OurBus is a transportation service providing intercity travel with custom pickup and drop-off points and premium amenities for an affordable price.
OurBus started their first route in New Jersey in 2016. Four short years later, they have nearly 200 routes. Needless to say, with all that value, they were ready to start advertising.
To learn how best to do that, they wanted to test everything.
So we started with a few basics: headlines, layouts, images, and audiences; then sprinkled in specific experiments like a benefit list, and a slide type test.
From 180 ads, 39 with more than 10x ROAS, 5 with over 20x, and 1 with nearly 30, they learned lots.
Two huge takeaways:
Bonus lesson: Dallas, Texas got a whopping 133 ROAS. Caveat? They only had 1 purchase. When you're gathering massive amounts of data, be careful about jumping to conclusions when you segment that data into tiny, granular groups. The real winners were NYC and Syracuse earning over 10 ROAS each.
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