Ads results from April 1, 2025 to December 12, 2025:

Strategy: Shifted from broad discovery to data-driven audience scaling

Ad Duration: Running since April 2025 and continuously optimized

Highlights Performance of KPIs: Identified top-performing audiences with strong CPR and Results (conversion volume)

Performance: Identified winning audiences (Cosmetology & Salon Owners) and built dedicated campaigns for higher control and stronger results

Budget Focus: Paused retargeting temporarily to reallocate spend toward high-performing Holiday Sale creatives

Conversion Optimization: Keeping prospecting active while pausing retargeting to prioritize Holiday Sale creatives during peak season

As the Meta Ads Manager for Hoka Lash, I implemented a full‑funnel advertising strategy to increase sales of the Hoka Lash Eyelash Extension Kit. I ran three types of campaigns: Prospecting, Retargeting, and Lookalike,  and achieved the following key performance metrics:

• CPA: Below $30
• CTR: 2.5%+
• Conversion Volume: High total conversions across campaigns

The main aim of the Meta ad campaigns was to drive product purchases and convert interested users into buyers by reaching the right audience, showcasing product value, and nurturing warm prospects toward conversion.

Strategy Execution & Optimization

The advertising strategy incorporated ongoing creative testing, audience refinement, budget scaling, and performance optimization:

1. Creative Testing

-Static imagery vs short-form video vs carousel

-Different ad copy (headline, text and description)

-Emphasis on benefits  and discount

2. Audience Refinement

-Started broad -> narrowed to best-performing segments

-Adjusted Lookalikes based on purchase data

3. Budget Scaling

-Gradual budget increases for winning ad sets

-Budget shifted toward low-CPA audiences

4. Performance Tracking

-Monitored CPA, CTR, conversion rate, and frequency

-Optimized based on real-time performance

This systematic approach ensured a strong return on ad spend and scalable performance while maintaining cost and engagement efficiency. The campaigns not only achieved key KPI targets but also contributed to consistent sales growth for the brand’s flagship product.