Audience strategy
Reach relevant audiences using geography, interests, customer signals and behavioural intent.
Meta Ads /// Facebook + Instagram
Turn attention
into
customer action.
Meta Ads work differently from search. The customer may not be looking for you yet — so the creative, offer and audience have to create enough interest to move them toward the next step.
Campaign Creative
Hospitality offer
Sponsored
Friday Night /// Melbourne
Dinner plans just got easier.
Discover the venue, the offer and the experience — then book in a few clicks.
Book Now/// Local Campaign
Hook
Attention
Offer
Interest
CTA
Action
The challenge
People are not scrolling Instagram hoping to see your ad.
You have to earn the interruption.
That means the first job of the campaign is attention. Then the creative, message and offer have to create enough relevance for the customer to care, click and eventually convert.
Meta Ads capability
Creative, audience and conversion working together.
Creative direction
Build ads around strong hooks, offers, visual clarity and messages that stop the scroll.
Campaign structure
Separate prospecting, retargeting, offers and conversion goals so performance is easier to understand.
Retargeting
Reconnect with people who already visited, engaged, viewed content or showed buying intent.
Conversion journeys
Connect the ad to a landing page, booking flow or offer that makes the next step obvious.
Testing & optimisation
Test creatives, hooks, audiences and offers to find combinations worth scaling.
Meta Growth Funnel
Scroll /// stop /// act.
Meta campaigns work when each stage earns the right to move the customer one step further.
01
Attention
A strong visual or hook earns the first second of attention in the feed.
02
Interest
The ad communicates a relevant reason to care — offer, experience, benefit or problem solved.
03
Intent
The customer clicks, visits, engages or moves closer to a booking or enquiry.
04
Retargeting
People who did not convert immediately can be re-engaged with more relevant messaging.
05
Conversion
The campaign turns attention into a booking, enquiry, purchase or other measurable action.
Creative strategy
The ad has to win before the media buying can.
Better targeting cannot rescue weak creative forever. Strong Meta campaigns need enough creative variety to learn what audiences actually respond to.
Hook
Earn the first second
Lead with the problem, desire, offer, contrast or curiosity that makes the customer stop.
Message
Give them a reason to care
Make the benefit immediately understandable without forcing the customer to decode the ad.
Visual
Design for the feed
Use imagery and creative direction that feels native enough to earn attention but clear enough to sell.
CTA
Make the next step obvious
Once interest exists, the customer should immediately understand what to do next.
Meta Ads for Hospitality
Create demand before the customer starts searching.
Search captures existing intent. Social can introduce the restaurant, event, offer or experience before that intent exists.
01
Restaurant offers
Promote lunch specials, seasonal offers, happy hours and limited-time menus.
02
Functions & events
Generate interest for birthdays, corporate events, engagement parties and private functions.
03
New location launches
Build awareness around a new venue, suburb or opening period.
04
Retarget website visitors
Reconnect with people who viewed menus, functions pages or booking pages.
05
Brand awareness
Stay visible in local audiences before they are ready to search or book.
06
Promotions & occasions
Support Valentine's Day, Mother's Day, Christmas, events and special campaigns.
Audience journey
Not every customer should see the same ad.
Prospecting
Introduce the business.
Reach people who may fit the customer profile but have not yet interacted with the brand.
Location-based audiences
Relevant interests and behaviour
Broad algorithmic discovery
Lookalike opportunities
Offer and creative testing
Retargeting
Continue the conversation.
Re-engage people who already know something about the business but have not yet taken the desired action.
Website visitors
Instagram engagers
Facebook engagers
Video viewers
Customer and lead audiences
Measurement
Optimise around outcomes, not vanity metrics.
Reach
How many relevant people are actually seeing the campaign?
CTR
Is the creative generating enough interest to earn clicks?
CPC
What does each visit cost?
Landing page views
Are clicks translating into real website visits?
Leads / bookings
Are campaigns generating meaningful customer actions?
Cost per result
How efficiently are those outcomes being generated?
Creative performance
Which hooks, messages and visuals are producing stronger response?
Offer matters
Better media buying cannot fix an offer nobody wants.
When campaign performance is weak, the problem may be targeting, creative, landing page or the offer itself. The job is to diagnose the constraint before throwing more budget at it.
Campaign thinking
01
Is the offer compelling enough?
02
Does the creative communicate it clearly?
03
Are we reaching the right audience?
04
Does the landing experience match the ad?
05
Can the conversion be measured properly?
06
Is the campaign worth scaling?
Facebook /// Instagram
Need campaigns people actually notice?
Let's look at the audience, creative, offer and customer journey before deciding where the next dollar should go.