Ellie’s Solutions, led by professional organizer Ellie Jelsema, helps busy women reclaim their spaces by creating calm, organized, and functional homes. To expand her client base, a Facebook and Instagram advertising campaign was launched targeting women in and around Groningen, Netherlands, encouraging them to book a free introductory session. This personalized consultation served as a stepping stone toward booking Ellie’s organizational packages, aimed at transforming cluttered spaces into stress-free environments.
Analyzing the Niche and Defining the Target Audience
To create a successful Facebook Ads campaign for Ellie’s Solutions, we began with an in-depth analysis of the professional organizing niche and identified the ideal audience. The campaign targeted busy women aged 30-60 in and around Groningen, Netherlands. These individuals often face stress and clutter in their homes but seek professional help to restore order and functionality.
We identified the primary audience as mid to senior-level professionals, entrepreneurs, and part-time workers balancing careers and families. Psychographic factors included a desire for a calm, organized home environment, feelings of overwhelm from clutter, and a motivation to regain control of their living spaces. This comprehensive audience profile allowed us to craft a highly personalized ad strategy.
Creative Strategy: Before & After Visuals
A critical component of this campaign was the development of engaging creatives showcasing Ellie’s services. We designed a series of “Before & After” visuals that clearly demonstrated the transformation her organizational services could achieve. These visuals followed Ellie’s brand guidelines, including the color palette from her website and professional photos of Ellie herself to build trust and authenticity.
By visually emphasizing the positive impact of professional organizing, the campaign effectively captured attention while aligning with the audience’s core desires: stress-free, functional homes.
Multilingual Ad Testing: English vs. Dutch
Since the business is based in the Netherlands, we tested ad copy in both English and Dutch. The Dutch-language ads outperformed the English versions, achieving a higher click-through rate (CTR). This performance indicated the importance of targeting the audience in their native language for optimal engagement.
The ad copy was crafted to address key audience pain points such as stress from disorganization and the benefits of professional help. Phrases emphasizing calmness, control, and peace of mind were central to the messaging strategy.
Special Offers to Boost Engagement
To drive action, we implemented two exclusive offers designed to encourage conversions:
- Free Video Consultation: By booking a free video consultation through the Facebook ads, potential clients received a personalized video assessment of their home, where Ellie identified problem areas and proposed solutions.
- Donation Incentive: Ellie also offered to donate a portion of the decluttered items to charity, aligning with her audience’s values and creating additional emotional appeal.
These offers made the service feel more accessible and created a sense of giving back to the community, further boosting engagement and trust.
Results and Performance
The results of the campaign were impressive. Within the first few days, Ellie secured four new clients with an average customer acquisition cost of around €15 per client. Considering her introductory package starts at €275, the return on ad spend (ROAS) was highly positive.
Moreover, Ellie expressed satisfaction with the ad design and messaging, as the creatives resonated with her audience while maintaining high visual quality and clarity.
Summary
This campaign illustrates how a well-targeted, multilingual approach combined with powerful visual storytelling and strategic offers can drive significant business results for service-based businesses like Ellie’s Solutions.
