Running a successful marketing campaign isn’t just about flashy ads and big budgets—it’s about smart strategy.
And that’s exactly what we focused on with one of our agency clients. By leveraging an Evergreen Giveaway Funnel, we are continuously generating high-quality leads at a low cost.
Not only that, we’re also able to drive immediate revenue before we even monetize these leads through an email promotion. Unlike typical giveaway funnels that focus only on collecting leads, this approach allowed us to stay ROAS-positive from day one.
Here’s a breakdown of how we set up this evergreen giveaway, why it worked, and how you can replicate this strategy for your brand.
What is an Evergreen Giveaway?
An evergreen giveaway is a contest that runs continuously without requiring frequent updating or manual restarts.
Unlike one-off promotions, this system allows businesses to consistently attract new leads and convert them into customers with minimal effort—just occasional creative updates.
For this client (who we can’t name in this post), it meant they could run a single campaign that automatically gathered leads and converted them into buyers, all while staying highly efficient.
Here’s how the campaign works.
Step-by-Step Breakdown of the Funnel
1. Optimizing for Purchases (Not Just Leads)
Most brands that run giveaway campaigns optimize for lead generation (collecting email addresses). We took a different approach—we set the campaign objective to optimize for purchases.
By setting our Meta ad campaigns to prioritize actual buyers instead of just contest entrants, we let the platform’s algorithm find high-value leads who were also willing to spend money. This was a key factor in making the campaign ROAS-positive.
Using that objective, here are the different campaign types we tested:
- Advantage+ Shopping Campaigns (ASCs)
- Campaign Budget Optimization (CBO)—budget set at the campaign level
- Ad Set Budget Optimization (ABO)—budget set at the ad set level
Winning Strategy: ASCs with a 0% existing customer cap (to avoid existing customers) worked best, as they maximized new customer acquisition.
2. Crafting Evergreen Ad Creative & Copy
To keep the campaign running continuously without constant manual updates, we avoided dates or deadlines in our ads.
Here’s what else we did:
- Ad copy strategy: Simple, compelling messaging focusing on product benefits and the giveaway incentive.
- Creative strategy: High-quality product images (as the products are visually appealing and luxurious) with a strong focus on the giveaway prize.
3. High-Converting Landing Page Setup
The landing page was designed for ease-of-use and maximum conversions:
- High-quality product images featuring the giveaway prize
- No dates in the URL or copy to maintain the evergreen nature
- Klaviyo form embedded for lead capture, asking for:
- First Name (required)
- Email (required)
- Phone Number (optional)
- Clear call-to-action to enter the giveaway
- Detailed giveaway rules, eligibility, and winner selection process
- Customer testimonials and real user photos to boost credibility
4. Thank You Page Setup
This giveaway didn’t have a specific Thank You Page. Instead, the thank you message was displayed on the Klaviyo form.
And while this setup worked well for this client, ideally there should be a separate Thank You Page with an exclusive offer to further boost conversions (see below).
5. Discount Offer
One of the main reasons why this funnel worked so well—and why we were able to optimize for purchases—was because we gave an exclusive discount to people who opted-in for the giveaway:
This was done via email, but you could also put it on your Thank You Page if you decide to have one.
Email Flow Setup
Once someone entered the giveaway, they were added to an email flow that nurtured them toward making a purchase.
Here are the 3 key elements of this email sequence:
1. Segmentation for Winner Selection
To keep the giveaway easy to manage, we created segments in Klaviyo where each month the client can simply download the latest segment and randomly select a winner—no extra work needed.
2. First Email: Instant Value & Incentive
Upon signing up, entrants immediately receive an email with:
- An exclusive discount code for their next purchase
- A promise that we’ll refund their purchase if they win the giveaway (reducing hesitation to buy now)
- And a dynamically generated expiration date to create urgency
This email significantly boosted conversions, since many people made a purchase while waiting to see if they won.
Just make sure it’s a good offer! We went with a 30% discount which made sense for that particular client, but we believe you could get good results even with a smaller discount.
3. Winner Announcement & Additional Revenue Boost
One of the concerns that some brands have with giveaways is announcing winners on social media, but we’ve found that you don’t even have to do that.
Instead, we announced winners via email, which had 2 huge benefits:
- Crazy high open rates (people love to check if they won!)
- Another opportunity to present a discount offer—generating additional sales
Pro Tip: Even if someone doesn’t win, a well-timed offer can still convert them into a paying customer.
The Results: A Profitable, Sustainable Funnel that Generates Leads and Sales
This evergreen giveaway system consistently delivered results:
- Cost per lead: Under $3.00
- ROAS: Higher than 1x (though slightly below account-wide ROAS)
- High-converting email flow that kept driving revenue long after signups
By designing the campaign to optimize for purchases instead of just leads, we created a system that acquired high-quality new prospects and turned them into immediate customers.
How to Implement an Evergreen Giveaway in Your Business
If you’re looking for a low-cost, high-ROI way to grow your list and drive sales, an evergreen giveaway is a real no-brainer.
- Set up a simple, high-converting landing page
- Run Meta ads optimized for purchases
- Use a smart email flow to drive instant sales
With this approach, you can build a sustainable, high-performing funnel that generates leads and revenue—without constantly launching new campaigns.
Ready to leverage this for your brand? Follow the same blueprint, and let us know your results!
