The company
B2B SaaS out of Vadodara, selling WhatsApp Business API and omnichannel chatbots to businesses. Founded 2022, so the acquisition engine was being built rather than tuned.
I ran the Meta ads charter and the social media in parallel, and owned the funnel from the ad through to the page it landed on.
What I owned
- Meta paid media, end to end. Daily spend, targeting, budget, optimisation.
- Creative strategy and testing. Wrote the ad creatives, ran them against each other, kept what earned its place.
- Art direction. Briefed and worked with graphic designers to get the exact visuals the ads needed rather than accepting what came back.
- Copywriting. Ad copy, organic social copy, and the landing page copy.
- The landing page. Wrote it, then designed it alongside the web designer.
- Instagram content calendar, built and run for the length of my time there.
The numbers
- Click to lead form completion
- 11%of clicks became completed lead forms
Why it matters to the strategy work
Most brand and strategy people have never run a live budget. They defend creative with taste, because taste is all they have been given to defend it with.
Here every idea I wrote was scored by a number inside 48 hours, and because I owned both the ad and the page it pointed at, there was nobody else to hand the problem to. Writing something, watching it fail against a number, and having to fix it yourself is the fastest available education in why messages work.