The levers that tripled sign ups
How our giveaway revamp slashed cost-per-lead 84% and increased total sign ups by 215% for one of our craft brewery clients.
The challenges.
The hurdles were real. Meta’s new alcohol-ad rules meant a single mis-step could freeze the account, last year’s static prize images were already stale, our targets feeds were clogged with “freebie” leads and, mid-launch, our ads were frozen.
Instead of flinching, we built a compliance checklist and pre-cleared every creative, shifted to awareness-plus-instant-form objectives to squeeze more from every dollar, leveraged six-second drone videos to replace the tired stills, rebuilt look-alike audiences around real purchasers, and used the data to see who was clicking, and why.
By turning each constraint into an optimization lever, we transformed roadblocks into the very engine of the campaign’s 215 % sign-up surge and 84 % drop in cost-per-lead.
The stats
215% increase in leads
Our sign ups went from 5,400 from the previous year’s campaign up to 17,327 on half of the total ad spend. A growth of 215%.
-84% drop in CPL
The previous year had an average CPL of $1.48 per lead, compared to this year of an average CPL of $0.23c. Resulting with us dropping their CPL by 84%.
-52% drop in total ad spend
The previous year had a total budget of $8,000 for the two months of the campaign. This year we spent $3,837 with us spending 52% less.
What did we do different?
We treated May like four rapid-fire sprints rather than a single 30-day push. Every Monday we launched a fresh batch of creatives—short drone overlays, UGC-style videos, graphics - and tracked individually in Meta.
By mid-week we let the data call the shots: anything trending 30 % below the benchmark CTR was paused, and its budget was immediately re-routed to winners. This ruthless cull-and-scale rhythm meant money never bled into dead ads, while top performers - including a six-second drone clips that hit $0.08 CPC - kept climbing the auction at lower cost.
On the back end, a lean, one-page Instant-Form landing flow converted the surge of traffic at 62 %, turning cheap clicks into a flood of qualified sign-ups.
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What was the payoff?
Thirty days later the scoreboard spoke for itself—17,000 new subscribers versus 5,400 the year before, accomplished on less than half the spend.
Average cost-per-lead plunged from CA $1.48 to just CA $0.23 (-84 %), and daily sign-ups rocketed from 90 to 567. Our best ad held steady at $0.08 CPC, and the streamlined instant-form flow converted clicks at a remarkable 62 %.
That efficiency freed up CA $4 K in media budget, fuelled a list large enough to underpin the client’s summer launch calendar. In short: bigger impact, smaller cheque, and a freshly engaged audience primed for the next release.
Some of our tests
What did we learn?
In the liquor-and-beverage space, creative is the master lever. Regulations limit targeting and copy, but thumb-stopping visuals still slip straight past the scroll reflex. Our weekly test-and-kill cadence proved it: the campaigns’ cost curve moved only when fresh assets hit the feed, not when bids or audiences inched around.
Motion- especially quick, on-brand mini-stories - beat statics every time, with the top six-second clip delivering clicks 4× cheaper than the median. Pairing those winning creatives with on-platform instant forms removed friction and magnified the lift, showing that in a regulated vertical, the smartest budget isn’t the biggest, it’s the budget that funds constant creative experimentation.
“Everything feels aligned, intentional, and authentic to our cores and values. Their creative instinct and marketing strategy make it a very easy process.”
“Working together is easy and very impactful!”
Anastasia Wagner - Vancouver Island Brewing
What do we do?
Social Media Management
Our packages include videography and content creation, photography, UGC content as well as content strategy and monthly reporting. We craft tailored strategies to maximize your reach and provide in-depth monthly reporting so you can track your growth. Let us handle the details while you focus on what you do best— running your business.
Video Production
For projects that demand a larger video and a cinematic touch, our Video Production services can make sure that happens. Whether it’s brand storytelling, commercial shoots, or high-end promotional videos, we handle every aspect—from pre-production to post. Our team crafts high-quality assets tailored for all platforms, ensuring your message resonates everywhere, from social media to television. When your vision requires more than just a camera, we bring the expertise, equipment, and creativity to make it happen.
Paid Advertising
We don’t just run ads—we craft full-circle campaigns by pairing paid media with our Social Media Management services. From eye-catching creative to strategic placement, we ensure your brand reaches the right audience across all platforms. Our team handles everything from ad strategy and content creation to optimization and reporting, so your brand stays top-of-mind and ahead of the competition.
contact us.
Hello@lostfridays.ca
1218 Langley St
Victoria, BC. V8W1W2