Creative Strategy & Testing

2024 to 2026Paid growth on Meta

I run the newsletter's Meta ads myself: strategy, creative, copy, setup and tracking. Over two years that's 9 campaigns, 22 ads and five rounds of creative, for NT$12,476 in total (about US$390).

2024 and 2025The first rounds sold the wrong thing. Traffic campaigns with a mockup of the email, "Your ultimate party guide in Taiwan" and a Learn More button got 553 link clicks at about NT$4 each. But a click isn't a subscriber, and nothing told me how many of those people signed up.

April 2026The relaunch rebuilt everything around one number: cost per subscriber. The objective changed to Leads, the button to Subscribe, and the pixel on the subscribe page started reporting each signup back to Meta. The message became the newsletter's own promise:

• English: "Every party in Taiwan. One email."

• Chinese: 「這封信，就是你的週末派對」, "this email is your weekend party", written for a local reader rather than translated.

Each language got its own campaign, static and 14-second video for Stories and Reels. Every ad carries a tag that the subscribe page writes onto the reader in MailerLite, so I can see which ad each real reader came from.

What it returnedFrom April to June 2026 the lead campaigns spent NT$9,224.

The Chinese campaign did best: 616 signups at NT$8.10 each, against 232 at NT$18.30 in English. A first test with both languages in one campaign got 1 signup for NT$191. I split them the next day, and the split is what made the Chinese numbers possible.