Meta Ads Strategy & Campaign Design
Meta Ads Strategy & Campaign Design
Traffic Campaign for Nail Cuticle Oil – Strategic Execution & Performance Analysis
This project demonstrates end-to-end Meta Ads strategy: campaign structure, audience targeting, creative design, budget allocation, placements, and performance optimization.
Social & Creative Marketing Strategist
Leah Knipe
Disciplines
Copywriting · Paid Media · Analytics · Visuals
Project Duration
2 Weeks
Meta Ads
Campaign Objective
Traffic Drives Users to Website / Instagram Shop
Meta Ads
Campaign Objective
Traffic Drives Users to Website / Instagram Shop
Directly supports business goal of generating interest and building re-targeting pools.
Directly supports business goal of generating interest and building re-targeting pools.
Directly supports business goal of generating interest and building re-targeting pools.
Other objectives considered; Traffic offers optimal learning phase and scaling potential.
Other objectives considered; Traffic offers optimal learning phase and scaling potential.
Other objectives considered; Traffic offers optimal learning phase and scaling potential.
Ad set
Audience & Targeting
Ad set
Audience & Targeting
Ad set
Audience & Targeting
Broad enough for algorithm learning; relevant enough for conversion
Location (Primary)
South Africa
Location (Primary)
South Africa
Location (Primary)
South Africa
Age
22–45
Age
22–45
Age
22–45
Gender
All
Gender
All
Gender
All
Interests
Nail care, Beauty products, Self-care
Interests
Nail care, Beauty products, Self-care
Interests
Nail care, Beauty products, Self-care
Behaviors
Engaged shoppers
Behaviors
Engaged shoppers
Behaviors
Engaged shoppers
Only 2–3 detailed targeting layers used to allow algorithm to optimize efficiently.
Only 2–3 detailed targeting layers used to allow algorithm to optimize efficiently.
Only 2–3 detailed targeting layers used to allow algorithm to optimize efficiently.
Lookalike audiences created from website visitors and social media engagers.
Lookalike audiences created from website visitors and social media engagers.
Lookalike audiences created from website visitors and social media engagers.
Special ad category not applied – standard campaign.
Special ad category not applied – standard campaign.
Special ad category not applied – standard campaign.
Ad set
Placement & Budget Strategy
Ad set
Placement & Budget Strategy
Ad set
Placement & Budget Strategy
Optimized for reach & efficiency
Facebook Feed
Instagram Feed
Instagram Stories
Instagram Reels
Facebook Reels
Facebook Feed
Instagram Feed
Instagram Stories
Instagram Reels
Facebook Reels
Facebook Feed
Instagram Feed
Instagram Stories
Instagram Reels
Facebook Reels
Advantage+ placements optimize delivery automatically across multiple surfaces.
Advantage+ placements optimize delivery automatically across multiple surfaces.
Advantage+ placements optimize delivery automatically across multiple surfaces.
Lookalike audiences created from website visitors and social media engagers.
Lookalike audiences created from website visitors and social media engagers.
Lookalike audiences created from website visitors and social media engagers.
Manual placement possible for advanced control, but autopilot recommended for efficient scaling.
Manual placement possible for advanced control, but autopilot recommended for efficient scaling.
Manual placement possible for advanced control, but autopilot recommended for efficient scaling.
R500/day balances sufficient data volume with controlled spend, allowing the algorithm to exit the learning phase efficiently.
R500/day balances sufficient data volume with controlled spend, allowing the algorithm to exit the learning phase efficiently.
R500/day balances sufficient data volume with controlled spend, allowing the algorithm to exit the learning phase efficiently.
Ad Creative Strategy
Ad Creative Strategy
Ad Creative Strategy
Platform-native formats with consistent messaging
Instagram creatives prioritise motion, immediacy, and visual hooks. Reels capture attention within the first three seconds, while carousel and static formats reinforce product value and drive click-through.
Instagram creatives prioritise motion, immediacy, and visual hooks. Reels capture attention within the first three seconds, while carousel and static formats reinforce product value and drive click-through.
Instagram creatives prioritise motion, immediacy, and visual hooks. Reels capture attention within the first three seconds, while carousel and static formats reinforce product value and drive click-through.
Facebook placements reuse the same core creative, adapted for feed-based consumption. Formats prioritise clarity, legibility, and strong calls to action to support traffic-driven campaigns.
Facebook placements reuse the same core creative, adapted for feed-based consumption. Formats prioritise clarity, legibility, and strong calls to action to support traffic-driven campaigns.
Facebook placements reuse the same core creative, adapted for feed-based consumption. Formats prioritise clarity, legibility, and strong calls to action to support traffic-driven campaigns.
Optimization & Metrics Campaign Dashboard
Optimization & Metrics Campaign Dashboard
Optimization & Metrics Campaign Dashboard
Key metrics to track and interpret performance
Performance metrics guide creative iteration, budget allocation, and scaling decisions.
Performance metrics guide creative iteration, budget allocation, and scaling decisions.
Performance metrics guide creative iteration, budget allocation, and scaling decisions.
Strategic Summary
Strategic Summary
Strategic Summary
Designer as Meta Ads Strategist
This project demonstrates strategic thinking in Meta Ads campaign design. From selecting Traffic as the campaign objective, to defining audiences, placements, creatives, budgets, and monitoring metrics — every decision reflects data-driven reasoning. The result: a traffic campaign optimized for reach, engagement, and conversion, showcasing the designer’s ability to combine visual execution with advertising strategy.
This project demonstrates strategic thinking in Meta Ads campaign design. From selecting Traffic as the campaign objective, to defining audiences, placements, creatives, budgets, and monitoring metrics — every decision reflects data-driven reasoning. The result: a traffic campaign optimized for reach, engagement, and conversion, showcasing the designer’s ability to combine visual execution with advertising strategy.
This project demonstrates strategic thinking in Meta Ads campaign design. From selecting Traffic as the campaign objective, to defining audiences, placements, creatives, budgets, and monitoring metrics — every decision reflects data-driven reasoning. The result: a traffic campaign optimized for reach, engagement, and conversion, showcasing the designer’s ability to combine visual execution with advertising strategy.