OJ Om JoshiMeta Ads & Growth Partner Available for 1–2 brands Book a callFREE

Proof & Case Studies

Work you can inspect. Claims you can verify.

Campaign structures, creative systems, funnel frameworks, reporting, recommendations, and operating documents from real client work — with confidential details protected.

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LinkedIn Recommendation · Nivora Coffee Company · June 2, 2026

“The campaign provided valuable insights into our target audience, customer acquisition patterns and ad performance. Om not only helped execute the campaign effectively but also prepared a detailed analysis of the results, highlighting key learnings and actionable recommendations.”
Nivora Coffee CompanyD2C coffee brand · verified LinkedIn recommendation

The business situation

Silk Route is a premium skincare brand with a founder, in-house creative collaborators, a Shopify storefront, Meta acquisition, WhatsApp follow-up, and an Amazon destination. The challenge was not one isolated campaign. It was making those moving parts tell one clearer customer story and produce better evidence for the next decision.

How the engagement expanded

The work began with retargeting strategy and grew into ongoing founder-side execution across the live Meta account, creative direction, funnel and tracking diagnosis, warm-audience systems, marketplace-bound campaigns, and reporting.

01Retargeting structure and intent-based messaging
02Purchase campaign rebuilds, budgets, audiences, and live monitoring
03Creative analysis, hooks, briefs, and feedback with the creative team
04Product-page, checkout, Pixel/CAPI, and Purchase-event diagnosis
05WhatsApp journeys, Amazon traffic, and founder-facing reporting

What I own in the current system

Paid acquisitionCampaign architecture, launch QA, budgets, audiences, exclusions, retargeting, monitoring, and optimisation.
Creative strategyAudience-stage frameworks, hooks, copy direction, edit feedback, and briefs that connect delivery data to the next concept.
Funnel & measurementProduct-page signals, checkout friction, Pixel/CAPI quality, attribution limits, and reconciliation with real outcomes.
Warm intent & follow-upMeta retargeting, WhatsApp opt-in, abandoned-cart and checkout thinking, offer sequencing, and conversation handoff.
Founder decisionsReadable reporting, explicit uncertainty, and a clear view of what to pause, keep, rebuild, or test next.

Recent decisions from live work

Creative × audience analysis

Use the breakdown to create the next test.

A heat-led creative emerged as a directional signal within specific age bands. I treated that as a hypothesis — not causal proof — and used it to shape the next round of audience-specific messaging and campaign tests.

Measurement discipline

Do not claim what the funnel cannot verify.

When platform signals and confirmed business outcomes diverge, I move the diagnosis into checkout, payments, event firing, and backend reconciliation. For Amazon-bound traffic, I keep landing visits separate from marketplace sales Meta cannot confirm.

Latest full-funnel framework

In August, I converted the working strategy into one three-pillar system: awareness creates self-recognition, cold acquisition connects the problem to product relevance, and warm retargeting continues the narrative with proof and objection removal.

Silk Route Meta Ads funnel and messaging framework prepared by Om Joshi.
Meta Ads Funnel & Messaging FrameworkA shared operating system for awareness, cold acquisition, and warm retargeting.
Silk Route three-pillar funnel architecture prepared by Om Joshi.
Three-pillar funnel architectureMaps audience state, primary job, desired next state, routing rules, and message progression.

Daily operating visibility

I turn live account data into concise campaign reports so the founder does not have to live inside Ads Manager. The report makes it clear what is active, where spend is moving, what needs attention, and what decision comes next — without burying the business in a wall of metrics.

Redacted Silk Route daily Meta Ads campaign report prepared by Om Joshi.
Founder-facing daily campaign reportBuilt from live account data to monitor delivery, reduce the founder's operational load, and keep account activity transparent. Sensitive funnel and performance figures are intentionally blurred.

Selected project documents

Additional scope document page for Silk Route, shown blurred in the background. Additional scope document page for Silk Route, shown blurred in the background. Scope document cover page prepared for Silk Route.
Project scope documentHow I defined the focus area, responsibilities, segmentation logic, and boundaries before the work started.
Blurred campaign structure and strategy document for Silk Route.
Recommended campaign structureShows how I think through budget by intent, ad-set logic, and messaging map. Sensitive rows are blurred.
Blurred campaign purpose and audience setup document for Silk Route.
Retargeting purpose & audience setupDocuments how the campaign objective, warm audience stages, and audience creation logic were planned.
Blurred creative brief page for Silk Route.
Creative brief sampleShows how I turn audience state and hesitation into creative direction, hooks, and offer logic. Sensitive language is blurred.
Blurred invoice related to Silk Route work.
Invoice sampleProof of paid work. Amounts and sensitive client details are intentionally blurred.

What this project proves

This engagement shows the operator model I offer: close enough to the account, creative team, funnel, tracking, and founder to see how the parts affect each other — with daily operating visibility and honest reporting about what the data does and does not prove.

What was built

This project involved much more than one campaign. I built a small acquisition system: Meta campaign structure, audience segmentation, ad copy, creative testing, and a custom bridge page to warm users up before sending them to Amazon.

Nivora funnel system graphic showing the custom bridge page.
Custom bridge page system
Nivora audience segmentation document.
Audience segmentation work
Nivora creative design and testing sample.
Creative testing snapshots
Nivora ad copywriting sample.
Ad copy experimentation

Why this matters

Nivora shows how I think when the brand does not have a full storefront system yet. Instead of forcing a normal ecommerce playbook, I created a path that worked for the business reality and still gave us useful Meta signals.

Read the detailed Nivora case study →
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