I've managed Nationwide Fuel's Meta ad campaigns since launch in March 2026, covering campaign strategy, creative development, testing, optimization, and weekly performance reporting.

Identifying a creative problem

The campaign opened strong, with cost per lead around $1.60 in its first week. That came from a small early sample, however, and CPL increased as the campaign settled into a more stable range.

By mid-April, performance took a noticeable turn. Conversions dropped by more than half in a single week, while cost per lead more than doubled.

Looking at the video engagement data, I identified creative fatigue as the likely issue. The existing video had been running for six weeks, and full video views had declined 38% over that period.

Turning the data into creative

New creative wasn't ready in time, so I stepped in to build the next round myself. I wrote new video scripts, edited the footage, and created new static and motion variations based on what the campaign data was showing.

Two new creatives went live the following week.

The result

Cost per lead after the creative refresh

Conversions increased from 15 to 75, while cost per lead dropped from $7.57 to $2.35.

One of the new scripted videos generated leads at $1.74 each, with a 60% hold rate.

The result reinforced the role creative plays in performance. Rather than treating the ads and the campaign data as separate pieces, I used the performance data to identify what needed to change, then applied those insights directly to the next round of creative.

Ongoing campaign management

Since the creative refresh, I've continued managing and scaling the campaign, increasing the daily budget from roughly $44 to $60 toward a $2,000/month target.

As spend has scaled, CPL has increased, but the campaign has remained within a range that supports continued growth. I continue to monitor performance, test new creative, and use campaign data to guide the next round of decisions.