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I’m David Callari, digital advertiser
I plan and manage advertising campaigns on Facebook, Instagram, Google and TikTok for companies and professionals.
I’m a Meta Certified Digital Marketing Associate and I take care of:
- choosing the platforms to invest in and setting the budget;
- writing the ads and the briefs for photos and videos;
- setting up conversion tracking;
- analyzing results and optimizing campaigns.
How I work, step by step
Every engagement follows six phases. If you’ve already done part of the work, tracking for example, I check that it’s set up correctly and move on to the next phase.
- Business analysisI look at margins, customer lifetime value, seasonality and your capacity to handle leads. From this data I work out the maximum sustainable cost per lead or sale.
- Conversion trackingBefore launching campaigns I check pixels, events, conversions and cookie consent management. With bad data, even the platforms’ algorithms optimize in the wrong direction.
- Choosing platforms and audienceIf your customers are already searching for your product, I start with Google. If you need to introduce a new offer, I start with Meta or TikTok. In many cases it pays to use several platforms with different budgets.
- Ads and creativesI prepare copy, visuals and video briefs, always in several variants. On Meta, the creative has a decisive influence on who sees the ad, which is why testing multiple versions is essential.
- Launch and learning phaseIn the first few days I avoid frequent changes. Platforms need to collect data to optimize, and every major change restarts the learning phase.
- Results analysis and optimizationI pause campaigns that don’t deliver, increase budget step by step where cost per customer stays sustainable, and refresh creatives when results drop.
When do I advise against investing in advertising? When the preliminary analysis reveals a problem upstream: a price that’s out of line with the market, a slow website, leads with no follow-up.
I flag it before you spend budget on campaigns, so you can fix what really needs fixing.
My tools
Working in advertising means following a campaign’s entire journey: from setting goals to choosing the audience, from creating the ads to analyzing the results. Each phase needs specific tools, and knowing them inside out lets me work fast and make decisions based on reliable data.
I manage campaigns directly inside the ad platforms, Meta Ads Manager, Google Ads and TikTok Ads Manager, where I set budgets, audiences and ads and track performance. With Google Analytics 4 and Google Tag Manager I track leads and sales on your website and compare that data with the platforms’.
I give the creative side the same attention. I prepare and adapt images and graphics with Canva and Photoshop in the formats each channel requires, and I write the ad copy myself. That way I design message and creative together, consistent with your offer.
