01
Campaign Strategy
Building a clear advertising structure around the business goal, audience and customer journey.
AVAILABLE FOR SELECT PROJECTS
META ADS SPECIALIST / PERFORMANCE MARKETING
I turn
attention
into action.
I help brands plan, launch and refine advertising campaigns across Facebook and Instagram with a focus on strategy, creative testing, audiences and continuous optimisation.
01
Strategy → Creative → Launch → Learn
Shajir Sha / CAMPAIGN NOTESVOL. 01
CAMPAIGN WORKFLOWFROM IDEA TO
OPTIMISATION.
OPTIMISATION.
01ATTENTIONCreative hooks
↓
02INTERESTAudience + message
↓
03ACTIONOffer + landing experience
CREATIVES06
AUDIENCES04
ANGLES08
NOTE:Test the idea, not just the button.
MY RULEThink first.
Test often.
Test often.
✦
THE FOCUS
Clear strategy. Better creative. Smarter campaign decisions.
01 / WHAT I DOAdvertising,
Advertising,
with intention.
Every campaign starts with a reason. My approach is to connect the business objective, audience, message and creative before worrying about small optimisations.
02
Creative Testing
Testing different hooks, formats, messages and creative directions to discover what deserves more attention.
03
Audience Strategy
Planning prospecting, custom audience and retargeting structures around different stages of the funnel.
04
Optimization
Reviewing campaign signals and making structured adjustments instead of changing everything at once.
02 / MY APPROACHA campaign is
A campaign is
a system.
01Understand
Business goal, product, customer and offer.
02Structure
Campaign architecture, audiences and funnel.
03Create
Hooks, messages, formats and creative concepts.
04Test
Compare meaningful creative and audience variations.
05Learn
Use campaign signals to guide the next iteration.
03 / SELECTED WORKCampaign
Campaign
concepts.
PORTFOLIO NOTE
A collection of campaign concepts built around strategy, creative testing, audience thinking, and performance-focused advertising.
CONCEPT CASE STUDY
LumaSkin
Your skin. Your routine.
LumaSkin
E-commerce Growth
A fictional skincare brand campaign concept focused on prospecting, creative testing and retargeting.
CONCEPT CASE STUDY
Urban Thread
Made for your everyday.
Urban Thread
Fashion Campaign
A fictional fashion campaign concept built around Instagram-first creatives and audience segmentation.
CONCEPT CASE STUDY
FitFuel
Build a stronger routine.
FitFuel
Lead Generation
A fictional fitness funnel concept using lead campaigns, retargeting and different creative angles.
CONCEPT CASE STUDY
Nova Café
Your next coffee stop.
Nova Café
Local Awareness
A fictional local advertising concept designed around location-focused creatives and promotional offers.
04 / CREATIVE TESTINGDon't just
Don't just
make an ad.
Build different ways to communicate the same value. Test hooks, visuals, offers and messages to understand what connects with the audience.
HOOKANGLEFORMATMESSAGE
HOOK AProblem
first
first
HOOK BBenefit
first
first
HOOK CStory
first
first
✎
05 / TOOLKITWhat I
What I
work with.
01
✦
Meta Ads
02
◎
Facebook Advertising
03
↗
Instagram Advertising
04
✦
Campaign Strategy
05
◎
Creative Testing
06
↗
Audience Research
07
✦
Retargeting
08
◎
Performance Analysis
06 / ABOUT Shajir ShaStrategy on paper,
Strategy on paper,
performance in practice.
✦
I'm Shajir Sha, a Meta Ads Specialist interested in the space where advertising, creative thinking and digital products meet.
I enjoy breaking down a campaign into smaller questions: Who are we talking to? What do they care about? What should we test next?
— Shajir ShaI'm interested in the thinking behind the ad, not just the ad itself.
My workflow is built around research, structured campaign planning, creative experimentation and learning from the data available after launch.
The goal is simple: create advertising that has a clear reason for existing and a clear next step for the audience.
✉
07 / LET'S TALKHave a brand?
Let's grow it.
Tell me about your business, your current challenge and what you want your advertising to achieve.
Start a Conversation ↗PS.Good campaigns
start with good questions.
start with good questions.