Within the project, a complete cycle of launching and scaling advertising on Meta (Facebook / Instagram) was implemented.
Strategic Preparation
— Conducted a deep market and competitor analysis
— Identified strengths and weaknesses of the product
— Segmented the target audience
— Formulated positioning and unique selling proposition
— Developed a hypothesis testing strategy
Preparation of Advertising Materials
— Created videos and static creatives for different segments
— Wrote texts focusing on pain points, triggers, and conversion
— Developed several offer variants for A/B testing
— Prepared the structure of advertising connections (creative + audience + offer)
Technical Implementation
— Installed and configured Meta Pixel
— Set up events, custom conversions
— Built a scalable structure for the advertising account
— Configured Custom and Lookalike audiences
— Launched retargeting
Launch, Optimization, and Scaling
— Conducted audience and creative testing
— Identified the most effective connections
— Optimized cost per lead / purchase
— Scaled working campaigns without loss of efficiency
— Implemented repeat sales and engagement with warm audiences
Summary
The project established a stable customer acquisition system with predictable metrics. The advertising structure was built in such a way that it could be scaled without chaotic restarts and budget loss.
Strategic Preparation
— Conducted a deep market and competitor analysis
— Identified strengths and weaknesses of the product
— Segmented the target audience
— Formulated positioning and unique selling proposition
— Developed a hypothesis testing strategy
Preparation of Advertising Materials
— Created videos and static creatives for different segments
— Wrote texts focusing on pain points, triggers, and conversion
— Developed several offer variants for A/B testing
— Prepared the structure of advertising connections (creative + audience + offer)
Technical Implementation
— Installed and configured Meta Pixel
— Set up events, custom conversions
— Built a scalable structure for the advertising account
— Configured Custom and Lookalike audiences
— Launched retargeting
Launch, Optimization, and Scaling
— Conducted audience and creative testing
— Identified the most effective connections
— Optimized cost per lead / purchase
— Scaled working campaigns without loss of efficiency
— Implemented repeat sales and engagement with warm audiences
Summary
The project established a stable customer acquisition system with predictable metrics. The advertising structure was built in such a way that it could be scaled without chaotic restarts and budget loss.