Wok This Way // Creating data-driven Meta Ad-strategies
Wok This Way was struggling to analyze their social media performance and optimize their Meta advertising spend. Without clear insights into what was working and what wasn't, the company was operating on guesswork rather than strategy.
Until I came in, their strategy was, to quote the owner "throwing stuff at the wall and seeing what sticks". However, in no scenario is this effective, nor a good use of a company's ad spend funds. So here is what I did:
A systematic methodology to understand performance, communicate findings, and implement improvements.
Step 1: Analysis
Built a comprehensive Looker Studio dashboard to analyze Meta performance, customer behavior, target audience demographics, and content effectiveness. Data-driven insights replaced guesswork.
Step 2: Reporting
Created detailed presentations with findings and prepared strategic questions. Understanding why assets performed the way they did is crucial to learning and improvement.
Step 3: Execution
Armed with insights about what worked and what didn't, tailored new Meta Ads to align with KPI goals, target audience preferences, and brand identity.
The analysis revealed that previous campaigns lacked clear targeting, had inconsistent messaging, and suboptimal use of ads and ad diversity. Most importantly, creative assets weren't speaking to the target audience's actual interests and behaviors.
Key Metrics Tracked
• Engagement rates by content type and format
• Audience demographics and behavior patterns
• Cost per acquisition and ROAS by campaign
• Peak performance times and days
• Creative asset performance comparisons
• Conversion funnel drop-off points
To prove that my conclusions weren't theoretical and that my strategic recommendations would actually work, I created two engagement-focused ads on my own budget. The goal was to demonstrate a more modern, fun approach to reaching the target audience.
• 200% Engagement Increase
• 50% lower CPC
• 3x higher Click-rate
This project demonstrates the power of combining data analysis with creative execution. By replacing guesswork with strategic insights, we achieved measurable improvements in engagement and cost efficiency.
The success of these test campaigns validated the analytical approach and provided Wok This Way with a proven framework for future Meta advertising efforts — one based on data, audience understanding, and continuous optimization rather than trial and error.