Meredith Kallaher

02/21/2025

I made my annual update to the Facebook Ad Strategy Cheat Sheet I offer on my website,  and yall I didn’t change a single thing inside!

Quality holds its value! It’s just a fact. It’s the same strategy I’ve been using for years, and it continues to deliver results today! ⚡️

BUT, while the strategy hasn’t changed, the last 12 months have brought new ‘winners’ in the ad game!

For our client’s we’ve seen the following notable trends:

🚨 Lookalike audiences just aren’t performing like they used to. We’ve been watching them decline for two years, and in 2025, they’re still struggling. Instead, broad cold interest audiences are winning, giving Facebook’s algorithm more room to work.

📸 Creative trends have shifted. Two years ago, bold text overlays on images performed best. Now, clean, text-free images are getting better engagement.

🎥 Facebook is charging premium CPMs for video. We still use video when it makes sense, but right now, static images are often delivering better cost efficiency.

🔥 Not all videos perform equally. When we do use video, high-performing organic Reels—especially funny or engaging ones—paired with campaign-specific copy are outperforming polished, YouTube-style videos and even Reels created specifically for a unique marketing campaign.

So if you’ve been running lookalikes, relying on text-heavy images, leaning on video, or overproducing campaign-specific content, it might be time to shake things up in 2025!

 Remember testing is KEY! Let’s Go 2025!!

(If you haven’t grabbed the cheat sheet yet, you can get it in my bio on Instagram, or find it here:

meredithkallaher.com/cheat

02/14/2025

Love is great, but so is ROI. 💋💰💸 Love you BIG!

02/13/2025

Have you ever hired the neighbor’s teenager to babysit because it was quick and easy—only to come home to a messy kitchen, kids who didn’t do their homework, and even more stress than when you left?

It’s frustrating, right? You saved time and money upfront, but the result wasn’t what you really needed.

This scenario is very similar to the story many of  my  friends tell me after they’ve tried running Meta ads themselves.

Friend: “Why isn’t this working?!”

Me: “Which objective did you use?”

Friend “ umm.. What?... oh, the one that sends people to my website.”

That’s called a “Traffic” campaign. They are fast, cheap and easy to figure out.

Traffic campaigns are the next-door neighbor babysitter of Meta Ads. They get the job done in a basic way, but they’re not designed to deliver real, meaningful results—like high-quality leads or consistent sales, or cleaning up the kitchen after themselves!

On the other hand, conversion campaigns are like hiring a professional nanny. They’re more expensive and, let’s be honest, more complicated.

You’ve got to set up the pixel, install event codes, and make sure your website is tracking conversions properly.

That’s usually when I lose people—they don’t want to deal with all that!

But here’s the thing: once you take the time to invest in finding the right professional nanny—or in this case, setting up a solid conversion strategy—you’re setting yourself up for the long haul. You don’t have to reinvent the wheel every time.

Whether it’s a trusted nanny service or a well-built funnel and ad strategy, you gain a reliable partner that works for you over and over again.

On The Building Her Business Blog this week I shared an article on Traffic vs Conversion Meta Ad Campaigns including scenarios when you could get away with using the quick fix! . Check it out here or click the

https://www.meredithkallaher.com/blog/facebook-ads-traffic-vs-conversion-campaigns

Let me know if you have any questions! 🙌🏼🤪

09/26/2024

“If something is going wrong with your marketing it’s either your hook, your story, or your offer, that’s it! Don’t over complicate it!”

I heard explain his marketing framework live from the Funnel Hacking Live stage twice (I really hated to miss this year).

The simplicity of this framework is what makes is so powerful! If you aren’t getting the results you want from a lead magnet, or an email campaign, or ANY of your marketing efforts, just the Hook, Story, Offer framework is powerful—but when it comes to using ads to grow your business, you don’t need to push all three parts at once.

By focusing your ad spend on just one element—whether it’s amplifying the hook to get attention, the story to deepen trust, or the offer to drive conversions—you can scale your revenue without overspending.

Start small, test, and scale what works. By strategically amplifying the right part of your message, you’ll be able to grow faster, save on costs, and achieve the kind of long-term growth you’ve been aiming for.

On the blog this week I walked you through the H-S-O framework, how to (which type of ad campaign) to amplify one part of it with ads and how to decide where to start! Check out my article

03/14/2024

03/07/2024

Hi Friends-

Thought I’d share here in case you knew someone that might be interested in working with me!

I'm seeking a part-time Senior Media Buyer at my boutique digital ads agency, Meredith Kallaher Marketing!

As a dedicated Client Account Manager, you will act as the Media Buying expert and strategic lead, guiding clients through strategy calls while also building out and optimizing ad campaigns.

Click the link to learn more about the position and please share with anyone else who you know that might be interested in joining my team!

I'll help you exceed your profit goals by creating and managing a Facebook and Instagram Ads Strategy that will exponentially increase your reach and drive sales.

03/05/2024

FINALLY! We can use ads to invite people to join your Facebook Group!
If you aren’t using a FREE Facebook group to nurture your online community maybe you should start now because it has never been easier to find new group members!

One of the very best parts of Facebook & Instagram Ads is the audience targeting capabilities. So now, with this new feature, we can identify who would be a great fit for your Facebook group and then put an invitation to join directly in their daily Instagram or Facebook feed, stories or reels.
I explained everything in my blog article this week! Check it out! Link in bio or visit

www.meredithkallaher.com

02/22/2024

Determining whether your Facebook ads are working and knowing how to fix them involves:

1. Involves a deep dive into campaign analytics

2. A willingness to experiment

3. A commitment to optimization.

I start by looking at how much it is costing us to get a sale or new lead, which marketers like to call the Optin Cost. 🤑

If this number isn’t where we want it we go deeper into the campaign’s Key Performance Indicators. 🙌🏼

Usually I look at the Link Cost Per Click and the Link CTR, and will make adjustments to the campaign if these numbers are greater than $0.50 (LINK CPC) or 1%, (Link CTR).

Check out my blog to read about the other KPI’s I review and the changes I make ti a campaign if we want our ads to “work better”

The link is in my bio or you can copy this URL to your browser.

https://www.meredithkallaher.com/blog/how-do-you-know-if-your-facebook-ads-work

02/13/2024

I have got to tell you about the “Everywhere Ad Campaign.”!

We use this effective advertising strategy to ensure my clients’ brands are seen by their target audience more consistently than their competitors. 😄

This Facebook and Instagram Ad strategy is about becoming virtually inescapable to your ideal customers, fostering a relationship that positions your business as their go-to choice.

In my most recent blog article I shared A Step-by-Step Guide to be “Everywhere” with a  Facebook and Instagram Awareness Campaign.

Check it out

01/15/2024

“So many of the wedding vendors at our last conference mentioned they are seeing me EVERYWHERE,” said Kristin, the owner of last week in our January planning meeting.

Y’all, it was music to my ears. 🙌🏼🎼🎷
Even though, I theoretically already knew that, because I had seen the results of our digital Awareness Ad Campaign in Meta’s Ad Manager, it was so fun to have a real life report from the other side of the computer screen!

The strategy is to make sure Kristin’s peers keep Hazelwood Paper top of mind so when one of their clients asks for a referral for gorgeous wedding invitations, her name pops to mind first! ! So cool, right?

On my blog this week I shared the first in a two part series about, what I like to call, the “Everywhere Campaign,” which explains, well everything about how and we use this campaign in my clients’ ad strategy.

In Part 2 which will post next week I’ll share the mechanics of setting up an Awareness Campaign in your own business...

In the meantime, please enjoy my article titled “Maximizing Brand Impact in 2024: A Guide to Strategic Facebook and Instagram Awareness Ad Campaigns.” The link is in my bio above 👆

01/01/2024

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