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How to create a successful Meta Ad campaign? Case study 2 (2023)

Blend Agency planned and executed ISB OÜ's first digital campaign, which aimed to increase the visibility of the brand and thus reach the end consumer. The campaign was carried out via Google Ads search campaign and Meta Ads. The campaign lasted 8 weeks. Let the numbers speak for themselves :)

Key results (Meta Ads)

In the first 2 days the campaign generated over 130% increase for the website visits

200K +

Total Meta ad impression

20K +

Facebook profile visits


Website visit traffic during the campaign period (from FB)

Main goals

  • Brand awareness for the company

  • To gain more traffic to their website

  • To generate revenue


  • New customer segment needed market testing 

  • Website user journey to order their product was poor (wasn't in our reach)

  • Low budget


Process: how we did it?

1. Define Your Objectives

  • Set Clear Goals: Determine what you want to achieve with your ad campaign. Meta offers several objectives to choose from, such as brand awareness, lead generation, conversions, and more. Your choice should align with your broader marketing goals.

2. Understand Your Audience

  • Identify Your Target Audience: Use demographic data, interests, behaviors, and more to define who your ads will target. Understanding your audience is crucial for crafting messages that resonate.

  • Use Audience Insights: Meta’s Audience Insights tool can help you delve deeper into potential audiences, helping you refine your targeting strategy.

3. Create Compelling Content

  • Design Engaging Ads: Whether you’re using images, videos, or carousels, your content needs to capture attention quickly. Ensure it’s relevant to your target audience and aligned with your campaign objectives.

  • Craft a Strong Call-to-Action (CTA): Your CTA should be clear, compelling, and relevant to the stage of the customer journey your audience is in.

4. Choose the Right Ad Formats and Placements

  • Select Ad Formats: Meta offers various ad formats such as Stories, Feed ads, Instant Articles, and more. Choose formats that best suit your content and objectives.

  • Determine Ad Placements: You can let Meta automatically place your ads where they're likely to perform best or manually select placements across its platforms.

5. Set Your Budget and Schedule

  • Decide on a Budget: Determine a daily or lifetime budget for your campaign. Start small to test what works best, then adjust based on performance.

  • Schedule Your Ads: Decide when you want your ads to run. Scheduling can be continuous or within a set start and end date, depending on your campaign goals.

6. Optimize for Performance

  • Use A/B Testing: Test different versions of your ads (images, copy, CTA) to see which performs best. Meta’s A/B testing tool can automate this process for you.

  • Adjust Targeting and Bidding: Use the insights from ongoing campaigns to refine your targeting and adjust your bidding strategy for better ROI.

7. Analyze and Iterate

  • Monitor Your Campaigns: Use Meta’s Ad Manager to track performance metrics such as reach, impressions, click-through rates, and conversions.

  • Learn and Adapt: Analyze what’s working and what isn’t. Use these insights to make informed adjustments to your ongoing or future campaigns.

8. Ensure Compliance

  • Adhere to Policies: Ensure your ads comply with Meta’s advertising policies and guidelines to avoid disapprovals or account issues.

9. Engage with Your Audience

  • Respond to Interactions: Engage with users who comment on or inquire about your ads. This can help improve ad performance and build customer relationships.

10. Leverage Retargeting

  • Use Custom Audiences: Implement retargeting strategies to reach people who have previously interacted with your brand but haven’t converted yet.

Creating a successful Meta ad campaign is a continuous process of learning, testing, and optimizing. By following these steps and staying adaptable to changes in platform algorithms and consumer behavior, you can maximize the effectiveness of your advertising efforts on Meta’s platforms.

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