Company Context
You are an Account Executive at Meta responsible for a mid-market retail advertiser, BrightWave Home, a direct-to-consumer home décor brand operating in the US and Canada. BrightWave spends across digital channels and has historically been a strong Meta advertiser, using Facebook Feed, Instagram Reels, Stories, and Advantage+ Shopping Campaigns. The account generated solid growth last year, but the client is now questioning whether Meta remains worth its budget after rising CPMs, frequent platform changes, and aggressive competitor pitches from TikTok and Google.
Strategic Situation
BrightWave is entering annual planning and is considering cutting Meta spend by 30% next quarter. The CMO has raised three objections: (1) Meta pricing is too high, (2) constant product and measurement changes make planning difficult, and (3) competitors appear to offer better value and simpler narratives. Your goal is not just to “handle objections” conversationally, but to build a strategy that protects revenue, reframes Meta’s value, and proposes a credible growth plan grounded in economics and channel role.
You have one week to prepare a recommendation for the client’s executive review.
Data Points
| Metric | Meta | TikTok | Google Search/Shopping |
|---|
| Current quarterly spend | $2.4M | $0.8M | $1.6M |
| Avg CPM / CPC | $18 CPM | $11 CPM | $1.90 CPC |
| Avg CTR | 1.4% | 1.1% | 4.8% |
| On-platform / attributed ROAS | 2.8x | 1.9x | 3.4x |
| New customer share of conversions | 62% | 71% | 38% |
Additional facts:
- BrightWave revenue is $48M annually, growing 12% YoY, with a target of 20% YoY next year.
- Gross margin is 58%; blended target marketing efficiency ratio implies a minimum acceptable ROAS of 2.4x.
- Meta spend last year was $8.4M, up 20% YoY, but attributed ROAS declined from 3.2x to 2.8x.
- A recent Advantage+ Shopping Campaign test improved CPA by 12% versus business-as-usual prospecting campaigns over 6 weeks.
- BrightWave’s incrementality study from two quarters ago suggested Meta drove 1.25x more incremental lift than last-click reporting implied, especially for new customers.
Deliverables
- Diagnose the client’s three objections and identify which are perception issues vs real strategic risks.
- Assess Meta’s position relative to TikTok and Google, including where each channel plays in the funnel.
- Recommend whether BrightWave should maintain, reduce, or reallocate Meta spend next quarter.
- Build a negotiation and objection-handling strategy tailored to the CMO and CFO.
- Propose a 90-day go-to-market plan across Meta surfaces, measurement, and client communication.
Constraints
- BrightWave will not increase total digital budget next quarter; any recommendation must work within the current $4.8M quarterly paid media budget.
- Engineering support for conversion API improvements is limited to one sprint.
- The client expects a plan that shows measurable impact within 90 days.
- Internal Meta specialist support is available, but only for one major strategic initiative next quarter.
