I created a mock paid social media campaign in Facebook Ads Manager for a fitness company selling walking pads. The campaign objective is to sell walking pads, so the desired metrics would be a low CPA, cost per action, and a high CVR, conversion rate, or people who buy a walking pad from our ad. As shown below, I reflected this in my selections.

Budget & Schedule

This campaign has a $5,000 budget and will run for three months. I selected “Highest volume” for the campaign bid strategy because it gets the most results for your budget. Since this campaign has a large budget, we’re not worried about selecting “cost per result goal,” which would be a better option for a lower budget.

Targets

Walking pads became popular during the pandemic because they are a convenient way to exercise at home. They are smaller than traditional treadmills, making them apartment-friendly and work-from-home-friendly. Many use them underneath standing desks to be able to exercise while working all day. Keeping this in mind, I selected the targets shown below. The ad will be shown to adults in the United States. More specifically, adults who are working age and interested in fitness and wellness, as well as those who work from home.

Ad Placement

The creative for this ad would be a video showing someone using the walking pad in their everyday life. I selected all platforms to reach as many people as possible. This video would fit the recommended fullscreen vertical size, so it makes sense to show the ad throughout feeds, stories, and reels. I also selected search results and external apps/sites as placements to gain even more impressions.

Success Metrics

As I mentioned earlier, the success metrics for this campaign would be a low CPA and a high CVR. According to WordStream’s “Facebook Ad Benchmarks for YOUR Industry,” the average CPA for the fitness industry is $13.29 and the average CVR is 14.29%. This means that if our CPA is around $13.29 or less, and if our CVR is around 14.29% or more, then we’ll have a successful campaign that reaches our objectives.