A problem-first Meta ads system built to turn NoBoooBoos' checkout traffic into confirmed sales — with weekly visibility for the whole team.
01 / Where Things Stand
Massive checkout drop-off with no clear cause. 499 add-to-carts in May with no confirmed sales points to a critical leak — either a technical checkout issue, a Shopify plugin blocking the CTA on mobile (a ChatGPT widget was observed covering the checkout button), or a trust gap in the flow itself.
Chaotic campaign structure with no funnel logic. The current setup is a mix of boosted posts and story promotions with no top/mid/bottom structure, no audience segmentation, and no creative strategy tied to stages of awareness. Spend is going in without a framework to learn from.
Creative doesn't explain the product. The owl mascot brand awareness ads don't show what the product does or solve a felt pain. The previous approach — a mom in distress, a white noise machine, a sleeping baby — was the right direction. The current execution isn't.
High shipping costs eating margin in the US market. At $70 to ship the baby play mat from China to the US, the pricing strategy is constrained before ads even start. Market diversification (AU, CA, UK, UAE) is already being explored — the ad strategy needs to account for this.
AI-generated UGC without a human proof layer. For a brand selling baby and child safety products, trust signals are critical. AI UGC works as a test vehicle — but it needs to be paired with problem-solution scripts, not just aesthetic content.
02 / Our Approach
The first priority is diagnosing why 499 people added to cart and didn't buy. We run Week 1 as a research and audit sprint — pulling apart the account, the checkout flow, and the current creative — before a single dollar of new spend goes live. From Week 2, we build a real three-stage funnel. Cold audiences get problem-solution hooks. Warm audiences get product proof. Hot audiences get an offer that removes every remaining objection.
Week 1
Deep audit of the existing Ads Manager, checkout flow review, pixel verification, audience analysis. We identify what's causing the add-to-cart drop and document the findings before touching the account.
Weeks 2–4
Three-stage funnel goes live. Problem-solution creative for cold audiences. Feature-proof and comparison ads for warm. Testimonials and urgency for hot. Multiple angles tested simultaneously with ~$50/creative before cut decisions.
Month 2
Winning creative angles scaled. Underperformers cut. Retargeting audiences activate. We test market variations (AU, CA, UK) if US economics require it. CRO feedback given on landing pages and checkout flow.
Month 3+
A proven baseline is established — which products, markets, and creative formats drive purchases. Lookalike audiences from buyers. Structured testing cadence. Recommendations for inventory commitment once volume confirms PMF.
03 / Funnel Strategy
Ads lead with the felt pain — sleepless parents, worried moms, babies with skin reactions. We introduce the product as the solution, not as a brand. Cold audiences need to feel understood before they'll click. No owl mascots. No aesthetics. A problem they recognise on frame one.
Retargeting for people who visited the site or watched 50%+ of a video. Messaging shifts to what each product does, how it compares, what parents say. This is where the white noise machine demo, the stroller rocker in action, and the bundle value proposition live.
Hot audiences who hit the cart but didn't complete. Urgency, reassurance on shipping, social proof from real buyers. We also test a checkout-specific retargeting message addressing the exact friction point — whether that's delivery time, price, or trust.
04 / Creative Strategy by Stage
Message
"My baby was up every 45 minutes. I tried everything. Then I tried the NoBoooBoos white noise machine — first full night's sleep in four months." Problem → agitation → product introduction.
Format
AI UGC or human UGC. Short-form video (15–30s). Hook-first edit with problem on screen 0–3 seconds. Feed and Reels placements.
Message
"Here's what makes the NoBoooBoos AI baby monitor different — and why parents with sensitive-skin kids are switching." Feature walkthroughs, before/after, bundle value.
Format
Product demo video or carousel. Static comparison banners. Retargeting to site visitors and video viewers. Separate ad sets by product category.
Message
"You left something in your cart. Here's why 200+ parents chose it this month — and what they said after." Testimonials, urgency, checkout reassurance.
Format
Dynamic retargeting to cart abandoners. Static + short video. Address shipping transparency if that's the friction point. Pixel fires on purchase confirmation only.
05 / What's Included
$1,200/month flat for Meta Ads management. Full campaign setup, copy, tracking, reporting, and strategic guidance from Week 1. Your ad spend goes directly to Meta — nothing passes through us.
06 / Optional Add-Ons
Everything below is optional and added only when it moves the needle. No upsells for the sake of it.
07 / Launch Timeline
Full Ads Manager review, checkout flow audit, pixel verification, audience and market research, competitor creative analysis. Findings presented via call with strategy for approval before spend begins.
Briefs sent to your content team (or AI UGC produced in-house). Campaign structure built: cold, warm, and hot audiences. Ad sets configured. Creative uploaded and reviewed before going live.
Campaigns running. No major optimisations before the algorithm has data. First weekly report delivered on Tuesday of Week 4 with early signals on which creative angles and audiences are showing traction.
Winners scaled. Losers cut. If the US market is constrained by shipping economics, we launch structured market tests. By end of Month 2 you have real data to decide whether to commit to US inventory or pivot the primary market.
08 / Investment
Flat monthly management fee. Your ad spend goes directly to Meta — nothing passes through us. No hidden setup costs. No retainer periods.
Meta Ads Management Fee
per month, flat fee — for any ad spend up to $15,000/mo.
Ad spend is separate and stays entirely with you.
09 / Proven Results
A natural shower filter targeting parents of children with eczema and skin irritation. Meta was already profitable at 4x+ ROAS. Google Ads had failed repeatedly. We rebuilt the Google funnel from scratch using Performance Max, Search, and Retargeting with a proprietary first-party data plugin.
A 7-in-1 nappy bag brand positioned in the $100 gap between mass-market and $400+ luxury diaper bags. Started as a dropship model from China (with 15-day delivery times) — similar to NoBoooBoos' current situation. Managed Google Ads through the dropship phase into stock.
10 / Why Oney
We're not a social media manager who also runs ads. We are a paid media team with 10 years of experience, a specialist for Meta and a specialist for Google, and a track record in exactly the product category NoBoooBoos is in.
TryTubo targets the same anxious-parent audience NoBoooBoos does — parents with kids who have skin sensitivity, sleep issues, and safety concerns. We know what messaging lands and what doesn't in this category.
The diaper bag brand went through exactly what NoBoooBoos is navigating — dropship economics, conversion rate impact from delivery windows, and the decision of when to commit to stock. We know how to run ads profitably through that transition.
Your current person is strong at content and graphics — that's clear. What's missing is paid media structure. We slot in specifically on Meta ads, leaving social media management to who's already doing it well. No overlap, no confusion.
Looker Studio dashboard every Tuesday: comparative week-on-week metrics, what we tested, what we're cutting, what's next. No chasing for updates. The co-founder gets a clear picture without needing to be in the account.
Month one is about diagnosing the checkout leak and finding the first winning creative angle. Month two is about scaling what works. Month three is where you have the data to make real decisions — US inventory commitment, market focus, or product prioritisation.
Ready when you are
We can begin the Week 1 audit as soon as you're ready. Campaigns go live in Week 2. Everything you need to decide is in this proposal.
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@svetagreenOney Studio · Paid Media Growth Partner