Meta Ads · Workbook 2 of 4
Copy the exact Meta ads behind 89 bakery orders.
The real ads, videos, scripts and campaign data from our own bakery. Copy them word for word, or use them as templates to build your own.
89 orders. $3,128.93. Two launches. We switched the ads off three days early because the kitchen was full.
For bakers already taking orders who want them arriving on demand.
77 pages · 15 ad scripts · every video we ran · fillable PDF, instant download
Before you spend $29
Is this for you?
Four things that are usually true if this workbook is going to earn its price back.
DMs and a spreadsheet won't cut it here — you need somewhere that takes orders and gates delivery by postcode.
The workbook builds your ad budget from your own gross profit. If you don't know that number yet, start there first.
You've boosted a post or run something before, and you're still not sure if it made you money.
There's spare capacity in the kitchen. This workbook is what fills it — on purpose, not by accident.
What's inside
You've got the product. You need the orders.
Not theory. The exact scripts, budgets and campaign breakdowns, ready to drop your product into.
Written as fill-in-the-blanks — drop in your product, your suburbs and your deadline. Five top of funnel, the rest split across objections and closers.
Every video in the library was filmed vertically on a phone from the same five shots. What to film, in what order, so fifteen ads stop feeling like a mountain.
A number that's yours rather than ours, calculated from your own gross profit — not a generic "spend $20 a day" rule that ignores your margins.
Christmas, Valentine's and the launch campaign — what we ran, what it cost, and what came back. The failures are in there too.
How to read your own ad account so you know which of the three to do next, instead of guessing or waiting it out.
Our complete ad library.
One spreadsheet with every Meta ad we ran, across all three campaigns. Click any row and watch the ad. Read the numbers it produced sitting right next to it. Copy the winners frame by frame.
Winners and losers are both in there. Our best-looking ad hit a 47% hook rate and sold nothing at all. You get to watch that one too.
What it did for us
$790 in ads. Two sold-out launches.
We spent
$790
We made
$3,128.93
The profit paid for itself. The customer list is the part that keeps paying. Every campaign since then starts with 89 people who have already bought from us once.
Only 35% of home bakers are sure they're making money.
A quarter know they're losing. Four in ten can't tell either way. Skill is rarely the problem. The missing piece is a way to bring orders in on purpose, and a number that says whether those orders were worth baking.
Source: Better Baker Club home bakery survey — verify + link before publishing.
Real people, real results
What other bakers are saying.
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”[Placeholder — second testimonial, ideally about ease of implementation.]
”[Placeholder — third testimonial, ideally from someone who was skeptical first.]
”As referenced in / built on thinking from
Who's behind this
We built the bakery, then wrote down what worked.
I'm Szymon. I've spent my career in conversion optimisation and paid advertising, running experiments and ad accounts for brands where half a percent is real money. I ran my own agency from 2019, helped launch a second one, and I now do experimentation work inside one of Australia's largest insurers alongside client accounts in the US and the UK.
Freya bakes. I do the marketing. We started Freya's Cupcakes to test whether the methods I use for large brands would hold for a small one. We did the product research, set the pricing, built the site, filmed the ads, packed the boxes and drove the deliveries.
Everything in this workbook came out of that. Every screenshot is our own account. Every video is one we filmed and paid to run.
The full formula
Four workbooks. Buy the one you need.
Each one covers a stage of the same system. Take one, or take the lot.
Find something people already want, prove the demand before you bake it, and price it in three tiers.
Orders on demand. The scripts, the videos, the budgets, and three real campaigns with the ad library.
The page that closes the sale. Structure, trust, objections, and a 24-check audit of your own product page.
The plumbing. Pixels, analytics, delivery zones, and the tools that keep orders moving without you chasing them.
Product research through to technical setup, with each section handing off to the next. Includes three months of Baker's Orders HQ, our costing and production software.
Already bought this one? Take the full bundle for $70. We knock the $29 off.
The ads themselves
Collapsible content
Can I copy your ads exactly?
Can I copy your ads exactly?
Yes, and we'd recommend it for your first three. The scripts are written as fill-in-the-blanks, so you drop in your product, your suburbs and your deadline. The shot list tells you what to film in what order. Once your own data starts coming in, the workbook shows you how to build off it.
Do I have to be on camera?
Do I have to be on camera?
For the last two seconds of the ad, yes, and it's worth it. The final shot is the person who baked the product delivering the call to action. That one shot is what separates you from every faceless brand running the same offer.
What equipment do I need to film?
What equipment do I need to film?
A phone. Every ad in the library was filmed vertically on a phone and edited in CapCut, which is free. Our best performing ad ran 11 seconds.
How many ads do I need to make?
How many ads do I need to make?
Fifteen, and the workbook walks you through writing all of them. Five top of funnel, and the rest split across objections and closers. It sounds like a lot until you realise they share the same five shots.
What's in the ad library exactly?
What's in the ad library exactly?
Every video we ran across all three campaigns, with a link to watch each one, the sales it produced, its cost per order, its hook rate and its hold rate. Winners and losers are both in there, so you can see the full range rather than one cherry-picked screenshot.
Getting started
Collapsible content
I've never run a Meta ad. Can I start here?
I've never run a Meta ad. Can I start here?
Yes, as long as you're already selling. Part 2 lists exactly what to have in place first, and points you to free videos for the setup itself.
Does it show me how to set up my ad account and Pixel?
Does it show me how to set up my ad account and Pixel?
It shows you what to have in place and why the Pixel matters more than most people think. The click-by-click setup is free on YouTube, ten seconds away, and Meta changes those screens constantly. We spend the pages on the decisions instead.
Do I need a website?
Do I need a website?
Yes. You need somewhere that takes orders and gates delivery by postcode. If your setup is DMs and a spreadsheet, sort that first.
How much do I need to spend on ads?
How much do I need to spend on ads?
The workbook shows you how to calculate that from your own gross profit, so the number is yours rather than ours. For context, our Christmas campaign spent $355 over four days and Valentine's spent $435 over eleven.
How long does it take to work through?
How long does it take to work through?
About a week of evenings if you do the exercises properly. The creative section is the longest, because you'll be writing fifteen ads inside it.
Whether it fits your business
Collapsible content
I sell wedding cakes, not cupcakes. Does this apply?
I sell wedding cakes, not cupcakes. Does this apply?
The method holds, the numbers change. A $150 cake means a longer buying window and a bigger cost-per-order ceiling. Every section has a translate-it callout that runs the same principle through a high-ticket wedding cake, so you can see how the arithmetic shifts.
My product looks boring. Bread, pies, plain sponges.
My product looks boring. Bread, pies, plain sponges.
Then the visual desire has to be built before an ad can carry it. There's a worked example on exactly this: a pie with a purple filling that makes the cross-section worth watching. The five-shot list works for any product once you've found the shot that makes yours interesting.
I'm outside Australia. Does it still work?
I'm outside Australia. Does it still work?
Yes. The strongest ad we ran was built around naming a suburb, which works in any market where people order local. The campaign structure and the numbers are platform-level, so they carry across countries.
What if I can't bake more than I already do?
What if I can't bake more than I already do?
Then read Part 7 first. There's a full section on the capacity ceiling, because we hit ours. Ads are easy to turn up and expensive to leave running when you can't fill the orders.
What if Meta changes everything next month?
What if Meta changes everything next month?
Part 1 covers the Andromeda shift and what it changed about targeting. The workbook is built on the parts that stay put: your cost ceiling, your creative, and how to read your own account. Button positions move. Arithmetic doesn't.
The product itself
Collapsible content
$29 for a PDF?
$29 for a PDF?
It's 77 pages, 15 scripts, three campaigns pulled apart and the full ad library. We've stripped out everything available free on YouTube, so the price reflects what's left: the ads that worked and the reasoning behind them.
Is it a video course?
Is it a video course?
No. It's a fillable PDF you work through with a keyboard or a pen, plus the ad library spreadsheet. Built to be revisited, with a page in the back telling you which section to reopen when frequency climbs or orders outrun your kitchen.
Can I print it?
Can I print it?
Yes. Every exercise has room to write in, on screen or on paper.
How do I get it?
How do I get it?
Instant download after checkout, plus an email with the link so you can come back to it.
Should I buy this one or the bundle?
Should I buy this one or the bundle?
Buy this one if the ads are your bottleneck and everything else is working. Buy the bundle if you're building the whole thing from scratch, since it comes as one continuous workbook and includes three months of the software. If you buy this one and want the rest later, we take the $29 off the bundle price.
Do I get updates?
Do I get updates?
Yes — if the digital download is updated or improved, buyers get the new version.
What if it's not for me?
What if it's not for me?
[ REFUND POLICY — decide the wording. A digital product with a translate-it risk needs this stated plainly. ]
Can I ask you questions afterwards?
Can I ask you questions afterwards?
We're building out a community and coaching program — stay tuned if that's something you'd like.
Ready
We already paid for the testing.
Four months, three campaigns, dozens of ads, our own money. What came out of it is fifteen scripts, one video worth copying frame by frame, and a very clear picture of what a wasted $233 looks like.
All of it is $29, ad library included.
Instant download · Fillable PDF · 77 pages · Ad library included · Yours to keep