Case study: 2nd Dawn
Launched. Then actually managed.
A judged half-price home competition for a Perth builder. The Meta ads, the entry page and the terms run as one system, read every morning and fixed as soon as the data says so.
New monthly clients go on a waitlist.
Most campaigns get launched, then a monthly report. This one gets read daily.
When the numbers showed clicks arriving but entries stalling, the diagnosis and the rewrite went to the client within hours, not weeks. A competition lives or dies on trust, so every number on the ads, the entry page and the terms is the same number, word for word.
One offer. Every surface matched to it.
The offer
A prize people can weigh up: judged on a written statement, no ballot or draw, with the deal and five clear entry conditions stated up front.
The funnel
The entry page sits on the client's own domain, entries write straight into their CRM, and the Meta pixel and lead conversion are wired and checked.
The campaign
Brand-exact ad tiles with the headline in the artwork, the registered-builder line on every ad, and imagery matched to the suburbs it serves.
The management
Spend, clicks and entries read every morning, two-page PDF reports with honest caveats, and the click-to-entry split used to find page problems.
One page, matched to the ad that fills it.
The clicks kept coming. The entries stopped.
Early in the second week, the daily read showed a funnel splitting in two: steady clicks from the ads, and a flat line on entries. When the top of a funnel holds and the bottom stalls, the problem is the page, not the ads.
The client's own inbox confirmed it: entrants kept asking to design their own home.
Cross-checked against those messages, the read was clear. The market was hearing "design your own home" when the prize is the builder's set 3x2 Little House design.
The repositioning shipped as one piece, inside a day: the page renamed around the Little House on every surface, the terms moving in step, and a new FAQ that gives people who want a fully custom build a better door, the builder's everyday design-and-build work.
What the client said
That photo is perfect!
Makes me think of a street in Watermans Bay, so very realistic place and demographic.
Entries close 30 September 2026. Results will be published after the winner is announced.
Tell me what you need.
You get a straight answer, from me.