Meta Ads — Always-On Campaigns
Free trial acquisition, retargeting, product campaigns, and tier upgrade ads running year-round.
1. Free Trial Acquisition (Top of Funnel)
The 30-day free trial is GIL’s strongest conversion lever. Creative should feature Costa and the expert growers prominently.
- Objective: Trial starts (optimise for signups, not traffic)
- Audiences: Interest-based (gardening, organic food, sustainability, cooking, self-sufficiency), lookalikes from subscribers and purchasers
- Creative: Expert-led (Costa/Paul/Mel to camera), seed unboxing, starter kit unboxing (from March), testimonials, seasonal content. Refresh monthly.
- Tier messaging: From March, test ads leading with Grower and Pro tiers. Physical kit is a stronger hook for some audiences.
2. Retargeting (Middle of Funnel)
- Audiences: Site visitors (7/14/30 day windows), video viewers (50%+), IG/FB engagers, email openers. From mid-April: product bundle page visitors.
- Creative: Social proof, objection handling, welcome pack/starter kit showcase (from March), seasonal urgency, product bundle features (from April).
3. Seed Shop + Product Bundle Campaigns (Revenue + List Building)
Product purchases are lower-commitment entry points that feed the email list for GIL+ upsell. From mid-April, 24 product bundles expand the addressable audience significantly.
- Post-purchase: Automated email sequence upselling to GIL+ (see lifecycle section).
4. Premium Tier Upgrade (From March)
Target existing GIL+ Base members with Grower/Pro upgrade messaging, especially around seasonal seed deliveries and product bundle launches.