GellyBall USA
1,499 Leads in 90 Days at $1.83 Each — Scaling a Dealer Network Through Paid Media
Client Overview
GellyBall is a lower-impact shooting game designed for all ages. Using commercial-grade, battery-powered blasters, it launches hydrated gel orbs that are biodegradable and non-toxic — requiring no outdoor cleanup and minimal indoor maintenance, which makes it viable for a wide range of events and venues.
GellyBall was not selling to players. It was recruiting dealers — individuals or businesses offering GellyBall services and products to the public through private parties, walk-in play, events, festivals and retail sales. The primary goal was to generate high-quality leads by collecting the name, email address and phone number of people interested in becoming GellyBall Dealers. The secondary goal was to build brand awareness and expand market reach, growing the distribution network and increasing market presence.
The Challenge
A dealer is a fundamentally different prospect than a customer. GellyBall needed enough volume to build a national distribution network — without the cost per lead that usually comes with business-opportunity targeting.
“Someone who might open a GellyBall business” is not a single audience. It spans first-time entrepreneurs, operators of existing recreational venues, and hospitality businesses looking for something to add — and each of those groups needs a different reason to care.
Guessing which one would perform best would have meant spending the test budget on the wrong people.
Core Problems
- A dealer prospect is a business buyer, not a consumer — and needs a business case, not a product pitch
- The best-performing niche was unknown at the outset, spanning entrepreneurs, venue operators and hospitality
- National reach was required across the United States, not a single local market
- Lead volume had to scale without the high cost per lead typical of business-opportunity targeting
- Leads needed to reach the sales team fast enough to be worked while still warm
Volume alone is not the win. 1,499 leads matter only if the sales team can actually work them — which makes the handoff as important as the targeting.
The Solution
Merged Media built the campaign to discover its own best audience, sell the opportunity on business fundamentals rather than novelty, and deliver every lead straight into the client’s CRM so the GellyBall team could focus purely on closing.
Test Niches Rather Than Assume One
The campaign targeted several audience segments across the United States to identify the best performers: entrepreneurs looking for low-cost, high-reward ventures; owners of recreational businesses such as go-karting tracks, laser tag arenas, archery ranges and dodgeball venues; hospitality businesses including hotels and resorts; and further niches across tourism and entertainment.
Run It Where the Targeting Is
The campaign used Meta platforms — Facebook and Instagram — chosen for their extensive user bases and sophisticated targeting capabilities, and their ability to reach diverse and specific audience segments effectively.
Test Ad Formats Against Each Other
A variety of ad types were tested to determine the most effective formats for lead generation: static images, informative video including a detailed explanation from the Co-Founder and COO on how GellyBall works, and carousel ads letting prospects swipe through different aspects of the dealer opportunity.
Lead With the Business Case
The creative strategy focused heavily on the value proposition of becoming a GellyBall Dealer — low cost to start, low cost to operate, a 98% gross profit margin, and comprehensive training, resources and ongoing support from the GellyBall team. Each ad was crafted to resonate with the target audience’s motivations and pain points.
Remove the Handoff Friction
Leads were integrated seamlessly into the client’s CRM via Zapier, so GellyBall could concentrate entirely on engaging and converting rather than managing lead admin. This proactive setup ensured a seamless operation from day one. Every ad was built to be:
- Matched to the motivations of a specific audience segment
- Built around the numbers a prospective dealer evaluates
- Tested against other formats rather than assumed to work
- Wired directly into the client’s CRM on submission
Results & Impact
First three months of the campaign, March 8 – June 7:
1,499 leads generated — significantly exceeding initial expectations and providing a substantial pool of potential new dealers to follow up with and convert.
$1.83 average cost per lead — reflecting the efficiency of the targeting and ad optimisation.
4.11% average click-through rate — strong engagement and a high level of interest from the target audience.
$0.24 average cost per click — cost-effective traffic driving genuine interest.
What This Means:
Within the first two months of the campaign, GellyBall closed 2 of the leads generated, for combined revenue of $22,640 USD. That near-immediate return demonstrated both the quality of the leads and the effectiveness of the sales process — a process then repeated and expanded in the weeks and months that followed. The new dealers did not just add revenue; they expanded GellyBall’s market presence and its capacity for future growth.
Why It Worked
The Audience Was Discovered, Not Assumed
Running entrepreneurs, venue operators and hospitality as separate segments let the data name the best performer instead of a strategist guessing at the outset.
The Creative Sold a Business, Not a Game
Cost to start, cost to operate, margin and support — the four things anyone evaluating a franchise-style opportunity actually asks before they enquire.
Format Variety Fed the Algorithm
Static, video and carousel running together gave Meta room to find the combinations that resonated, rather than betting the budget on one creative idea.
Founder Video Built Credibility
A detailed explanation from the Co-Founder and COO answered the “is this real?” question that every business-opportunity ad has to overcome.
The CRM Integration Protected the Result
1,499 leads only matter if someone works them. Zapier integration meant the sales team never touched lead admin and could convert from day one.
Key Metrics:
- 1,499 leads generated in the first 90 days
- $1.83 average cost per lead
- 4.11% average click-through rate
- $22,640 USD revenue from the first 2 leads closed
Working with Merged Media
Contact Merged Media today to start your journey toward business growth and success:
The GellyBall lead generation campaign was a resounding success, generating 1,499 leads at a cost of just $1.83 per lead. The result not only added new GellyBall Dealers and increased revenue, it demonstrated the effectiveness of a strategic approach to digital advertising and lead generation.
Phone: +1 866-798-7954
Email: info@merged.ca
Services in this case study: Meta (Facebook and Instagram) advertising and lead generation for franchise and dealer recruitment.
