Meta advertising for [1] was fully built out as of October 2025, with campaigns structured around service category carousel ads and a remarketing layer. As of the October 1 review meeting, all creatives were complete and the campaign was ready to launch pending landing page finalization.
Bing had been the primary PPC performer up to this point, providing a performance baseline: 29 conversions over 30 days at ~$24/conversion, with strong click-through and interaction rates. Meta was expected to complement and eventually exceed this.
| Type | Purpose |
|---|---|
| Carousel ads | First-touch awareness, segmented by service category |
| Branded static ads | Brand reinforcement |
| Remarketing ads | Re-engagement after initial carousel exposure |
| Before/after video | In production at time of meeting; not yet launched |
The carousel ads were built to address distinct customer segments and service intents:
This segmentation mirrors the Meta ad set structure, which was being restructured to properly split commercial and residential targeting (previously all ad sets had been placed under commercial by mistake).
The intended structure after restructuring:
Campaign
├── Residential Ad Set
│ └── Residential carousel + remarketing
└── Commercial Ad Set (3 ad groups by intent)
├── Commercial Property
├── Industrial & Warehousing
└── Safety & Compliance
A Miro board was used to map this structure and serve as a guide for corresponding landing page builds.
At the time of the October 1 meeting, only a residential landing page existed for Meta traffic. A commercial landing page was identified as a prerequisite for launching the commercial ad sets.
Decision: Build a general commercial landing page first (mirroring the residential page structure), then consider more granular service-specific pages in a later sprint.
Open question: Whether to use separate landing pages for Meta vs. Google traffic to enable platform-level attribution. Consensus was to defer this until both channels are generating consistent volume — for now, both can point to the same pages.
See [2] for broader context.
All Meta form submissions route into [3] via an automation workflow:
service_type field (residential / commercial)Known issue at time of meeting: The Meta landing page lacked the service_type field, causing some leads to be routed to both pipelines. Fix: add a hidden field pre-populated based on which landing page the lead came from.
These figures are from Bing (the active PPC channel at the time), used as a proxy target for Meta performance:
| Metric | Value |
|---|---|
| Conversions (30 days) | 29 |
| Total spend | ~$700 |
| Cost per conversion | ~$24 |
| Cost per click | Low (favorable) |
| Click-through rate | High |
| Interaction rate | High |
Meta was not yet live at the time of this review. These numbers set the benchmark Meta should aim to meet or beat.