The Tupa Pre-Launch Strategy

We began running Facebook ads just over a week before cart open. Our primary objective during this phase was list building—getting qualified leads into launch funnel where they could be nurtured toward a purchase decision.

Starting With Warm Traffic (The Tupa Way)

At Tupa, one of our core principles is always start with your warm audience. Why? Because these people already know you, trust you, and are far more likely to engage with your offers at a lower cost.

For this campaign, we focused on two warm audience segments:

1. Past website visitors (tracked via Facebook pixel)
2. Facebook page fans

Pro tip from the Tupa team: We only had one month of pixel data to work with because pixel was installed shortly before launch. If we’d had more time to build that retargeting audience, results would have been even stronger. Our advice? Install your Facebook pixel immediately, even if you’re not planning to run ads yet.

Our Warm Traffic Ad Creative

We kept our warm audience ads direct and benefit-focused. Since these people were already familiar with content, we could lead with a strong value proposition and ask for the opt-in immediately.

Key elements of our ad strategy:

• Clear, benefit-driven headlines addressing common pain points
• Strong visual consistency between ad creative and landing pages (what we call “ad scent”)
• Direct calls-to-action offering a valuable lead magnet

We obsess over ad scent at Tupa. When someone clicks your ad, they should land on a page that feels like a natural continuation of what they just saw. Same colors, same imagery, same messaging. This consistency dramatically improves conversion rates and boosts your Facebook relevance scores.

Results from our warm traffic campaigns:

Our warm audience ads delivered subscriber costs well below industry averages, making this the most profitable segment of the entire campaign.

The challenge? Warm audiences are finite. Once you’ve reached most of your website visitors and page fans, you need to expand to cold traffic to continue scaling.

The Tupa Cold Traffic Framework

Cold traffic—people who’ve never heard of you—requires a completely different approach. At Tupa, we never ask cold audiences for an opt-in right away. Instead, we use a two-step indoctrination process:

Step 1: Value-First Content

We ran ads directing cold traffic to a high-value, ungated blog post on Navid’s website. No opt-in required. Just pure value.

Why this works:

• Pre-qualification: Only people genuinely interested in the topic will click and read
• Trust-building: We demonstrate expertise without asking for anything in return
• Pixeling: Everyone who visits gets added to our retargeting audience

How we chose the content:

The Tupa team selected a successful Virtual Summit case study because it:

• Closely aligned with our lead magnet offer
• Was already proven popular content
• Appeals to a broad audience of entrepreneurs

Step 2: Strategic Retargeting

Once someone consumed that content, they were no longer cold traffic—they were warm. We then retargeted them with ads for our lead magnet.

The surprising result: Many people actually opted in directly from the blog post without needing retargeting. One of our cold traffic ad sets generated subscribers at just $2.50 each—exceptional for cold traffic.

Tupa insight: Don’t sleep on right-column ads. While many advertisers ignore them, our testing showed they significantly outperformed newsfeed placements for this particular campaign.

Launch Phase: The Urgency Amplifier

When the cart opened, the Tupa team shifted our entire strategy from list-building to conversion. Our secret weapon? Strategic urgency and scarcity.

We mapped out every point of urgency throughout the launch:

• Bonus packages expiring
• Price increases
• Live workshop deadlines
• Cart closing

Each urgency point got its own dedicated ad set with messaging specifically calling out the deadline.

Example headline: “Less Than 24 Hours: Bonus Package Expires Tonight”

This creates immediate action. When people see a time-sensitive offer, they’re far less likely to scroll past thinking “I’ll look at this later.”

The results speak for themselves: One urgency-focused campaign spent just $160.96 and generated over $10,000 in sales.