META ADS PORTFOLIO / SELECTED THINKING & WORK
Strategy
before spend.
Selected work showing how I approach Meta advertising—from understanding the market and developing creative strategy to structured testing and performance diagnosis.
Explore the workGood Meta Ads decisions
don’t start in Ads Manager.
They start with the market, the customer, and the offer. The work below shows how I connect that understanding to creative, testing, and performance decisions.
Abundance Academy
Understand what makes someone ready to buy.
Explore customer desires, objections, category beliefs, and competitor positioning before deciding what an ad should say.
Online Education / Personal Development
- Buyer psychology
- Awareness & sophistication
- Competitive research
What would make paid guidance worth choosing over free information?
IvyWise
Turn customer insight into creative direction.
Connect research with persona selection, concepts, persuasive angles, and production-ready video and static briefs.
College Admissions Consulting / Education
- Persona development
- Concepts & angles
- Creative briefing
How can personal guidance become a clear, concrete message?
Maidenform
Give every test a reason to exist.
A four-week plan for testing customer needs, creative variables, and purchase objections—with a learning agenda to guide the next iteration.
E-commerce / Apparel
- Test hypotheses
- Weekly priorities
- Iteration & decision rules
Testing isn’t about producing more ads. It’s about learning what moves performance.
Meta Ads Performance Diagnosis
Find the cause before choosing the fix.
Read funnel behavior, attention, spend efficiency, and tracking health alongside changes in the offer and product availability.
Campaign Performance / Business Context
- Funnel analysis
- Business context
- Prioritized corrective actions
Performance problems should be diagnosed before they are “fixed.”
- F
- Funnel metrics
- A
- Attention metrics
- S
- Spend efficiency
- T
- Tracking health
05 / OPTIMIZE
Better evidence.
Better-informed next steps.
Research informs strategy. Strategy informs testing. Testing creates learning. Data informs the next decision.
What this work demonstrates
- Understand the market
- Market research · Buyer psychology · Competitive research · Awareness & sophistication
- Shape the creative
- Creative strategy · Persona development · Creative briefing · Structured testing
- Interpret performance
- Campaign analysis · Performance diagnosis · Optimization thinking
CONNECTED TO REAL CAMPAIGN EXPERIENCE
Strategy is only useful when
it connects to execution.
Alongside these strategic examples: my work on high-ticket course lead generation, from research and campaign setup to testing, optimization, and reporting.
- 10,924
- Website leads
- $2.55
- Average CPL
- $27.8K+
- Ad spend
- 1.2M+
- People reached
YOUR NEXT MOVE
Need someone who can think
beyond Ads Manager?
I help businesses connect research, creative strategy, testing, campaign execution, and performance analysis so Meta Ads decisions are based on evidence rather than guesswork.