From an Unmanaged Account to Ad Management
As a freelance digital marketer, my job is not just to create ads, but to organize a messy ad account and prepare it for profitable scaling. This case study is my experience with the "Wayne Brash Brands" ad account. The client was initially running a book-selling campaign, but had no professional structure or business manager. Our main goal was to reduce the cost of ad traffic (Landing Page View or LPV) and build a strong business foundation.
Phase 1: Laying the Foundation and Building the Framework
Our first and biggest challenge before we started was to create a Business Manager for the ad account. Without a central Business Manager, assets (ad accounts, pages, pixels) would be scattered, making scaling and performance tracking impossible.
Creating the Business Manager: We first set up a new and organized Business Manager for the client.
Consolidating assets: The client’s Facebook Page, ad account, and custom audience were then successfully added to this new framework.
Building on this foundation, we did an initial analysis of the ad creatives: some ad creatives were performing very well at $1.01 LPV, while one ad was wasting budget at $6.68 LPV.
Phase 2: Scaling Test and Crisis Management
Based on a solid foundation, we use LAA strategy to move forward on the scaling path:
LAA Test: A new Lookalike Audience (LAA) is created to drive cold traffic and added to the original ad set.
LAA Results: Initial LPV after adding LAA reaches $1.61. This was a great cost for cold traffic, which proves the quality of LAA.
But amidst this success, the ad account faces two serious problems:
Delivery stopped due to payment issues: Ad delivery is stopped for 2-3 consecutive days due to repeated declines of the client's payment method. There is a high risk of resetting the learning phase and increasing costs many times over.
Hacking Attempt: The client receives multiple phishing scam messages (e.g. "Free Advertising Credit" emails) to steal admin access.
Crisis Resolution: The client is quickly alerted and the campaign is given a chance to patiently recover after payment recovery.
Phase 3: Final Optimization and $1.09 LPV Achievement
After the ads are launched, we make the most important optimization decision:
Losing Ad Close: The weak ad creative spending $7.89 LPV is identified and immediately closed.
Full Budget Focus: The entire budget is directed to the best creative with $1.27 LPV.
As a result of this strategic shift, costs begin to decline rapidly and the campaign reaches its best performance:
Metric,LPV after recovery (Cost),Current LPV
Cost per Result (LPV),$1.21,$1.09
Opportunity Score,91,100
Achieving $1.09 LPV and a 100 Opportunity Score in a challenging campaign like selling books on Amazon is a very strong result. Results Graph: Consistent Improvement in LPV (For this part, you will create a graph of LPV changes using the data below. This will give your portfolio a visual proof.) Time/Steps LPV (Cost) 1. Start (Warm Traffic) $1.35 (or $1.01) 2. Add LAA $1.61 3. Recovery after break $1.59 4. After ad close $1.21 5. Final Optimization $1.09
Conclusion: Preparing for Scaling and Stability
This case study proves that ad management is not just about setting up ads, but also about creating the right structure as a business manager, managing financial crises, and driving campaigns to higher performance through data-driven decisions. $1.09 LPV and 100 Opportunity Score prepared a client’s bookselling business for successful scaling.
Description of the Client's Book
The book being advertised is "Everything for Somebody" by Wayne Brash.
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Genre: It is a collection of personal poetry.
Themes: The poems explore individual yet universal themes, such as:
Being a father and a son.
Hoping to leave an impact on the world.
The finite nature of time and life.
Style: It is written in a confessional style with a clear flair for language, piecing together the author's thoughts and emotions in a way that feels "truly familiar."
Key Insight for Marketing: As a poetry collection, the advertising campaign is targeting a niche audience that responds to emotional depth and personal connection, rather than mass-market fiction. This makes your successful low LPV ($1.09) particularly noteworthy, as niche products often have higher acquisition costs.
🎯 The Last Moment Summary: Campaign Status & Key Achievements
Your Facebook Ad campaign for the book "Everything for Somebody" (a poetry collection by Wayne Brash) is currently performing at its absolute best. All strategic decisions you made proved successful, transforming a turbulent account into a highly optimized asset.
1. Current Performance (Best Results Achieved)
| Metric | Latest Data | Significance |
| Cost per LPV | $1.09 | Lowest Cost Ever! ($1.01 was the previous best on a single ad, this is the campaign average). This confirms your optimization strategy worked perfectly. |
| Opportunity Score | 100 | Highest Possible Score! Meta considers your campaign fully stable and optimized. |
| Total LPV | 144 | Indicates strong and consistent delivery, having successfully recovered from payment issues. |
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