Three-tier funnel. Weekly creative rotation. Right conversion signals.
01 / Where You Are Right Now
2x ROAS means the product converts. It does not mean the account is built to hold that return at scale. What it needs: a retargeting tier for clickers who did not install, and a separate campaign for installers who never subscribed. Both showed intent - reaching them costs a fraction of cold traffic.
Meta is almost certainly not optimising toward the right conversion event. At $30K/month, Meta has enough data to train toward trial start and subscription - not just installs. Switching the optimisation event is the single highest-leverage change in the account.
$0.80 CPI is either the floor or the ceiling depending on what happens next. Without a weekly brief cadence and a 7-day cut rule, audience exhaustion pushes CPI up. With it, new angles enter before fatigue sets in and the floor keeps dropping.
Your in-house designer is a competitive advantage being underused. The gap is not production speed - it is a structured brief. Without a brief specifying hook, angle, and format, your designer produces assets rather than tests. One wins, the other accumulates.
Scaling past $1,000 per day requires more from the account than it currently has. The algorithm needs volume to stay efficient at higher daily budgets - more variants in rotation, broader audience pools, and conversion events deep enough that Meta finds subscribers rather than just installs. We build this infrastructure in week one.
02 / Channel Strategy
Meta is where Essembl AI's growth lives right now. Fix the structure, establish the right conversion signals, build systematic creative testing. Google comes in month four - once the core funnel is stable and Meta has enough data.
Primary scaling channel. The 3-day free trial is the right hook - no card required. The ad gets the right person to tap install. Everything after is a funnel management problem.
Search captures users already looking for what Essembl AI does - smaller volume, meaningfully higher intent. YouTube adds a demo layer: showing the interface in 15 seconds converts better than any static creative.
02b / The Install Funnel
Nobody stops scrolling for "AI-powered productivity app". They stop for a specific result. We test hook angles until we know which framing stops the scroll at the lowest CPI, then scale behind it.
"Three days free. No card. See what Essembl AI does in under a minute."
Clicked but did not install - they already raised their hand. Friction-reduction messaging, separate campaign. Installed but did not start - different message entirely. Conflating the two wastes budget and dilutes both.
"You looked at Essembl AI. The free trial is still there - takes 60 seconds to start."
Trial completers experienced the product and left without subscribing. At $40/year the price is not the objection - the decision is. One message: here is what you lose when the trial ends. The product earns that conversion; the ad just removes the last friction.
"Your trial ended. $40 a year keeps everything. Less than a coffee a month."
03 / Deliverables
Everything needed to scale Meta from $30K to the next level - without ROAS eroding as spend grows. Weekly decisions, not monthly reviews. You always know where the budget went and why.
04 / Add-Ons
The retainer is Meta campaign management - full-funnel structure, creative brief cadence, tracking recommendations, weekly reporting. The services below add new growth vectors as Essembl AI scales and the core channel is performing consistently.
Google Search and YouTube Ads
Search captures users already looking for an AI tool in Essembl AI's category - explicit intent. YouTube adds a pre-roll demo. Introduced in month four once Meta data cross-informs Google targeting. Svitlana spent years inside Google - the architecture reflects how the platform actually works.
Press Release and AI Search Visibility
When someone asks ChatGPT or Gemini for the best tool in Essembl AI's category, Essembl AI needs to be in the answer. 300+ outlets, structured for AI indexing. Our case: #1 in Gemini within two days from zero. Paid ads bring users to the product. AI search brings them before they decide to search.
AI UGC Video Ads
AI-generated UGC-style video for Meta. A 15-second screen recording with voiceover outperforms polished brand creative at awareness. $50 per video - test new angles cheaply before heavier production.
App Store and Landing Page CRO Audit
Paid traffic is only as efficient as what it lands on. App Store listing and landing page audit - identifying where users drop between click, install, and trial start. Prioritised action list, not a document that sits unread.
05 / What to Expect
Week 1
Account audit: structure, audience performance, creative history, conversion signals. ICP and strategy defined. First creative briefs sent to your designer.
Week 2
Three-tier structure built, copy finalised, first creatives live. Proper audience exclusions from day one - no overlap, no wasted budget.
Month 01
Losers cut at day 7. Winners scaled. New briefs weekly. CPI and ROAS benchmarked against the baseline every week.
Month 02+
Winners scaled. Lookalikes built from subscriber data. Google introduced when Meta signal is strong enough. Monthly review with Svitlana.
06 / Investment
Flat fee up to $15K/month. At $30K spend the fee is $2,250. Only grows when your spend does.
Meta Ads Management
per month - up to $15K ad spend
+ 5% of ad spend above $15K
Before any budget moves, we audit structure, conversion events, creative history, and what the algorithm is actually optimising toward.
Credited in full toward month 1 of the retainer if we work together.
07 / Our Work
Mobile app, free-entry funnel, in-house creative, competitive market. And an AI product that needed to appear in AI search answers before its category was owned by someone else.
Reward-based mobile app, saturated US market. CPI $1.50, tracking incomplete, algorithm chasing cheap installs. Rebuilt around the right conversion signals, weekly brief cadence, restructured segmentation. CPI to $0.68, ROAS up 37% in under three months.
Same model as Essembl AI. Same fix: right signals, weekly briefs, losers cut at day 7.
Habit-tracking app, 7-day free trial, $59/year paid plan. Entered at $15K/month, 1.4x ROAS, single broad campaign optimising toward installs. Rebuilt with three-tier funnel, event switched to trial start, weekly creative cycle. Scaled to $45K/month in four months - ROAS held at 2.6x throughout.
Free trial, subscription model. Tripled spend without ROAS erosion.
Payments platform competing against Stripe. Zero AI search presence. Press release across 300+ outlets built for AI indexing, not SEO. Ranked #1 in Gemini for the core query within two days.
Paid ads bring users to the product. AI search brings them before they decide to search.
Ready to start this week
2x ROAS means the market already answered the most important question. What scales it from here is structure, conversion signal, and a testing loop that compounds weekly. Audit starts this week.
Telegram
@svetagreenOney Studio x Essembl AI