Campaign architecture

Designed separate campaign structures for female and male buyer segments, each with tailored creative, bidding strategy, and budget allocation based on historical purchase behavior.

Audience strategy

Built audience frameworks for both Advantage+ Shopping Campaigns and manual ad sets, separating prospecting from retargeting across segments.

Creative direction

Directed carousel ad creative for both segments — 6 carousels per campaign — briefed and structured to match each audience's intent and browsing behaviour.

Budget management

Managed daily budgets of $65K COP (female segment) and $25K COP (male segment), with ongoing pacing and performance monitoring on a Mon/Wed/Fri cadence.

Performance tracking

Established alert thresholds for CPM, CPA, CTR, frequency, and ROAS. Weekly KPI reviews with client reporting and campaign adjustments based on data.

Optimization

Applied creative fatigue detection (frequency >2.0), CPA monitoring (pause trigger at >$20K COP for 3 consecutive days), and ROAS floor management (<3x for 5+ days = campaign review).