Facebook and Instagram Ads

Google catches people who already know what they want. Meta reaches them before the search begins, which calls for a different approach: interest first, consideration next, the offer last. A campaign built only on the final step usually burns the budget.

Three levels instead of one

Material that stops the scroll, then content that answers doubts, and finally an offer for people who already know the brand. Each level has its own creative, its own audience and its own measure of success.

Return visits without third-party cookies

Retargeting based on events from your own site rather than third-party cookies that browsers keep cutting off. Campaigns without this lose signal and work worse month by month.

Creative material

I prepare photos and video alongside the campaign — vertical format for phones, with the first two seconds built to stop the thumb. Good material makes more difference here than audience settings.

Who it is for

• Brands building recognition in their category
• Stores with products that look good in photos and video
• Local businesses targeting a specific region