The One Year Campaign
For four days we put the anniversary invitation in front of our Kendall neighbors on Facebook and Instagram. Here is exactly what it reached, what it cost, and where we go next.
From a scroll to our front door
Every neighbor who saw the ad, clicked it, and then opened the anniversary page — the real path from a Facebook feed toward a Sunday visit.
What ran in the feed
Two invitations, both from the Christchurch Miami page. Facebook quickly favored the anniversary story and put nearly all of the budget behind it.
A families‑focused ad was added mid‑run as a second angle. With a small budget, Facebook concentrates spend on the strongest performer — so it stayed behind the anniversary story. A useful lesson banked for next time: on a modest budget, run one strong ad.
Every number, in one place
- Total invested
- $96.14
- Neighbors reached
- 5,295
- Times the ad was shown
- 6,679
- Total clicks
- 698
- Visits to the site
- 576
- Cost per click
- ~$0.14
- Cost per site visit
- ~$0.17
- Times seen per person
- 1.3
People saw the invitation just over once on average — wide, fresh reach across the neighborhood rather than the same faces over and over. The budget's true ceiling wasn't the amount set aside; it was the account's daily spending limit, which caps a newer ad account near ~$33 a day. That limit rises as the church builds a steady, paid advertising history — which this campaign just started.
Stay in front of the 576
A one‑month follow‑up campaign aimed only at people who already showed interest — the neighbors who visited our site — plus everyone who has engaged with our Facebook and Instagram. The goal isn't a single event this time; it's familiarity and trust: showing up consistently so a curious click becomes a first visit.
- Objective
- Warm‑audience nurture
- Who it targets
- Site visitors (180 days)
+ FB/IG engagers - Reach radius
- 5‑mile · Kendall
- Budget
- ~$15 / week (≈ $2.14/day)
- Duration
- 30 days · renewable
- Frequency
- Capped ≈ 2 / week
All three creatives are live in Meta and in rotation now — a 30‑day, gently‑capped follow‑up to everyone who visited during the One Year push. Every ad points to christchurchmiami.org/im‑new.
Why this builds credibility. The 576 who visited our site are the warmest audience the church has ever had online. Retargeting keeps Christchurch gently present in their feed for a month — three trustworthy, unhurried messages, capped so it never feels like pressure. Repetition to a warm, local audience is how a one‑time flicker of curiosity becomes a familiar name, and a familiar name becomes a first Sunday. It also keeps the ad account active and paying, which is exactly what lifts that daily limit for the next big push.