Meta Ads management

Find new buyers. Bring them back. Scale what wins.

Facebook and Instagram ads for D2C brands, run as one system: the right campaign for each goal, retargeting audiences, weekly creative tests and controlled scaling that protects your profit.

The loop I run every week

Test new creatives and angles

Keep winners, switch off losers

Retarget warm audiences

Scale budget in controlled steps

Watch CPC, ROAS and profit

Campaign types

The right campaign for every goal

I do not run one campaign and hope. Each type has a job, and a healthy account uses several together.

Sales · Most used

Advantage+ Sales

Automated campaigns that find buyers across your catalog using Meta's machine learning and your pixel data.

Benefit: fast scaling with less manual setup

Sales · Core

Manual Sales (CBO / ABO)

Full control over audiences, budgets and placements for testing and structured scaling.

Benefit: clean data on what wins

Catalog

Dynamic product ads

Show shoppers the exact products they viewed or added to cart, pulled from your catalog.

Benefit: strong retargeting at low cost

Leads

Lead generation

Instant forms or website forms to collect enquiries for services and high-ticket products.

Benefit: low-cost leads, tracked by quality

Engagement

Video views and engagement

Build warm audiences from people who watch your videos or interact with your page.

Benefit: cheap retargeting pools

Awareness

Reach and brand

Introduce a new brand or product launch to a wide relevant audience.

Benefit: top-of-funnel demand for launches

Audiences and retargeting

Cold, warm and hot: a full-funnel audience plan

Different people need different messages. I build audiences for each stage and create retargeting lists from your own data.

Top of funnel · Cold

Find new buyers

People who have never heard of you.

Middle · Warm

Build trust

People who have shown interest but not visited to buy.

Bottom · Hot

Close the sale

People who are close to buying.

Retargeting audiences I create (from pixel, Conversions API and customer data)

All website visitors

Anyone who visited in a set window

30 / 60 / 90 days

Product viewers

Viewed a product but did not add to cart

7 – 30 days

Added to cart

Added a product but did not start checkout

3 – 14 days

Initiated checkout

Reached checkout but did not pay

1 – 7 days

Past purchasers

For repeat orders, upsells and lookalikes

180 days+

Video and social engagers

Watched videos or engaged on Instagram and Facebook

30 – 90 days

Purchasers are excluded from prospecting and short-window retargeting, so you never pay to show ads to people who already bought.

Creative testing

Creatives are the new targeting

On Meta, the creative decides who sees your ad and whether they click. So I test creatives as a system, one variable at a time.

TEST 1

Concept

Test different angles: problem, craft story, social proof, offer.

TEST 2

Hook

Test the first 3 seconds. A strong hook lowers CPC and lifts thumb-stop.

TEST 3

Format

Compare static, carousel, short video and UGC-style content.

TEST 4

Offer

Test bundles, free shipping, discounts and urgency to raise order value.

Rule 1

New creatives every week

Fresh ads fight creative fatigue and keep CPC from creeping up.

Rule 2

Decide on data

Judge by CTR, CPC, hold rate and ROAS, with enough spend to be fair.

Rule 3

Scale the winners

Winning ads move into scaling campaigns. Losers are switched off fast.

Scaling and profit control

Scale budget without losing profit

Scaling too fast breaks results. I raise spend in steps, watch the numbers daily and protect your margin.

Vertical scaling

Raise the budget on winning ad sets gradually so the algorithm keeps its learning.

Increase in small steps, every few days

Horizontal scaling

Duplicate winners into new audiences, new creatives and new placements to find more buyers.

More audiences, same winning ads

Control CPC

Better hooks, tighter audiences and fresh creatives bring click costs down and keep them down.

Watch CTR and CPC daily

Maximise ROAS and profit

I track against your break-even ROAS, so every scaling decision is tied to real profit, not platform numbers.

Break-even ROAS = 1 ÷ gross margin

Tracking behind every decision

Website events

→

Google Tag Manager

→

Meta Pixel + Conversions API

→

Accurate optimisation

What to expect

Target results from a structured account

Typical improvement ranges I aim for once tracking, audiences and creative testing are in place.

3x – 4x

Practical ROAS target on well-run D2C accounts, with 5x+ on top campaigns

CPC ↓ 20–35%

Stronger hooks and fresh creatives lower click costs

ROAS ↑ 50–100%

Compared with unstructured, untested accounts

Repeat orders ↑ 25–40%

Retargeting past buyers builds lifetime value

These are target ranges, not guarantees. Real results depend on your product, price, margin, creatives and market.

Is your Meta ad spend working?

Free Meta Ads audit

Send your store link and a screenshot of the last 30 days. I'll show you what to fix in your audiences, creatives and structure.