My heart is too happy to be silenced.

It’s been months since I ran Facebook ads for a client. Honestly, I have doubts if I can still deliver.

Two weeks ago, I launched a lead and conversion campaign for a client. The goal is to bring leads that would sign up for her lead magnet. (Then eventually invite the lead to a mini-course and a mentoring program.)

Clicking the Publish button in Facebook Ads Manager is easy. The challenging yet exciting part: getting to know the audience.

I spent a total of 3 days getting to know Gen Zs (aside from the other two potential audiences). Believe me, it’s like getting to know the Tom Holland Spiderman when I truly get Tobey Maguire’s version more. That’s how real the generation gap is. (Yes, I am old, but that’s not the topic here, LOL.)

Then I spent a total of 2 days writing copies that would invite each audience to get the lead magnet.

The result after 2 weeks of running the campaigns?

Our conversion campaign got 579 leads at under Php 6.00 per lead (US$ 0.11).

Our lead campaign generated 106 leads at Php 14.54 per lead (US$ 0.29)

I learned many lessons in the ad campaigns, but here’s what I hope you take away from this post: It really pays to know your audience. Better to have the headaches clarifying your customer avatar now than to waste everything down the line later.

Getting to know your audience is not the tip of the iceberg; it’s the big chunk of ice under the water. Break the chunk and everything would be easy.

Take courage, heart.