The brief
Through Custom Digital I produced Facebook creative and social content for a natural hair-oil brand.
How I approached it
- About ten Facebook image creatives (Jun – Jul 2020).
- Social content.
The numbers
How I work on projects like this
This project sits in my Facebook Ads Expert work, in Health and personal care.
Facebook Ads Expert Strong level
What I do. Planned and ran Meta campaigns since 2016: dynamic remarketing and course-sales campaigns, CRM-tracked lead campaigns, launch campaigns for new brands, and Pixel/Conversions API set-ups.
How I work. Tracking first (Pixel + CAPI), then prospecting and retargeting split, creative testing, and cost per result reported against a target.
Track record. Documented spend $29,797.55 + £13,062.36 + HKD 2,471.77; best campaign ROAS 3.81 (Lead Academy dynamic remarketing); ৳441 Stayverz cost per booking.
The first 30 days with a new business
- Week 1
Meet founders and team, agree goals, get data access.
- Week 2
Channel and funnel audit: current spend and cost per result.
- Week 3
A 90-day plan with KPIs, budget and owners.
- Week 4
Reporting rhythm live and the first quick wins shipped.
The same seven stages in every engagement
- 01
Discovery and audit
Business goals, website, analytics, ad-account and competitor audits.
- 02
Positioning and offer
Who the customer is, the promise and the offer ladder.
- 03
Site and architecture plan
Sitemap, page types, wireframes and page briefs.
- 04
Content and SEO calendar
Keyword map, content and social calendars, articles and links.
- 05
Channel plan
Channel roles, budgets and KPIs.
- 06
Launch and go-to-market
First campaigns and launch offers.
- 07
Measurement and iteration
Tracking, goal-versus-actual reviews and the next decision.