Wild Bobbin: Filling Workshop Seats with Paid Social

Wild Bobbin is a sewing and embroidery studio in downtown Kingston, and their problem was a physical one: seats to fill for a workshop that only runs once. No paid promotion system existed yet, so classes filled or didn’t based on organic reach alone.

I built a Meta Ads campaign structure from scratch and documented it as a repeatable process, geo-targeted across Kingston, Quinte West, and Brockville, with up to five ad copy and visual variants running per class so the algorithm had room to find what worked. Square’s checkout already handled registrations, so the same Meta pixel that would track a product sale on an e-commerce store tracked a workshop sign-up instead.

The pilot ran on their Free Motion Machine Embroidery class. It sold out in 17 days at a 3.5x return on ad spend, a 1.67% click-through rate, and a $0.19 cost per click. The structure is built to duplicate for every class going forward: swap the visuals and copy, keep the audience and placements.