Digital Marketing
Turvatek - Paid Social Campaign: Surveillance Cameras
A full-funnel paid social campaign that turned underperforming surveillance camera sales into the company’s best-performing campaign, achieving a high ROAS and multiple stock sell-outs.
Year :
2024
Industry :
Security
Client :
Turvatek
Overview
Client: Turvatek (ecommerce)
Objective: Boost sales
Channels: Meta (campaign setup + creatives), Website banners, Email newsletter
My Role: Creative strategy, asset production, Meta campaign setup & optimization, email campaign
Turvatek offers a wide range of security appliances, such as smoke detectors, alarm systems and surveillance cameras for homes and businesses. Despite having strong inventory and competitive pricing, camera sales were underperforming.
I designed and executed a full-funnel paid social campaign that educated customers, built trust, and guided them from awareness to purchase.
The campaign became the most successful paid campaign in the company’s history, reaching a ROAS of over 10x and selling out stock multiple times.
The Problem
Turvatek had a large selection of surveillance cameras in stock, but online sales were relatively low.
This suggested that the problem was not product availability, but customer awareness and purchase confidence.
Many potential customers were unfamiliar with modern surveillance cameras or had misconceptions about them.
Insights
I analyzed multiple sources before designing the campaign:
Website analytics
Sales history
Seasonal search trends
Using Google Trends, I discovered that autumn is the peak season for security camera interest.
Search demand increases significantly as daylight decreases and people begin thinking more about home security.
This meant the campaign needed to launch just before the seasonal spike and guide potential customers through the buying process.
Strategy
Instead of running simple conversion ads, I built a three-stage full-funnel Meta campaign designed to progressively move users toward purchase.
Each stage lasted approximately three weeks.
1. Awareness — Educate and Build Trust
The first ad set focused on education and myth-busting.
Many people hesitate to buy security cameras due to misconceptions.
The ads addressed common concerns such as:
“Security cameras are difficult to install”
“They are expensive”
“They require complicated technical setup”
The goal was to lower psychological barriers and introduce the product category.
2. Consideration — Show the Right Products
The second stage focused on product benefits and use cases.
Ads highlighted:
Different camera types
Key features
How they fit different home security needs
This stage was retargeted to warm audiences, including people who:
Watched the first video ads for more than 3 seconds
Visited the Turvatek website
This stage turned out to be the most effective part of the campaign.
3. Conversion — Offer a Final Push
The final stage targeted users who had already visited the website but had not yet purchased.
These ads featured a limited discount offer, designed to convert users who were still considering their purchase.
The messaging focused on urgency and value.
(Too bad I didn't have the creatives available anymore, I could have displayed them here)
Execution
The campaign focused on one camera brand to maintain a clear message and simplify the buying decision. The campaign was executed entirely on the Meta platform, supported by newsletters sent to previous customers.
Creative formats included:
Short educational video ads
Product showcase ads
Conversion-focused promotional ads
Audience targeting evolved throughout the funnel, gradually narrowing from broad audiences to highly engaged visitors.
Results
The campaign significantly exceeded expectations.
Key results:
ROAS: 10.5+ across the entire campaign
Peak ROAS: ~18 during the consideration stage
Inventory: Multiple product sell-outs during the campaign
Performance: Best paid social campaign in company history
The strongest performance came from the consideration stage, proving that educational content combined with product explanation was the most effective way to convert customers in this category.
More Projects
Digital Marketing
Turvatek - Paid Social Campaign: Surveillance Cameras
A full-funnel paid social campaign that turned underperforming surveillance camera sales into the company’s best-performing campaign, achieving a high ROAS and multiple stock sell-outs.
Year :
2024
Industry :
Security
Client :
Turvatek
Overview
Client: Turvatek (ecommerce)
Objective: Boost sales
Channels: Meta (campaign setup + creatives), Website banners, Email newsletter
My Role: Creative strategy, asset production, Meta campaign setup & optimization, email campaign
Turvatek offers a wide range of security appliances, such as smoke detectors, alarm systems and surveillance cameras for homes and businesses. Despite having strong inventory and competitive pricing, camera sales were underperforming.
I designed and executed a full-funnel paid social campaign that educated customers, built trust, and guided them from awareness to purchase.
The campaign became the most successful paid campaign in the company’s history, reaching a ROAS of over 10x and selling out stock multiple times.
The Problem
Turvatek had a large selection of surveillance cameras in stock, but online sales were relatively low.
This suggested that the problem was not product availability, but customer awareness and purchase confidence.
Many potential customers were unfamiliar with modern surveillance cameras or had misconceptions about them.
Insights
I analyzed multiple sources before designing the campaign:
Website analytics
Sales history
Seasonal search trends
Using Google Trends, I discovered that autumn is the peak season for security camera interest.
Search demand increases significantly as daylight decreases and people begin thinking more about home security.
This meant the campaign needed to launch just before the seasonal spike and guide potential customers through the buying process.
Strategy
Instead of running simple conversion ads, I built a three-stage full-funnel Meta campaign designed to progressively move users toward purchase.
Each stage lasted approximately three weeks.
1. Awareness — Educate and Build Trust
The first ad set focused on education and myth-busting.
Many people hesitate to buy security cameras due to misconceptions.
The ads addressed common concerns such as:
“Security cameras are difficult to install”
“They are expensive”
“They require complicated technical setup”
The goal was to lower psychological barriers and introduce the product category.
2. Consideration — Show the Right Products
The second stage focused on product benefits and use cases.
Ads highlighted:
Different camera types
Key features
How they fit different home security needs
This stage was retargeted to warm audiences, including people who:
Watched the first video ads for more than 3 seconds
Visited the Turvatek website
This stage turned out to be the most effective part of the campaign.
3. Conversion — Offer a Final Push
The final stage targeted users who had already visited the website but had not yet purchased.
These ads featured a limited discount offer, designed to convert users who were still considering their purchase.
The messaging focused on urgency and value.
(Too bad I didn't have the creatives available anymore, I could have displayed them here)
Execution
The campaign focused on one camera brand to maintain a clear message and simplify the buying decision. The campaign was executed entirely on the Meta platform, supported by newsletters sent to previous customers.
Creative formats included:
Short educational video ads
Product showcase ads
Conversion-focused promotional ads
Audience targeting evolved throughout the funnel, gradually narrowing from broad audiences to highly engaged visitors.
Results
The campaign significantly exceeded expectations.
Key results:
ROAS: 10.5+ across the entire campaign
Peak ROAS: ~18 during the consideration stage
Inventory: Multiple product sell-outs during the campaign
Performance: Best paid social campaign in company history
The strongest performance came from the consideration stage, proving that educational content combined with product explanation was the most effective way to convert customers in this category.
More Projects
Digital Marketing
Turvatek - Paid Social Campaign: Surveillance Cameras
A full-funnel paid social campaign that turned underperforming surveillance camera sales into the company’s best-performing campaign, achieving a high ROAS and multiple stock sell-outs.
Year :
2024
Industry :
Security
Client :
Turvatek
Overview
Client: Turvatek (ecommerce)
Objective: Boost sales
Channels: Meta (campaign setup + creatives), Website banners, Email newsletter
My Role: Creative strategy, asset production, Meta campaign setup & optimization, email campaign
Turvatek offers a wide range of security appliances, such as smoke detectors, alarm systems and surveillance cameras for homes and businesses. Despite having strong inventory and competitive pricing, camera sales were underperforming.
I designed and executed a full-funnel paid social campaign that educated customers, built trust, and guided them from awareness to purchase.
The campaign became the most successful paid campaign in the company’s history, reaching a ROAS of over 10x and selling out stock multiple times.
The Problem
Turvatek had a large selection of surveillance cameras in stock, but online sales were relatively low.
This suggested that the problem was not product availability, but customer awareness and purchase confidence.
Many potential customers were unfamiliar with modern surveillance cameras or had misconceptions about them.
Insights
I analyzed multiple sources before designing the campaign:
Website analytics
Sales history
Seasonal search trends
Using Google Trends, I discovered that autumn is the peak season for security camera interest.
Search demand increases significantly as daylight decreases and people begin thinking more about home security.
This meant the campaign needed to launch just before the seasonal spike and guide potential customers through the buying process.
Strategy
Instead of running simple conversion ads, I built a three-stage full-funnel Meta campaign designed to progressively move users toward purchase.
Each stage lasted approximately three weeks.
1. Awareness — Educate and Build Trust
The first ad set focused on education and myth-busting.
Many people hesitate to buy security cameras due to misconceptions.
The ads addressed common concerns such as:
“Security cameras are difficult to install”
“They are expensive”
“They require complicated technical setup”
The goal was to lower psychological barriers and introduce the product category.
2. Consideration — Show the Right Products
The second stage focused on product benefits and use cases.
Ads highlighted:
Different camera types
Key features
How they fit different home security needs
This stage was retargeted to warm audiences, including people who:
Watched the first video ads for more than 3 seconds
Visited the Turvatek website
This stage turned out to be the most effective part of the campaign.
3. Conversion — Offer a Final Push
The final stage targeted users who had already visited the website but had not yet purchased.
These ads featured a limited discount offer, designed to convert users who were still considering their purchase.
The messaging focused on urgency and value.
(Too bad I didn't have the creatives available anymore, I could have displayed them here)
Execution
The campaign focused on one camera brand to maintain a clear message and simplify the buying decision. The campaign was executed entirely on the Meta platform, supported by newsletters sent to previous customers.
Creative formats included:
Short educational video ads
Product showcase ads
Conversion-focused promotional ads
Audience targeting evolved throughout the funnel, gradually narrowing from broad audiences to highly engaged visitors.
Results
The campaign significantly exceeded expectations.
Key results:
ROAS: 10.5+ across the entire campaign
Peak ROAS: ~18 during the consideration stage
Inventory: Multiple product sell-outs during the campaign
Performance: Best paid social campaign in company history
The strongest performance came from the consideration stage, proving that educational content combined with product explanation was the most effective way to convert customers in this category.