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Cheenu Malig

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Meta and TikTok Ads Media Buyer | Creative Strategist

I don't guess why ads stop working. I find out.

Meta ads for US home services and lead gen businesses, judged on real business numbers, not cheap leads. Open a case file to see the evidence.

  • 25 accounts
  • $70K spend
  • 1,100+ leads

All three from one 30 day Meta report across the 25 accounts, pulled Sep 19, 2026.

Client E
Client E ad table in Meta Ads Manager, watermarked
Exhibit A · ad table

Kitchen and bath remodeling · Managed account

Cheap leads aren't cheap customers

$461.71per application, from a $32.98 lead

Ranked by cost per lead, this ad looked like a winner. Ranked by applications, it was the ad to fix first.

Open the case file
Client A
Client A static ad, anonymized: Starting at $6,299 roof plus free gutters
Exhibit A · General Offer Image 2, anonymized

Roofing · 15 static ads · Jul 16 to Sep 29, 2026

Every static judged on one screen

191 leadsat $30.99 CPL from $5,919.68

Three statics passed my screen of 20 or more leads under $40. Every number is dated, and every image is anonymized.

Open the case file
Client C
Client C ad table in Meta Ads Manager, watermarked
Exhibit A · ad table

Roofing · Instant form leads · Aug 24 to Sep 22, 2026

The owner explains the price

27 applicationsfrom one owner video with 47 leads

27 applications logged against 47 leads, at $79.21 per application.

Open the case file
Client D
Client D siding ad: a yard sign reading Other siding cost $15,000, ours $3,000 less plus free gutters
Exhibit A · the yard sign

Siding · Static ads

One offer, two executions

$28.77account CPL over 30 days, against a $40 target

Same offer, two looks: a notebook doodle and a yard sign. The saving does the selling.

Open the case file

Want this thinking on your account?

Book a free 30 minute account review. Bring your target CPL or CPA and I'll show you the first thing I'd fix, whether you hire me or not.

Book a free 30 min review

Evidence wall · The creatives behind the numbers

Pinned to the string

Client statics from accounts I manage, anonymized, plus sample concepts and example video ads I briefed. Each photo says which. Drag the string sideways to look closer, and open any photo to see its file.

Working together

Three steps. You decide at each one.

  1. 01Free account review

    A 30 minute call. I look at your account, your tracking and your target CPL or CPA, then tell you the first thing I'd fix.

  2. 0230 day test sprint

    I verify your tracking, set targets from your numbers and test new angles. Every week, each ad set gets a call: scale, iterate or pause.

  3. 03Ongoing management

    I scale what beats your target, refresh creative before it fatigues, and report on the numbers that matter to your business.

Book a free 30 min review
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