Meta Ads Strategy for Grant Funding Brand Awareness Work

We are Backcountry Medical Guides, a wilderness medicine training organization based in Bellingham, WA. We recently received a grant ($6,000) from the City of Bellingham to run paid advertising on Meta (Facebook/Instagram) to promote our courses and expand our reach in the community.

We are already running Meta ad campaigns, but we want to make sure we are getting the most out of every dollar. We are looking for a skilled volunteer with hands-on experience in Meta Ads Manager who can serve as a strategic advisor, not a content creator, to help us optimize what we already have in place.

Specifically, we are hoping a volunteer can help us with:

• Auditing our current campaigns: Reviewing our existing ad structure, targeting, bidding strategy, and budget allocation to identify what's working and what isn't.

• Audience targeting guidance: Advising on how to best define and reach our ideal audience. People interested in wilderness medicine, outdoor recreation, and first aid training in the Pacific Northwest.

• Ad performance analysis: Walking us through how to read our analytics and which key metrics (CTR, CPM, ROAS, etc.) we should be paying closest attention to given our goals.

• Campaign structure best practices: Offering guidance on how to organize our ad sets, test variables effectively (A/B testing), and allocate our grant budget strategically across the campaign.

• Design and format recommendations: Providing high-level advice on which ad formats and visual best practices tend to perform well. Note we will handle all actual creative production ourselves.

We are not asking this volunteer to write copy, design assets, or manage our account directly. We are simply looking for someone with deep Meta advertising expertise who can review our setup, answer our questions, and give us the strategic direction to run our campaigns more effectively.

Optimizing this ad spend will help BMG reach more outdoor adventurers, increase registrations for wilderness safety courses, and improve remote preparedness—helping more people avoid injuries and respond safely in backcountry emergencies.

We have the $6,000 Meta ad grant in hand, and our team will supply creatives and campaign objectives. The volunteer will lead strategy sessions, produce the playbook, and train staff so campaigns can be launched and managed internally.