Meta – Retargeting reel ads
BACKGROUND This project was for a client in the handmade ceramics space, targeting Instagram users who had engaged with the brand’s organic content but hadn’t visited the shop. The goal was to deepen connection and drive purchase intent from a warm audience without applying the same urgency message used for website retargeting. I wrote a […]
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Meta – Visual story ads
BACKGROUND This project was for a client in the organic meal kit subscription space. The goal was to drive first-box trials from health-conscious adults who hadn’t yet tried the brand by addressing the real friction point in healthy eating rather than leading with a product pitch. I wrote a three-slide carousel where each slide has […]
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Meta – Brand awareness ads
BACKGROUND This project was for a client in the running coaching space, running a personal brand awareness campaign for the head coach. The goal was to build awareness among recreational runners who had plateaued and drive page follows and website visits. I wrote the ad in the coach’s personal voice rather than the brand’s company […]
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Meta – Lead generation ads
BACKGROUND This project was for a client in the B2B pay equity consultancy space. The goal was to generate qualified leads from HR and People leaders by driving downloads of a free audit readiness resource. I wrote a lead gen ad that leads with the problem rather than the resource, and included an explicit “no […]
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Google – Retargeting ads
BACKGROUND This project was for a client in the handmade ceramics space. The goal was to recover potential customers who had viewed a product but not purchased, without using a discount that would undermine the brand’s premium positioning. I wrote a dynamic retargeting ad that uses scarcity rather than price incentive as the conversion mechanism, […]
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Google – Display ads
BACKGROUND This project was for a client in the B2B content and copywriting space. The goal was to build awareness among marketing leads and content managers who were experiencing the problem the brand solves but didn’t yet know the brand existed. I wrote a display ad that leads with the pain point rather than the […]
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Google – Search ads
BACKGROUND This project was for a client in the bookkeeping and financial services space, serving freelancers and creatives. The goal was to capture high-intent search traffic from self-employed professionals who had already decided they needed bookkeeping help and were actively comparing options. I wrote a search ad that leads with the specific audience rather than […]
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Cold lead nurture and long-term drips
BACKGROUND This project was for a client in the B2B operations consultancy space, serving the logistics sector. The goal was to nurture cold leads who had downloaded a resource into warm prospects without defaulting to a generic sales cadence. I wrote a four-email drip sequence that opens by delivering the promised resource and immediately asking […]
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Re-engagement or win-back flows
BACKGROUND This project was for a client in the handmade ceramics and e-commerce space. The goal was to re-engage lapsed subscribers in a way that felt honest enough to either bring them back genuinely or let them go without damaging the relationship. I wrote a three-email sequence that opens with a low-pressure check-in rather than […]
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Post-purchase or customer retention flows
BACKGROUND This project was for a client in the handmade ceramics and e-commerce space. The goal was to build a post-purchase experience that felt personal enough to match the handmade nature of the product and practical enough to reduce friction and encourage repeat purchases. I wrote a four-email sequence that moves from order confirmation through […]
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