Meta Ads

First attempt

I started managing our Meta Ads account in November. After a few brain-picking calls with Meta Pro experts, I got a solid grasp of the basics. Through trial, error, and research, here’s the campaign structure I've come to and am currently testing:

All new creatives go into a “testing” campaign, split into ad sets based on the hypothesis - for example: testimonials, memes, etc. If an ad drives enough sales within our target cost per result, it gets promoted to the “winners” campaign.

But the winners campaign isn’t static either. I regularly create variations - new visuals, alt headlines, or copy tweaks - to keep refining what works.

20% of the budget goes to testing, while 80% fuels the proven winners.

Meta Ads Creatives

Teach+Learn

Right now, I collaborate closely with Structured, our Meta Ads agency. I work with their team on creative direction - reviewing and refining designs, shaping the copy, and ensuring each concept aligns with our brand psychology and goals. I also produce ads myself from scratch, so our creative mix is about 50/50 between their ads and mine. Together, we monitor media-buying results to understand what performs and why, which lets me contribute meaningfully while learning advanced ad strategy from experienced buyers. They teach me how to run ads, I teach them how to run ads for us.