Client had run Meta Ads for a study abroad consultancy targeting Malaysia & Cyprus for over a year with stagnant, low quality results and rising cost per lead. I audited the ad account and found two core issues: fatigued creatives misaligned with student concerns, and overlapping audience targeting fragmenting the budget. I rebuilt the account with destination specific ad sets, refreshed intent driven creatives, and weekly performance monitoring. Result: reduced cost per Messaging Conversation, restored consistent lead flow, and a higher share of serious, enrollment-ready students