Design Dash Meta Ads Campaign

Led Meta advertising strategy for a B2B workshop targeting Interior Design business owners. Developed messaging strategy, wrote all ad copy, directed creative testing, and managed campaign optimization over 9 weeks—reducing cost per lead by 42% through data-driven iteration.

The Challenge

Design Dash came to me with a tight timeline and a modest budget: 9 weeks and approximately $700 in ad spend to generate qualified registrations for a $200+ workshop ticket. The constraints were real:

  • No existing pixel data:

    Had to build audience insights from scratch

  • Niche B2B audience:

    Interior designers who own firms and are actively looking to scale—not hobbyists or entry-level designers

  • Mid-campaign pivots:

    The client added a virtual attendance option midway through, requiring strategy and copy updates

  • Limited tracking capability:

    The client's ticket sales happened on a third-party platform (Mighty Networks) where we couldn't install conversion tracking

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The goal wasn't just leads—it was qualified leads who matched the workshop's ideal attendee profile.

My Role

Messaging Strategy & Copywriting

Developed three distinct messaging angles to test what resonated with the target audience

Creative Direction

Selected imagery and directed visual treatments for carousel and single-image ads

Campaign Management

Worked with a Meta ads specialist to execute, monitor, and optimize campaigns weekly

Client Communication

Managed all client updates, translated performance data into actionable recommendations, and coordinated mid-campaign pivots

Multi-Channel Coordination

Simultaneously ran email nurture sequences to convert leads generated from ads

Strategy & Approach

With limited budget and no historical data, I designed a test-&-learn framework around 3 messaging hypotheses. I launched all three simultaneously using Meta's instant lead forms, then let performance data guide budget allocation.

Overwhelm-Focused

Name the pain directly ("You're operating at $15/hour while charging $150/hour")

Transformation-Focused

Emphasize outcomes ("Walk in overwhelmed. Walk out with a plan")

Solution-Focused

Pair text with an image to focus on your chosen product, collection, or blog post. Add details on availability, style, or even provide a review.

Ad Copy & Creative

Ads ran across Instagram Feed, Instagram Stories, Facebook Feed, Facebook Stories, Reels, and Audience Network. I wrote multiple variations of primary text, headlines, and CTAs, then iterated based on performance.

  • Overwhelm

    Great design deserves great business structure. When you have the right team, creativity and profitability thrive together. Learn to scale with purpose →

  • Transformation

    Walk in overwhelmed. Walk out with a plan you can implement right away.

    October 24th at High Point Market →

  • Solution

    Ready to trade chaos for clarity?

    October 24th: Get the tools to scale with confidence →

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View All Ads ⇀

Results

  • 53+

    Qualified leads.

  • $6.62

    Cost per lead. $700 total ad spend

  • 80%

    Of leads were interior designers, firm owners, or design professionals

  • 9 weeks

    Campaign duration with continuous optimization

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Key Insights & Optimizations

⇀ Overwhelm" messaging won decisively.

Ad Set 1 (pain-focused copy) generated 80% of all leads. The "Transformation" and "Solution" angles underperformed significantly, validating that this audience responds to messaging that names their current struggle rather than aspirational outcomes.

⇀ Instagram dramatically outperformed Facebook.

We reallocated budget toward Instagram Feed and Stories mid-campaign, which drove the majority of qualified leads at lower cost.

⇀ Instant forms reduced friction.

Shifting from website landing pages to Meta's native lead forms improved conversion rates and worked around our tracking limitations.

⇀ Lead quality matched targeting.

The leads spreadsheet confirmed we were reaching the right people: interior designers, firm owners, design studio founders, and even an interior architect. Job titles included "Founder & CEO," "Principal," and "Owner"—exactly the decision-makers the workshop was designed for.

⇀ Agile response to client changes.

When the client added virtual attendance mid-campaign, I updated all ad copy and expanded geographic targeting within 48 hours to capitalize on removed travel barriers.

⇀ Multi-touch follow-up was critical.

Leads were nurtured through Messenger responses (written and deployed by our team) and a parallel email sequence I developed, maximizing conversion opportunities from the lead pool.

→Multi-channel follow-up.

Leads from Meta ads were nurtured through personalized Messenger responses and integrated into a dedicated email sequence to maximize conversion opportunities. View method and research here

Performance Snapshots

Platform Performance - Facebook vs Instagram performance comparison

Instagram delivered more leads than Facebook despite lower reach, validating our mid-campaign decision to shift budget toward Instagram placements.

Lead quality proof

Go to Google Sheet

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