Pattern 01
Give the algorithm options
The insurer's family plan ad set with several creatives drew the most leads. The energy drink contest ran about 15 pieces in 2.0 to 3.0's six.
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Case studies · 2022–2025
Twelve campaigns, grouped by what each one had to convert
Lead generation, sales and entries, and awareness that was still measured. Clients are named by industry. Figures come from each campaign's own reporting; budgets are not shown. My role on every campaign: paid media strategy and execution.
614leads, against a target of 500
Family plan leads: 614 against a target of 500
1,561Meta leads across two markets
Annuity leads: 1,561 leads in two markets
1,779leads, plus 1,217 event responses
Sales events: 1,779 leads and 1,217 event responses
57%of ticket sales tracked to the online ticket page
T20 match tickets: 57% of sales tracked online
201,400link clicks across six host markets
2025 home matches: 201,400 link clicks in six markets
485,369participations in contest 2.0
Bottle-cap contest: 485,369 participations in one season
Commercial Bank
290Kclicks from 27.7M impressionsChristmas loans: 290K clicks from 27.7M impressions
64,270link clicks across four campaigns
App and remittances: 64,270 link clicks in 2025
4.38MThruPlays of the launch influencer videos
Product launch: 4.38M ThruPlays in 12 territories
3.2Mpost engagements across four markets
Always-on social: 3.2M post engagements in four markets
29.0Mimpressions across 40 Meta campaigns
Always-on social: 40 campaigns in 27 months
45,937clicks from Google, at a 2.2% click-through rate
AR game: the brand’s first, on five channels
What carries across
Six patterns from twelve campaigns
The lessons that showed up again and again, with the cases that prove them.
Pattern 02
Then give it time
The family plan campaign changed nothing mid-flight and its cost per lead fell. The contest's Google lesson: allow six weeks or more.
Pattern 03
Give every ad set one job
The dealership optimized each push for the result it needed, from event responses to leads. The T20 campaign moved from awareness to 'Act Now' fast.
Vehicle dealership · Sports, T20 tickets · Energy drink, contest
Pattern 04
Borrow trust from creators
Paid Partnerships added organic and paid visibility for the dealership and the T20 matches. The energy drink launch's influencer videos drew 4.38M ThruPlays.
Vehicle dealership · Sports, T20 tickets · Energy drink, launch · Malt beverage, AR game
Pattern 05
Optimize past reach
Reach-only buying cut contest 3.0's reminders; adding engagement lifted entries by an average of 60%. The spirits brand's clicks came from the campaign built for them.
Pattern 06
Let each market choose
Lead forms suited Trinidad and Tobago and website traffic suited Barbados. The 2025 cricket campaign gave each of six host markets its own ad set, and the confectionery brand ran a calendar per market.
Which pattern fits your goal?
The growth goal finder matches your answers to these campaigns and suggests the first three moves.