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Case Study: Self Publishing Formula achieves 45X return on campaign ad spend with Facebook
A Facebook Case Study
Self Publishing Formula - Customer Case Study
Self Publishing Formula, founded by action‑thriller author Mark Dawson, translated his Facebook marketing success for self‑published books into a new online course aimed at teaching other authors. The challenge was to build awareness for the course and drive high‑quality leads by leveraging the same platform that had grown his readership.
Mark ran a focused Facebook campaign using his Page to promote free resources (a video masterclass and podcast), drove traffic with photo and video ads to grow his mailing list, then used Custom Audiences, Lookalike Audiences and interest targeting to retarget and convert prospects, refining ads with Facebook Insights. Over a one‑month launch he built an engaged author community and achieved a 45× return on ad spend, one million book downloads, and 10% of course signups coming from Facebook.
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Self Publishing Formula
Mark Dawson
Author and Co-Founder