I've managed Nationwide Fuel's Meta campaigns since launch in March 2026, overseeing strategy, creative development, testing, optimization, and 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

When the existing video started showing signs of fatigue, I used the campaign data to look beyond simply saying, "the ad is tired." I looked at who was responding and what the engagement data was telling us about the messaging. That pointed to OTR (over-the-road) truck drivers as the audience we needed to speak to more directly, with a tone that reflected how they actually talk and what they respond to.

Since Meta's delivery relies heavily on creative and messaging, getting the audience and tone right mattered just as much as producing the assets themselves. I wrote the script, then edited, assembled, and finished the video, alongside new static and motion variations built around the same direction.

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, "Don't Pay Full Price," generated leads at $1.74 each, with a 60% hold rate.

This project reinforced how closely creative and performance are connected. Rather than treating campaign data and creative as separate pieces, I used performance insights to guide what we made next and tested those ideas through new assets.

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.