Meta Ads to acquire and bring customers back, not just to generate views.
Facebook and Instagram Ads work when targeting genuinely reflects the customer journey (awareness, consideration, conversion, retention) and when creative is actually tested, not published once and left running.
How I work
Audit & tracking
Checking Meta Pixel, Conversions API and existing account structure before touching budget or campaigns: this is where most performance problems hide.
Funnel-stage campaign structure
Granular targeting by funnel stage: prospecting on high-intent segments, retargeting on people who already engaged with the product, retention campaigns on existing customers.
Creative & testing
Systematic rotation and testing of creative (static, video, UGC) to understand what actually converts with your audience, instead of relying on a single evergreen campaign.
Margin-based optimization
Reading performance by product margin, not just aggregate ROAS: the same logic I use on Google Ads with custom labels.
Where it fits with the rest
Meta Ads rarely performs well in isolation from the rest: I run it in coordination with Google Ads and, when relevant, TikTok Ads and active marketplaces, so budget and messaging stay consistent across the funnel instead of competing against each other for the same customer.