Taking OREC Online: What We Learned from Our First Ad Campaign

OREC kicked off a new campaign designed to reach audiences near and far who are unfamiliar with renewable energy co-ops and community-scale energy.

Between August 28 and September 6, OREC ran a small advertising trial on Facebook and Instagram. The goal: to see how digital ads could help us grow our membership and attract new investment in community power projects.

At the heart of the campaign was one objective — drive more people to OREC.ca, where they could learn about joining and investing.

What Worked

• 39,957 Ontarians reached — showing that we can extend far beyond our usual circles at very low cost.

• 60,889 impressions delivered — meaning many people saw our ads more than once, which helps build recognition.

• 784 landing page views — a 1.5% click-through rate, above the industry average.

• 59 cents per click — a cost-effective way to introduce new people to OREC.

What Could Work Better

Not every ad made it to the finish line. Out of thirteen ads, three were pulled by Meta. Although the ads were initially approved, they were later flagged as “social or political” content — two focused on investment and one on membership. We can’t be sure, but it’s possible user complaints triggered the reversals. Either way, this highlighted the need to carefully navigate Meta’s rules (and algorithms) when promoting community-based solutions.

Also, while our ads drove a strong number of clicks to the website, fewer visitors than we hoped converted into new members or investors. This shows that while getting attention is important, we need to focus on improving our landing pages to make it easier for interested visitors to take the next step.

Why This Matters

OREC has always relied on in-person events and word of mouth to connect with new members and investors. These efforts are valuable but resource-intensive. Adding online advertising allows us to scale efficiently and build a steady pipeline of interest, making OREC’s operations more sustainable over the long term.

Advertising Strategies  — Next Steps

The trial confirmed that digital advertising can be an effective, affordable way to raise awareness. Next, we’ll expand into Google search and YouTube ads to complement our Meta presence. By showing up where people are already searching and watching, we can reach more Ontarians who care about local renewable energy — while keeping our co-operative lean, resilient, and growing!