For a three-person digital marketing team like ours, the prospect of having a big ad budget seemed like a distant dream. So when we were suddenly given $100K to spend on Facebook ads, we were positively giddy.
And unbelievably nervous.
As a lean SaaS startup, we have to be very wise with our marketing investments. Couple that with our low cost-per-sale ($24/monthly for our starter plan), and you can see that being cost-effective while still spending on ads is a challenge.
In May of 2016, we had the honor of working with Facebook Canada. We received a small grant to kickstart our advertising initiatives, and had the opportunity to spend two full days with one of their ad reps.