Funnel Diagnostics & Creative Quality Assessment

⭐ Description

Conducted deep-dive funnel diagnostics across impressions, CTR, landing page behavior, event quality, and conversion signals to pinpoint where performance was breaking. Translated these findings into structured recommendations that reduced inefficiencies, strengthened creative relevance, and improved full-funnel conversion outcomes for SMB advertisers.

⭐ Strategic Impact

One advertiser that stands out was a business selling stone fountains, sculptures, and garden décor—beautiful, heavy-ticket products that required strong visual storytelling to convert. But the campaigns weren’t performing. Engagement kept dropping, costs were rising, and nothing seemed to move the needle.

When I reviewed their setup, the problem became clear:
they were cycling through the same repetitive creatives, competing aggressively in auction without a consistent strategy, and making frequent campaign changes that prevented Meta’s learning phase from stabilizing.

Their ads never had a chance to learn, optimize, or find the right audience.

I broke down their funnel performance step by step—impressions, CTR patterns, audience movement, landing behavior, and event accuracy. The diagnostics showed that while interest existed, the funnel was leaking attention due to creative fatigue and unstable delivery.

To fix this, I rebuilt their approach:

introduced varied creative formats that showcased the products in context (flowing water, outdoor ambiance, lifestyle placement)

refined audience quality and reduced auction overlap

stabilized campaigns by reducing unnecessary edits so the algorithm could learn properly

aligned objectives and placements to actual buyer intent

Once the funnel and creative issues were resolved, performance improved almost immediately. Engagement lifted, traffic quality strengthened, and conversions became more efficient—simply because the system finally had clarity, consistency, and creative freshness.

The result wasn’t just lower wasted spend—it was a healthier, more predictable funnel that finally reflected the value of the product.