In Q1 of this year, a popular european bookstore with +$100K in sales decided to turn-off Facebook ads for two weeks because ‘they didn’t convert’. The impact was quite unexpected: 50% drop across ALL online sales (About $50k loss of sales).

It turns out that Facebook is a major driver of awareness (the top of the funnel). Eliminating half of people entering the funnel has a direct impact on the complete funnel… and ultimately the sales.



The tiny saving of ~$1,000 in Facebook ads had the following effect:

  • 65% drop in sales from social content
  • 50% drop in sales from Google ads
  • 45% drop in sales from organic traffic


Read the full case study here.

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