Facebook and Instagram campaigns rebuilt around CAC, ROAS and qualified conversations. Advantage+, creative testing at volume, and Conversions API tracking so Meta optimises toward buyers, not browsers.
Reviewed personally by Manoj Kumar — ex-Dentsu, $50M+ ad spend managed.
Meta’s algorithm is only as good as the signal it receives. Most accounts we audit send it the wrong one: page views and add-to-carts instead of purchases, or raw leads instead of qualified ones. Browser tracking loses a large share of conversions to iOS privacy changes and ad blockers, so the algorithm learns from an incomplete picture.
The second failure is creative. Meta rewards fresh, varied creative, but most teams test a handful of ads a month and let winners fatigue. We fix signal first (Conversions API, deduplicated events, value-based optimisation), then run creative as a production line: structured concepts, fast kill rules and automated rotation.
Consolidated campaigns and Advantage+ where it helps, manual control where it doesn’t. One objective per campaign, matched to a real business outcome.
Server-side events with deduplication and value passing, so Meta optimises toward purchases and qualified leads rather than cheap clicks.
Concept-level testing across hooks, formats and offers, with clear kill and scale rules and automated fatigue detection.
Catalogue, feed and audience-signal setup for ecommerce and DTC brands, with incrementality checks against manual campaigns.
Conversation and instant-form campaigns with qualification built in, so sales gets conversations worth having.
Weekly reporting against blended CAC, MER and contribution margin, not platform-reported ROAS alone.
Review pixel and Conversions API events, attribution settings, audience overlap and creative fatigue across the account.
Server-side events live with deduplication and value passing. Optimisation events moved to the outcome that makes you money.
Consolidated campaign structure and the first batch of structured creative concepts in market.
Losers cut on clear rules, winners scaled on budget and iterated. Fatigue monitored automatically.
CAC stabilises as spend scales. Creative learnings feed the next sprint and your other channels.
Meta Ads isn't a theory here. These are live accounts, verified from platform data.
Click-to-WhatsApp campaigns with AI creative rotation kept conversation costs under CA$4 at CA$10K–$25K per month.
Straight answers. If yours isn't here, email [email protected] and we'll write a real answer back.
Yes. We manage Meta Ads across Facebook, Instagram, Messenger and WhatsApp as one account strategy, including Advantage+ Shopping and lead campaigns.
Often, yes, as a complement to LinkedIn and Search. Meta reaches the same decision-makers for far less per impression, and works well for retargeting, webinars and lead magnets when conversions are qualified properly.
We typically work with Meta budgets from around CA$10,000 per month upward, so there is enough conversion volume for the algorithm to learn and for creative testing to be meaningful.
Better signal and better creative. We move optimisation to the real outcome with the Conversions API, then run structured creative testing with clear kill and scale rules. For a DTC meal-delivery brand, CAC fell from $102 to $74 while spend scaled.
Yes. Server-side tracking with event deduplication and value passing is part of every Meta engagement, because the algorithm can only optimise toward what it can see.
Book a free 20-minute Revenue Leak Audit. We’ll review your campaigns, find the biggest leak, and write you a plan same week.