Campaign Objective

The objective of this campaign was to increase Instagram profile visits and overall brand awareness for a music-focused account using Meta traffic ads, while maintaining low CPM and cost-efficient delivery on a limited daily budget.

Campaign Overview

• Platform: Meta Ads (Instagram placements)

• Campaign Objective: Traffic (Instagram Profile Visits)

• Optimization: Impressions

• Daily Budget: CA$15/day

• Total Spend: CA$325

• Campaign Duration: ~21 days

• Targeting Strategy: Broad targeting with country-level distribution

• Creative Formats: Image-based and short-form visual ads optimized for mobile feeds

Creative & Strategy Approach

All creatives were designed to feel native to Instagram, prioritizing scroll-stopping visuals over traditional ad layouts. I avoided heavy branding, long copy, and aggressive CTAs, instead focusing on high-contrast imagery, minimal text overlays, and emotionally driven visuals aligned with music and culture audiences.

Broad targeting was intentionally used to allow Meta’s delivery system to optimize impressions efficiently and keep CPM low. Creative variations were rotated throughout the campaign to maintain freshness, manage frequency, and improve engagement velocity.

Results & Performance

Overall Performance

• Total Reach: 85,000

• Total Impressions: 90,000

• Instagram Profile Visits: 3,500

• Total Spend: CA$325

Efficiency Metrics

• Average CPM: ~CA$3.80

• Cost per Instagram Profile Visit: ~CA$0.09

Geographic Performance Breakdown

• India:

  • Reach: 36,200

  • Profile Visits: 1,780

• United States:

  • Reach: 24,500

  • Profile Visits: 820

• United Kingdom:

  • Reach: 18,700

  • Profile Visits: 610

• Canada:

  • Reach: 5,600

  • Profile Visits: 290

India delivered the highest reach and lowest CPM, while the US and UK contributed strong profile visit volume with higher-quality traffic. Canada delivered consistent but smaller-scale results due to audience size.

Key Learnings

• Broad targeting significantly reduced CPM and allowed the campaign to scale efficiently.

• Native, content-first visuals outperformed traditional branded ads.

• Rotating creatives over a longer campaign duration helped control frequency and sustain delivery.

• Geographic CPM differences had a meaningful impact on overall reach efficiency.

Outcome

This campaign demonstrates how strong creative execution combined with broad targeting can drive significant reach and profile traffic without increasing daily spend. By focusing on CPM efficiency rather than aggressive conversion tactics, the campaign achieved scalable awareness and meaningful engagement on a modest budget.