I spent $688.80 on Facebook ads over 13 days. That turned into $33,495 in sales.

I keep hearing that nobody's spending right now, and that giveaways don't work because all they attract is freebie seekers. So in this episode I'm breaking down my National Love Your Pet Day campaign start to finish. What I ran, what it made, and the part I got wrong.

Facebook ads for pet photographers can absolutely work. Mine returned 48.6 times what I put in. But the ads were never the thing that made it work, and I'm honest in here about where mine leaked. 191 leads turned into 13 bookings, which is a 6.8% conversion rate. The same style of campaign in 2024 converted at 25%.

If you've been thinking about running a giveaway or a seasonal campaign and you're not sure it's worth the money, this is the whole thing, numbers included.

In this episode:

• Why I set a booking and revenue goal before I spent a dollar, and where I write it down
• How to pick an anchor event, and why you can invent one if you need to
• The real numbers: $688.80 in ad spend, 191 leads, 13 bookings, $33,495 in sales
• Lead ads versus traffic ads, and why cheaper leads are not always better leads
• Why your ad copy has to call out your ideal client, not just your ad set targeting
• The difference between nurture and follow up, and why most giveaways fail on one of them
• My 6.8% conversion rate against 25% in 2024, and where I think it went wrong
• The follow-up process I did including the afternoon I called 90 people
• Why getting someone into a consultation is the whole game, and what happens once they're there
• How knowing your conversion rate tells you exactly what your next campaign has to generate

One thing to try this week: work out your actual conversion rate from your last campaign, or from your last ninety days. Leads in, bookings out. That one number tells you how many leads your next campaign needs.

Work with me in the Marketing System Workshop

The Pet Photography Marketing System Workshop is where you build your own campaign with me, in the room. Three live sessions where we build your ideal client, your messaging, and one campaign planned start to finish, that you run again every season. The next cohort starts 13 August.

Enrol in The Pet Photography Marketing System Workshop here

💬 Join the Pet Photographers' Collective (free community)

A free community for pet photographers who want to build a profitable, sustainable business with less overwhelm. Inside, Ina shares practical marketing tips, business lessons and mindset shifts, and free resources.

Join the Skool Community here

✨ Off the Record Segment

Ran a marketing campaign that didn't work and you're not sure why? Send me a voice note or a DM on Instagram and I'll break it down on the show. You can stay anonymous

📲 Connect with me

Instagram: @inaj.thepetphotoceo

Email: [email protected]

Free Consistent Bookings Audit (find your gap in getting consistent bookings): https://www.inajphotography.com/consistent-booking-audit

Mentoring & Coaching for Pet Photographers: https://www.inajphotography.com/for-photographers