I spearheaded a high-intensity holiday shopping campaign for an e-commerce brand across Facebook and Instagram, timed perfectly to capture peak seasonal demand. With holiday competition at its highest, the campaign had to be both aggressive and efficient. I utilized Meta’s Advantage+ shopping campaigns for automation at scale while layering in manual bidding strategies to retain control over high-performing segments and ad sets.
The campaign followed a three-phase funnel approach tailored to the holiday buying cycle. From December 1-10, we ran broad awareness campaigns using carousel and collection ads to showcase the product range and attract new audiences. The retargeting phase (Dec 11-20) focused on shoppers who had shown interest but hadn’t converted, using dynamic product ads with personalized content based on browsing behavior. Finally, from December 21-31, we launched an urgency-driven push with time-sensitive creatives emphasizing last-chance deals, delivery cutoffs, and limited stock.
I designed and tested 22 creative variants customized for each Meta placement Stories, Reels, and Feed and for different audience segments. This allowed the campaign to maintain fresh, relevant messaging across a wide array of touchpoints. I conducted daily creative performance analysis, reallocating budgets in real-time toward top-performing ads and adjusting messaging to respond to audience engagement and purchase trends.
The campaign delivered impressive results, with a significant spike in click-through rates, return on ad spend (ROAS), and overall holiday sales. This project demonstrated how thoughtful segmentation, fast-paced optimization, and creative versatility can drive outstanding results, especially during high-pressure, high-opportunity retail windows like the holiday season.The campaign reached over 248,000 people and generated 302,000 impressions, reflecting strong visibility within the targeted market. We achieved an impressive 7.23% click-through rate (CTR), significantly higher than industry benchmarks, with 1,633 clicks driven by a mix of engaging visuals, compelling copy, and clear calls to action. Creative assets were designed specifically to highlight key selling points such as property location, affordability, and lifestyle benefits, making each ad feel personalized and relevant to prospective buyers.
Targeting played a critical role in the campaign’s success. I refined audience segments based on location, behavior, and real estate intent signals, ensuring ads were shown to users most likely to convert. Throughout the campaign, I closely monitored performance metrics, including cost-per-click (CPC), CTR, and lead quality, and made regular adjustments to budget allocation, creative variations, and audience definitions to maximize cost-efficiency and engagement.
By the end of the campaign, the agency saw a notable increase in qualified leads and stronger brand awareness within their market. This project demonstrated how data-driven targeting, strong creative, and active optimization can come together to produce real, tangible results for real estate businesses using Meta’s advertising platforms.