Interview follow up for the Senior Meta Lead Gen Media Buyer role. Prepared for Danielle Dayuno at Talented.
My background is in tech. I hold a college degree in Systems Analysis and Development, and I moved into media buying four years ago. Since then I've worked mostly on Meta Ads in direct response, for the US and European markets.
That tech background is a real advantage in this work. I don't just buy media. I build landing pages, set up sales funnels and configure tracking myself, so when the numbers in Ads Manager don't match the sales platform, I can find out why before making a decision.
In 2023 I scaled my own direct response operation to almost $9,000 a day in ad spend. Today I manage paid traffic for an info product business, and I work through my own company, Grotech Solutions Online.
| Area | Details |
|---|---|
| Experience | 4 years in media buying, mostly Meta Ads, direct response |
| Markets | United States and Europe |
| Verticals | Weight loss, blood sugar support and men's health supplements; info products |
| Funnels | Presell → VSL → checkout; landing pages and quizzes |
| Sales platforms | Digistore24, ClickBank, BuyGoods |
| Education | College degree in Systems Analysis and Development |
| Currently | Managing paid traffic for an info product business |
Meta Pixel plus Conversions API, event deduplication with event_id, and checking value, currency, timestamp and event source against the sales platform before I scale or cut anything.
I build and fix landing pages, quizzes and funnels myself, so a new angle can go from idea to live test without waiting on a developer.
| Category | Tools |
|---|---|
| Traffic | Meta Ads (main), Google Ads, Taboola and native networks |
| Tracking | Meta Pixel, Conversions API, Google Tag Manager, UTMify, AnyTrack, RedTrack |
| Funnels and video | VTurb, landing pages, quizzes, VSLs |
| Build | HTML, CSS, JavaScript, React, Vite, Firebase, Cloudflare Pages |
| Day | Ad spend | Revenue | Sales | ROAS | CPA |
|---|---|---|---|---|---|
| Sep 9, 2023 | ~$6,300 | ~$18,600 | 205 | 2.96 | ~$31 |
| Sep 12, 2023 | ~$7,200 | ~$20,500 | n/a | 2.85 | n/a |
| Dec 29, 2023 | ~$8,900 | ~$19,100 | 200 | 2.14 | ~$44 |
Supplement offers sold through Digistore24. Values were recorded in BRL and converted to USD at the rate of the time. Screenshots are available on request.
My role: I owned every testing, scaling and cutting decision on the account.
What happened: as spend went up, CPA rose from about $31 to about $44. That is expected when you scale into colder audiences and CPMs rise. ROAS stayed above 2, so daily profit kept growing.
The lesson I carry: judge the account by the cost of the final result and by profit, not by the cheapest front end metric. In lead gen, that final result is the signed case.
I worked with Evolve Nutra as an independent media buyer, through my own company.
| Step | What I did |
|---|---|
| Problem | On a VSL funnel, CPA went up more than 75%. |
| Diagnosis | I worked backwards from the sale. The VSL was holding up, but the CTR between the ad and the VSL was low. The video hook wasn't holding people in the first three seconds. |
| Ruled out | Audience fatigue. |
| Fix | New video hooks built with the copy team, plus targeting focused on a specific female age group. |
| Result | CPA came back down, and that month closed with ROAS above the estimate. |
Ad Library 889683114151751 · live since June 4, 2026 (~4 months), multiple versions
Ad Library 4516476658678070 · live since June 2, 2026 (~4 months), 6 creatives
An ad that has been live for about four months with several versions is most likely profitable, which is why I picked these two.
| Concept | Decision | Why |
|---|---|---|
| B · Real case result | Protect | Highest CPL ($105), but 52% qualify and it's the only mature concept under target at $1,182 per case. |
| E · Rideshare passenger | Protect and test | 45% qualify and $1,050 per case, but only 2 cases. A signal, not proof yet. |
| A · Insurance lowball | Change | 26 weeks live, frequency 4.6, cost per case up about 40% vs. the prior 30 days. |
| D · Case value quiz | Change | 30 weeks live, frequency 5.2, cost per case up about 40%. |
| C · Post crash checklist | Fix or pause | Cheap leads, only 24% qualify, $2,077 per case. It was already above target before, so it didn't cause the decline. |
| Item | Value | Reasoning |
|---|---|---|
| Budget | $400/day · 3 weeks | At a $68 CPL: ~6 leads/day, ~55 qualified leads and ~7 to 8 signed cases in 3 weeks. Enough to decide. |
| Cost ceiling | $190 per qualified lead | 184 cases from 1,275 qualified leads ≈ 14%. 14% of $1,300 ≈ $190. |
| Early stop | > $190 in week 1 | Cost per qualified lead arrives fast. |
| Final read | ≤ $1,300 scale · > $1,500 stop | Only on leads that are 9+ days old. |
Firms work on contingency, usually around a third of the settlement, so a good case is worth a lot and a bad lead is worth nothing. The signed case is the sale, and the fee that arrives months later is the lifetime value. That's why the account has to be managed on cost per signed case.
Example from a published Florida case study: about $1,250 per signed case against an average case value above $25,000. [2]
Own brand, a real attorney on screen, leads go to the firm's own intake. Ads call out the states where the firm is licensed.
B2C ads with a neutral brand that feed a quiz or form, then intake qualifies and routes to partner firms. Some also run B2B ads to sell the service to firm owners.
| Pricing model | How it works | Published range |
|---|---|---|
| Shared lead | Same lead sold to 3 to 5 firms | $50 to 150 |
| Exclusive lead | Lead goes to one firm only | $300 to 600+ |
| Live transfer | Intake qualifies and transfers the call | $1,000+ |
| Signed case | Firm pays only for signed retainers | varies |
Pricing structures also have to be checked state by state against ABA Model Rule 7.2 and local ethics opinions. [1] [2] [3]
| Case type | Why it matters | Relative value |
|---|---|---|
| Car (rear end, side impact, head on) | Highest volume and competition. Rear end collisions usually have clear liability. | Medium |
| Truck | Commercial insurance, serious injuries, more evidence. | High |
| Motorcycle | More severe injuries; insurers often try to blame the rider. | High |
| Rideshare (Uber, Lyft) | Passengers are rarely at fault, and higher platform policies apply during a trip. | High |
| Pedestrian and cyclist | Fault usually on the driver, serious injuries. | High |
| Commercial vehicle | Business insurance, more coverage available. | Medium to high |
| Uninsured / underinsured, hit and run | Claim goes against the client's own UM/UIM coverage. | Medium |
| Drunk driver | Clear liability, possible punitive damages. | High |
| Qualifies | Disqualifies |
|---|---|
| Within the state's statute of limitations | Too old |
| Not at fault (some states allow partial fault) | At fault |
| Injured and saw a doctor | Property damage only |
| No attorney yet | Already represented |
| Accident in a state the firm serves | Out of area |
| Valid phone and answers | Fake data, unreachable |
| Angle | Trigger | Attracts |
|---|---|---|
| Insurance lowball offer | Common enemy | People with an active claim: good quality |
| Real case result with disclaimer | Proof | People with real injuries: best quality |
| Specific niche (rideshare, truck) | "This is about me" | Smaller, highly qualified audience |
| Mistakes that hurt your claim | Fear of loss | People talking to the insurer right now |
| Generic checklist | Education | Curious people without injuries: cheap, low quality |
| Spanish language creatives | Identification | Large Hispanic markets (TX, CA, FL) |
The more specific the angle, the better the lead. The more generic and "educational", the cheaper and weaker the lead.
Send lead stages back from the CRM through the Conversions API (lead, contacted, qualified, signed), so Meta optimizes for qualified leads and signed cases, not cheap form fills. With few signed cases per week, optimize for qualified leads first. [4]
Cost per qualified lead in week 1, cost per signed case only on matured cohorts, always grouped by lead date.
Open targeting inside licensed states, and the creative does the targeting. Keeping concepts separate shows which angle actually brings signed cases.
When cost per case goes up, I check every step: CPL, contact rate, qualification rate and sign rate. Sometimes the problem isn't the ads, it's intake.
| Item | Supplements (my background) | Accident lead gen |
|---|---|---|
| Conversion | Checkout purchase | Lead → qualification → signed retainer |
| Feedback time | Minutes | Days |
| Who closes | The VSL | Intake, by phone |
| Decision metric | CPA and ROAS | Cost per signed case |
| Common enemy | The industry, the diet, the old solution | The insurance company and its adjuster |
| Compliance | FTC and health claims | State bar rules, Meta policy, TCPA |
The core skill is the same: scaling Meta while protecting the cost of the final result, in a vertical where compliance is strict.