Optimising the Customer Journey of a Meta Ad
Why Meta?
If we were forced to choose just one marketing channel for our clients, without a doubt, Meta ads would be our top pick.
Now, we’re not suggesting you ditch all other marketing channels in favour of Meta. Marketing should always take a multi-pronged approach, that works holistically to optimise brand visibility across all channels.
But when budgets run tight, and measuring the effectiveness of of marketing $ is paramount, Meta ads are our go-to recommendation.
Delivering measurable results with detailed analytics, Meta allows us to track and refine your campaigns in real-time. With flexible budgeting, they’re cost-effective while still reaching a broad audience.
BUT, as with any marketing investment, it’s absolutely crucial to get it right. In this post we go beyond boosting posts and look at the customer journey of a Meta ad and how to optimise your creative for maximum impact at the right time, to the right person.
Ad Results
Don’t just take our word for it. We know a thing or two about ads. We work directly with Meta for Business to continually tweak and refine campaigns to get maximum ROAS (return on ad spend). Take a look below at some of our recent client results, reaching returns of up to 36 x ad spend!
Venue 1
Ad spend: $960
Bookings: 83
Avg spend p/booking: $308
ROAS (Return on ad spend): $25,564 // 27 x ad spend
Venue 2
Ad spend: $865
Bookings: 97
Avg spend p/booking: $283
ROAS (Return on ad spend): $27,534 // 32 x ad spend
Venue 3
Ad spend: $988
Bookings: 115
Avg spend p/booking: $313
ROAS (Return on ad spend): $35,995 // 36 x ad spend
But that’s not all…
In this example we’re talking about the monetary return, but it’s also worth noting the results that we can’t put a $ value to. For example, social proof. As the ads circulate, we collect comments, engagement and shares that all act as social proof that your venue is THE place to visit. Let’s also not forget the vast impressions and reach that organic posts simply can’t compete with. Consider this reach a planted seed, although we can’t see it’s value right now, those views have room to bloom from awareness to conversion over the coming months.
Crafting the Journey of a Meta Ad
When crafting Meta ads, it's essential to consider the customer journey—a path that begins with brand discovery and ideally ends with a booking.
Each stage of this journey requires a different approach, as customers move from initial awareness to deeper engagement. By aligning your ad strategy with the customer journey, you can deliver the right message at the right time, effectively guiding prospects toward becoming loyal customers.
Here’s how to optimise your Meta ads at every step of the ad journey.
1. Awareness: The First Impression
Audience
At this stage, you’re targeting people who might have never heard of your brand before. You want to catch their eye and make them curious enough to learn more.
Ad Creative:
Introduce Your Brand: Keep it short and sweet. Give them a quick taste of who you are and what you stand for. But be careful—not too much info, or you might overwhelm them.
Eye-Catching Visuals: Use images or videos that really pop and reflect your brand’s vibe. If the visuals don’t click with your audience, they might just scroll right past.
CTA: Go for a soft approach like "Find Out More" or “View the Menu” rather than a pushy "Book Now." If you’re too aggressive here, you might scare them off before they’re ready.
2. Consideration: Tell me more…
Audience:
Now you’re into retargeting. You’re talking to people who’ve already shown some interest—they’ve visited your website or clicked on your previous ad. They know you’re out there, but they need a little nudge to take the next step.
Ad Creative:
Highlight What Makes You Special: Show them something unique about your offering, like a popular dish or a special deal. If you don’t speak to their specific interests, they won’t see what sets you apart.
Compelling Content: Dive a little deeper into what you offer and why it’s awesome. Address any hesitations they might have.
CTA: This is where you can be a bit more direct with a "Reserve Your Spot" or "Join Now." But if there’s no clear incentive or urgency, they might just keep scrolling.
3. Purchase: Ready to commit
Audience
Now, you're targeting those who are ready to make a decision, possibly after multiple interactions with your ads.
The Landing Page:
Consistency: Ensure your landing page aligns with the ad’s promise—whether it’s a special offer, reservation link, or featured dish. A mismatch can cause confusion and lead to drop-offs.
Mobile Optimisation: Many users will click through on their phones, so make sure your landing page is mobile-friendly, fast-loading, and easy to navigate. Slow or clunky pages can frustrate users and prevent them from making a booking.
Clear CTA: The landing page should have a prominent, easy-to-find CTA—whether it’s “Book Now,” “Order Online,” or “Reserve a Table.” If users have to search for it, they might give up.
How to make it work
1. Avoid Ad Fatigue
Switch up your ad creative regularly to keep your audience engaged and prevent ad fatigue, especially in retargeting campaigns.
2. Showcase Social Proof
Incorporate customer reviews or testimonials in retargeting ad creative helps to build trust and reduce hesitations.
3. Don’t forget to A/B Test
Test different ad elements like headlines and CTAs to see what resonates best with your audience, refining your approach over time.
4. Optimise the Post-Click Experience
Ensure your landing page aligns with the ad’s message, is mobile-friendly, and is easy to navigate to avoid losing potential conversions. A high CTR and low conversion rate could suggest a mismatch between your ad and the landing page.
