How we hit £0.22 per landing-page view and 2.86% CTR
A course that helps people write their book in one afternoon had a problem:
People saw the ads. They didn't click.
The ads weren't bad. They just didn't make cold scrollers stop and think: "This is for me, right now."
Instead of explaining how the system works, we led with the promise and crushed the main doubt upfront.
All shot on phone. Simple. Scroll-stopping.
Big, bold headline. Promise in the first 2 seconds.
Same offer, authority angle. Clean and professional.
"Traditional way: 2 years. Our way: 1 afternoon."
Pattern interrupt. Different visual to catch different people.
We rebuilt the account structure and wired up clean tracking (Meta Pixel + Conversions API through Google Tag Manager).
Why this mattered: Before, attribution was messy. After, we could see exactly which ads worked and scale the winners with confidence.
Campaign duration: December 2022 – January 2026
Audience: UK/US writers and aspiring authors (lookalike + interest targeting)
| Campaign | CTR | CPC | Cost/LP View |
|---|---|---|---|
| Wael 1st Campaign | 2.86% | £0.19 | £0.22 |
| New Years Campaign - 1 | 1.15% | £0.30 | £0.32 |
| New Years Campaign - 2 | 1.04% | £0.75 | £1.28 |
| Weekday 35-65 | 0.75% | £0.99 | £1.82 |
Bottom line: The Wael campaign delivered the lowest cost per landing-page view (£0.22) and highest engagement (2.86% CTR all, 1.71% link CTR).
"Write your book in one afternoon—no experience, no overwhelm" answered the two biggest objections in the first 3 seconds.
Viewers saw the template in action. Instant proof: "I could actually do this."
We tested multiple campaigns side-by-side. The data was clear: Wael's angle and creative crushed the others. We scaled it.
I make scroll-stopping video ads and set up clean tracking so you know what's working—in one "Write Your Book" funnel, I delivered 317 landing-page views at £0.22 each with a 2.86% CTR and £0.19 cost per link click.
If you're running ads and:
…then you have the same problem this client had.
The fix isn't complicated:
Better hook. Clearer promise. Clean tracking. Test every week.
That's it.
"Wael is solid. He's a rare Upwork contractor who goes the extra mile and delivers more than originally promised. He was constantly thinking about my funnel improvements and how to get more customers and clicks—sharing ideas and insights proactively. He gave me some great ideas to optimise my funnel and was very thorough. I'd recommend him if you want to optimise your Meta ad spend or your funnel. You want him on your team."
— Upwork Client
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