Reymar Pabito
$10/hr
Facebook Media Buyer | Facebook Ads Specialist
- Reply rate:
- -
- Availability:
- Hourly ($/hour)
- Age:
- 27 years old
- Location:
- Pagadian City, Zamboanga Del Sur, Philippines
- Experience:
- 1 year
My Case Study
FACEBOOK
MEDIA BUYER
MASTERCLASS
CASE STUDY
Prepared by: Reymar Pabito
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PAGE 1
Business Overview
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Coach Dearly Plinky
The business focuses on providing a high-quality
online course for aspiring freelancers, specifically as
a Facebook Media Buyer. The course is priced at
₱9,999 ($174.38) and includes the following:
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Lifetime Access to Updated Pre-recorded Lessons
60-Day Action Plan & Accountability Tracker
Actionable Assignments & Phase Quizzes
Interactive Exclusive Facebook Support Group
Live Bi-Weekly Coaching and Q&A Sessions via
Zoom with Replay
Intensive Internship Program
Personalized Portfolio Assessment & Feedback
Issuance of Certificate After Course Completion
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Assets of the
Business
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PAGE 2
Facebook Page
Facebook Page with 138k followers
759 positive Facebook Page reviews
1000+ Success Stories, both screenshot
and long-form videos
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Assets of the
Business
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PAGE 3
Instagram Account
Instagram account with 2,318 followers
and 1,059 posts
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Assets of the
Business
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PAGE 4
TikTok Account
TikTok account with 136.6K followers
and 771.7K likes
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Assets of the
Business
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PAGE 5
YouTube Channel
YouTube channel with 26.4k
subscribers and 416 videos
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Assets of the
Business
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PAGE 6
Website - Lead Magnet
Lead Magnet (Media Buyer Roadmap)
- dearlyplinky.com/ad
When a potential student provides
their first name, last name, and email
address, a contact will be generated
inside Systeme.io, and then a series of
actions will follow:
a. An “MBR 2025” tag will be added to
the new contact
b. The contact will have full access to
the “Media Buyer Roadmap 2025"
free course
c. The contact will then be
subscribed to the “Media Buyer
Roadmap 2025 Email Campaign”
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Assets of the
Business
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PAGE 7
Website - Sales Page
Webpage Paid Online Course Details dearlyplinky.com/masterclass
This webpage is where the potential
student redirects to after they clicked
“kindly check this link for FMBM
version 4 complete details.” inside the
Media Buyer Roadmap 2025 free
course.
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Automations
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PAGE 8
Leads Automation Workflow
Ad Creative CTA
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Zapier Automation
Message Template
Systeme.io
Automation
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Systeme.io
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Message Template
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PAGE 9
Form Preview
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The client wants to run a cold campaign
with “Leads” as the objective and decided
to use “Messenger” as the conversion
location instead of “Website” since that’s a
new update from Meta.
We then created a message template
named “Cold Message Lead Gen Ad-” that will collect the email, first
name, and last name of the leads via
automated chat.
Lastly, we’ll make use of a third-party
software “Zapier” to help connect our new
lead from Facebook to the Systeme.io
website of the client.
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Message Template
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PAGE 10
Form Configuration
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PAGE 11
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PAGE 12
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Zapier Automation
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PAGE 13
For Facebook
The trigger comes from “Facebook Lead Ads” and the
trigger event is when there’s a “New Lead” from the Dearly
Plinky page who completed the automated chat from the
Cold Campaign Message Lead Gen Ad- form.
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Zapier Automation
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PAGE 14
For Systeme.io
The action then proceeds to “Systeme.io” and the action
event is to “Create or Update a Contact, Including Adding
Tags” wherein the new contact will have the “Ad Lead” tag,
and its info will come from the complete automated chat
responses of the Cold Campaign Message Lead Gen Ad- form.
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Systeme.io a
Automation
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PAGE 15
Trigger and Actions
When the contact has the
“Ad Lead” tag, it will trigger a
series of actions:
An “MBR 2025” tag will
also be added
The contact will then be
enrolled in the “Media
Buyer Roadmap 2025”
course with Full Access
Lastly, the contact will be
subscribed to the “Media
Buyer
Roadmap
2025
Email Campaign”
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PAGE 16
Campaign Strategy
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What to do
The client wants to run a Cold Campaign with the Leads objective
and Messenger as the conversion location to collect more leads
for her Facebook Media Buyer Masterclass course for March 2025.
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The launch date she wants is March 13, 2025, with a daily Ad Set
budget of ₱100 ($1.74), and wants to utilize her Lookalike
Audiences instead of interest-based targeting.
She wants to use her existing Facebook reel last January 24, 2025,
as the Ad Creative since that one generated 410,253 views and
3,482 interactions.
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Buyer Persona
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PAGE 17
Target Audience Overview
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Demographics:
Name: Christine, the aspiring Freelancer
Age: 25-34
Gender: Female
Location: Philippines
Income: ₱12k-20k ($209-348) / month
Education: College Graduate
Industry: Corporate
Challenges: Lacks knowledge on how to start freelancing, is
afraid of income instability, and has time management issues.
Pain Points: Current job is demanding and offers limited
growth; Doesn’t know what niche to choose as a freelancer;
Overwhelmed with the amount of information available online.
Goals: Learn how to become a successful freelancer, build a
steady client base, and earn a higher income.
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PAGE 18
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Objective & KPI
Campaign Objective:
Leads
KPI:
Number of Leads
Goal
To collect a minimum of 1000 leads for
the month of March, year 2025
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Cold Campaign
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PAGE 19
Campaign Level Configuration
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Cold Campaign
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PAGE 20
Ad Set Level Configuration
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Total Ad Sets for Lead Campaign: 70Ad Sets
Conversion Location: Messenger
Launch Date: March 13, 2025 - 12:00 AM PST
Daily Budget for each Ad Set: Php 100.00
Target Audience:
LAA 1-10% Website Visitors 180D
LAA 1-10% FB Page Engagement 180D
LAA 1-10% FB Page Sent Message 180D
LAA 1-10% VV 50% 180D
LAA 1-10% VV 75% 180D
LAA 1-10% MBR 031025.csv
No interest
Philippines
25-34
All genders
Placements:
Facebook Feed
Facebook Stories
Messenger Stories
Facebook Reels
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Number of Ad Sets per LAA
10 Ad Sets - LAA 1-10% Website Visitors 180D
10 Ad Sets - LAA 1-10% FB Page Engagement 180D
10 Ad Sets - LAA 1-10% FB Page Sent Message 180D
10 Ad Sets - LAA 1-10% VV 50% 180D
10 Ad Sets - LAA 1-10% VV 75% 180D
10 Ad Sets - LAA 1-10% MBR 031025.csv
10 Ad Sets - No Interest
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PAGE 21
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PAGE 22
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Cold Campaign
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PAGE 23
Ad Level Configuration
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PAGE 24
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PAGE 25
Metrics
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COLD CAMPAIGN
The client gave this guideline on when to kill an Ad Set
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If the Amount Spent on the Ad Set is ₱50.00 ($0.87)
and no result (lead) generated
Verdict = Kill
If the Amount Spent on the Ad Set is ₱70.00 ($1.22)
and the Cost Per Result is more than 1.5x the Average
Verdict = Kill
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PAGE 26
Monitor & Report
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COLD CAMPAIGN
The client gave this schedule on when to monitor:
9am, 3pm and 8pm
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After every monitoring, the client requests a report via Slack chat
in the following format:
Cold Campaign
# of active Ad sets:
Ad spent from Day 1:
Ad set name:
Leads:
Cost per lead:
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Day 1 MonitoringMarch
13
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PAGE 27
Ad Set Level
Monitoring Update
9am
Killed 10 Ad Sets
60 Ad Sets Left
3pm
Killed 16 Ad Sets
44 Ad Sets Left
8pm
Killed 6 Ad Sets
38 Ad Sets Left
Best Performing Ad Set
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LAA (PH, 1%) - FB Page Engagement
Leads: 29
CPR: ₱5.88 ($0.10)
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Day 1 Results
March
13
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PAGE 28
Ad Set Level
855 Facebook Leads
861 Actual Leads
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Day 2 MonitoringMarch
14
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PAGE 29
Ad Set Level
Monitoring Update
9am
Killed 1 Ad Set
37 Ad Sets Left
3pm
Killed 2 Ad Sets
35 Ad Sets Left
8pm
Killed 0 Ad Sets
35 Ad Sets Left
Best Performing Ad Set
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No Interest 7
Leads: 17
CPR: ₱4.04 ($0.07)
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Day 2 Results
March
14
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PAGE 30
Ad Set Level
266 Facebook Leads
301 Actual Leads
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Day 3 MonitoringMarch
15
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PAGE 31
Ad Set Level
Monitoring Update
9am
Killed 0 Ad Set
35 Ad Sets Left
3pm
Killed 0 Ad Set
35 Ad Sets Left
8pm
Killed 0 Ad Set
35 Ad Sets Left
Best Performing Ad Set
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LAA (PH, 1%) - VV 50%
Leads: 13
CPR: ₱4.68 ($0.08)
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Day 3 Results
March
15
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PAGE 32
Ad Set Level
254 Facebook Leads
279 Actual Leads
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Results
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PAGE 33
After 3 days of running: March 13 - 15
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Facebook Ads Manager
March 13
March 14
March 15
855 Leads
March 13
861 Leads
266 Leads
March 14
301 Leads
March 15
279 Leads
Total Leads
1,441 Leads
254 Leads
Total Leads
Systeme.io
1,375 Leads
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The client said that the amount of the total leads collected from Systeme.io
is more accurate than Facebook Ads Manager's total leads. Therefore we
will refer to the 1,441 Leads as the actual result.
We also achieved our goal of having at least 1000 Leads for the month of
March! Therefore, the client decided to turn off the Cold Campaign.
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Overall Results
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PAGE 34
After 3 days of running: March 13 - 15
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3-Day Overall Results
CPC (ALL)
₱1.22 ($0.021) Per Click
CPC
₱4.57 ($0.079) Per Action
CPM
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₱56.57 ($0.98) Per 1,000 Impressions
CTR (ALL)
4.62% Per Impressions
CTR
1.24% Per Impressions
Total Actual Leads
1,441 Leads
Average Cost Per Result
₱9.88 ($0.17) Per On-Facebook Leads
Amount Spent
₱13,585.41 ($236.93) Total spent
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Overall Results
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PAGE 35
Top 5 Performing Ad Sets: March 13 - 15
Ad Set Name
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CPC (all)
CTR (all) Results Cost Per Result Amount Spent
Lookalike (PH, 1%) - VV 50% 180D 031025
₱0.74 ($0.013)
8.93%
No Interest 6
₱0.93 ($0.016)
6.48%
₱1.29 ($0.022)
5.27%
Lookalike (PH, 1%) - Sent Messages 180D 031025 ₱0.79 ($0.014)
8.31%
₱0.86 ($0.015)
7.68%
Lookalike (PH, 2% to 3%) - VV 75% 180D 031025
Lookalike (PH, 1%) - MBR 031025.csv
49 Leads ₱6.12 ($0.11)
₱299.95 ($5.21)
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47 Leads ₱6.38 ($0.11)
₱299.98 ($5.21)
45 Leads ₱6.66 ($0.12)
₱299.91 ($5.21)
45 Leads ₱6.67 ($0.12)
₱300.00 ($5.21)
44 Leads ₱6.82 ($0.12)
₱299.86 ($5.21)
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Conclusion ab
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PAGE 36
The client achieved her goal of collecting at least 1000
leads for March 2025 in just 3 days of running ads.
The success of this cold campaign isn’t just luck - it’s
driven by data!
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The client only spent ₱4.57 ($0.079) per link click,
meaning the creative selected resonated well with the
target audience.
The client only spent ₱9.88 ($0.17) per lead, meaning her
budget was well allocated and well spent.
By setting up the campaign, ad set, and ad level
properly, configuring automations correctly, and
carefully monitoring ad sets on a day-to-day basis—
killing underperforming ones based on the client’s
instructed metrics—the results obtained aligned with
the client’s goals, maximizing ROAS and ensuring
efficient ad spend.
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THANK YOU
For Listening To My Presentation
CASE STUDY - MARCH 2025
Contact Me For More Information
--https://bit.ly/media-buying-resume
