Case Study: $19,914 on Dating in the US via Facebook

The US dating market is one of the largest in the world by volume. However, buying traffic there is quite challenging due to high CPMs, stronger auction competition, and the specific mindset of the local audience.

This is Adepti Ads, and today we're sharing a case study from our affiliates — the media buying team Soft Buying. We break down the full funnel for running dating traffic to the US via Facebook: from offer selection to stats screenshots. 

CPA Network: Adepti Ads
Media Buying Team: Soft Buying
Period: 15.01.2024 - 26.01.2024
GEO: USA
Offers: FlirtingNeighbors, NewNaughtyNeighbors
Traffic Source: Facebook
Spend: $15,141
Revenue: $19,914
Profit: $4,773
ROI: 31.52%

Let us note upfront that success didn't come immediately — first, significant groundwork was done on the CPA network's side.

Finding the Right Offer

We were provided with the EPC metrics the team needed to run profitably. Using that data as a benchmark, we went through nearly all available products and negotiated an elevated payout from the start with one of the most reliable advertisers — $8, instead of the standard $3–4.

It's worth noting that the Soft Buying team has been working with our network for a long time, which is why we were able to bump the rates by more than double right away — we assured the advertiser that we were taking the product to test with our own media buying.

By the way, the Soft Buying media buying team is expanding. If you're a skilled buyer who knows how to work with Facebook, fill out the form!

In addition, we agreed on weekly payouts to avoid cash flow gaps. By the way, you can negotiate a convenient payment schedule with us for any products.

Finally, after the first runs, we set up weekly calls with the advertiser, during which we received recommendations on improving the CR for affiliate traffic. The team remained profitable throughout the entire campaign period from day one.

With the offer selection stage complete, the team moved on to preparing for launches. Let's take a look at how it all played out.

Creatives: Image and Copy Recommendations

In this case, the highest-quality and most demanding audience for the chosen product is men aged 45+. With that in mind, photos of a select number of women aged 25 and older were chosen. The appearance of the women is a critical factor — for this specific market (USA), preference was given to natural beauty with minimal makeup and no visible cosmetic surgery. Given the nature of the offer, the creatives were prepared accordingly. 

The core creative reference:

An attractive woman that a man aged 45+ wouldn't hesitate to approach on the street or at a bar to start a conversation and get acquainted. With that in mind, using women with a "model" look in creatives is strongly discouraged. The idea of approaching a "cover girl" puts off a large portion of the audience.

There's a common belief that a high degree of explicitness and sexual elements in female imagery critically impacts conversion. It's important to understand clearly that on a source like Facebook, exposed body parts and low-cut necklines are a serious trigger for creative rejection and even account bans down the line.

By the way, the photo setting also matters a great deal: "staged" studio shots deliver worse CR than photos taken in a home environment, inside an ordinary car, or at an office workplace.

Example of a good photo:

Copy requirements:

The copy should not exceed three sentences and must include only the key information about the offer. Based on prior experience, the approach to writing copy is no less important than finding the right photo of a woman.

The Flirtingneighbors offer from Adepti Ads is positioned as casual, no-strings-attached communication for adult men with women who might live nearby. That's why the ad copy should convey the idea that on this site, a man can find a woman he may have seen at the supermarket in his neighborhood or at the gym where he works out.

It's also recommended to include a call to action at the end of the copy — "Sign up via the link 👇" and so on.

Emojis can be used in the copy, but sparingly — only where necessary and appropriate. 

Launches: What Strategy Was Used

The core launch strategy was focused on setting up and optimizing specific large-scale campaigns on Facebook that, over the long term, were able to generate a high volume of quality leads. High-limit agency Facebook accounts were used specifically for this purpose.

Adepti Ads helps its affiliates with agency accounts. Register and ask your manager. 

During the first optimization round, creatives and ad copy with the highest CTR were selected, and creatives that received a ban from Facebook for "adult content" were filtered out. Large-scale ad campaign launches were then conducted with the selected creatives, followed by audience optimization at the ad set level.

Stats: from the affiliate network and Facebook Ads Manager

Over less than half of January 2024 (through January 26), approximately 2,500 registrations were generated on the product, with an average ROI of 31.52% and a profit of $4,773.

Affiliate network stats:

Stats from one of the Facebook ad accounts:

Our team provides full support to affiliates not only for running the FlirtingNeighbors and NewNaughtyNeighbors offers, but also for any other products in Adepti Ads. Whether you're just getting started or looking to scale in your chosen GEO, you can always reach out to your manager for guidance.

Sign up with Adepti Ads and monetize your traffic with dating industry professionals! In the Company Name field, enter promo code PALAI10 and get +10% on your first payout.