03 · Work
Five documented accounts, and two I cannot put a number on
Every figure below is reproduced from the client's own ad account: the Meta Ads Manager report or the Google Ads export shown next to it, and every account carries the brand page so you can see the channel itself. The last block is the exception, and it says so on the page: two large accounts I ran where I no longer hold the export.
Case 01 · Meta Ads
Thốt Nốt & Hạt Đác Rim Cô Ba
A Mekong specialty producer selling a product most buyers have never heard of. Demand exists, but nobody types the product name into a search bar, so the account had to create the conversation rather than harvest it.
Split the account into two jobs: conversion campaigns that drove messaging conversations from people already curious, and low-CPM engagement campaigns that bought cheap reach to make the product familiar. Creative rotated around product close-ups, origin story and the texture shot that performs best for food.
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| Result recorded in the ad account | Figure |
|---|---|
| Messaging conversations started | 4,349 |
| Best cost per messaging conversation | ₫5,376 |
| Post engagements | 301,983 |
| Best cost per post engagement | ₫14 |
| Average CPC / CTR | ₫3,691 · 3.54% |
Case 02 · Meta Ads
Nàng Gạo Spa & Skincare
A saturated local category where every competitor buys the same audiences. The account needed a creative-led wedge, and a messaging funnel cheap enough to survive rising competition on CPM.
Built a messaging track for treatment enquiries alongside an Engage Post track for content reach, then moved to video-first creative because static posts had stopped clearing the CTR bar. Every campaign is named by month, which kept a year of iterations auditable.
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| Result recorded in the ad account | Figure |
|---|---|
| Best cost per messaging conversation | ₫26,553 |
| Cost per conversation, full range across the account | ₫26,553 – ₫72,557 |
| Post engagements, best campaign | 129,679 at ₫27 each |
| Average CTR / CPC | 0.82% · ₫6,969 |
A single Reel drew 64,572 views from 58,121 viewers with 660 engagement. Audience retention shows the drop clustering at the seven-second mark, which is exactly where the next edit cuts.
Case 03 · Meta Ads
O9 Design Studio
A high-ticket interior studio with a very long sales cycle. Lead volume is the wrong unit of measurement on a multi-billion-đồng design fee, so the objective was familiarity and portfolio reach long before the enquiry ever happens.
Ran the account as a portfolio distribution engine. Each campaign promoted a finished project, optimised for engagement and aimed at the design-interested audience. Because the creatives were genuinely good project photography, engagement cost collapsed, which is what makes this the cheapest reach in the portfolio.
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| Result recorded in the ad account | Figure |
|---|---|
| Total spend | ₫23,421,891 |
| Best cost per post engagement | ₫86 |
| Top campaign by engagement | 36,227 at ₫110 each |
| Accounts reached | 751,321 |
Project-promotion posts run as paid campaigns, with multi-image carousels of finished interiors outperforming single images on both CTR and engagement cost.
Case 04 · Meta Ads
Homestay Michi Cottage
A small independent homestay with almost no brand search, competing against hundreds of Đà Lạt listings where bookings arrive by message and demand is brutally seasonal.
A deliberately two-mode account: messaging campaigns for room enquiries and dates, plus engagement and ThruPlay campaigns at very low cost to keep the property in front of the Đà Lạt travel audience between booking peaks. Offer-led creative with the address and location advantage written straight into the post.
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| Result recorded in the ad account | Figure |
|---|---|
| Best cost per messaging conversation | ₫36,212 |
| Post engagements, best campaign | 1,019 at ₫297 each |
| Accounts reached | 54,935 |
| Average CTR / CPC / CPM | 4.38% · ₫10,557 · ₫97,831 |
Case 05 · Google Ads
Nha khoa Nhân Tâm
A dental brand whose treatments span low-ticket and high-ticket, sold across two districts plus an overseas-Vietnamese segment. A ₫680,000 implant conversion and a ₫14,961 map action cannot share one budget line, so every treatment-to-location combination needed its own economics.
Built the account by treatment, location and intent, then layered brand-defence and competitor campaigns on top. Added a domestic map and Performance Max layer for walk-in treatments, a separate overseas-Vietnamese track for Australia and Canada, and a Demand Gen campaign to reach people before they search.
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| Result recorded in the export | Figure |
|---|---|
| Best CTR · brand campaign | 19.42% |
| Best CTR · branding, absolute top impression | 17.79% |
| Highest top-of-page impression share | 94.74% |
| Overseas-Vietnamese segment (Australia, Canada) | 2 campaigns · CTR 12.5–13.6% |
Also on my record · no export to publish
Two large accounts I cannot put a number on
Space T and Nha khoa Flora are two of the largest accounts I have worked on, and I ran Meta Ads and Google Ads on both. I have no report I can publish for either one — I no longer hold access to those ad accounts. So I am not going to rebuild a spend figure from memory or dress an estimate up as a report. What I can stand behind is the channel I ran and the page you can open yourself.
Space T
A Vietnamese interior platform that connects contractors with customers, and the brand behind the strongest organic build in my record. On the paid side I ran both channels on the account: Meta Ads and Google Ads.
Facebook · spacetvnNha khoa Flora
A dental clinic in the same medical category as Nha khoa Nhân Tâm above, managed as its own account. Both channels ran here too: Meta Ads and Google Ads. A clinic never behaves like a retail account, and this was one of the accounts that taught me that.
Facebook · Nha khoa Flora