1️⃣ Initial Research & Strategic Planning

I kicked off the campaign by analyzing the market demand, product features, and key differentiators of the brand. Smart home products attract both tech-savvy users and practical homeowners, so I:

• Identified core audiences: gadget lovers, tech-savvy homeowners, renters, Amazon shoppers, and smart living enthusiasts
  
• Studied high-performing competitors in the smart device space
  
• Defined funnel goals, primary KPIs, and scaling roadmap
  
  

2️⃣ Audience Targeting Strategy

To maximize ROAS, I laser-targeted both cold and warm audiences:

• Interests: smart home, Alexa, Google Home, home automation, tech gadgets, home security
  
• Behaviors: early tech adopters, frequent online shoppers, engaged shoppers
  
• Custom Audiences: past purchasers, site visitors, video viewers, and add-to-cart users
  
• Lookalikes: created from high-value buyers and engaged video viewers for scale
  
  

3️⃣ Campaign Funnel Structure

I built a multi-stage funnel that aligned with different user intents:

• Top of Funnel (TOF): Introduced the brand with product explainer videos, demo reels, and lifestyle use-case scenarios
  
• Middle of Funnel (MOF): Retargeted engaged users with detailed features, UGC reviews, and FAQs in carousels
  
• Bottom of Funnel (BOF): Retargeted cart abandoners, product viewers, and checkout initiators with urgency copy and exclusive discounts
  
  

All campaigns used CBO and were tested across Advantage Placements for scale.

4️⃣ Creatives & Messaging

The smart home niche demands both functionality and lifestyle appeal, so I used:

• Explainer videos showing how products work in real-life settings
  
• Problem-solution visuals (e.g., “Tired of leaving the lights on?” → smart switch demo)
  
• Before/after reels, UGC, and benefits-focused carousels
  
• Copywriting emphasized ease of use, security, automation, and tech lifestyle — with urgency and trust built-in (e.g., “Set it and forget it – Save time and energy daily.”)
  
  

5️⃣ Technical Setup & Tracking

To ensure conversion accuracy and high-quality data:

• Installed Meta Pixel with custom events like ViewContent, AddToCart, InitiateCheckout, and Purchase
  
• Integrated Conversions API for accurate tracking across devices
  
• Synced product catalog for Dynamic Product Ads (DPA) — this allowed me to personalize retargeting based on users’ product interactions
  
  

6️⃣ Optimization & Scaling

I optimized daily by monitoring key metrics like ROAS, CTR, and purchase conversion rates. My approach included:

• A/B testing: headlines, thumbnails, creative types (static vs. video), and call-to-actions
  
• Scaling: increased budgets on winning ad sets and duplicated high-performers with new audiences
  
• Creative Refresh: weekly rotations to prevent ad fatigue
  
• Retargeting Segments: broken down by timeframes (1-day, 3-day, 7-day) for sharper BOF performance
  
  

7️⃣ Offer Structure & Conversion Boosters

To drive conversions and increase AOV:

• Implemented limited-time offers, bundle deals, and free shipping thresholds
  
• Showcased real-time benefits (e.g., energy savings, security features, and home automation convenience)
  
• Used social proof (video reviews, star ratings, testimonials)
  
  

✅ Final Results

With a sharp campaign structure, deep audience understanding, and high-performing creative strategy, the campaign delivered powerful results:

• Total Spend: $12,645.20
  
• Revenue Generated: $312,479.45
  
• ROI: Over 24x
  
  

Outcome: Highly profitable campaign with scalable structure and massive ROAS uplift