Case study · Nico's Place · May to November 2025
Splitting campaigns by activity showed where each dollar goes twice as far
Seven straight months of Meta campaigns for two locations and around ten activities, with a monthly report to decide where to invest.
Kids’ activities and party venue with locations in Curridabat and Escazú.
Results
- 7straight months
May to November 2025, across two locations.
- US$0,97per conversation for Aerial silks
October 2025, versus US$1.91 for Parties the same month: half the cost.
- US$0,65best cost per conversation
Biking in Curridabat, September 2025: 86 conversations with US$55.79.
- 406conversations in one month
October 2025, with US$587 invested across both locations.
The challenge
Many activities (parties, camps, parkour, aerial silks, biking, soccer) and two locations competing for the same budget. The business needed to know which activity brought the most conversations for every dollar invested.
What we did
- One campaign per activity and per location, each with its own budget.
- Ads that lead straight to a messaging conversation with the business.
- A monthly report comparing the cost per conversation of each activity, to move budget toward what works.
What we learned
In August and September 2025, activity campaigns (aerial silks, parkour, biking, soccer and workshops) cost between US$0.65 and US$1.51 per conversation; party campaigns cost between US$2.03 and US$3.43. Having each activity in its own campaign is what makes that difference visible and lets the budget move based on data.
Data source: Meta Ads data from the August, September and October 2025 monthly reports. “Conversation” = messaging conversation started, as reported by Meta.
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