1️⃣ Strategy & Research

I started by analyzing the brand, products, and competitors. Then I developed a full-funnel ad strategy tailored for both new customer acquisition and retargeting.

• Defined buyer personas: home décor enthusiasts, homeowners, new movers, and married couples (age 25–55)
  
• Researched competitors’ ad angles to position the brand uniquely
  
• Set clear KPIs for each stage: reach (TOF), engagement (MOF), conversions (BOF)
  
  

2️⃣ Audience Targeting

I crafted highly specific audience segments using:

• Interest Targeting: furniture, home design, IKEA, Wayfair, luxury homes, interior magazines
  
• Behavioral Targeting: frequent online shoppers, recent home buyers, website visitors
  
• Custom Audiences: site visitors, video viewers, page engagers, add-to-cart users
  
• Lookalikes: based on purchasers, high-value customers, and page engagement
  
  

3️⃣ Campaign Structure

I used a 3-Level Funnel Approach across both Facebook & Instagram:

• Top of Funnel (Awareness): Reached cold audiences with visually strong creatives and storytelling to build brand awareness
  
• Middle of Funnel (Consideration): Showed retargeting ads to engagers and visitors, using carousels, testimonials, and lifestyle videos
  
• Bottom of Funnel (Conversion): Targeted cart abandoners and high-intent users with urgency-based offers and product-focused creatives
  
  

All campaigns were run under CBO (Campaign Budget Optimization) for efficient budget distribution.

4️⃣ Creatives & Copywriting

I designed high-converting creatives that matched the brand’s visual style and spoke directly to customer pain points and desires:

• Lifestyle photos showcasing the furniture in real home settings
  
• Short-form videos displaying transformations and comfort features
  
• Carousels to highlight bestsellers or entire room collections
  
• Copywriting focused on emotions, quality, exclusivity, and urgency (e.g., “Style Your Space Today – Limited Stock!”)
  
  

5️⃣ Product Catalog & Dynamic Ads

I integrated the e-commerce store with Meta’s Product Catalog to run Dynamic Product Ads, showing users products they viewed or added to their cart.

• Real-time updates on availability and pricing
  
• Personalized retargeting that increased conversion rates
  
  

6️⃣ Tracking & Data Setup

To ensure accurate tracking and attribution, I:

• Installed Meta Pixel with standard and custom events (ViewContent, ATC, Purchase)
  
• Integrated Facebook Conversions API for server-side tracking
  
• Connected with GA4 for deeper analysis and multi-touch attribution
  
  

This allowed me to precisely monitor the performance and optimize in real-time.

7️⃣ Optimization & Scaling

Once winning ad sets were identified, I scaled using:

• Vertical Scaling: Increasing budget on high-performing ad sets gradually
  
• Horizontal Scaling: Creating similar audiences and duplicating winners
  
• Paused underperformers and refreshed creatives weekly
  
• Focused on ROAS, CTR, and Purchase Conversion Value for decisions
  
  

8️⃣ Retargeting & Conversions

I ran layered retargeting sequences:

• Viewers → Add-to-Cart → Purchasers
  
• Showed time-sensitive offers (e.g., “Low Stock,” “Limited Time Offer”)
  
• Used discounts, bundle deals, and free shipping to close the sale
  

✅ Results Summary

Thanks to a data-driven strategy, strong ad creatives, and optimized structure:

• Total Spend: $23,560.00
  
• Revenue: $511,860.75+
  
• ROI: Over 20x
  
• Outcome: Massive conversion increase and long-term brand awareness growth