Every number here comes from
a campaign I ran — or an account I run in.

My current role: I run the Meta ad account for a premium one-stop custom carpentry & whole-home design brand — leads, messaging, engagement and awareness campaigns, B2C for high-income homeowners and B2B for interior designers & architects, all built around one goal: getting the right people into the showroom. Our team judges every ad on qualified leads and showroom visits, not cheap chats.

1. B2C — showhome, anniversary / second-showroom and evergreen cabinet campaigns; a new “real-proof” creative angle brought cost per WhatsApp enquiry to USD 36, 18% below the account average
2. B2B — audited the previous designer-recruitment campaign (59% of its spend had gone to homeowner creatives), rebuilt it around a craftsmanship-proof video: 12 interior-design firm enquiries and 4 partnership meetings in under 3 weeks
3. What we learned — when a showhome campaign got clicks but buyers walked away, I traced it to an unclear offer, not the targeting, and took the buyer feedback to management to rewrite the terms
4. Team benchmark — I model new campaigns on the team's best showroom-appointment ad (152 WhatsApp chats → 26 showroom visits), inside a Meta funnel that converted 440 enquiries into 72 showroom visits in Aug 2026
5. Tracking — built the company's first CRM prototype (role-based views, lead → signed-order funnel dashboard, contract uploads) and designed the Conversions API loop to feed showroom visits back to Meta

Team account I work in — totals cover Aug 2025 – Sep 2026, including campaigns run by colleagues before and alongside me; team benchmark figures are shared, not mine alone. Brand name and account ID blurred.

Five years as sole marketer: I owned Meta advertising end-to-end for a 43-year heritage salon group in Singapore — audience strategy, creative, copy and budget.

Account totals verified via Meta Graph API, Jun 2023 – Jul 2026. Spend columns blurred.

Messaging lead generation for a tri-lingual online tutoring brand selling to Malaysian parents. My line beat the brand's in-house campaigns on cost per qualified parent conversation by 15% over the same 14 days.

Account totals are lifetime figures for the client's whole account (since 2023), including the brand's in-house campaigns; my parallel line ran alongside them. Client and campaign names blurred.

Six message-objective campaigns across KL projects, optimised over multiple launches.

Same project, same audience — I split the campaign by ad language. The bilingual CN&EN version beat English-only by 45% on cost per lead. This is what running ads in two languages is actually worth.

Two always-on campaigns feeding a steady WhatsApp pipeline.

CNY / Christmas / product-line campaigns proving efficiency at small daily budgets.

Meta only sees the chat — it never learns which chats became meetings or paying clients, so it keeps finding more cheap chatters. I built this CRM mainly to close that loop: every lead's real outcome is sent back through the Conversions API, so Meta's algorithm learns what a real buyer looks like and targets more people like them.

1. Conversions API (the core) — every pipeline stage is sent back to Meta server-side as a standard event (Contact → Schedule → Submit Application → Deal, plus LeadLost), so campaigns can optimise for meetings and deals instead of chats
2. Capture — WhatsApp enquiries land in the CRM automatically through the WhatsApp Business Cloud API, tagged with the exact ad that brought them in
3. Billing — Stripe payment links, subscriptions and invoices tied to each client
4. Reporting — a live Meta Graph API dashboard across 13 client ad accounts
5. Meta approval — registered as a Meta Tech Provider; passed Meta App Review for WhatsApp Business messaging & management (Sep 2026)

Same architecture, applied at my current role: I built the company's first CRM prototype and designed its Conversions API loop. Live demo available in interview.