Turning reviews into ROAS on Facebook
An Australian-owned chiropractic sleep-support brand, a Facebook ads brief up against bigger and more digital-savvy competitors, and a decision to let existing customer trust do the heavy lifting.
The client
Spinaleze is an Australian-owned brand behind a chiropractic-designed sleep-support product, built to help everyday customers get better rest and a healthier back. As a local, single-product business, it was competing for attention in a category where several rivals had far bigger marketing budgets and more established digital operations.
The challenge
Spinaleze needed a Facebook ads approach that could hold its own against larger, more digital-savvy competitors without trying to outspend them. The brand had one clear advantage that hadn't yet been put to work in its advertising: a strong base of genuine customer reviews and testimonials. The challenge was building a campaign that put that social proof front and centre and turned it into a real point of difference.
The results
Leaning on real customer trust paid off fast, with return on ad spend climbing sharply across the first two months.
A campaign built on genuine social proof, outperforming bigger competitors without needing to outspend them.
