Winning Product #3: Tactical Paintball Skull Mask With Full Testing Strategy Using Facebook Ads

This week’s product is the Tactical Paintball Skull Mask.


This time I decided to go on a niche product and not something general. Paintball is an expensive hobby so if we can offer something that looks really good and for a reasonable price, we might find ourselves a winner here. And open a door to a new and exciting niche where people are willing to spend their money!

And as always, I have prepared ad examples, selling strategy and more just for you πŸ˜‰

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1. Campaign Type & Optimization:

I begin with Website Conversion campaign optimised for Purchase. I don’t care about having 0 data and the red color “warnings”. I ALWAYS go with a Website conversion campaign optimised for purchases.

If your ad, targeting and product are good then you will see link clicks followed by actions on your site.

Sometimes, I may choose the “Add to Cart” optimisation and that works too(Sometimes it can even work better than purchase optimisation). Each ad account acts differently and this is something you will have to test by yourself.

Facebook tries to scare us because we’re using a pixel with no data and warns us that we won’t get any sales. This is their way to drive us into choosing a different optimization event to milk even more money from us. They want us to start from View Content optimization and slowly progress to Purchase optimization. And by doing that we will burn a lot of money…

And I usually go with 1 day click conversion window.


2. Number of Adsets & Daily Budget:

I recommend launching 3 to 5 testing adsets per campaign. You should test out different targeting options, different audiences, different ad types and not just launch 5 identical adsets.

Recommended daily budget that I successfully use: $7~$10

I usually go with $8+ budgets.


3. Targeting & Strategy:

This is a niche product. In order to sell this mask, I’ll have to choose the right audience. But to my surprise, I had a big problem finding interests for this niche…

I was sure that I will be able to find at least 2-3 big interests with audiences larger than 500k, but when doing my research it wasn’t the case. Unfortunately, I found only 1 paintball interest to work with but this is actually good because it’ll show you what to do in such cases.

I decided to target:

  1. Paintball Equipment – The single interest I found related to paintball and it’s not a big one. I found fan pages with over million likes about paintball and a few Paintball store business pages with big audiences, but “Paintball equipment” is the only interest available.
  2. Laser Tag – A popular laser gun game which has nothing to do with Paintball BUT I hope that if I target them, then maybe some of the audience also plays Paintball.
  3. Tactical Gear – Paintball & Airsoft users buy tactical gear for their games outside so my hope is if I target popular tactical gear stores, then I can catch Paintball players.

Paintball Equipment:

Laser Tag:

Tactical Gear:


  1. “Paintball equipment” is the only single direct interest I found for Paintball and it’s quite small. With USA only, it gives me an audience size of 70K+ people for men 18-45. So instead of only targeting USA, I decided that I’ll go with USA + good countries such as Canada, Australia, United Kingdom, Germany & more. Feel free to add France, Austria, Netherlands, Sweden, etc. But please, don’t just target “WORLDWIDE” because you don’t want to waste a single cent on a countries that don’t buy.
  2. Lasertag – Like I said, I hope that some of the Lasertag players are also Paintball players. I wouldn’t count too much on this interest and I don’t plan testing it right off the bat. It’s just there showing another “possible” option to target when you don’t have too many options. It can be an option if this mask takes off and you’re looking to scale by expanding to new interests.
  3. Tactical gear – I believe that with this interest, my chances are much higher than “Lasertag” to find paintball users. Maybe even Airsoft users if that mask fits their game.

If you ask why didn’t I use “Airsoft” interest, then the answer is because it doesn’t exist. Why? No idea. Sometimes, it’s really hard to find interests for a certain niche even if that niche is really popular.

And don’t be afraid of the small audience. I had audiences as small as 5-10k bringing me good sales. With 120k audience or even 70k(if you target USA only), you can generate a lot of sales! And with lookalikes you can create from your visitors to this product, there will be plenty of ways to find Paintball users.


4. Ad placements:

I usually start only with Facebook feed but sometimes I mix it up and run it also on Instagram feed. Although if I decide advertising on Instagram then I usually separate and run a new adset only for Instagram users.

It’s just something I prefer doing but in both cases it should still work.

I run ads both on desktop and mobile. For Instagram ads, I target mobile users only.

Note: As you can see in this picture, I attached another “scare tactic” from Facebook that pushes you to basically spend more money by either raising your budget or going for a different optimization event. Do not be scared and run website conversion campaign optimised for purchase even if you have 0 pixel data.


5. Ad Type & Copy:

It may surprise you but video ad isn’t the default ad type I use. Sometimes a photo ad can outperform a video ad especially with this Paintball mask. We have some high quality photos from aliexpress we can use and these are perfect for both Facebook and Instagram.


For the Paintball equipment audience, I have prepared a 1200×1500 Facebook Feed image ad. The ad text is simple, showing the popularity of this mask and that it’s selling really fast. 50% off and a limited time offer(first 100 orders) should do the trick.

I just noticed that this mask can also work for Airsoft users and that’s why I included “Airsoft” in my ad text as well. As I wrote before, both Paintball & Airsoft interests are nowhere to be found on Facebook so we have to work with what we have.

This is a Facebook Feed 1200×1500 photo ad that can work well both for “Paintball equipment” and “Tactical gear” interests. Now that I know this mask works both for Paintball & Airsoft, we have a better chance of selling it.


And finally, I decided that this mask must be tested on Instagram alone and that’s why I have prepared a 1200×1200 image. 1200×1500 ad must be cropped to fit the square shape on Instagram ads.

As you can see, with Instagram ads I don’t include any link in the description and usually keep it short. I make sure I have a good and visible call to action because we only have 2 or 3 lines of text before the “see more” button. This is why I prefer to separate Facebook Feed ads and Instagram Feed ads.

The first ad is the same photo I used for the Facebook Feed. Only difference being it’s size which is 1200×1200. The second ad is a photo I took from the aliexpress seller page and decided to edit it to show two possible styles. “Camo” and “All Black” masks just so people can see there’re multiple options.

When I create new ads for a new product, I sometimes skip the Instagram feeds and only advertise on Facebook Feeds. But if you plan to test this mask, then Instagram ads are a must! And I think that Airsoft/Paintball players are pretty active Instagram users because they love taking cool shots wearing all their gear.


6. Product Pricing & Selling Strategy:

Setting a price is an important step that if done right will help you keep getting sales with a healthy conversion rate. And if done wrong, your conversion rate is going to suck or you won’t even get any sales.

The product price on aliexpress is $9.5 for the black/green/brown mask and $17.5 for the 2 camo style masks. Epacket shipping is $6.32 so our total price is almost $16 for the black/brown/green masks and almost $24 for the camo style masks.

I think the black/brown/green mask can go for $29.99 + Free shipping or $29.99 + $2.95 shipping. The camo masks $39.99 + Free Shipping.

Selling Strategy:

The profit margin on this product is ok but the price for the camo mask is a bit high. I  suggest talking to the seller and hopefully get a discount or find a different seller who sells these masks cheaper.

That being the case, I would offer only the Full Black Mask and the Black Camo Mask. I don’t like giving too many options to my customers to choose from because it can hurt the conversion rate. $29.99 + Free Shipping or $39.99 + Free Shipping with quantity discounts is the way I would go.

If you think the camo mask is too expensive, then only offer the full black mask with quantity discounts.

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This product has really great reviews on aliexpress and it looks badass! The Airsoft & Paintball niches are big but for some reason I had a big problem finding suitable interests. But that’s not something that will stop me so I still found a few interests that should work.

And with the tools Facebook gives us, after getting visitors and sales, we can create A LOT of custom and lookalike audiences to later use for our ads.

Keep testing and success will come!


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    • Glad you liked it!
      I do it because I don’t want my audience dropping to the low thousands. In this article, I said I have no problem with targeting audiences as low as 10k but I usually prefer testing with audience over 100k. Then if I start getting sales then I won’t have a problem testing an audience of 4k.

      And another reason is because I believe these audiences are “targeted” enough for me to stack them together. Meaning that these 2 interests have enough Paintball/Airsoft interested people in them.
      And to explain it better, I’ll give an example of targeting cat owners. If you go and stack those cat “celebrity” interests, then I believe a big chunk of the audience there are not actually cat owners. It’s just some people who liked that cat celebrity page and moved on. So in this case, stacking cat celebrities won’t be the best choice if you’re looking to target cat owners/lovers.

      Hope that helped πŸ™‚


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