Ryebucks Portables Strategy

Date in Market (Month & Year)

February 2025

Budget:

Up to $4,000 per month 

Project/Campaign Objective(s)

Ryebucks Portables specialises in custom built portable buildings. Their previous marketing efforts struggled to generate consistent leads and they approached Netplanet Digital for a more strategic, cost-effective way to connect with buyers. 

The campaign aimed to:

• Generate qualified leads through targeted Facebook advertising 
• Increase brand visibility in a competitive market 
• Reduce cost per lead with strategic ad optimisation
• Track results clearly to guide future campaign decisions

Strategy

We identified Ryebucks’ unfocused marketing efforts failed to speak directly to their ideal buyer. Our strategy was to implement a targeted Facebook advertising campaign that would attract qualified leads. 

Our approach included:

• Audience Targeting: Our ads were designed to reach customers searching for portable building solutions.
• Creative Strategy: We used string visuals and clear messaging that highlighted Ryebucks’ ability to customise portable solutions to specific client needs.
• Ad Optimisation: Our campaign was refined based on performance data to reduce cost per lead and improve conversion rates.
• Lead Tracking: Facebook’s lead form integration and back-end tracking allowed us to monitor results in real time and adjust spend and targeting accordingly.

Target Audience

The demand for portable buildings is growing across Australia – driven by rising housing costs, increased need for flexibility and a growing preference for cost-effective alternatives to traditional construction.

This campaign tapped into that momentum by targeting:

• Homeowners exploring granny flat options for multigenerational living or rental income.
• Caravan park and holiday park operators seeking additional accommodation units.
• Business owners requiring portable office or studio spaces.
• Property investors interested in cost-effective, modular housing solutions.

Execution

Our execution strategy focused on meeting buyers where they’re most active – on social media. We leveraged our expertise in Facebook advertising to build a high-performing campaign that combined audience targeting, compelling ads and lead form optimisation to attract serious enquiries and reduce cost per lead.

Key elements included: 

• Audience Research & Strategy Development: We analysed Ryebucks Portables’ previous campaigns and target demographic to identify key pain points and opportunities. We developed a tailored strategy focussing on high-converting audiences.
• Content Creation: We designed floor plans and 3D renders of portable units to visually showcase the product range. We created compelling ad copy highlighting unique selling points (eg modular design, cost-effectiveness, customisation).
• Facebook Advertising Campaign Set-up: We implemented our targeted Facebook ad campaign and optimised ad creatives and imaging for maximum engagement and converstion.
• Website Optimisation: We implemented SEO enhancements and clear calls-to-action on the existing website to improve user experience and lead capture efficiency.
• Monitoring: We continuously monitors campaign performance metrics including reach, engagement and cost per lead.
• Analysis: We provided detailed reports outlining campaign performance, insights and recommendations for ongoing marketing efforts.

Results and outcomes of Project/Campaign 

The campaign delivered outstanding results across every key metric:

• Lead Generation: Over 1000 qualified leads were generated in just one month – a dramatic improvement on past performance.  
• Cost Efficiency: We slashed the cost per lead by 98% from $158 to between $1.68 and $2, maximising return on ad spend.  
• Audience Reach: Our targeted strategy reached 141,000 potential buyers within the target market in a single month. 
• Sales Increase: Monthly portable unit sales jumped from 4 to 10, showing clear ROI from improved lead quality and volume.
• Website Conversion: With stronger landing page content, the website’s closure rate improved by 50%, converting more enquiries into paying customers.