Case Study: Facebook validates the incremental value of paid search with Ovative Group

Facebook validates 1.7M annual conversions with Ovative Group

Facebook, a major social media company, faced the challenge of needing to validate the incremental value of its Paid Search non-brand text ads to effectively scale the channel for driving traffic to Facebook Marketplace. To address this, they partnered with Ovative Group for measurement consulting.

Ovative developed a robust incrementality test, scaling investment 6x in a test geo to precisely measure the channel's impact. The solution confirmed that non-brand text drives statistically significant conversions. This provided Facebook with the data confidence to make key budget and media mix decisions. The partnership drove 1.7 million annual conversions and achieved a cost-per-click 22% below target, fueling business growth for the upcoming year.

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