Audience targeting 

Defined and tested local audiences in Medellín based on demographics, interests, and behavioural signals relevant to dental services.

Creative briefing

Directed ad creative for both image and video formats. Video outperformed image across both accounts.

Ad copy

Wrote all copy for both clients across four campaigns, tailored to each clinic's tone and offer.

Budget pacing

Managed daily and lifetime budgets to hit lead targets without overspending.

Reporting

Tracked results weekly and adjusted targeting, creative, and bidding based on performance data.

Campaign optimization

Iterated on underperforming ad sets, pausing low-efficiency audiences and reallocating spend toward what was converting.