Ads that sell products, profitably
Facebook and Instagram campaigns for e-commerce and direct-to-consumer brands in food, beauty and wellness. We test angles on a small budget and scale only the ads that bring back more than they cost.
✓ 30 minutes · we look at your offer and tell you honestly whether paid ads make sense
Why e-commerce ad spend leaks
ROAS that looks good only in Ads Manager
Broken tracking double-counts sales. Real profit is lower than the dashboard says.
One hero creative
It worked for two weeks, then fatigue set in and costs doubled.
Scaling too fast
Budget tripled overnight resets learning and kills the campaign that was working.
Test small, then scale what works
Discovery call
30 minutes with Nick. Offer, margins, current numbers, what a lead or sale is worth to you.
Test plan
2–3 audiences, several creative angles and one clear conversion goal. A budget you can afford to learn with.
7-day test
Campaigns go live within 72 hours. Every ad is an A/B experiment; losers are cut fast.
Scale
Budget moves only to the winners. Weekly report in plain numbers: spend, cost per lead, sales.
Brands we have launched and scaled
Biocoiff · organic hair care
28 campaigns tested, 9 cut, the best 4 scaled by 20% a month. Up to 8x ROAS on purchase campaigns. Read the case →
ZoRaw Chocolates · keto protein bars
First US campaigns for a Canadian brand: full funnel from awareness to repurchase at $435/day. Read the case →
Lifehacker Coffee · specialty coffee
180+ leads at €5.52 each from offer-led Meta campaigns.
Numbers come from client ad accounts. Results depend on the offer, market and budget.
The e-commerce testing playbook we use
Fix tracking before spending. Pixel plus Conversions API, deduplicated events, and GA4 that matches the shop’s orders. If tracking lies, every decision after it is wrong.
Test angles, not just images. Health benefit, taste, price, founder story, social proof. Each angle gets its own ad set so the winner is clear in days, not weeks.
Scale by 20%, not by 3x. Gradual increases keep Meta’s learning stable. Proven winners also get duplicated into broad audiences.
Make the second sale cheaper. Retargeting for cart abandoners and a repurchase campaign for buyers. Repeat orders are where DTC margins live.
Want to know whether your product can scale on Meta? Book a call with Nick.
Questions we get on every call
What ROAS should I expect?
It depends on margin and price point. We set a break-even ROAS for your products before launch and judge every campaign against it, not against a generic benchmark.
Do you set up the pixel and Conversions API?
Yes. Tracking is the first thing we check, because Meta optimizes on the data you send it.
Shopify, WooCommerce or custom store?
All of them. What matters is that purchase events reach Meta and GA4 correctly.
How much should I spend on a first test?
Usually a few hundred dollars over 7 days, enough to compare 2–3 audiences and several angles before committing a bigger budget.
E-commerce ads: guides from our campaigns
Boosted posts vs Ads Manager campaigns: why boosting rarely books jobsWhy the Boost button wastes local ad budgets, what Ads Manager does that boosting cannot, when a boost still makes sense, and how to switch step by step.Instagram ads for salons and spas that fill the calendarHow to run Instagram ads for a salon or spa that turn into booked appointments: first-visit offers, campaign setup, lead forms vs booking links and creative.
Google Local Services Ads vs Google Search adsLocal Services Ads or Google Search ads? How each is priced, when each wins for service businesses, the cost-per-job math and how to run both together.
How much should a small business spend on ads?Set a small business ad budget from your own numbers: customer value, maximum cost per lead, minimum test size and capacity, with worked examples.Lead generation ads for solar companiesHow solar installers can run Google and Meta ads that book real homeowner appointments: lead value math, offers to test, qualifying forms and follow-up.Ads for vacation rental and villa salesHow to run Meta and Google ads that sell vacation homes and villas: buyer angles, honest rental income claims, Housing category targeting and lead forms.12 real estate ad creative angles to test12 real estate ad creative angles we test on Meta for agents and developers: price-first, rent vs own, walkthroughs, investor numbers and how to test them.Google Ads vs Facebook ads for real estateGoogle Search catches buyers already looking; Meta reaches them earlier and cheaper. How we compare cost, lead quality and targeting limits for real estate ads.
Retargeting for real estate: turning viewers into viewingsHow to set up real estate retargeting on Meta and Google under the Housing category: which warm audiences to build, what to show each stage, how to measure it.Advertising property to international investorsHow to run Meta and Google ads that sell property to foreign buyers: choosing the buyer type, legal checks, targeting limits, trust-building creative, leads.
Ads for new construction projects: selling homes before they're builtHow to run Meta and Google ads for pre-construction homes: phase-by-phase goals, creative without a finished product, Housing rules and the numbers to track.
How to stop getting junk real estate leads from Facebook formsWhy Facebook lead forms bring fake numbers and tire-kickers, and six fixes we use: higher-intent forms, qualifying questions, better offers and fast follow-up.
Ready to find your winning ad?
Pick a time in Nick's calendar. 30 minutes, no slides, no pressure. You leave with a test plan for your business.
Book your call →