total Value | Strategic Impact |
| Total Ad Spend | $167,116.02 | Targeted investment across a diversified campaign mix. |
| Achieved ROAS | 700% (7:1) | Demonstrates highly effective capital deployment and conversion efficiency. |
| Calculated Revenue Generated | $1,169,812.14 | Total revenue attributed directly back to the advertising investment. |
| Business Model | Recurring Service | High customer lifetime value (LTV) amplified the final ROAS result. |
Client Profile and Market Challenge
The Client
A leading local residential and commercial propane delivery service operating within a competitive New York region. Their business is fundamentally dependent on securing long-term contracts for recurring fuel delivery and service.
The Challenge: High Lifetime Value, Complex Attribution
While the immediate cost of a new customer subscription may be low, the true value (LTV) is realized over years of service. The primary challenges were:
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- Connecting the Dots: Accurately linking a click on a Facebook ad to a prospect, through the sales process, and finally to a high-value, multi-year contract tracked in their CRM.
- Targeting Intent: Filtering general inquiries to find high-intent homeowners and business owners requiring immediate and recurring propane service.
- Educating the Market: Building awareness around reliable service and competitive pricing in a commoditized market.
Strategic Implementation: The Full-Funnel Approach
Our campaign strategy utilized a blended, full-funnel approach, allowing budget flexibility to focus on the highest-performing segments while maintaining market visibility.
1. Awareness (Top-of-Funnel)
- Objective: Local market saturation and service-area geo-fencing.
- Method: High-quality video assets focusing on reliability, safety, and community service to position the brand as the trusted local choice. Optimized for Reach and Brand Awareness.
2. Lead Generation (Mid-Funnel)
- Objective: Capture qualified contact information.
- Method: Utilized Facebook Lead Forms and dedicated landing pages offering free quotes, new customer discounts, or service checklists. Optimized for Leads and Conversion Value (based on lead scoring).
3. Retargeting (Bottom-of-Funnel)
- Objective: Convert leads who dropped off or website visitors who didn\’t fill out a form.
- Method: Personalized dynamic ads based on the specific services viewed, featuring urgent offers or social proof (testimonials) to drive final contract conversion. Optimized for Conversions.
Critical Success Factor: HubSpot CRM Integration
The success of the 700% ROAS attribution was entirely dependent on sophisticated backend tracking, moving beyond simple platform metrics.
- Lead Hand-Off: All leads generated via Facebook were immediately pushed into the client\’s HubSpot CRM via an API integration.
- Tracking LTV: The CRM tracked the customer from initial lead status through contract signing, recurring annual refills, and service fees. The 700% ROAS calculation represents the total multi-year revenue the system attributed back to the original $167,116.02 ad spend.
- High-Quality Leads: By tracking the final contract value, we were able to constantly refine targeting and creative, focusing ad spend on the campaign segments that yielded the highest-LTV customers, not just the lowest cost-per-lead.
Campaign Types Implemented:
- Google Search Ads: This was a core component, targeting users actively searching for wine tours, specific wine regions (e.g., \”Barossa Valley wine tours,\” \”Hunter Valley wine tasting\”), and related travel experiences. We focused on highly relevant keywords and compelling ad copy that highlighted Rick\’s unique tour offerings.
- Google Display Network (GDN) Ads (Implied): While not explicitly detailed, for tourism, GDN campaigns with audience targeting (e.g., in-market for travel, luxury travel, or specific interests) could be used to build brand awareness and drive consideration.
- Local Campaigns (Implied): Given the nature of tours, local search visibility and map pack presence would likely be a strategic consideration.
Campaign Performance Analysis
The final financial results underscore the efficacy of combining precision local targeting with comprehensive revenue attribution.
| Metric | Detail |
| Gross Ad Spend | $167,116.02 |
| Calculated Revenue | $1,169,812.14 |
| Net Profit (Before Ad Spend) | $1,002,696.12 |
| The LTV Multiplier | The recurring revenue model (propane refills, service agreements) means the value of the initial contract compounds over 3-5 years, allowing for a much higher justifiable CPA and resulting in a massive ROAS figure. |
Conclusion
The 700% ROAS achieved for this NY Propane business is a powerful case study in how to succeed with digital advertising in a high-LTV, recurring service industry. By resisting the temptation to focus solely on cheap clicks and instead prioritizing full-funnel optimization and accurate CRM-based attribution, we were able to unlock significant, sustainable revenue growth and demonstrate true long-term value to the client. The campaign not only generated qualified leads but secured high-value, multi-year contracts that continue to deliver returns long after the campaign flight ended.