---
title: AHS Dec 11–12 Training — Meta Ad Campaign
type: article
created: '2025-12-02'
updated: '2025-12-02'
source_docs:
- raw/2025-12-02-ahs-marketing-meeting-105706354.md
tags:
- meta-ads
- paid-social
- ahs
- training
- campaign
layer: 2
client_source: null
industry_context: null
transferable: true
---

# AHS Dec 11–12 Training — Meta Ad Campaign

Campaign built to drive sign-ups and awareness for AHS's December 11–12 asbestos training in Madison. Two separate ad sets with distinct audiences and CTAs, running through December 10 at 8 AM.

## Campaign Overview

| Detail | Value |
|---|---|
| **Client** | [[clients/ahs/index\|Advanced Health & Safety (AHS)]] |
| **Platform** | Meta (Facebook + Instagram) |
| **Flight** | Launch ASAP → end Dec 10, 8:00 AM |
| **Geography** | Madison + 45 miles; Wisconsin-wide |
| **Goal** | Drive training sign-ups for Dec 11–12 event |

## Ad Sets

### Ad 1 — Parent Awareness

| Detail | Value |
|---|---|
| **Objective** | Awareness |
| **Audience** | Parents, parent educators, PTAs, private school and secondary education interests |
| **CTA / Destination** | Links to a landing page (informational, not the sign-up form) |
| **Headline** | "Could there be asbestos at your child's school?" |
| **Copy angle** | "Your child's school may have asbestos — help keep the classroom safe." |

**Rationale:** Parents are not the direct buyer for training, but they create pressure on schools to act. The copy is intentionally alarming — Gina Richardson reviewed and approved the "scary" framing, acknowledging the risk of causing alarm is outweighed by the awareness value. Linking to a landing page (rather than the form) gives parents context before they escalate to school administrators.

> "As a parent, that would freak me out… I think it's okay. I'm just nervous about it." — Gina Richardson

### Ad 2 — School Staff Sign-ups

| Detail | Value |
|---|---|
| **Objective** | Conversions |
| **Audience** | School interests and job titles (Wisconsin-wide) |
| **CTA / Destination** | Links directly to the training sign-up form |
| **Headline** | "Is your school's asbestos training up to date?" |
| **Copy angle** | "December 11–12 is your chance to get staff certified and ensure your building is compliant. Sign up now." |

**Rationale:** School staff (janitors, maintenance workers, administrators) are the direct buyers. Sending them straight to the form reduces friction for a time-sensitive event.

## Technical Notes

- **Instagram connection issue:** Resolved prior to launch. The AHS Instagram account is now correctly linked to the ad account. The error shown in Ads Manager was a display lag, not an active problem.
- **Budget:** Estimated audience ~200K — budget does not need to be large to reach saturation at this audience size.
- **End date:** Originally set to Dec 19 in draft; corrected to Dec 10, 8:00 AM (training begins Dec 11 at 8:00 AM).

## Supporting Campaign — Email Blast

A coordinated email blast went out December 3 to reinforce the Meta campaign. See [[knowledge/email-marketing/ahs-dec-training-email-blast]] for details.

- **List:** Existing contacts + 400 newly sourced school janitor/maintenance worker emails
- **Owner:** Sebastian Gant (now primary email contact following Chris's departure)
- **Content:** Updated version of the previous training email — November and Madison-specific references removed

## Key Decisions

- **Two-ad strategy** separating parent awareness from school staff conversions was chosen over a single unified ad to allow different CTAs and landing destinations.
- **"Scary" copy approved** by Gina Richardson for the parent ad despite concern about causing unnecessary alarm — framed as a necessary trade-off for awareness.
- **Parent ad goes to landing page, not form** — deliberate friction to give parents context and reduce unqualified inquiries to AHS.

## Related

- [[clients/ahs/index|AHS Client Overview]]
- [[knowledge/email-marketing/ahs-dec-training-email-blast|AHS Dec Training — Email Blast]]
- [[knowledge/paid-social/ahs-nari-expo-meta-campaign|AHS NARI Expo — Meta Campaign]]
- [[knowledge/seo/ahs-location-pages-initiative|AHS Location Pages SEO Initiative]]