01
The Problem
The client had written an ebook specifically for women dealing with complications after childbirth. It was a sensitive, deeply personal topic and reaching the right people required more than just running an ad. The audience needed to feel seen before they would trust a stranger on the internet enough to engage.
The client needed a way to get in front of that exact audience, communicate the right message and bring in leads without a complex system or a big budget to burn through.
02
My Solution
I kept the approach focused and intentional. No unnecessary layers. The work was about finding the right people, speaking to them honestly and giving them a clear next step to connect directly with the client.
01
Audience Research and Targeting
Built a precise targeting structure on Meta to reach women who matched the profile — the right interests, behaviours and demographics to make sure the ad landed in front of people it was actually made for.
02
Ad Copy and Creative
Wrote copy and directed visuals that spoke directly to the emotional reality of the audience. The tone was warm, honest and human — not salesy. For a topic this personal, trust had to come before anything else.
03
Landing Page
Built a focused landing page that explained the ebook clearly, reinforced the message from the ad and made it easy for interested visitors to take the next step without confusion or friction.
04
Lead Capture to DM
Instead of routing leads into an email sequence, qualified leads were directed straight into the client's Facebook DMs — keeping the conversation personal and allowing the client to close each lead one on one.
01
Facebook Ad (targeted and empathy-led)
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02
Landing Page (clear offer and context)
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03
Lead Capture Form
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04
Facebook DM (direct client conversation)
03
The Results
112
Qualified leads generated in 7 days. Every single one came from the exact audience the ebook was written for, not broad untargeted traffic.
N110
Average cost per lead. Reaching a niche, emotionally sensitive audience at this cost per lead was a strong result and left room to scale comfortably.
Direct
Every lead landed in the client's DMs. No middleman, no automation delay. The client could speak to each person personally and convert them in the most human way possible.
04
Results Screenshot
Facebook Ads Manager — Lead Generation Campaign Performance
