Multi-Channel Demand Generation Campaigns

⭐ Description

Designed and executed multi-channel demand-generation campaigns across Facebook, Instagram, and Audience Network. For many SMBs, several key product categories were not receiving enough traction or visibility, resulting in weak demand signals. These campaigns strengthened discovery, expanded reach to new audience segments, and improved engagement for priority product groups.

⭐ Strategic Impact

One pattern I noticed across many SMB advertisers was that certain product categories—often their most important ones—weren’t getting the visibility they deserved. These weren’t weak products; they were simply invisible. With low exposure came low engagement, and with low engagement came almost no demand generation. The businesses weren’t struggling because of the product—they were struggling because the right people weren’t seeing it.

To fix this, I rebuilt their approach from a single-channel push to a true multi-channel demand engine across Meta.

I launched full-funnel campaigns that worked together rather than in silos—top-of-funnel formats designed to spark interest, mid-funnel touchpoints to nurture curiosity, and conversion-focused placements to capture intent. Targeting was strengthened with deeper interest segments, expanded lookalike audiences, and smarter retargeting pools built around people who had shown early signals of interest.

At the same time, I upgraded the creative strategy so every ad matched the user’s mindset — lightweight video for discovery, strong visual formats for consideration, and clean, direct conversion creatives for those ready to act. Placements were optimized to balance efficiency and reach so that visibility wasn’t just higher—it was meaningful.

Within weeks, the transformation was visible in the numbers.
Reach expanded, CTR climbed, engagement deepened, and conversion volume rose across multiple product categories. What previously felt like “dead zones” in the catalog began generating active interest and steady demand.

By giving each category its own pathway through a connected, multi-surface strategy, these SMBs finally saw the kind of demand their products always deserved.