UnlockSkill — Meta Ads Messaging Campaigns
Five Meta Ads messaging campaigns for an AI Masterclass and CapCut course brand: 938 conversations started from $91.77 in ad spend, at a blended $0.10 per conversation.
Project breakdown
Challenge
UnlockSkill sells AI Masterclass and CapCut courses, and its buyers want to ask questions before they enrol. The brand needed a steady flow of people starting a conversation, at a cost low enough to scale on a small budget.
Strategy
Use the messaging objective so Meta optimises for conversations, not likes. Run separate campaigns for each course offer (6-Day and 4-Day AI Masterclass, CapCut), compare cost per conversation, and move budget toward the offer that people respond to most.
Execution
Set up and ran five campaigns across Facebook and Instagram, tested the 4-Day Masterclass in two versions (A and B), and tracked results by campaign in Ads Manager. The 6-Day AI Masterclass campaign became the main budget driver once it showed the lowest cost per conversation.
Result
938 messaging conversations started from $91.77 in ad spend and 243,027 impressions, a blended $0.10 per conversation. The 6-Day AI Masterclass campaign alone drove 422 conversations (45% of the total) on 34% of the budget, at $0.07 each: 37% cheaper than the other four campaigns combined. Results are conversations started, not verified sales.
Project visuals
What this work needed to achieve
- ✓Get people to start a conversation about the courses
- ✓Keep cost per conversation low on a small budget
- ✓Find which course offer performs best
- ✓Report results clearly by campaign
What was produced
- ↗5 Meta Ads messaging campaigns
- ↗A/B test of the 4-Day Masterclass
- ↗Campaign performance comparison
- ↗Portfolio performance report