digitaladvertising
Digital advertising is there to accelerate: it puts a piece of content or an offer in front of a chosen audience, immediately. Digital campaigns, especially on Meta, are the fastest channel, and the only one that stops dead when the budget stops.
I learned this craft on the media agency side in Montreal, planning, buying and analysing campaigns for advertisers — a useful school for keeping a cool head about the numbers.
choosing the right platform
The choice follows the audience, not the trend: LinkedIn for B2B, TikTok and Instagram for a young target, Pinterest for inspiration and visual commerce, YouTube for long-form video, Google Ads to capture an intent already expressed.
Meta Business Manager remains the central interface for Facebook and Instagram: ad accounts, pages, catalogues and team access are all configured in one place.
my digital campaigns on meta (facebook and instagram)
I build them in four stages: one objective (awareness, traffic, leads or sales), a defined audience, creatives designed for vertical formats, then regular tracking of the metrics that matter — cost per result, frequency and click-through rate.
I start with a small-budget test across a few creatives and audiences: keep what works and stop the rest before scaling. Remarketing then picks up visitors and people who have already engaged.
Most of my hands-on work is in hospitality and travel, with their seasonality and direct-booking priorities: a campaign's pace and message change with the period.
structuring campaigns
A campaign is built around a single objective, a defined audience and creatives designed for the format. Remarketing then retargets people who already visited the site or interacted with the brand.
This is where UGC is valuable: content that looks like the feed often performs better than openly promotional visuals.
budgets and reading the results
You can start small. Most platforms allow low test budgets, to be increased only once a message works.
There is no standard price: cost depends on the sector, competition for the audience or keywords, and the objective. What you should set in advance is the threshold at which a campaign counts as profitable.
a Meta campaign to launch?
Let's talk about your objective, audience and the creatives to test.
key takeaways
- Advertising accelerates but does not replace lasting visibility.
- Platform choice follows the target audience.
- Remarketing retargets visitors who already came.
- Small test budgets first, scaling afterwards.
- On Meta: one objective, one audience, suitable creatives and a small-budget test before scaling.
frequently asked questions
a project on digital advertising ?
Audit, strategy, content production or long-term support: write to me at hello@solennstories.com and tell me about your context.