Their story
Tulip Cremation needed a smarter way to reach people in new markets across the United States.
As the brand expanded its direct cremation services into new locations, it needed to build awareness, educate potential customers, and generate qualified quote requests for its pre-need cremation program. The challenge was not only about running Facebook Ads. It was about communicating a sensitive topic with the right message, to the right audience, at the right moment.
MC Media partnered with Tulip to rebuild its Facebook Ads strategy, improve campaign visibility, test new creative angles, and scale lead generation across new markets.
The result was a stronger paid social system that helped Tulip increase completed quotes by almost 170% year over year, grow revenue by 267% YoY, improve ROAS by 385% YoY, and reduce cost per lead by 71% YoY.
The client
Tulip Cremation offers direct cremation services across the United States, including a pre-need cremation program that allows people to plan and pay for cremation in advance.
As Tulip expanded into new markets, the brand needed to reach more potential customers and position itself as a trusted, modern, and accessible direct cremation provider.
The opportunity was clear: more people were open to simple, affordable, and transparent end-of-life planning. But the category required a careful approach. Cremation marketing cannot rely on aggressive sales messaging. It needs empathy, clarity, and trust.
Tulip needed Facebook Ads campaigns that could create awareness, educate users, and generate quote requests without making the topic feel overwhelming.
Services Provided
Meta Ads
Monthly Report
The strategy
MC Media developed a new Meta Ads approach built around message, audience intent, campaign structure, and creative testing.
The first priority was messaging. We needed to find a way to talk about pre-need cremation planning in a way that felt calm, respectful, and useful. Instead of focusing on loss, the campaign focused on preparation, peace of mind, and making decisions easier for loved ones.
The second priority was audience strategy. We built audiences around relevant life moments and signals that could make pre-need planning more meaningful. These included people going through major family, financial, or planning-related life stages, such as having children, considering life insurance, or thinking about long-term family protection.
The third priority was campaign structure. Tulip needed more clarity inside the Facebook Ads account. We rebuilt the campaign structure so results could be understood at a more granular level. This made it easier to identify which audiences, creatives, and messages were generating quote requests, and which areas needed optimization.
The final priority was creative testing. Because the topic was sensitive, creative performance depended heavily on tone. We tested different formats, messages, visuals, and copy angles to understand what would drive the highest-quality traffic and lead volume.
Execution
The Facebook Ads campaigns were rebuilt to support both traffic generation and lead acquisition.
MC Media implemented a mix of single image ads, video ads, and carousel ads to drive users to Tulip’s website and encourage quote requests. Each format had a specific role. Static ads helped communicate the message quickly. Videos helped introduce the concept of planning ahead. Carousels allowed the brand to explain benefits and service details in a more structured way.
We also tested different copy approaches to identify the most effective way to communicate pre-need cremation planning. The strongest messaging focused on practical benefits: reducing future stress, planning ahead, protecting loved ones from difficult decisions, and making arrangements simple and transparent.
Campaigns were monitored and optimized continuously. This included testing ad creatives, audiences, bid strategies, attribution models, copy variations, and ad formats. The goal was to make the Facebook Ads account more efficient while also increasing total lead volume.
Within the first 30 days, the new approach helped Tulip hit and exceed its lead goals. That early performance gave the team a stronger foundation for scaling campaigns in new markets.
The results
The new Meta Ads strategy gave Tulip more clarity, stronger performance, and a better system for scaling lead generation.
The updated campaign structure made it easier to understand what was working inside the account. Instead of treating Facebook Ads as one broad channel, MC Media created a system where audiences, messages, and creatives could be evaluated and optimized separately.
This helped Tulip increase completed quote volume by almost 170% year over year. Sales also grew significantly, increasing by 275% YoY.
The campaign also became more cost-efficient. By improving message alignment, refining audiences, and optimizing campaign structure, Tulip reduced cost per lead by 71% YoY.
Revenue performance also improved. Tulip achieved a 267% increase in revenue YoY and a 385% increase in ROAS YoY.
The strongest result was not only growth. It was growth with better efficiency.
