Himstar is an ecommerce brand, and I managed several Meta Ads campaigns for it on Facebook and Instagram. The work covered three kinds of campaign: awareness, lead generation and sales. This page sets out what that involved and what came of it, as I have published it on my own site.
The challenge
An online brand selling through social media has to do three things at once. It needs new people to notice it, it needs a way to hold on to those who are interested but not ready to buy, and it needs to turn interest into purchases without each sale costing too much. Asking a single campaign to handle all three rarely works, because each goal needs a different kind of audience and a different measure of success.
What I did
I ran multiple Meta Ads campaigns for Himstar, focused on awareness, lead generation and sales ads. In principle, each of these is a separate campaign objective in Meta, and the objective tells the delivery system what result to look for:
- Awareness campaigns aim to show ads to as many relevant people as possible, so the brand becomes familiar to people who have not met it before.
- Lead generation campaigns aim to collect details from people who are interested, so the brand can follow up later.
- Sales campaigns aim to drive purchases on the website, which relies on purchase tracking such as the Meta Pixel to tell the system which people actually buy.
Running these as distinct campaigns means each one can be judged on the result that matches its job, rather than on one blended number that hides what is working.
Results
The campaigns increased Himstar’s reach, attracted high-quality interactions and improved purchases at a lower cost. I have not published figures for this project, so this page does not give any. What it records is the direction of the results across all three goals: more people saw the brand, the engagement it drew was of a better quality, and sales came in more cheaply.
What this shows
If you run an online shop in the UK and your Facebook or Instagram ads feel like they are doing everything and nothing, the first thing to check is whether each campaign has one clear job. Awareness, lead generation and sales are different tasks. Give each its own campaign, decide in advance what a good result looks like for it, and judge it on that. A sales campaign that brings purchases in at a lower cost per acquisition is doing its job even if its reach is small, and an awareness campaign should not be written off because it sells little on its own.
If you would like this kind of account run for your shop, my page on Facebook ads for ecommerce explains how I approach it, and Facebook ads management covers the monthly work. To talk it through, get in touch.
