PettiNest: coordinating the build, launch and optimization of a Meta catalog campaign.

One owner coordinating the campaign from brief to optimization.

The core responsibility was not simply operating Meta Ads Manager. I received the campaign brief from the Marketing Manager, translated the objective and KPI framework into an executable project plan, created the Asana project and task structure, integrated Shopify with Meta Commerce Manager, validated tracking and customer journey events, built the campaign, created the supporting asset layer, completed QA and managed the project through launch and optimization.

1. 1
   Project management. Built and maintained the Asana project, stages, tasks, dates, ownership and dependencies.
2. 2
   Campaign operations. Managed the Meta campaign objective, catalog, ad-set structure, budget and optimization configuration.
3. 3
   Cross-functional coordination. Worked from the Marketing Manager’s brief and coordinated with e-commerce and creative functions when specialist input was useful, while retaining ownership of the campaign and delivery.
4. 4
   Performance management. Used defined review points to decide whether to maintain, adjust, refresh or scale the campaign.

From campaign brief to a six-stage execution workflow.

I created the Asana project from the ground up and organized the campaign into six operating stages. Each stage represents a distinct phase of the campaign lifecycle, while the tasks inside it carry the dates, ownership, status and dependencies needed to keep execution controlled.

Screenshot · Asana project board

The board demonstrates the project-management layer behind the campaign: the six operating stages, task ownership, dates, status and progression from setup to optimization. I created and maintained the project structure from the initial brief through post-launch management.

Catalog-led campaign, supported by 10 AI-assisted static variants.

The PettiNest campaign remains catalog-driven: Shopify product data feeds Commerce Manager and supplies the product catalog. To strengthen the testing framework, I also created 10 AI-assisted static creative variants as supplemental campaign assets. They are not the primary product source and they do not turn the project into a traditional creative-production workflow.

Click any creative to zoom.

Nothing moves forward without a verification point.

Before launch, I verified the catalog, campaign configuration, tracking, product destinations and final readiness. The same principle applies after optimization: implement the approved change, verify it, monitor the response and document what happens next.

Screenshot · Final QA & Tracking Verification

Final pre-launch checks covered campaign readiness, catalog setup and tracking. Meta Events Manager was also used to verify that key customer events, including initiated checkouts, were being captured correctly.

Optimize from evidence, not from one weak day.

The operating model uses staged reviews so that technical problems are separated from performance problems. Creative changes, budget changes and strategy changes are made only after the relevant signal has been reviewed.

Full KPI benchmark set

ROAS and CPA are the headline guardrails, but a catalog campaign running 10 supplemental static creatives across two audience types needs a funnel underneath them, so a miss can be diagnosed rather than guessed at.

What happened at the first KPI decision point.

By day 14, the campaign had spent $1,410 across both ad sets ($683 on prospecting, $727 on retargeting) against the $50/day per-ad-set launch budget. ABO delivery ran slightly under budget on prospecting and over on retargeting, following where it found conversions. Overall performance landed at 2.84x ROAS and $7.20 cost per purchase. Both campaign targets were missed (ROAS below 3.0x, CPA above $6.50), and the ad-set breakdown showed the miss was concentrated in broad prospecting (1.90x ROAS, $11.02 CPA) while retargeting was already inside its ad-set thresholds (3.73x vs 3.6x or better, $5.42 vs $5.50 or lower). The review therefore looked for the weakest creatives inside each ad set before touching budgets or audiences.

A per-creative review found 3 of the 5 static variants in each ad set clearing both guardrails, while the other 2 were driving the CPA overage. Those underperforming creatives were switched off the same day the results were reviewed and replaced with new angles (see the creative optimization block below). Rather than shifting budget immediately, each ad set held at $50/day for a few more days to let delivery settle after the change, then budgets were stepped up in roughly 20% increments every 5 days ($50 to $60 to $72 to $86 per ad set, three steps). The $100/day total in the launch brief was the starting budget; the scaling ceiling was $100/day per ad set. Because Meta treats ABO budgets as daily averages, actual daily spend varied around these levels.

Screenshot · Meta Ads Manager, day 14 (Jul 21 to Aug 3, 2026)

Ad-set level results at the two-week mark, the data point behind the kill/scale decision above.

Creative optimization at the day 14 decision point.

At the day 14 KPI review, two underperforming creatives in each ad set were identified for replacement. The products stayed the same, while the creative strategy changed through a new hook, a clearer audience pain point, revised messaging and a different visual treatment. The replacements were introduced immediately after the review so delivery could be evaluated against the same campaign structure.

→

Creative brief: Hook shifted from a seasonal cooling benefit to the owner’s cleanup problem. The new opening, “Tired of the mess?”, establishes a practical pain point before the headline reinforces convenience with “Zero Scrubbing. Just Fun.” Supporting copy emphasizes dishwasher-safe cleanup, fewer sticky surfaces and a simple fill, freeze and forget routine. The strategic shift is from seasonal product enjoyment to everyday household convenience.

→

Creative brief: Hook shifted from general enrichment and longer-lasting activity to a specific behavioral pain point. “A bored dog is a destructive dog” introduces the problem, while “Give Their Brain a Job” positions the product as a constructive outlet. The supporting messages focus on destructive chewing, high-energy breeds and turning snack time into a challenge. The strategic shift is from product-led enrichment to problem-solution messaging.

→

Creative brief: Hook shifted from a bath-time utility message to a stress-management use case. The new opening, “Vet visits don’t have to be scary”, creates an immediate emotional context, followed by “Calm in Under 60 Seconds.” Supporting copy expands the use case to separation anxiety, grooming and vet visits. The strategic shift is from functional grooming assistance to calming support for stressful moments.

→

Creative brief: Hook shifted from fast-eater control to mealtime variety. “Picky eater? Not anymore” identifies a more specific audience problem, while “Two Flavors. Double the Fun” makes the dual-sided design the central creative reason to believe. Supporting copy emphasizes rotating treats and spreads while retaining the slower-feeding benefit. The strategic shift is from a single functional benefit to product versatility and novelty.

Where it landed by day 30.

With the two underperforming creatives in each ad set replaced and the surviving three scaled through three budget steps, combined spend reached $3,496 across the two ad sets by day 30. Retargeting improved from 3.73x to 3.90x ROAS over the same stretch, while prospecting climbed from 1.90x to 2.31x, still below its own 2.5x ad-set threshold, expected for a broad top-of-funnel audience feeding the retargeting pool it’s judged alongside. Overall across both ad sets, the campaign closed at 3.12x ROAS and $6.47 CPA, back inside both guardrails.

Screenshot · Meta Ads Manager, day 30 (Jul 21 to Aug 19, 2026)

Cumulative ad-set level results at the end of the 30-day operating window.

Ad set performance data: day 14

Ad set level · Jul 21 to Aug 3, 2026 · both ad sets on Purchase optimization.

Ad set performance data: day 30

Ad set level · Jul 21 to Aug 19, 2026 · both ad sets on Purchase optimization.

Funnel diagnosis by ad set: day 14 vs day 30

Rates are calculated from the Ads Manager columns for each review window. Add CTR, CPM and frequency columns to extend this view.

A marketing coordination workflow built around campaign ownership.

The PettiNest project demonstrates a complete operating model: establish the objective, structure the work in Asana, validate the inputs, build the Meta campaign, launch with QA and then manage performance through defined review points.