A new single, in front of listeners in Poland

Where it started

Darya is a singer and songwriter from Oława, in Poland. She describes her music as experimental pop, blues and soul, and she released her single DULCE on 9 October 2026.

She already had adverts running on YouTube. They were run from someone else’s account, and she had never had a report on them. We started there, with a read only look at that advertising, and told her plainly what we found.

We run Facebook and Instagram adverts as well as Google Ads. Darya’s job was small and clearly defined, so we quoted it on its own.

What we set up

We set up her adverts on Facebook and Instagram in her own ad account, paid from her own card, so the account and everything it learns stay hers.

There is one campaign for DULCE, shown only in Poland to people aged 25 to 54, because 87% of her Spotify listeners are in that age range. Inside it are three groups of people:

• everyone in that age range, sent to DULCE on Spotify
• people who had engaged with her Instagram, and people like them, also sent to Spotify, with her current followers left out on purpose
• everyone in that age range again, sent to the music video on YouTube

There were five short vertical advert videos. One is the chorus from her music video, in the director’s own vertical cut. The other four we cut from Darya’s own footage: a reaction clip, a walk, a mirror shot and Darya singing to camera. We wrote the Polish advert text for each one.

The adverts run in the Facebook feed, in Facebook and Instagram Stories, and in Facebook and Instagram Reels. They went live at about 12:20pm UK time on 16 October 2026.

What the adverts did

We checked the adverts every day and sent Darya plain English updates, with a six page report at the end of the first week, on 23 October. On 28 October we read the figures for 16 to 27 October 2026:

• The adverts reached 26,239 people in Poland aged 25 to 54, and were shown 39,627 times.
• They brought 2,161 visits to DULCE: 1,482 to the song on Spotify and 679 to the music video on YouTube.
• The ad spend was £96.50, an average of about 4.5p a visit. Before launch we had planned for 15p to 23p a click.
• The music video chorus was the clear winner. It brought 1,541 of the 2,161 visits.

A visit here is what Meta calls a landing page view: the Spotify or YouTube page fully opened after someone tapped an advert. It is not a play. All the money on this page is in pounds, converted at the European Central Bank’s average rate for 16 to 27 October 2026.

Being straight about plays

Spotify only counts a play once someone has listened for 30 seconds. Darya’s own Spotify figures showed that many of the visits were not turning into plays, and we said so plainly in the week one report. So we do not claim the adverts grew her streams, her listeners or her followers.

What we changed on 26 October

• We paused the three weakest videos and put the budget behind the music video chorus and the reaction clip. The music video stays on in every group.
• The reaction clip did not play DULCE, so we made a new version where the song comes in halfway, and added it next to the original.
• The daily budget went up from about £7.66 to about £13.41.
• We added a new group of adverts on Instagram Stories and Reels, shown to people in Poland aged 25 to 54 who do not already follow her, to grow her Instagram following. In its first two days, 26 and 27 October, it brought 81 visits to her Instagram profile at about 6.5p each. We have no verified follower figure, so we are not giving one.

The whole run, 16 October to 14 November

On 15 November 2026, the day after the adverts ended, we read Meta’s reporting for the whole run:

• The adverts reached 76,153 people in Poland aged 25 to 54, and were shown 136,325 times.
• They brought 7,104 visits to DULCE: 4,053 to the song on Spotify and 3,051 to the music video on YouTube.
• Those visits took £244.39 of ad spend, about 3.4p each.
• The music video chorus was the clear winner. It brought 4,663 of the 7,104 visits. The new reaction clip, with the song coming in halfway, brought 790 visits at about 2.4p each, the cheapest of the run.
• The Instagram adverts brought 646 visits to her Instagram profile from 26 October, at about 13.9p each. That is more than double the 6.5p of their first two days, so they were the weakest part of the campaign.
• In all, the ad spend was £334.35: £244.39 on the visits to Spotify and YouTube, and £89.96 on the Instagram adverts.

The money here is converted at the European Central Bank’s average rate for 16 October to 14 November 2026. What we said about plays still stands: a visit is not a play, and we do not claim the adverts grew her streams, her listeners or her followers.

What comes next

The adverts ended at the end of 14 November 2026. Darya gets a plain English report on the whole run, and she decides whether to carry on. Nothing renews unless she says so.