Meta (FB and Instagram) Ad Experimentation

Project: Meta Ad Campaign with A/B Testing for Free Trial Conversions Project Overview We are seeking an experienced Meta Ads freelancer to strategize, set up, and manage a comprehensive advertising campaign on Facebook and Instagram. The primary goal of this campaign is to drive high-quality leads by optimizing for free trial conversions. A significant component of this project will involve rigorous A/B testing to identify the most effective ad creatives, targeting, and messaging to achieve the highest possible Return on Ad Spend (ROAS). Objective The core objectives of this project are to: Generate Qualified Leads: Acquire new users by driving sign-ups for our free trial. Optimize for Conversions: Maximize the number of free trial registrations. Determine Best ROAS: Through methodical A/B testing, identify and scale ad strategies that yield the highest Return on Ad Spend. Gain Actionable Insights: Provide data-driven insights into audience behavior, ad performance, and conversion funnels. Scope of Work The selected freelancer will be responsible for the following tasks: 1. Strategy & Planning Audience Research: Conduct in-depth research to identify core target audiences and potential lookalike audiences based on our existing customer data (which will be provided). Competitive Analysis: Analyze competitors' ad strategies on Meta platforms. Campaign Structure: Develop a detailed campaign structure including campaign objectives, ad set strategies, and ad creative concepts tailored for A/B testing. 2. Campaign Setup & Implementation Ad Account Audit & Setup: Ensure proper setup and health of our Meta Ad account, including pixel implementation verification and event tracking for free trial conversions. Campaign Creation: Set up campaigns, ad sets, and ads within Meta Ads Manager. Ad Creative Development: Develop multiple variations of ad copy (headlines, primary text, calls-to-action). Suggest and/or create various ad creative types (images, videos, carousels) optimized for performance on Meta platforms. (We can provide existing brand assets and guidelines). Audience Targeting: Implement precise targeting strategies using detailed demographics, interests, behaviors, custom audiences, and lookalike audiences. 3. A/B Testing & Optimization Test Design: Design comprehensive A/B tests for various campaign elements including: Ad creatives (visuals, copy) Audience segments Placements (Facebook Feed, Instagram Stories, Audience Network, etc.) Bid strategies Call-to-Action buttons Continuous Optimization: Actively monitor campaign performance daily and make data-driven adjustments to optimize for free trial conversions and ROAS. This includes pausing underperforming ads, scaling successful ones, and reallocating budget. Funnel Optimization: Collaborate with our team to ensure the landing page experience is optimized for conversion from the ad click to free trial signup. 4. Reporting & Communication Regular Reporting: Provide weekly performance reports detailing key metrics (impressions, clicks, CTR, CPC, CPM, conversions, CPL, ROAS). Insights & Recommendations: Offer actionable insights from A/B tests, explaining what worked, what didn't, and why, along with clear recommendations for future iterations. Scheduled Calls: Participate in regular video calls to discuss progress, challenges, and next steps. Key Deliverables Comprehensive Meta Ads campaign strategy document. Fully set up and live Meta Ads campaigns with A/B testing frameworks in place. Variations of high-performing ad creatives and copy. Weekly performance reports with detailed analysis and actionable insights. Final campaign summary report with key learnings and recommendations for long-term strategy. Required Skills & Experience Proven experience managing successful Meta Ads campaigns with a focus on conversion optimization and ROAS. Demonstrable expertise in setting up, monitoring, and optimizing Meta Pixel and conversion events. Strong understanding of A/B testing methodologies and statistical significance in ad campaigns. Proficiency in creating compelling ad copy and collaborating on visual creative concepts. Excellent analytical skills with the ability to interpret data and provide actionable recommendations. Strong communication skills and a proactive approach to collaboration. Portfolio/case studies demonstrating previous success in driving free trial sign-ups or similar lead generation goals. Timeline We are looking to launch this campaign within [X] weeks of freelancer selection and anticipate an initial engagement period of [Y] months, with the potential for extension based on performance. Reporting & Communication The freelancer will report to [Your Nam