Om Organics
Invermere, BC · online and two stores
- Plant-based skincare
- Starter kits
- Bio-retinol
- Refills
- Campaigns
- 3
- Audiences
- 13
- Ads written
- 14
- Daily budget from
- $50
A handmade BC brand in its tenth year, with roughly 30 live Meta ads. Store openings, creator posts, brand stories and online offers share one stream, and the main online offer asks a new customer to spend $150.
Give online sales their own campaigns and their own number: cost per first purchase. Lead with the $35 Love at First Dew kit and the 342-review Youth Infusion Elixir, and put the 30-day money-back guarantee in front of every new Canadian shopper.
What we lead with
The products that make the easiest first order, with the most reviews behind them.
- 01$35Love at First DewThree best sellers in minis for less than one full-size cream. Today it is mostly a gift with $150 orders. Sold on its own, it is the easiest first order.
- 02$44Youth Infusion ElixirThe most reviewed product, with 342 reviews rated 4.9, and a $20 mini. Plant-based bio-retinol is a clear story.
- 03$99Mini Face Care KitA full routine for one skin type, right at the free shipping line. Quiz takers go straight to their kit.
Campaign structure
One objective in every campaign: first purchases. Each ad set runs 3 to 5 ads, and ads that spend without results are cut.
- C01Broad or Advantage+, women 25 to 55
- C02Clean and natural beauty
- C03Sensitive skin
- C04Retinol and anti-aging skincare
- C05Simple-routine skincare
- C06Alberta and BC, near the stores
- C07Lookalike of online buyers
- C08Gift buyers, late November
- R01Started checkout, did not buy
- R02Added to cart, did not check out
- R03Took the quiz or viewed a product
- R04Video viewers and Instagram engagers
- R05Past buyers, 45 to 90 days
Warmest first. Each stage gets its own message, from “your order is waiting” to a second look at the product they watched.
The ads
Three of the 14 ads written for this plan, with the business's own photos, laid out as they run in the Facebook and Instagram feed.
Om OrganicsSponsoredThree of our best sellers in one small kit: a gentle cleanser, a hydrating mist and our Coconut Dew moisture cream. Handmade in Invermere, BC.
$35Om OrganicsSponsoredAll of the benefits of retinol without the sensitivity, in our own words. Youth Infusion Elixir uses a plant-derived bio-retinol and has 342 reviews. $44, or $20 for the mini.
$20Om OrganicsSponsoredCleanse, hydrate, moisturize. Glow and Go is our everyday trio for calm, balanced skin, handmade in small batches in Invermere.
$99The competition
Who else is in the same shoppers’ feeds.
- 01Sangre de FrutaA clean BC rival that offers 10% off a first order, a smaller ask than $150.
- 02Dear Lucy SkincareA Victoria serum brand at $150 with no active ads found.
- 03Living LibationsBotanical skincare whose few ads run on customer quotes. Om has 342 reviews on one product.
- 04The OrdinaryFar cheaper, with about 5,900 active ads. Om sells handmade and plant-based, not price.
The first 30 days
The same method for every plan. Real numbers replace the estimates by week two.
- Week 1BuildAd account access, pixel and conversion event tested, audiences built, cold and retargeting campaigns live.
- Week 2CutAds that spend twice the target cost per result without one are cut and replaced. First weekly report.
- Week 3ScaleBudget moves to the winning ad set and rises slowly. Lookalikes are added once there is conversion data.
- Week 4HoldBudget stays only where cost per result holds. Retargeting ads are refreshed. 30-day summary and month-two plan.
Ad budget options
Ad spend, paid directly to Meta. About 80% goes to cold audiences and 20% to retargeting.
- Test$50/dayabout $1,500 a monthOnline sales only. One or two cold ad sets plus retargeting.
- Standard · recommended$100/dayabout $3,000 a monthThree cold ad sets plus retargeting.
- Scale$170/dayabout $5,100 a monthAdds lookalikes, gift buyers and a US test.
The full plan
Every section of the working document. Open one to see what is inside.
01SummaryOpenClose
Read the full Om Organics plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan02Business snapshotOpenClose
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The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan03What the brand runs nowOpenClose
Read the full Om Organics plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan04Competitor analysisOpenClose
Read the full Om Organics plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan05Goal and the one metricOpenClose
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The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan06Offer recommendationsOpenClose
Read the full Om Organics plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan07Campaign structureOpenClose
Read the full Om Organics plan
Every campaign, ad set and audience, with the reasons. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan08Ad copyOpenClose
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All 14 ads, written in Om Organics' voice. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan09Creative briefOpenClose
Read the full Om Organics plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan10Budget and test planOpenClose
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Three budget options and the cut and scale rules. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan11TrackingOpenClose
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The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan12EstimatesOpenClose
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The cost estimates and their sources. Planning inputs, not forecasts. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan13Weekly report templateOpenClose
Read the full Om Organics plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan14Risks and what we need from the brandOpenClose
Read the full Om Organics plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
Email me the plan15SourcesOpenClose
Read the full Om Organics plan
The full section, with its sources. Emailed by James. Add your store and we'll say what we'd change first.
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