The client came in with a real problem — their Facebook Ads account was burning money. Sales weren't justifying the spend, and no one had looked under the hood properly. Before touching a single campaign, I ran a full account audit to understand exactly where the budget was leaking.
The audit exposed 3 core gaps: weak targeting that reached the wrong audiences, ad creatives that weren't connecting, and a campaign structure that was built around activity — not profitability. None of these were small fixes. Each needed a ground-up rethink.
Targeting was rebuilt from scratch. I mapped audience segments based on actual buyer behaviour — not broad interest stacking — and created separate campaigns per segment to control spend and test performance cleanly.
Creatives were the biggest lever. UGC-style ads were developed for each audience, designed to feel native to the feed rather than promotional. This directly improved thumb-stop rate and reduced cost-per-click across all active ad sets.
Campaign structure was reorganised around margin and conversion goals, not vanity metrics. Budget allocation was shifted toward top-performing ad sets weekly, with daily performance monitoring to catch drops before they compounded.
The results came in fast. Within 30 days, the account hit 3.81 ROAS on average, generated 200+ new sales, and wasted spend dropped significantly after the targeting and creative overhaul.
Deliverables included:
- Full Campaign Audit & Optimisation Report (PDF)
- 3–5 UGC Ad Creative variations
- Rebuilt campaign structure with optimised targeting
- Weekly Performance Reports (Google Docs)
This wasn't a campaign tweak — it was a full account rebuild focused on one outcome: profitable sales at scale.
