Overview
As CanFleet gained some traction after its Summer 2023 launch, the team decided to test paid acquisition ahead of the holiday delivery rush. The goal of this October campaign was to explore market interest, position CanFleet as an affordable delivery management solution and drive signups through a free standard plan with no credit card required. The campaign emphasized ease of entry and low commitment.
I collaborated closely with the content writer, social media manager, and marketing lead. I received multiple copy variations for ads and landing pages and was responsible for translating that messaging into effective visual concepts.
Before designing, I reviewed competitor ads and landing pages to understand:
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Common visual and messaging patterns in the category
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How competitors positioned affordability and value
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Opportunities to differentiate through clarity and benefit-led messaging
Deliverables:
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Paid ad creatives for LinkedIn, Facebook, and Instagram, with variations for testing
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Two landing pages designed for A/B testing
01. Ad Creatives
I designed a series of paid ad creatives for LinkedIn, Facebook, and Instagram, with multiple visual and messaging variations to support testing.
The goal was to balance clear product value, seasonal relevance, and strong visual differentiation in crowded feeds. Each concept paired concise benefit-led messaging with real product visuals to set clear expectations and drive qualified sign-ups.
The creatives explored three primary directions:
- Holiday-contextual visuals
Seasonal treatments designed to feel timely and relatable during the holiday delivery rush. - Product-forward layouts
Clean compositions featuring real UI screenshots to reinforce credibility and software clarity. -
Problem-led messaging
High-level headlines and visual metaphors that framed delivery management as complex and costly without software, positioning CanFleet as the simpler alternative.
Below are selected examples of the ad creatives that advanced to the final round and were used during the campaign.
HOLIDAY-THEMED VARIATIONS
Experimental creative used for engagement testing
PRODUCT-LED ADS
CONCEPT-LED BRAND ADS
02. Landing pages
I designed two landing pages to support the campaign and align with different ad contexts. One version used a holiday-themed visual treatment, while the other maintained a neutral, product-led presentation for evergreen ads.
While the overall page structure remained consistent, the hero section was adapted through visual theming and messaging emphasis to better reflect the intent of each ad group. This ensured continuity from ad to landing page while keeping the experience focused on clarity and conversion.
03. Results
The paid campaign ran for approximately six weeks during the holiday period.
During this time:
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Website traffic increased by about 60% compared to the pre-campaign baseline, when the newly redesigned website had minimal paid traffic
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Signups exceeded the internal campaign goal by roughly 30%, indicating stronger-than-expected conversion performance from paid acquisition
Because the website had recently launched, results were evaluated relative to campaign benchmarks and short-term performance trends rather than long-term historical averages.
04. Key Learnings
1. Seasonal urgency created real market interest
Running the campaign during the holiday delivery peak helped surface demand from businesses actively looking for operational tools, confirming that timing plays a meaningful role in driving engagement for delivery-focused software.
2. There is clear interest, but demand is still early-stage
While the campaign drove increased traffic and signups, the results suggest that CanFleet is still in an early awareness and consideration phase, where users are exploring options rather than committing at scale.
3. The free plan lowered the barrier to trial
Positioning a free plan with no credit card required helped reduce hesitation and encouraged first-time signups, particularly for small businesses evaluating multiple tools.