Client, industry and market
AYORemit, a money transfer service used by people in the United Kingdom, Australia and Canada sending money to family in developing countries.
What I did
Tracking before spend
Pixel and Conversions API were set up through Tag Manager, the domain verified, and events tested in Events Manager. Nothing launched until the lead or purchase event fired once with a good match quality score.
Structure by funnel stage
Campaigns were split cold, warm and hot, each with the right objective and a single conversion event, so the platform optimised toward one clear signal per campaign.
Creative and audiences
A brief per angle, several ads per ad set, and formats matched to placement. Audiences were built broad first, then narrowed only where the data justified it.
Results
Cost per signup dropped 42%, 1,200+ signups came through the campaigns, and the click-through rate held at 2.1% across the three markets. Splitting by corridor rather than running one global campaign is what moved the cost.
What this shows
A remittance audience is not one audience. Someone sending from Sydney and someone sending from Manchester respond to different messages, and a single campaign averages both into mediocrity.
Services used
Meta Ads management, Pixel and Conversions API setup, and lead campaigns.