The problem
A legal SaaS product had been running Meta Ads for months with no funnel structure and no subscription growth. The account needed rebuilding from scratch rather than optimising in place.
- Months of Meta Ads spend with no funnel structure to support it
- No segmented remarketing — every audience saw the same message
- Trial-to-paid conversion was the bottleneck, not trial volume
What we did
Full-funnel campaign structure
- Built a system from scratch: TOF (awareness), MOF (engagement), BOF (registration to subscription to upgrade)
Segmented remarketing
- Created custom audiences for trial starters, engaged users and past visitors
- Tailored messaging and offers to each segment
Creative testing system
- Deployed multiple ad creatives for each stage (testimonials, benefits, objection handling)
- Iterated based on performance to improve trial-to-paid conversion
The outcome
| Metric | November 2024 | December 2024 | % Change |
|---|---|---|---|
| Trials Started | 45 | 83 | +84% |
| Cost per Trial | $30.05 | $20.31 | −32% |
| Purchases (Subscriptions) | 26 | 66 | +154% |
| Cost per Purchase | $52.01 | $25.54 | −51% |
| Total Spend | $1,352.14 | $1,685.44 | +24% |
What we learned
- Cost per subscription halved in 30 days
- Subscriptions grew 154% month-over-month
- Full-funnel system created from zero
- Trial-to-paid conversion significantly improved
Performance screenshots
