My work

The starting point

The brand had tried Meta before and written it off. Spend was a token amount, orders from the channel were a handful a month, and every pound in was returning less than a pound out.

The product and the reviews were strong. The problem was how the account was built and what it was being fed.

What I did

• Rebuilt the account into a simple structure: one place to test new creative on new people, one to scale proven winners
• Mined well over a hundred customer reviews for the words buyers actually use, and turned them into hooks and angles
• Set up a weekly loop: a Monday report, a live brief board and a fresh batch of concepts every week
• Scaled budget only as results held, with daily checks against a target cost per order

The starting point

Under previous owners, the brand had spent heavily to grow fast and lost money doing it. The new owners cut back, but costs kept rising, so they paused Meta to reset.

They needed the channel back on, this time measured on profit rather than platform ROAS, with a foundation they could scale from.

What I did

• Restructured the account by funnel stage and product, with every new idea tested on new audiences first
• Built a weekly creative system: category and competitor research, briefs by product line, and group sign-off before production
• Shifted more of the budget towards finding new customers instead of re-reaching existing ones
• Moved reporting to new customer cost and contribution margin, with a hard stop on cost before any budget increase