A CPA dating offer run into Colombia through Facebook targeted ads over three weeks — 610 confirmed sign-ups at $2.40 average CPA, $1,464 total spend.
The task
The campaign launched from scratch: the advertiser had no buying history in this geo. We needed to launch a dating offer in Colombia through Facebook targeted ads and find a creative angle and targeting that worked for the local audience.
We worked the "Dating" vertical in the Colombia market. Payment model — CPA per confirmed signup, main sources — Facebook Ads.
How we did it
The setup was built sequentially, testing hypotheses on small budgets.
- Bet on a community and social-belonging message ("meet people nearby", social discovery) instead of the direct romantic angle that usually works in European dating campaigns.
- Used broad Facebook targeting — ages 18–45, all genders, by interest rather than tight age demographics.
- Distributed budget by time of day, weighting toward evening hours (19:00–23:00 local time) and weekends, where peak conversion windows concentrated.
What went wrong
Not everything went according to plan. The creative angle and targeting that usually work in European dating campaigns (direct romantic messaging, narrow age targeting) were untested in Colombia and might not perform the same way.
Community and social-discovery creatives clearly outperformed classic couple-imagery creatives, and broad interest-based targeting unexpectedly beat narrower age targeting — a reversal compared to most other dating campaigns in the region.
The result
Here are the final numbers for the buying period. Over the three weeks: sign-ups — 610, cpa — $2.40, spend — $1,464.
610 confirmed sign-ups at an average $2.40 CPA and $1,464 spend over three weeks; day-parting the budget toward evenings and weekends improved CPA by roughly 15% compared to even distribution throughout the day.
What we took away
- A community and social-belonging message can work in dating better than a direct romantic angle — depending on the market.
- Vertical-level assumptions don't always carry over from one geo to another, even within the same region.
These numbers belong to one specific setup, geo, and buying period. Economics will differ on another offer or in another season — we always recalculate them before launch.