Meta Ads: Three Years, 110 Campaigns
Every Facebook and Instagram campaign we have run from one ad account between 20 July 2023 and 20 August 2026, with the totals pulled straight from the account export.
Proof
Straight From Ads Manager
The account view for the full period, footer included: results from 110 campaigns.
What the spend bought
Results by Campaign Objective
Two objectives carried almost all of the work: cheap reach at scale, and direct messaging conversations.
| Objective | Campaigns | Results | Spend (PKR) | Cost per result |
|---|---|---|---|---|
| Post engagement | 73 | 1,655,683 | 78,669 | Rs 0.05 |
| Messaging conversations | 29 | 5,776 | 50,001 | Rs 8.66 |
| ThruPlays (video) | 1 | 423 | 348 | Rs 0.82 |
| Link clicks | 1 | 86 | 55 | Rs 0.64 |
| Follows or likes | 1 | 12 | 192 | Rs 16.00 |
Total recorded spend across the period: PKR 129,905, returning 4,022,258 impressions at an average CPM of PKR 32.30.
Lead generation
Best Messaging Campaigns
Campaigns built to start a WhatsApp or Messenger conversation, ranked by conversations produced. These were recruitment and travel offers, where a conversation is the sale.
| Sector | Conversations started | Cost per conversation | People reached |
|---|---|---|---|
| Overseas security jobs | 1,013 | Rs 5.36 | 55,739 |
| Overseas security jobs | 811 | Rs 4.19 | 56,014 |
| Travel and visa services | 667 | Rs 6.00 | 29,545 |
| Gulf recruitment | 512 | Rs 5.27 | 19,083 |
| Gulf recruitment | 457 | Rs 8.10 | 44,671 |
| Film and media | 427 | Rs 14.74 | 37,567 |
| Overseas jobs | 342 | Rs 3.33 | 22,042 |
The cheapest campaign in the set started conversations at Rs 3.33 each across 342 conversations. Cost per conversation stayed under Rs 10 on six of the seven.
Reach at scale
Best Engagement Campaigns
News and media clients where the goal was volume: get the post in front of as many people as possible, as cheaply as possible.
| Sector | Post engagements | Cost per engagement | People reached |
|---|---|---|---|
| News media | 80,358 | Rs 0.030 | 137,274 |
| News media | 79,069 | Rs 0.026 | 139,717 |
| News media | 74,243 | Rs 0.022 | 127,759 |
| Regional publisher | 74,214 | Rs 0.027 | 107,563 |
| News media | 72,042 | Rs 0.026 | 118,105 |
Top campaigns reached over 139,000 people for roughly PKR 2,000, at around three paisa per engagement.
How we run them
What Produced These Numbers
- Objective matched to the actual business goal, not the default Meta suggests
- Creative and copy produced in-house, so testing does not wait on a third party
- Audience and placement tested per campaign rather than reused from the last one
- Campaigns retired once cost per result drifted, instead of being left running
- Reporting on cost per conversation, not impressions or vanity reach
Reading the currency
Spend is reported in Pakistani rupees because that is the currency of the ad account. The figures that travel between markets are the ratios: cost per conversation against conversation volume, and cost per engagement against reach.
We now run the same discipline on US healthcare accounts, where a search campaign we structured is delivering clicks at $3.26 against Google's suggested top-of-page bid of $12 to $14.
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