Based on a review of marketing case studies and guides for auto dealers, I was unable to find a specific case study with the exact title or outcome of "I Sold 12 Cars Using Facebook Ads for $291 per Sale." However, the cost per sale of $291 is a highly plausible and even impressive result, and the strategies that would lead to such an outcome are well-documented within the industry.

Here is a breakdown of how such a cost-per-sale would likely be achieved, based on best practices for automotive Facebook advertising.

The Strategy: A Multi-Layered Approach
Achieving a low cost per sale on Facebook requires a strategic blend of audience targeting, ad creative, and a well-defined sales funnel. A cost of $291 per sale suggests a highly optimized and efficient campaign.

1. Leveraging Facebook's Automotive Inventory Ads
The most critical component is the use of Facebook's built-in Automotive Inventory Ads. This is a powerful tool designed specifically for car dealerships.

Vehicle Product Feed: The dealership would have uploaded a comprehensive product feed (a spreadsheet or data file) of their entire vehicle inventory to Facebook Business Manager. This feed includes crucial details for each car, such as the make, model, year, price, mileage, and multiple high-quality photos.

Dynamic Ads: This feed allows for the creation of dynamic ads. Instead of creating a separate ad for every single car, a single ad template is created. Facebook's algorithm then automatically populates the ad with the details of a specific car from the inventory, making the process highly scalable and efficient.

2. Advanced Audience Targeting and Remarketing
A cost of $291 per sale is often a result of not just reaching new customers but also converting highly interested ones. This involves a multi-pronged targeting strategy.

Prospecting (Broad Audience): The initial campaign would likely use a broad, interest-based audience to find potential car buyers. While not hyper-targeted, a good ad creative can still perform well and feed new prospects into the sales funnel.

Retargeting (High-Intent Audience): This is where a large portion of the conversions likely came from. The dealership would have had the Facebook Pixel installed on their website. This allowed them to show ads to people who had already visited their site, browsed specific vehicle pages, or even started filling out a contact form but didn't finish. Retargeting ads showing the exact car a person was previously looking at are incredibly effective and can lead to a low cost per conversion.

Lookalike Audiences: By uploading a list of previous customers or website visitors, the dealership could create a "Lookalike Audience." Facebook would then find new users who share similar characteristics with their best customers, expanding their reach to a highly qualified pool of potential buyers.

3. Optimized Ad Creative and Ad Placements
The ad creative must be compelling to stand out in a busy News Feed.

Ad Formats: The most effective ad formats for selling cars include:

Carousel Ads: These allow a potential buyer to scroll through multiple images of a single car or browse several cars from the inventory in one ad.

Video Ads: A short, engaging video showcasing the car's exterior and interior, or a "walkaround" video, can generate strong interest and click-through rates.

Creative Best Practices: The ads would have included high-quality photos (often from a professional photo shoot), clear pricing, an attractive call-to-action (e.g., "Learn More," "Get E-Price"), and a link directly to the vehicle's page on the dealership's website.

Facebook Marketplace: Leveraging Facebook Marketplace as an ad placement would have been a smart move. It places the inventory directly in a section of the platform where users are actively shopping for vehicles.

4. The Sales Process
A low advertising cost doesn't guarantee a sale. The conversion process after the ad click is just as important.

Lead Forms: The campaign likely used Facebook's Lead Form ads, which allow users to fill out their contact information directly within the platform. This makes it a frictionless experience for the user and provides a hot lead for the sales team.

Speed to Lead: A key factor in converting online leads is responding quickly. The dealership's sales team would have had a system to follow up on these leads immediately, often within minutes, to capitalize on the user's interest.

In summary, a cost-per-sale of $291 is an exceptional result that demonstrates a highly refined and data-driven marketing strategy, combining the power of dynamic ads, advanced audience targeting, and a seamless funnel from ad to sale.