We have a great product, an all natural mosquito repellent wipe that actually works. How can we best market the product online? We are finding the cost of acquiring customers via Facebook and Google Ads to be rather expensive as the product is a low cost item (.99 cents per packet).
I've watched different companies struggle with customer acquisition, and I myself struggled with it. I doesn't matter if its a physical product, a service or an app. Attention costs a lot of money, usually more than we can afford.
Paid acquisition should never be your main driver of new users, it will almost never pay for itself on its own. The only way to create a sustainable business is to have enough organic growth. I would suggest using your marketing budget not on generating direct sales but rather on cultivating channels that can grow organically.
There are many ways you can achieve this. Some tactics that are commonly used: Offer free products in exchange for "honest" reviews (https://www.amazon.com/gp/vine/help).
Find influencers (read people that are active on social media) that might have interest in your product, in your case - outdoor people - hikers, travelers, etc. Send them free samples, ask them to recommend it to their users if they like the product.
Another avenue I would suggest exploring is going to B2B or B2B2C. Camps & resorts for example would be places that probably have interest in product. Reach out to them, send them free samples. Offer them to purchase it, or to sell it in their gift stores.
I would be happy to discuss this further, answer questions and offer more advice.
You might look for ways to sell bulk to other businesses to include your product as a rider for other products.
Do some research about how Cindy Cashman made millions off selling her blank book "Everything Men Know About Women" by selling pallets of her books to companies to be used as riders.
She's the queen of riders.
You are correct, that item would be way too cheap for FB, but consider running a parallel page/product with a price point that is higher to suit the FB crowd and price model? Bundle in 10-20 wipes to bring the price closer to $10, and then you have room to play. FB target is anything under $30, but trust level for products under $10 is quite low from quite a bit of testing.