#paid-media

What’s Been Working for Me
Using the “states of awareness” principles from Breakthrough Advertising, I’ve revamped my Meta campaign setup, and it’s been yielding great results.
Initially, I noticed that my attribution in Ads Manager showed a healthy mix of 1-Day Click and 7-Day Click. Based on this insight, I tested the following setup:

1-Day Click Campaign ASC+
• Product Aware Ads
• Most Aware Ads
7-Day Click Campaign ASC+
• Problem Aware Ads
• Solution Aware Ads
This strategy has significantly reduced my CAC (Customer Acquisition Cost) while scaling my 1-Day Click Campaign.
Here’s my hypothesis: the 1-Day Click Campaign is targeting in-market buyers who may not have seen my ads yet. If they’re new to my ads, it’s likely that my competition has already done the heavy lifting of educating the consumer. By using Product Aware Ads, I can reposition and differentiate my brand from competitors. Then, I follow up with Most Aware Ads, presenting a compelling offer to close the sale.

The 7-Day Click Campaign, on the other hand, serves as a middle and lower funnel strategy. The frequency data shows that these ads are hitting very warm audiences with an average frequency of 2.5 to convert, while the blended frequency for my 1-Day Click Campaign sits at 1.3. This balance ensures that my campaigns are effectively targeting both low and middle-funnel audiences.
In summary, this approach allows me to strategically leverage the states of awareness to drive conversions while minimizing CAC.