Objective
Debut romance author C. Ellan Rose came to me ahead of the launch of Among Wildflowers with a clear goal—to build awareness and drive pre-orders and sales through Facebook and Instagram ads, all within a 6-week window.
Strategy
Running Meta ads for a book launch from a standing start presented a unique challenge. With a brand new Meta ad account, a fledgling Instagram presence, and no prior paid activity, there was no audience data, no billing history, and no creative learnings to build from—and limited time to work with.
New ad accounts go through a trust-building period with Meta before they’ll spend freely, which can slow early delivery significantly. Rather than push spend prematurely, we worked through this carefully, testing objectives and creatives to understand what the platform would respond to, allowing the account to establish itself before scaling.
I structured the book launch ad campaign across three objectives: awareness to build reach and video view volume among romance readers, traffic to drive pre-order page visits, and conversion to generate direct sales. Creative testing early on identified the top performers quickly—an aesthetic reel for awareness and a trope-focused post for conversion—allowing us to concentrate spend where it was working.
Results
Rachel was such a gem to work with. She brought such care and expertise to this campaign, and it really showed.
C. Ellan Rose, Author
Services
Are you a self-published or debut author looking to promote your book launch with Facebook and Instagram ads? Learn more about our services and how we can help you reach more readers.
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