LinkedIn & Meta Digital Ads Campaign – AI Software Builder for SMBs
Project Overview
This campaign aimed to drive lead generation in European markets for SMB companies, specifically targeting CEOs, CTOs, and Heads of IT looking for an easy-to-use software builder. We leveraged animated video and single-image static formats across LinkedIn and Meta to communicate the core value proposition:
✅ AI-powered software builder for effortless development
✅ Quick & easy implementation
✅ Transparent pricing
My Role & Responsibilities
As the Creative Operations Manager, I was responsible for:
✅ Leading collaboration between design, performance, and research teams to refine the brief.
✅ Managing creative development, including briefing two motion designers, a copywriter an external voice artist and purchasing stock footage.
✅ Organising and facilitating internal review cycles via ClickUp and remote live review sessions.
✅ Ensuring smooth handoff of assets to the performance team.
✅ Conducting monthly performance reviews and driving creative optimisations.
Execution & Process
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Strategic Planning & Briefing
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Worked cross-functionally with design, performance, and research teams to finalise the brief, covering objectives, audience segmentation, messaging, timelines, and budget.
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Collaborated with the research team to validate audience pain points, ensuring our messaging aligned with real customer needs.
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Worked cross-functionally with design, performance, and research teams to finalise the brief, covering objectives, audience segmentation, messaging, timelines, and budget.
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Creative Development
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Briefed two motion designers, a copywriter and a voice over artist to develop two ad variations:
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Product-oriented version: Highlighted AI capabilities and ease of use.
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User-oriented version: Focused on the problem-solving aspect and efficiency gains.
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Product-oriented version: Highlighted AI capabilities and ease of use.
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Briefed two motion designers, a copywriter and a voice over artist to develop two ad variations:
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Review & Feedback Cycles
- Reviewed script with copywriter to ensure value propositions were aligned with brief.
- Presented routes to creative director and held 2 feedback sessions with copywriter and animators.
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Managed approval workflows using timeline boards ClickUp for seamless communication between teams.
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Organised two remote live review sessions:
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First with the performance team to ensure alignment with campaign objectives.
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Second with final stakeholders for last-stage feedback before launch.
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First with the performance team to ensure alignment with campaign objectives.
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Campaign Launch & Optimisation
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Successfully delivered all assets to the performance team on schedule.
- Conducted monthly creative reviews, leading to 6-second cutdown variations for the videos to optimise performance.
Results & Impact
📈 Increased CTR by 11% with Product-oriented version compared to previous video campaigns.
⏳ 6-second video variations were made to increase completion rates on Meta.
📊 Streamlined workflows and targeted approval cycles reduced delivery time by 50%.
Key Takeaways
✅ Cross-functional alignment from the start resulted in a more cohesive and high-performing campaign.
✅ Using ClickUp for internal reviews improved workflow efficiency and reduced turnaround times.
✅ Iterative creative testing (e.g., 6-second video versions) helped optimise for audience behavior.