Leonardo Da Fiume

Client: A boutique fragrance house aiming to scale their D2C (Direct-to-Consumer) revenue and lower acquisition costs.

The Challenge:

The brand was stuck in a "lifestyle posting" loop with zero conversion focus. Despite high-quality products, the Meta account was underperforming, with a high CPA and a fragmented funnel that failed to capture high-intent shoppers.

My Approach: Data-Driven Performance

Full-Funnel Meta Strategy: I overhauled the account structure, implementing a rigorous TOF (Prospecting) to BOFU (Retargeting) pipeline. I introduced Dynamic Product Ads (DPAs) to recover abandoned carts and high-intent browsers.

Creative Strategy & Hook Testing: Shifted from static images to "Sensory Storytelling" through high-energy Reels and carousels. I managed the creative direction, focusing on thumb-stopping hooks and clear Call-to-Actions (CTAs) that optimized for CTR.

Scaling & Optimization: Implemented a weekly testing sprint for audiences (LALs vs Broad) and creative assets, ensuring budget was aggressively pushed toward winning variants to maximize ROAS.

The Deliverables:

4.8x Average ROAS maintained over a 9-month period.

140% Increase in Monthly Revenue directly attributed to Meta Ads.

32% Reduction in CPA (Cost Per Acquisition) within the first quarter.

Full Funnel Management: Managed end-to-end strategy, from technical pixel setup to creative briefing and daily spend optimization.

"We didn't just fix a feed; we built a revenue engine that consistently delivered a high return on ad spend."

Client: An urban dining concept [o Fine Dining/Bistro] looking to increase mid-week bookings and establish a premium brand presence in a saturated local market.

The Challenge:

The restaurant was invisible to local residents online. Organic reach was stagnant, and previous ad attempts were "spraying and praying" without targeting local intent, resulting in high spend with no measurable increase in table reservations.

My Approach: Localized Performance & Geofencing

Hyper-Local Targeting: I deployed a precision Geofencing strategy, targeting high-value users within a 5-10km radius. By layering interests like "Fine Dining" and "Wine Lovers," I ensured the brand appeared to the right people at the right time (dinner/weekend prep).

Frictionless Booking Funnel: I integrated Meta Lead Forms and direct "Book Now" CTAs that linked straight to the reservation system. This allowed us to track the exact ROI of every campaign based on successful bookings.

High-Impact Content Direction: Directed a visual pivot toward "Atmospheric Reels." We focused on the 'vibe' and the 'plating process' to drive emotional engagement, which resulted in a 3x increase in organic shares and saves.

The Results (6-Month Period):

65% Increase in Monthly Online Bookings directly from Meta Ads.

28% Reduction in Cost Per Lead (CPL) by optimizing audience segments and creative hooks.

3.5x Estimated ROAS based on average customer spend vs ad investment.

Community Growth: Grew the local follower base by 45% with a 300% increase in monthly engagement.

"We transformed their social presence from a digital menu into a high-converting customer acquisition engine."