Meta ads engineered for ROAS, not likes.
Facebook and Instagram prospecting, retargeting and creative, structured around contribution margin. Advantage+ where it earns its place. Manual control where it does not.
What is broken in most accounts we audit.
- Advantage+ and manual campaigns overlap on the same audiences, so Meta bids against itself and CPMs climb 15 to 30%.
- The browser pixel and CAPI both fire without a shared event_id. Purchases are double counted and the algorithm learns from inflated data.
- One or two hero ads carry 80% of spend. Frequency passes 3.5 and results decay within three weeks.
- Budgets move on gut feel. Nobody wrote down what scale or kill means, so decisions are arguments.
- Reporting uses platform ROAS on a 7-day click and 1-day view window. It flatters retargeting and hides true nCAC.
How we rebuild it.
We rebuild around a simple split. Advantage+ Shopping runs proven catalog winners. Manual prospecting tests new angles under budget control. A narrow retargeting layer is capped by frequency and exclusions.
ASC versus manual scaling is not a religious choice. We run ASC when you have 50 or more purchases per week and a clean catalog feed. We keep manual campaigns when you need to decide which creative gets spend. Creative runs on a weekly sprint: one angle, six to twelve variants, a keep-or-kill decision on day seven. Read the 30-day Meta rebuild checklist for the full sequence.
Best fit: brands spending $3k or more per month on Meta with a contribution margin above 40%, a product that sells without a sales call and a landing page that already converts above 1.5%. If you are earlier than that, the audit will say so.
Deliverables, not promises.
Everything below is part of the retainer. See pricing for tiers and client results for outcomes.
- Account audit and structure rebuild (Advantage+ and manual)
- CAPI setup with event_id deduplication and match-quality monitoring
- Weekly creative sprint with UGC briefs
- ASC versus manual scaling plan with spend thresholds
- Audience exclusions, frequency caps and placement review
- Written kill and scale rules per campaign
- Live MER and nCAC dashboard
- Weekly Loom report and bi-weekly strategy call
The first 22 days.
The same four-step sequence on every account, with fixed outputs at each stage.
Audit
Account, pixel and CAPI audit. Ranked fix list in writing.
Rebuild
Fix event deduplication, rebuild campaign structure, brief the first sprint.
Launch
New structure live. Daily checks for the first week. Kill rules active.
Scale
Weekly creative sprints. Budget moves against nCAC thresholds.
Meta Ads questions we hear most.
Should we use Advantage+ Shopping or manual campaigns?
Both, for different jobs. Advantage+ Shopping is strong when you have a clean catalog and 50+ purchases a week. Manual campaigns give control for testing new angles and audiences. We split spend by purpose and review the split monthly against nCAC.
How much budget does Meta need to work?
We recommend $3,000 or more per month. Each ad set needs roughly 50 optimisation events per week to leave the learning phase. Below that, we consolidate into fewer ad sets and optimise on a higher-funnel event.
How do you handle iOS tracking loss?
We run CAPI alongside the pixel with a shared event_id, aim for an Event Match Quality of 8 or higher, and treat MER and nCAC from your backend as the source of truth. Platform ROAS is a directional signal, not the scoreboard.
Do you make the ads too?
Yes. We brief UGC creators, edit variants and write hooks. If you have an in-house team or your own creators, we brief them and review output against the hook and angle library.
Often paired with Meta Ads.
Find the leak before you spend another dollar.
Free audit of your Meta, Google or TikTok account. Written findings in two business days. No pitch deck.