Our collaboration revolved around establishing a complete strategy to structurally provide Orlando with local work. Although Meta Ads was central, we started broadly: analysis, strategy and technical setup.

Website, market and search behavior analysis

We started with a thorough evaluation of the website and investigated the search behavior of potential customers. This gave us insight into where the opportunities lay. For extra strategic depth, we also performed a keyword analysis for Google Ads.

Determining USPs and campaign structure

Based on our analysis, we clearly identified the unique benefits of Orlando’s services. These USPs formed the basis for the campaign texts, visuals and target group segmentation.

Targeting and segmentation

We focused on specific regions in the South of the Netherlands. Within these areas, we selected interests. In addition, we experimented with open targeting and demographic variables to discover who converted best.

Funnel structure and technical setup

We built a complete funnel with acquisition and retargeting campaigns. We also set up Pixel and CAPI correctly for reliable tracking. Exclusions within the funnel prevented overlap between target groups.

Optimizations based on data

Thanks to the dashboard, we were able to quickly gain insights into performance per target group. For example, we discovered that a temporary discount promotion led to a reduction in CPA of €4, and we were able to continuously adjust campaigns based on current results.