Meta Ads

Buyer-ledacquisition.

Meta ads optimized for real demand — not traffic. Tuned to purchase-level signals, not CPM or clicks.

+38%

Conversion rate

−26%

CPA reduction

11

Active accounts

Attribution: Meta 7-day click. Results vary by offer, spend, and seasonality.

Proof Snapshot
Meta Ads Manager Dashboard showing campaign performance

CPC

€0.19

Video portfolio

Vertical video that scrolls win

Three vertical formats engineered for Reels, Shorts, and TikTok. Hook in 2s, payoff in 15.

Feed ad creative - square format
Concept creative - product showcase
Split comparison creative
Story ad creative - vertical format

Static image references

One Great Book static ad showing a structured authority book concept
One Great Book static ad showing a founder writing from real expertise
One Great Book static ad comparing manual notes with a clear outline
One Great Book static ad showing off versus on preview positioning

Why your spend underperforms

Three bottlenecks we remove

01·Tracking

Meta doesn't see the buyer

Events are messy. We fix Pixel + CAPI, set value events, and stop optimising for vanity clicks.

02·Targeting

Audiences are broad, signals are weak

We build lookalikes from real buyers and stack behaviours (ATC, product views, time) across 0–7–30 days.

03·Creative

Fatigue kills after 72 hours

New concepts every two weeks with anti-fatigue rules. Hooks that lift CTR while CPA drops.

Proving sprint

Truth and traction in 30 days — or walk away free

Step 1

Tracking that tells the truth

Pixel + CAPI, value conversions, clean attribution. EMQ monitored.

Step 2

Signal-based targeting

Buyers → lookalikes, behaviour stacking, staged retargeting.

Step 3

Creative rotation

4 concepts × 3 variations (static/motion/UGC-style) every 2 weeks.

Step 4

Daily steering

Rules for budgets, swaps, and tests. Weekly summary.

Proof

Results that are hard to miss

Traffic efficiency metric

£0.19

CPC

CTR 2.86% · Conversion rate 4.00% (Dec 2025). Used to feed audiences and reduce CPA.

See Full Case Study
Meta Ads Manager Dashboard showing campaign performance

DTC Skincare

AOV £48, £15k/mo

MetricBeforeAfter
ROAS (Meta 7-day click)1.23.1
CPA£42£23

Actions: CAPI gateway, buyers LAL 1-2%, UGC 'routine 30s'.

Growapp

73% lower CPL vs. industry average

SaaS B2B Free Trial

MetricBeforeAfter
Cost per Lead£30+£3–£7
Trial requests (6 months)—847
Warm traffic CPV—£0.20–£0.35

Actions: Killed generic lead form → direct Trial offer. Split campaigns (warm/prospecting/tests). Fixed tracking, monitored frequency caps, scaled winners +30% every 2 days.

View full case study

Client's review

5.0

"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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