Proof, not promises
My latest Meta lead campaign — strategy, copy, creative and media buying, all mine.
81 kr
Avg. cost per lead (≈ $8)
56 kr
Best-ad cost per lead
2.2%
Link CTR, account avg
8 kr
Cost per link click
1 in 10
Link clicks that became leads
59,000+
Impressions
Two ads ran in parallel in the same ad set: 56 kr vs 182 kr per lead. Same audience, same daily budget. The only difference was the message. The winner delivered 34 of the ad set's 38 leads. That side-by-side gap is where most ad spend dies, and finding it is the whole job.
Campaign run for Folde.AI, my own company — small budget, every krona tracked.
What I did
- Creative strategy & offer angle
- All copy (22 creatives)
- Ad design & formats
- Media buying in Meta Ads Manager
- Daily kill/scale decisions
Category gap analysis
Research that finds what nobody in the category is saying.
Before a single line gets written, I map the category. Using the Meta Ad Library I pull every live ad a competitor set is running and tag each one by awareness level — then I look for the empty tier.
- 110 live Meta ads mapped for one Nordic DTC brand
- 430 live Meta ads mapped for another
- Both had an entirely empty problem-aware tier
- That empty tier is the angle nobody is competing for
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