Case Study: Plantax Pacific financiaL - November 2025
How we built a qualified lead generating ecosystem for a tax & insurance based planner, resulting in a projected $60k in returns with just $40 of ad spend per day
Henry Chiu - Business Development Representative | Plantax Pacific Financial
⬇️ Here's what Henry had to say about the system
Written Overview
We first got in touch with the team over at Plantax Pacific Financial in July. They had lots of business, but were juggling many smaller clients. We suggested that they start targeting whales, so that they could focus on a select few clients, instead of juggling many, and get paid more.
At first, understandably, Henry was skeptical as to if their avatar would even be hanging out on a platform like Facebook. "Surely, LinkedIn would be best."
Rest assured, there are over 3 billion users on Facebook. Long story short, your client avatar is on there...
So we got started with 5 different topics:
1. RRSP Meltdown.
2. Health Spending Account.
3. Probate fees, & planning for your estate/wealth transfer.
4. Group Benefit.
5. Capital gains tax.
We researched the desired avatar—Small to medium sized corporations, incorporated professionals, & business owners with with six figures in their retained earnings at the end of the year. We found comment threads on reddit, in which people discussed their thoughts regarding financial planners that do this specific type of work. Our goal here is to find the pain points, desires, & goals of our avatar. We want to leverage this information to position ourselves as an industry leader, and a trustworthy service provider.
From our research, we turned each topic into a video advertisement script.
All of our ads are designed with Russel Brunson's framework:
1. Hook: Engage the viewer in the first 3-5 seconds.
2. Story: Differentiate yourself, adress pain points, build authority with proof of results.
3. Offer/CTA: Invite them to opt-in, or book a consultation.
All traffic is sent to a custom built, high conversion landing page. We leverage split-testing to discover how we can maximize conversions. An example of a split-test would be a headline split-test (long vs. short).
After opting in, the prospect receives an introductory guide in their email inbox, and they're sent to a second landing page with a 5-minute introductory video. This video explains what makes Henry a bit different, what clients he has helped in the past, the results he has brought them, and invites the person to attend a free 30-minute consultation. A calendar is available below the video, where they can book a call. Prospects are also enrolled into sms & email sequences, which nurture them into a call if they don't decide to book straight away. Henry is also calling the leads as they come in, to manually book them in if needed.
Once the call is booked, prospects are enrolled into a new sequence, which sends appointment reminders, and continues to provide value all the way up to the call. This increases show-up rate and handles pre-call objections.
In terms of performance, Cost per lead is $23, and cost per appointment schedule is sitting at $80. There was one winning ad—estate planning, which pulled in 35 leads & 5 appointments within the first month. We've now sent our video team out to do more videos that use the same style as our winning ad, to ultimately lower the cost per result even further.
What's next? We're setting up a retargeting campaign to target any landing page viewers that haven't opted in yet. We look forward to servicing Plantax Financial further and getting them more great results!
Case Study: Political Campaign - April 2025
How We Generated Over 10,000 Voters for the Conservative Candidate of Mount Royal, Neil Oberman, During the 2025 Election
Here's A Taste:
- Our interview with the mayor of Hampstead, Montreal, QC, Canada
- Generated over 5,000 views within a week
- Shares a compelling message as to why the mayor planned to vote conservative
The Secret? You Need Content That Tells A Story
Written Overview
Surprisingly enough, much of politics isn't even about policy, it's about the distribution of said policy to the masses. You could find the best man for the job on any day, and have him be beat by somebody who is known by many more. Your message is only as strong as the channels in which it is communicated to your audience.
Therefore, politics is a game of who markets their message best.
The funny thing about all that is, most political campaigns rely on outdated tactics - Television advertising, yard signs, billboards, & newspaper advertising are all still very relevant in this day and age. However, they target a limited demographic. Television advertising may work better for baby boomers, whereas social media advertising works better for Gen Z. The forces behind these campaigns with massive campaigns have caught on. They've started implementing organic content, & social media advertising.
With that being said, they're usually not optimizing social media at scale, and there's room for improvement.
When this project came across our desk, We needed to find out where we could help. The local candidate, Neil Oberman, was active on social media, and his team had Facebook ads set up. Despite this, there was room for improvement. Neil didn't have anybody dedicated to making content with him, and the people that supported him, regarding the political campaign. Additionally, there was a lack of location targeting, as Facebook ads only allows you to target within 15 miles (24km).
A partner of mine, Jonathan Segayo (Trisun Film) introduced us. Our plan involved utilizing local Facebook groups to reach locals. Specifically, a locally based Filipino group, called Montreal Filipino connection. Jonathan is Filipino, so that helped. There is a secret method in which you can promote your posts within Facebook groups, having them pinned to the top of the thread. I will not share this method on here! This particular group had 40,000 members, with 10% (4,000) residing in the mount royal riding.
We spend the next week filming content with the locals, political influencers, Neil Oberman himself, & even the former mayor of Hampstead. We funneled this content across three different channels - Youtube, Instagram & Facebook, and finally, the Facebook group. Posting content which highlighted Neil's plan for the future, as well as the current problems in the surrounding area, resulted in over 10,000 new conservative votes in the 2025 federal election for the Mount Royal riding.
You may be asking, how can you prove that this came as a result of your campaign? Well, all you have to do is look at the data.
Willem Nijzink - Owner, with Bill (Former mayor of Hampstead) & Doctor Steinberg
Willem Nijzink Campaigning with influencers, the Locals, & Neil Oberman - Political Candidate
Trisun Film Campaigning with Neil Oberman at Filipino Events
In the 2021 election, conservatives claimed a 25.2% share of the vote. In 2025, they grasped 40.5%. The Liberals decreased their share by 8.2%, whereas the conservatives gained 15.3%.
We know what you're thinking, "this still isn't enough to prove that your agency was responsible for these results." We 100% agree with you, which is why we compared the data to the four other ridings on the west island of Montreal.
It turns out that all other ridings on the west island either lost a large chunk (-1546 voters for Lac-Saint-Louis), lost nearly half (-15086 for Louis Saint Laurent), gained only 530 voters (Dorval-Lachine-Lasalle), or barely changed at all (-214 for Pierrefonds-Dollard). The fact that the Mount Royal riding gained over 10,000 voters is a major change, and it's not a coincidence.
In terms of Montreal as a whole, Neil Oberman was also the only conservative candidate to break 40% of the vote, and grasp over 20,000 votes.
What was the x-factor? Besides Neil Oberman doing a tremendous job at presenting his ideas, It was our guerrilla marketing strategy & funnel which converted people from undecided voters, to conservative voters. We helped spread his message in a unique, cost-effective, succesful manner.
Our Funnel
Interview with Locals
Video Overview - The Funnel
If we can convince 10,000 people to vote for one person, what makes you think we can't do the same for your business?
Case Study: Ignatian Spirituality Centre of Montreal | February - April 2025
Project Recap
A Written Overview
Located inside Gare Centrale Station, this restaurant often missed the spotlight due to being underground. Talking with Nick, he told me how popular it was before Covid. Like many other establishments, the pandemic affected his business greatly. I was set with a great challenge of driving traffic into a restaurant which was inside of a train station. However; the culture, size, quality of service, quality of food, & comedy shows & parties that took place in the restaurant were a goldmine waiting to be uncovered.
Due to unfortunate events, their social media had been lost with no option of recovery. I had to start them up from 0. Here are the steps I took to get them back on track:
1. I set up their Instagram & Tiktok accounts.
2. I went out in public & filmed content in which I gave out free food. In this case, it was their specialty (their ribs). The goal was to promote their all-you-can-eat rib deal. It included unlimited ribs & a pint every Thursday from 5pm. Nick also had a vision for targeting hockey fans because people came to Deli Planet to watch the games.
I also went inside of their restaurant to film content. I would ask permission from customers asking them if they wanted to be in an interview for the restaurants' social media. I would go on to ask about who they think is going to win the hockey game, who their favourite player is, how the season was going so far. Finally, I would offer them some free ribs and have them try it out on camera.
3. I posted all the content on their Instagram & Tiktok, eventually getting them up to 80 followers within a month.
4. I funnelled all the highest performing content into an advertisement campaign where the goal was to promote a giveaway. The giveaway consisted of 5 people winning a free meal at the restaurant, and the rest of the entrants getting 50% off their first meal.
I built a funnel for the contestants to click onto. The funnel featured the general details about the restaurant and its values. It served more as an opt-in page. This is where people submitted their full name, email, & phone number. Opting in triggered an automation in which the entrants immediately received a text and email. Whenever an event, promotion, or deal took place at the restaurant, I sent SMS & email reminders, too.
60 people signed up. The winners were selected and broadcasted on the social media of the restaurant, and they were urged to post their free meals on their Instagram stories.
5. The results?
- All-you-can-eat Thursdays became a household day for the restaurant.
- Their social media was back on track, primed and ready for growth.
- We grew their email list with 60 fresh new customers. These were no mickey-mouse customers, they had taken the path all the way from cold/no-awareness to hot and ready to buy.
Case Study: T'Huis van Groningen Makelaars
- May 2024
Here is a Case Study of a Realtor who I helped generate more leads for in the Netherlands. I was on a student exchange program at the time. This was my first client!
1. We discussed with the client about what their goals were. It was apparent that they wanted more people to know about their brand. Most of their customers came from word of mouth.
2. We constructed a game plan, budget, and collection of creatives to use for the advertisements.
3. Launching the campaign: Testing 5 ads with different copywriting by giving them each their own ad set. using the advantage+ campaign budget to distribute cash to whichever ads that performed best.
4. Finding a winning ad: we found a killer ad after a few days which was pulling in leads at an incredibly low cost. When this happens...
- Low performing ads are turned off.
- Most of the budget is allocated to this
winning ad
5. Following up with leads: At Bernardus Agency, we have plans which provide lead follow up services if the client desires. In this case, the client took the responsibility of following up with their leads, leading to new customers.
Results
We reached 12,422 people, with a CAD $5.72/lead cost and CAD $0.28 CPC (cost per click)
We only spent $221 on these 2 campaigns!
Many agencies will recommend crazy budgets but you can start small.
The Strategy Behind Harvesting a low cost per result:
- Creative testing: It is crucial to have atleast 3 creatives at the ad level. You will find winning ads (see below) after a few days, and you can turn the rest off. If you skip this step, you're burning money.
- Having good copy: The primary text is the most important. Make it relevant, direct, engaging.
