107 newborn + maternity leads at $3.87 each — cheaper than a McDonald's ice cream.
Janette Osvay is a maternity, newborn, baby and family portrait photographer based in Pymble on Sydney's North Shore — 15+ years experience, gorgeous portfolio, exclusive personalised sessions. Her problem: she'd already written off Meta Ads. A previous agency had burned through budget with nothing to show. We took the account over and reframed the offer.
The trick wasn't the creative. It was the offer. "$250 Newborn session + FREE Complimentary Maternity session" — framed as a package that saved buyers money instead of chasing the cheapest shoot.
Janette Osvay Photography · Pymble NSW. Maternity, newborn, baby, family portraits. 15+ years of experience. Premium studio with 60+ maternity gowns available, in-studio or on-location shoots, cinematic image presentation.
Steady clients from referrals, but lead flow inconsistent between seasons. Previous Meta Ads experience was a write-off — wasted spend, no leads. The brief was to prove paid social could work for a premium Sydney portrait photographer.
Five Meta ad sets, each targeting a specific buyer stage — Maternity, Newborn, Baby Shop, Broad, Discounts. Stacked offer: $250 newborn session + complimentary maternity session. $99 maternity standalone (from $220). Offers did the heavy lifting, creative rotated to match.
$250 newborn + free maternity. $99 maternity from $220. Five ad sets segmented by buyer stage. Broad audience carried 37 leads on its own.
Creative rotated across the two core offers — newborn-led ($250 + free maternity) and maternity-led ($99 from $220). Images pulled from Janette's own portfolio. Offer anchors visible in every variant.
Broad audience produced 37 leads at $4.20 CPL on $155 spend. Newborn delivered 34 leads at $3.19. Maternity landed 27 leads at $3.92. Discounts and Baby Shop ad sets filled the edges. Total: 107 leads · $413 spend · $3.87 average CPL.
The previous agency targeted and tested creative endlessly. We fixed the offer instead. Same photographer, same audience, same platform — very different outcome.
"When a client says 'Facebook Ads doesn't work', what they actually mean is 'my offer doesn't work'."
Janette's photos are gorgeous. The audience loves newborn shoots. Meta's algorithm had no problem finding buyers. What the previous agency missed was the offer structure — make the newborn session feel like a bonus, not a purchase, and the maternity session becomes the decision driver. Same ad platform. Same spend. 107 leads instead of zero.
30-minute audit + strategy call. You'll leave with a custom roadmap — whether we work together or not. No pitch deck, no pressure.
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