B2B META ADS STRATEGY

Pulling Paint Murals Meta Campaign

Developed a risk-mitigation strategy focused on warm audiences and wrote conversion-optimized ad copy for a high-ticket commercial mural service.

  • Role

    Meta Ads Copywriter & Strategist

  • Ad Variations Created

    8+

  • Monthly Budget

    $600

  • Campaign Variations

    2

The Challenge

Client remained deeply skeptical about Meta advertising effectiveness after a year of internal discussions. Needed to prove social media could generate quality B2B leads for high-ticket commercial mural projects ($10K+ contracts), not just vanity metrics.

Strategic Approach

Rather than pushing cold prospecting to a skeptical client, I developed a conservative, data-driven strategy that prioritized warm audiences and minimized risk.

  • Retargeting Campaign

    $200/month

    Targeted website visitors who bounced without converting. Lower budget but highest conversion potential since these users already knew the brand.

  • Lookalike Audiences

    $400/month

    Tested 1-3% lookalike audiences based on engaged website visitors. Not cold traffic, but qualified prospects similar to existing customers.

Key Strategic Wins

⇀ Pre-aligned with technical Meta ads manager before client pitch to present unified strategy

⇀ Positioned strategy as "derailing Meta concerns" by focusing on people who already knew the brand

⇀ Connected Meta strategy to existing successful Google Search campaigns to reduce perceived risk

⇀ Successfully launched campaigns in October 2025 after year-long client hesitation

Copywriting Strategy

⇀ Avoided generic corporate-speak in favor of conversational, authentic copy that matched Pulling Paint's creative identity.

⇀ Used phrases like "still thinking about that mural?" and "your space deserves better than beige" to feel approachable while maintaining credibility.

⇀ Balanced casual tone with trust-building details (decade of experience, local focus) without being salesy.

⇀ Kept CTAs natural and low-pressure ("let's talk," "see our work") rather than aggressive marketing language.

Ad Copy

Created multiple messaging angles targeting B2B decision-makers looking for commercial mural services.

  • Retargeting • Mobile Focus

    "Still thinking about that mural? We get it—big decisions take time. Let's talk through your vision. Quick call with our LA team, zero pressure."

    Call Now 

  • Retargeting • Portfolio Drive

    Check out what we've been up to. From retail spaces to apartment complexes across SoCal. Browse the work that caught your eye and see what's possible for your space.

    View Portfolio 

  • Lookalike • Local Focus

    We've been painting walls across Southern California for over a decade. Commercial spaces, retail, multi-family —work that lasts.

    See Our Work 

  • Lookalike • Direct & Honest

    Your space deserves better than beige custom murals and signage that fit your timeline and budget. Based in LA, working with businesses that want their walls to actually say something.

    Let's Talk 
View All Copy

Skills Demonstrated

Meta Ads Strategy ⇀ B2B Copywriting ⇀ Audience Targeting ⇀ Budget Allocation ⇀ Client Stakeholder ⇀ Management Risk Mitigation ⇀ Strategy ⇀ Cross-Functional Collaboration ⇀ Retargeting & Lookalike Campaigns

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