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Case Study: San Francisco Travel achieves 3.8X return on ad spend and 42% more views with Facebook
A Facebook Case Study
Welcoming San Francisco visitors by using best practices for Facebook video ads
San Francisco Travel, a nonprofit destination marketing organization promoting San Francisco, sought to inspire visits and drive potential tourists to its website. Their challenge was to determine which video ad lengths and mobile-friendly formats would generate the most views, clicks and conversions for a mobile audience.
Partnering with MMGY and Facebook Creative Shop, they tested mobile-optimized short-form (15-second, square) videos with captions and targeted frequent international travelers plus custom and lookalike audiences. The 15‑second creative outperformed longer ads, delivering a 3.8X return on ad spend, a 49% higher conversion rate and 42% more views, along with more link clicks and a lower cost per click.
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San Francisco Travel
Dan Rosenbaum
Senior Manager of Content and Social Media Marketing