Facebook and Instagram ads built on creative testing and clean attribution, run to a CAC your margins can actually carry.
Free Meta account audit on the first call
Detailed targeting stopped being the lever years ago. Meta's algorithm will find your buyer if you give it enough distinct creative to test against. Most accounts that plateau are running four ads made nine months ago and blaming the auction.
Frequency climbing, CPM rising, the same three creatives running since launch. Every fix is an audience change, so nothing improves and the account slowly gets more expensive.
Enough new angles entering the account each month that the algorithm always has something fresh to push. Winners get iterated, losers get read for what they taught us.
Not a checklist we run once. These are the systems we build and then keep tuning for as long as we run the account.
Most accounts we inherit have too many ad sets splitting the same budget, so nothing exits the learning phase. We consolidate into a structure that gives Meta enough conversions per ad set to optimise, then separate prospecting from retargeting so the numbers stop lying to you.
A standing pipeline of statics and UGC video built from real audience research. Concepts are grouped by angle, not by format, so we learn which argument converts rather than just which thumbnail won. Winners get iterated into variants before they fatigue.
The first three seconds decide whether the rest of the ad matters. We test hooks independently of the body so a strong offer is not buried under a weak opening, and track hook rate and hold rate as first-class metrics.
Server-side CAPI alongside the browser pixel, domain verification, aggregated event measurement priorities set correctly, and deduplication checked. Then we reconcile Meta against Shopify so you know your real numbers.
The best ad in the world dies on a product page that does not answer the objection it raised. We check what the ad promises against what the page delivers, and fix the gap rather than blaming the click.
Structured scaling that respects the learning phase instead of doubling budgets overnight and resetting everything. We scale what has proven itself and cut what has not, on a schedule rather than on a hunch.
Ranges vary by category, price point and market. These are the bands we work within for most DTC brands in the $20K to $250K a month range, and what we push toward once the account is healthy.
| Metric | Typical DTC range | What we target |
|---|---|---|
| Hook rate (3s / impressions) | 15–25% | 30%+ |
| Hold rate (thruplay / 3s) | 10–20% | 25%+ |
| Click-through rate (link) | 0.8–1.5% | 2%+ |
| Cost per mille (CPM) | $18–$45 | Down 15–25% |
| Add-to-cart rate | 4–8% | 10%+ |
| Frequency (prospecting) | 2.5–4.5 | Under 2.0 |
| Blended MER | 2.0–3.0x | 3.5x+ |
Brand names withheld under NDA. All figures from Meta Ads Manager reconciled against Shopify Analytics.
Meta is one channel inside a growth model. We run it that way, which means we will tell you when the answer is your product page rather than your ad account.
We work as performance-based growth partners rather than on a fixed retainer, so our upside is tied to yours. Exact numbers depend on your margins, current spend and how much creative production you need. We will give you a specific figure on the first call.
Covers the audit, account restructure, tracking and CAPI build, and the first wave of creative. Scoped to the state of your account, so a clean account costs less than a rebuild.
The bulk of what we earn is tied to the revenue we generate, not to a flat monthly retainer. If we do not grow the account, we do not get paid for growth we did not deliver.
No long-term lock-in. Rolling monthly agreement, and you can leave with notice. We would rather earn the next month than trap you in a twelve-month contract.
Real screenshots from client accounts and stores — being added shortly.
What brands ask us most before handing over a Meta account.
Below roughly $5,000 a month you will struggle to exit the learning phase on enough ad sets to learn anything reliable. Meta needs around 50 conversions per ad set per week to optimise properly. If your budget is under that, we would usually tell you to concentrate spend on fewer campaigns rather than spread it thin, or to fix conversion rate first so each click is worth more.
Both, and the split depends on your catalogue and creative volume. Advantage+ Shopping works well for brands with a broad catalogue and enough creative to feed it, but it hides a lot and makes diagnosis harder. Manual campaigns give control over audience and placement testing. Most accounts we run end up with a mix, and we test the ratio rather than assuming one is correct.
Typically 15 to 30 net-new concepts per month, plus iterations on winners. The exact number depends on spend, because creative volume needs to match how quickly your budget burns through impressions. Every concept ships with a stated hypothesis, so a losing ad still tells us something about the audience.
We set up the Conversions API server-side alongside the pixel, verify your domain, configure aggregated event measurement priorities and reconcile Meta's reported numbers against Shopify and GA4. Meta will still over-report. The point is not to make platform numbers perfect, it is to know your true blended MER and make decisions from that instead.
Yes. Restricted categories need a compliance-aware creative process: claim language reviewed before production rather than after rejection, personal attribute rules respected in copy, and a landing page that does not contradict the ad. We have run these categories before and treat ad account health as part of the job, not an afterthought.
We will look at it on the first call. Some restrictions are recoverable through the proper appeal route and a cleaned-up business manager structure, some are not. We will tell you honestly which one you are looking at rather than taking you on and hoping.
Account restructures typically show a signal within two to three weeks, once campaigns have exited the learning phase and there is enough data to read. Creative-led improvement compounds over 60 to 90 days as the testing programme finds angles that work. Anyone promising a transformation in week one is guessing.
Meta is usually the biggest lever, but it is rarely the only one. Google captures the demand Meta creates, TikTok feeds the creative engine, and CRO decides what all of it is worth.
Send us access on the first call and we will walk you through what we would change, whether or not you work with us. If Meta is not your problem right now, we will say so.
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