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Michael F. Esan's avatar
Michael F. Esan
Lagos, Nigeria
Facebook(Meta) & Google Ads Expert | AI Automation
5.0
Rating
14
Followers
Facebook(Meta) & Google Ads Expert | AI Automation
Cover image for Facebook Ads Targeting Just Changed!
Facebook Ads Targeting Just Changed! Here's What It Means… Meta just quietly rolled out a new AI targeting feature, and I think it's more interesting for where it's heading than what it actually does right now. Let me break it down. Inside Ads Manager, at the ad set level under detailed targeting, some accounts now have a new option: "Describe your audience." Instead of manually scrolling through interest categories trying to guess the right ones, you literally write a description, up to 2,000 characters, of who your ideal customer is, and Meta's AI generates relevant detailed targeting suggestions based on that. For example: "small to medium business owners currently running their own Meta ads" or "in-house performance marketers running ads for large corporations." You paste that in, hit generate, and it spits out targeting categories that match. Full disclosure, when I tested this live, it was buggy and didn't generate anything. Worth flagging because new Meta features often roll out rough before they're stable. But I'd tested it earlier and it worked fine, and honestly the suggestions were solid, it even surfaced targeting options I didn't know existed, despite having run ads on my own business for years. Here's the honest take on where this stands right now: in its current form, it's mostly just a time-saver. It helps you find relevant categories faster and might unearth options you'd missed. But detailed targeting itself has become far less influential in how Meta actually decides who sees your ads compared to a few years ago, everything you select is treated more as a "suggestion" than a hard rule these days. But here's why I think this feature actually matters long-term: I'm confident this evolves into something bigger. Right now, your description gets translated into pre-existing categories. Eventually, I'd expect Meta to skip that translation step entirely and target directly off your description , letting you get incredibly specific instead of being boxed into broad existing categories. Think about the difference between "people interested in marketing" (a huge, vague category) versus "in-house performance marketers running Meta ads for large corporations" (a tiny, precise group that's exactly who you want). If Meta can eventually target that specifically, you could reach far fewer people, spend less overall, and get equal or better results, because you're not paying to reach anyone outside your actual audience. This would likely mean higher cost per impression for that hyper-specific audience (great for Meta's revenue), but potentially much stronger ROI for advertisers who know exactly who they're trying to reach. Worth keeping an eye on. If your account has this feature, it costs nothing to test it and see what it surfaces, even in its current limited form, it might reveal targeting options you've been missing. Follow along, I'll keep you updated as this rolls out further. 👀
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Cover image for Running Meta Ads is EASY
Running Meta Ads is EASY Once You Understand This With everyone's feed getting flooded with obvious AI-generated content, there's one strategy that's actually working better than ever right now, and it's the exact opposite of AI slop: using real creators in your ads. Here's why this matters. Nobody's favorite creator is AI-generated. People trust real humans they already follow, not generic content. So instead of fighting that, you lean into it, you partner with creators who already have your audience's attention and trust, and you use that in your ads. The ad format for this is called Partnership Ads. It's when a creator's profile and your business's profile are both tied to the ad, so you're tapping directly into their audience, the people who are already primed to pay attention because it's coming from someone they follow. And the data backs this up hard: partnership ads see a 13% higher click-through rate and a 71% higher brand lift compared to regular ads. That's not a small bump, that's a meaningfully different result. Here's how to actually find the right creator and make this work: 1. Know your audience first, then match the creator to them Don't just pick whoever has the biggest following. Pick someone your specific target audience already follows and trusts for that topic. A creator can have millions of followers and still be the wrong fit if their audience doesn't overlap with your buyers. Relevance beats reach every time here. 2. Use the Creator Marketplace to shortcut the search It analyzes your business account and suggests relevant creators automatically. Start with the ones already actively doing partnership ads with other brands, they're more likely to respond, and if brands are already spending budget with them, there's a good chance it's working. 3. Send outreach through the platform, not cold DMs Generic "we'd love to work with you" messages get ignored, especially by bigger creators drowning in inbound. Messaging through the Creator Marketplace routes into a separate inbox that creators actually check for business inquiries, way better response rate. 4. Get usage rights, not just a post This is the part people skip. A creator posting once to their own audience gets you a short burst of visibility, most of the value disappears within 24 hours. But if you negotiate permission to run their content as paid ads, you can keep leveraging their trust and face for months, sometimes years. Often costs little to nothing extra to add this in. 5. Work with a few creators, not just one Results can vary creator to creator. Start with 2-4 rather than betting everything on a single partnership. Increases your odds that at least one significantly outperforms your standard ads. 6. Be specific about some things, flexible on others Be crystal clear on the call-to-action and the hook structure (ask for multiple different openings/hooks so you get more usable creative variations). But let the creator write their own script and delivery, they know how to talk to their own audience better than you do. Don't over-direct the creative itself. One more thing worth checking before you partner with anyone do your due diligence. Have they talked about your product category before? Was it positive? Any past controversy that could reflect on your brand? Worth a quick check before committing. Bottom line: in a feed full of obviously-AI content, a real trusted face recommending your product is one of the strongest scroll-stoppers left. Worth testing even with a modest budget. Follow along, more of these breakdowns coming. 👀
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Cover image for This is not about a
This is not about a targeting fix or a bidding hack, it's about something a lot of advertisers refuse to consider. Let me tell you about a client I took on. This business had ads that used to work really well. Solid return on ad spend, consistent sales, all built around one product, a bestseller that was great for bringing in new customers. Then slowly, over time, results just... died. Not overnight. Just a steady decline until they were unprofitable across the board. The obvious answer would be "ad fatigue, right? Just refresh the creative." Except they'd already done that. New ads, new angles, tested regularly. Still declining. So something else was going on. Here's what I found when I actually dug in: the reviews for that hero product weren't great. Not terrible, just... "fine." "A bit disappointing." "There are better alternatives." And they had direct competitors selling something very similar, with better reviews. That gap was quietly killing their ability to acquire customers, no matter how good the ad creative was. So here's the uncomfortable truth in this: your ads don't operate in a vacuum. People don't just click and buy blindly anymore. They check reviews, they ask a friend, increasingly they'll even ask ChatGPT "is this actually good, or is there something better?" And your ad is only as strong as what happens when someone goes looking for a second opinion. There's also a compounding effect most people don't think about, negative word of mouth spreads faster and harder than positive word of mouth. One bad experience gets told to friends, who tell their friends. It snowballs quietly in the background while you're staring at your ad account trying to figure out why performance dropped. The real question isn't "is my product good?" It's "is my product better than the alternative someone can find in 30 seconds of searching?" That's the actual bar. So what do you actually do if this is happening to you? → Go straight to your reviews; the bad ones AND the good ones. Bad reviews tell you exactly what to fix. Good reviews tell you what to lean into and emphasize more. → Don't scale spend on a product with mediocre feedback. It just accelerates the negative word of mouth. Fix the product experience first, then pour fuel on it. → If one part of your range has strong reviews and another doesn't, consider shifting your ad budget toward what's actually earning trust, rather than what's just good at grabbing initial attention. In this case, the fix wasn't a new campaign structure or a smarter bid strategy. It was telling the client to stop aggressively pushing the one product with weak reviews and shift toward products people were actually raving about. Painful short-term call. Completely turned the account around. Sometimes the biggest lever in your ad account isn't in your ad account at all. Follow along, more real breakdowns like this coming. 👀
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Cover image for User behavior on Facebook and
User behavior on Facebook and Instagram has genuinely shifted, and if you're still tracking your ads the old way, you're probably underestimating how well they're actually working. Here's the stat that stood out to me: Gen Z is twice as likely to make a purchase WITHOUT ever clicking on the ad. Doesn't mean the ad didn't work, it means the journey from ad to sale got messier. Here's what's actually happening: someone sees your ad, doesn't click, and instead goes and checks reviews, searches for the product on Google, looks up a creator they trust in that niche, maybe hunts for a discount code, then eventually buys, completely separate from that original ad interaction. The ad still did its job. It just doesn't get credit for it. And this creates a real problem: if your tracking only counts click-through conversions, your ad account is going to massively under-report your actual results. You'll look at your numbers, think a campaign isn't performing, and either kill it or fail to scale it, when in reality it's working way better than what you're seeing. Here's what actually helps: Turn on view-through attribution, not just click-through Inside your ad set settings, there's an attribution window setting. Most accounts default to click-through only. Add view-through (max window is 1 day) so you're at least capturing people who saw the ad, didn't click, but converted shortly after. It's not a perfect fix, attribution windows used to be way longer, but it captures more of what's actually happening. Set up Conversions API, not just the Meta Pixel Most advertisers stop at the Pixel. But Conversions API does a much better job matching purchases to your ads when the customer journey isn't a straight line, which, as we just covered, is becoming more the norm, not the exception. If it feels technical, this is a cheap, easy thing to outsource on Upwork or Fiverr, well worth it for the data accuracy alone. Consider proper attribution software if you want full visibility For a true picture of what your ad spend is actually generating (including delayed or indirect conversions), third-party attribution tools give you a level of accuracy Meta's own reporting just can't match on its own. The bigger picture here: this trend is only going to grow. More people, not just Gen Z, are getting into the habit of double-checking things before they buy. Reviews, trusted creators, even asking AI tools "is this actually good, or is there something better?" That means two things matter more than ever going forward: your tracking needs to catch up to how people actually behave now, and your actual offer/reviews/reputation need to be genuinely strong, because verification before purchase is becoming the default, not the exception. Follow along, more of this kind of breakdown coming. 👀
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Facebook Business Manager(11)
Adenike Ajiboye's avatar
Adenike Ajiboye
Abuja, Nigeria
Social Media Manager driving growth through planned strategy
Social Media Manager driving growth through planned strategy
Cover image for TaskMeUp Role: Social Media Manager Industry: Professional
TaskMeUp Role: Social Media Manager Industry: Professional Services Platforms Managed: Facebook, Instagram, X, TikTok & LinkedIn What I Did: Developed and executed multi-platform content strategy Created engaging short-form video and branded content Managed community engagement and audience growth Tracked analytics and optimized content for conversions Results: Increased engagement rate across platforms Achieved steady follower growth Generated qualified client inquiries Contributed to consistent client acquisition and service bookings.
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44
Cover image for DSocial Media Tycoon Role: Social Media
DSocial Media Tycoon Role: Social Media Manager Industry: EdTech / Digital Skills Startup Platforms Managed: Facebook, Instagram, X, TikTok & LinkedIn What I Did: Setup and optimized the social media platforms. Developed and executed multi-platform content strategy Created high-performing short-form video content Managed community engagement and audience growth Tracked analytics and optimized content for reach and conversions Supported brand positioning as an early-stage startup Results: Massive growth in video views across platforms Significant increase in engagement rate Strong learner acquisition growth Elevated brand visibility and recognition Visible digital presence contributed to acceptance into reputable incubator programs as an early stage startup, as well as a workspace voucher award for the brand (May–October 2025).
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44
Cover image for The O’Apartment Role: Social Media Manager Industry:
The O’Apartment Role: Social Media Manager Industry: Short-Term Rental / Hospitality Platforms: Facebook, Instagram & TikTok What I Do: Set up and optimized all social media platforms at launch Develop and execute a monthly content calendar Create short-form videos, reels, carousels, and branded graphics Manage community engagement (DMs, comments, inquiries) Track analytics and optimize content performance Implement growth strategies focused on increasing bookings Ongoing Results: Consistent follower growth Increased engagement rate High-performing short-form videos with strong views Social media traffic converting into booking inquiries and confirmed stays.
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Cover image for Industry: Short-Term & Long-Term Rental
Industry: Short-Term & Long-Term Rental (Airbnb) Platforms Managed: Facebook & Instagram What I Did: Set up and fully optimized Facebook and Instagram business pages Developed and executed a strategic monthly content calendar Created engaging creative assets: reels, short-form videos, graphics, and carousel posts Scheduled and managed content via Meta Business Suite Handled community management (DMs, comments, inquiries) Managed paid advertising campaigns using Meta Ads Manager Results: Achieved rapid follower growth with a consistent 30% month-over-month increase Increased engagement rate by 50% Generated 250+ qualified leads monthly Contributed to consistent overbooking for both short- and long-term rental stays
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65
Facebook Business Manager(4)
Esther Adewumi 's avatar
Esther Adewumi
proLagos, Nigeria
Social Media Manager | Meta Ads Expert | Brand Growth
$1k+
Earned
3x
Hired
5.0
Rating
224
Followers
Social Media Manager | Meta Ads Expert | Brand Growth
Cover image for Content Management & Meta Shop Optimization for QURLQUEST
Content Management & Meta Shop Optimization for QURLQUEST
7
20
Cover image for Social Media Management and Social
Social Media Management and Social Media Design for Corporate Law Firm Social media design developed for a law firm specializing in foreign trade, real estate law and corporate governance. The visual direction combined a dark navy blue and gold palette with premium beige, creating a sophisticated and trustworthy aesthetic aligned with the firm's positioning in high-value legal markets.
2
2
50
Cover image for Esthetician Social Media Templates |
Esthetician Social Media Templates | Beauty & Skincare Designed a collection of elegant, feminine social media templates for estheticians and beauty professionals. The designs combine a soft beauty aesthetic with clean layouts and clear visual hierarchy to create content that feels premium, polished, and brand-consistent. The templates are designed for promoting skincare services, treatments, offers, educational content, and client-focused messaging while making it easier for beauty brands to maintain a cohesive Instagram presence. Services: Social Media Template Design Beauty & Skincare Branding Instagram Content Design Promotional Graphics Visual Layout & Typography Branded Content Templates
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Cover image for Digital Banking Social Media Design
Digital Banking Social Media Design Pack Designed a professional social media design pack for digital banks and fintech brands, focused on communicating trust, security, innovation, and financial services through clear, modern visuals. The designs were created to help financial brands strengthen their digital presence, communicate services more effectively, and create a consistent visual identity across social media and campaigns. Services: Social Media Design Fintech & Financial Services Graphics Promotional Campaign Design Branded Social Media Assets Visual Communication & Layout Design Focus: Brand credibility • Innovation • Clear communication • Digital presence
2
72
Facebook Business Manager(1)
Olubade Esther's avatar
Olubade Esther
Ibadan, Nigeria
Creative VA | Meta Ads, SMM & Graphic Design
$1k+
Earned
2x
Hired
5.0
Rating
90
Followers
Creative VA | Meta Ads, SMM & Graphic Design
Cover image for Instagram & Facebook Page
Instagram & Facebook Page Setup For this project, I worked on setting up and optimizing a professional presence on both Instagram and Facebook to ensure strong brand visibility and credibility. My responsibilities included: ✔️ Creating and setting up fully optimized Instagram and Facebook business pages ✔️ Designing a cohesive and visually appealing profile (profile picture, highlights, and layout) ✔️ Writing engaging and clear bio descriptions aligned with the brand identity ✔️ Linking both platforms for seamless management and marketing ✔️ Setting up call-to-action buttons (WhatsApp, Contact, etc.) ✔️ Ensuring the pages are ready for content, growth, and advertising The goal of this project was to build a solid foundation for the brand to grow online, attract the right audience, and convert visitors into clients. This setup allows the brand to show up professionally, stay consistent, and scale effectively using both organic content and paid ads.
3
380
Cover image for Title & Overview Project Title: AI-Driven
Title & Overview Project Title: AI-Driven Ad Creatives: Gemini vs. ChatGPT Performance Test Role: Creative VA / Graphic Designer Tools Used: Gemini (Imagen 3), ChatGPT (DALL-E 3), Canva The Goal (The Challenge) In modern e-commerce marketing, high-quality product photography is vital, but traditional studio shoots are expensive and take weeks to organize. As a Creative VA, my goal was to build a rapid, zero-cost workflow to generate high-end, scroll-stopping ad concepts using generative AI. I set up a head-to-head split test using the exact same commercial prompt across two leading AI engines to determine which platform produces superior assets for conversion-focused Meta Ads. 🛠️ The Execution & Workflow I engineered a highly detailed marketing prompt focusing on complex luxury textures, lighting, and reflections: "Professional studio product photography of a premium glass perfume bottle resting on a block of raw pink Himalayan salt. Surrounded by floating water droplets and wild orchids. Dramatic luxury lighting, high-end e-commerce style, hyper-realistic, square aspect ratio, 1:1 format." My Technical Adjustments: Forced both platforms into a 1:1 square aspect ratio to maintain symmetry for ad placement. Analyzed how each engine managed organic elements (orchids, salt rocks) versus synthetic structures (glass perfume bottles, text typography). 📊 The Results & Insights I published the side-by-side comparison to my professional network to test real-world user engagement. The outputs revealed massive differences in platform logic: Gemini (Imagen 3): Excelled at hyper-realistic editorial lighting, sharp background contrast, and crisp text rendering on the product label. Best for clean, high-impact catalog ads. ChatGPT (DALL-E 3): Mastered atmospheric styling, producing a warm, cinematic lifestyle glow and highly intricate glass detailing. Best for emotional, narrative-driven social feeds. By mastering these specific AI engines, I cut down visual production timelines from days to minutes. This allows my clients to rapidly A/B test premium ad variations on Meta without burning through their photography budgets.
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5
Cover image for AI-Driven Ad Creatives: Gemini vs. ChatGPT Performance Test
AI-Driven Ad Creatives: Gemini vs. ChatGPT Performance Test
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0
Cover image for Luxury Abaya Fashion Campaign Spec
Luxury Abaya Fashion Campaign Spec Creative A cinematic luxury fashion video concept created as a spec creative for a premium abaya brand. The concept explores how modest fashion can be presented through elegant visual storytelling, focusing on fabric movement, craftsmanship, coordinated abaya and hijab styling, and a refined Middle Eastern luxury aesthetic. I developed the creative direction, visual concept, scene structure, continuity, and AI-assisted production approach to create a premium short-form fashion campaign designed for Instagram Reels and TikTok. The goal was to demonstrate how AI-assisted creative production can be used to develop polished fashion content while maintaining a strong visual identity and storytelling direction. Category Video & Animation or Social Media Content if Contra gives you that option. Services / Skills Social Media Content Content Strategy Creative Direction Video Content Fashion Marketing AI Content Creation Visual Storytelling Short-Form Video Tools Google Gemini AI video generation capcut Project type Spec / Concept Project Industry Fashion & Apparel / Luxury Fashion
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189
Facebook Business Manager(1)
Sharon Olusanya's avatar
Sharon Olusanya
Ibadan, Nigeria
Social Media Strategist | Beauty, Fashion & E-commerce
5.0
Rating
252
Followers
Social Media Strategist | Beauty, Fashion & E-commerce
Cover image for Fashion Facebook Ads Campaign
Fashion Facebook Ads Campaign
4
23
Cover image for Men's Fashion Meta Ads Campaign
Men's Fashion Meta Ads Campaign
6
8
Cover image for Social Media Design System for
Social Media Design System for an Online Learning Platform I designed a cohesive social media campaign for an online learning platform with the goal of increasing brand awareness, audience engagement, and course enrollment. The project focused on creating visually compelling content that maintained a consistent brand identity while encouraging interaction across multiple social media platforms. The design system included promotional posts, educational content, interactive quizzes, community announcements, instructor highlights, offer promotions, Instagram Stories, and branded templates. Every design was created to balance creativity with marketing strategy, ensuring each post served a clear purpose while remaining visually engaging. My Process: Developed a vibrant visual identity using bold orange and blue brand colors. Designed reusable templates for consistent branding. Created interactive content such as quizzes and community posts to improve engagement. Designed promotional graphics for discounts, featured instructors, and course highlights. Optimized layouts for Instagram Feed and Stories to maximize visibility and user interaction. Maintained clean typography and strong visual hierarchy for readability across mobile devices. Deliverables: Complete Instagram feed design system Instagram Story designs Promotional campaign graphics Interactive quiz templates Community engagement posts Instructor spotlight templates Reusable branded social media templates Tools Used: Canva Adobe Illustrator Photoshop Results The final design system provided the brand with a professional and recognizable social media presence that could easily scale across future campaigns. The reusable templates streamlined content creation while strengthening brand consistency and improving audience engagement.
3
196
Cover image for Nature-Inspired Beauty Social Media Marketing Campaign
Nature-Inspired Beauty Social Media Marketing Campaign
3
15
Facebook Business Manager(2)
Oluwaseun Aderemi B's avatar
Oluwaseun Aderemi B
Lagos, Nigeria
Digital Growth Architect | 14x ROAS Framework
5.0
Rating
10
Followers
Digital Growth Architect | 14x ROAS Framework
Cover image for Digital Growth & Search Infrastructure Architecture
Digital Growth & Search Infrastructure Architecture
0
2
Cover image for How We Reduced Meta Ad
How We Reduced Meta Ad Costs While Improving Results Every business wants more leads and sales—but not at the expense of rising advertising costs. One of our recent clients, Vitality Vibes, approached us to improve the performance of their Meta advertising campaigns. The objective was straightforward: generate better results while lowering customer acquisition costs. After optimizing campaign structure, audience targeting, creative strategy, and performance tracking, we were able to improve campaign efficiency and reduce advertising costs while maintaining stronger overall performance. Here's what the client had to say: "Looking for a professional to help you run profitable Meta Ads, Oluwaseun is one of the best. He made our Meta Ads cheaper with better results. Thank you." — Vitality Vibes ⭐⭐⭐⭐⭐ Results like these aren't achieved by simply increasing ad spend. They're the outcome of data-driven optimization, continuous testing, and a strategy focused on profitability rather than vanity metrics. What I Help Businesses Achieve • Lower cost per acquisition (CPA) • Higher return on ad spend (ROAS) • Better campaign structure • Smarter audience targeting • Increased conversions • Scalable Meta Ads growth Whether you're an e-commerce brand, retail business, hospitality company, or service provider, my goal is simple: help you turn advertising spend into measurable business growth. If you're looking for a Meta Ads specialist who combines performance marketing with SEO and digital growth strategy, I'd be happy to discuss your project. Let's build campaigns that scale profitably. #MetaAds #FacebookAds #InstagramAds #PerformanceMarketing #DigitalMarketing #LeadGeneration #BusinessGrowth #MediaBuying #MarketingStrategy #Contra
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Cover image for Most businesses in Nigeria are
Most businesses in Nigeria are doing digital marketing backwards. They boost posts before they have a Google presence. They run ads before they have reviews. They chase followers before they have search visibility. Here's the order that actually works: Step 1 — Build your search foundation. Google Business Profile. Optimized. Active. Review-generating. Step 2 — Build your content infrastructure. YouTube. Pinterest. Platforms that compound over time. Step 3 — Pour fuel on the fire. Now run your ads. Now boost your posts. Because now you have something to send people to. I proved this with a retail fashion brand in Ibadan. April to June. 90 days. ₦483k ad spend. ₦2.51M revenue. The ads didn't win alone. The ecosystem did. 42,249 impressions. 1,170 engagements. 26,854 audience reach — all engineered, not boosted. Stop building on sand. If your business needs the foundation before the fire, I build that.
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Cover image for [Project] ₦25.6M Revenue Scaling: The
[Project] ₦25.6M Revenue Scaling: The "Search Trap" Strategy The Result: Generated ₦25,069,870 in Gross Revenue (Q1 2026) with a 19.8x ROAS. The Strategy: Architected a multi-channel "Search Trap" to dominate the beauty wholesale market during a 75% inventory deficit. SEO: Secured #1 Google Ranking for high-intent regional keywords. Ads: Optimized Meta Funnels to drop CPC from ₦430 to ₦91. Video: Generated 8,300+ organic views on YouTube via search-led content. Scale: Leveraged a 2,000-person CRM to build high-fidelity 1% Lookalike Audiences. Full Technical Breakdown & Data Proof: https://checkered-swamp-e12.notion.site/CASE-STUDY-Scaling-E-commerce-Revenue-to-25-6M-via-Search-SEO-Meta-Precision-e931c4ea91e94c4d9dfdf5911bed67ae
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Facebook Business Manager(1)