Performance Marketing
Meta Ads, Directed & Bought
I don't just buy media — I direct the video, build the creatives (now AI-assisted), and cut cost per lead from $45 to $16 across $24K+ AUD of spend.
- Meta Ads
- Creative Direction
- Meta CAPI
Results
- Cost per lead
- $45 → $16
- AUD spend managed
- $24K+
- Best ROAS
- 7x
- Leads generated
- 3,500+
The brief
Most media buyers stop at the campaign manager. I start at the camera. I direct the ad video, produce the creative variations — increasingly with AI — then buy the media and read the numbers against revenue, not clicks. For an Australian immigration client I managed $24K+ AUD in Meta spend and cut cost per lead from $45 to $16; the biggest lever was not targeting, it was better creative shipped faster. I run the same loop on my own brand with my own money, which keeps every call honest.
How it was built
- 01
Direct the creative
The ad is the variable that moves CPL most, so I own it: I direct the video and produce the variations in-house — now with AI in the pipeline to test more angles every week.
- 02
Buy on cost-per-result
Every campaign is judged on CPL and ROAS, not reach. Kill what leaks, scale what pays — that discipline is what took cost per lead from $45 to $16.
- 03
Wire spend to revenue
Meta Conversions API (CAPI) connects ad spend to real bookings and revenue, so the algorithm optimises against money instead of form-fills.
- 04
Own the outcome
On my own store I pay for the ads that don't work, so the feedback loop is brutally honest. Clients get that same operator's eye on their budget.
Built with
- Meta Ads
- Meta Conversions API
- AI creative tooling
- GoHighLevel