Turning "I will deal with this later" into "I need this now."

FreshBooks

Project Brief

The two Instagram/Facebook ads aim to make the cost of inaction feel real and urgent. The third sample, a retargeting email, picks up the momentum from a lead magnet. Following up on an initial interest before it goes completely cold.

Financial Invoicing App for Freelancers

Client: FreshBooks

Format: Instagram / Meta feed ad

Audience: Independent freelancers

Goal: Drive trial signups

Objections: "I keep forgetting to follow up on invoices."

Client: FreshBooks

Format: Instagram / Meta feed ad

Audience: Independent freelancers & small business owners

Goal: Drive free trial sign-ups

Objections: " I don't know how much invoicing late is actually costing me."

Retargeting Email Campaign

Strategy:

The goal of this campaign is to target warm leads captured via a lead magnet; freelancers who downloaded a free FreshBooks resource ( such as a tax prep checklist, an invoice template or an e-book) in exchange for their email address.

This audience has shown clear intent and awareness of their financial pain point, but hasn't taken the next step yet.

The email fires as part of a post-download nurture sequence, timed ahead of tax season, with the free trial as the natural conversion point.

Client: FreshBooks
Format: Email / Retargeting ad
Audience: Freelancers who downloaded a free FreshBooks resource ( lead magnet) but haven't started a free trial yet
Goal: Drive trial signups pre-tax season
Objections: "I will sort my finances out later."