Facebook and Instagram ads that scale past breakeven
We fix tracking with the Conversions API, give every campaign one clear job, and run creative testing that keeps finding the next winning ad. Built for ecommerce, local and lead generation brands.
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Tracking Meta can learn from Conversions API and clean events, so the algorithm optimises on real purchases and leads.
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A testing system, not one lucky ad Budget split between proven creatives and new angles to stay ahead of fatigue.
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Funnel logic Prospecting, retargeting and retention each get their own job and their own budget.
Get your free Meta ads audit
Tell us about your ad account and goals. We reply in writing with what is capping your results within 48 hours.
Request received!
Thanks! We have your request. Check your inbox within 48 hours for your written proposal. Nothing else needed from you.
Why Meta ad accounts stop performing
These are the patterns we find in most accounts before a rebuild.
What our Meta ads management includes
Strategy, tracking, creative and daily optimisation for Facebook and Instagram.
Account audit and funnel rebuild
Structure, attribution, creative and audience overlap reviewed, then rebuilt so each campaign has one job.
Conversions API and pixel setup
Server side event tracking so purchases and leads are reported accurately.
Creative testing program
New hooks and angles tested against each other every week, with the winners scaled.
Ecommerce and catalog campaigns
Advantage+ shopping, catalog sales and retargeting for online stores.
Lead generation campaigns
Instant forms, messaging campaigns and follow up flows for local and service businesses.
Ad creative and copy
Static, video and UGC style ads written around the problems your buyers actually have.
Is your return on Meta sliding?
Send your ad account. We will tell you whether the problem is the creative, the structure or the tracking.
How we run Meta ads
Audit, fix the data, then test and scale on a schedule.
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1
Audit
Campaign structure, attribution settings, audiences and creative performance reviewed in detail.
Week 1 -
2
Rebuild and track
Conversions API implemented, one job per campaign, and budgets separated by funnel stage.
Weeks 1 to 2 -
3
Test creative
New angles and hooks tested weekly against proven ads, with about 30% of budget funding tests.
Ongoing -
4
Scale
Budget moved toward ad sets that hold their cost per purchase or lead, on data rather than instinct.
Ongoing
Your first 90 days on Meta
The first month is about clean data. Scaling comes once the numbers are real.
Fix
- Full account audit
- Conversions API and events
- Funnel structure rebuilt
- First creative batch launched
Test
- Weekly creative testing
- Audience and placement tuning
- Retargeting and retention live
- Cost per result tracked
Scale
- Winning angles scaled
- New creative formats tested
- Budget increased where profitable
- ROAS and CPA reporting
A real Meta ads result, start to finish
How an audit and funnel rebuild took a skincare brand from 2.2x to 4.8x ROAS.
Skincare Brand Meta Ads: ROAS From 2.2x to 4.8x in 75 Days
In 75 days ROAS went from 2.2x to 4.8x, cost per acquisition dropped from $36 to $20, and monthly revenue grew from $31,500 to $156,800.
- A full audit first: campaign structure, attribution settings, creative performance and the gaps between funnel stages.
- Then the rebuild.
- The Conversions API was implemented so purchase data returning to Meta was accurate, which is what lets the algorithm optimise properly.
More Meta ads results
DTC Ecommerce Brand
Creative testing structure at scale
Language Training Institute
Messaging campaigns for enrolment enquiriesYour media buyer, not an account manager
Bilal Tariq
Bilal leads paid media at HAxel Digital, including Facebook and Instagram campaigns. He handles account structure, Conversions API tracking, creative testing and budget scaling. His recent Meta work includes a skincare brand that went from 2.2x to 4.8x ROAS, an ecommerce account holding 2.06 ROAS across $42K of spend, and messaging campaigns that started more than 4,300 student conversations at under $0.10 each.
Structure beats budget. Every time.
Numbers from Meta ad accounts in our portfolio.
How we run Meta ads differently
How much does Facebook ads management cost?
Our fee is separate from your ad spend, which Meta bills to you directly. These factors shape the management fee.
What you can count on
You get an exact fee and scope in writing before we start. Campaigns run in your own ad account, you keep all data and creative, and you can cancel any month.
Want Meta ads that scale profitably?
Free written ad account audit within 48 hours. No sales call needed.
What Facebook ads management includes
Facebook and Instagram advertising rewards accounts that are easy for the algorithm to learn from. Our Meta ads management covers account audits, funnel structure, Conversions API and event setup, audience strategy, creative production and weekly testing, catalog and Advantage+ shopping campaigns for ecommerce, and lead generation with instant forms or messaging campaigns.
Why creative testing matters more than targeting
Meta’s targeting has become broad by design, so the ad itself now does most of the targeting. Accounts that rely on one winning creative decline as soon as it fatigues. We keep roughly 70% of budget on proven ads and 30% on new angles. On one ecommerce account, an ad that opened with the customer’s problem instead of the product returned 2.60 ROAS against an account average of 2.06.
Tracking after privacy changes
Browser tracking alone now misses a meaningful share of purchases and leads, which means Meta optimises on incomplete data. Implementing the Conversions API, deduplicating events between the pixel and the server, and checking attribution settings is often the single biggest fix available. It was a core part of the rebuild that took a skincare brand from 2.2x to 4.8x ROAS while cost per acquisition fell from $36 to $20.
Funnel structure that stops campaigns competing
A common pattern in underperforming accounts is prospecting, retargeting and retention all running at once against overlapping audiences, bidding against each other and inflating costs. We give each campaign one job and its own budget, so spend is readable and scaling decisions are based on stage level performance rather than a blended average.
Meta ads for ecommerce
Ecommerce accounts need catalog campaigns, retargeting and a steady supply of product creative. Average order value and margin decide the ROAS you actually need, which is why we set the target before scaling rather than chasing whatever number looks impressive. Static images, video and UGC style ads all get tested, because the winning format changes by product and audience.
Meta ads for lead generation and local business
Service, education and local businesses often do better with lead forms or messaging objectives, where people start a conversation instead of filling in a long form. For a language institute, messaging campaigns produced more than 4,300 enrolment conversations at $0.07 to $0.10 each. A med spa used lead forms with a first visit offer to fill quiet weekday slots.
Why Facebook ads stop working, and how to restart them
When results slide, it is almost always one of three things: creative fatigue, audience overlap between campaigns, or broken tracking after a platform or browser change. An audit tells you which one before you touch the budget, because raising spend on a structurally broken account only loses money faster.
How to choose a Meta ads agency
- Ask how they test creative and how many new ads launch each month
- Check whether they will implement and verify the Conversions API
- Make sure the ad account, pixel and catalog stay in your name
- Ask to see results inside Ads Manager, not only in a report
How much does Meta ads management cost?
As with search, agencies typically charge a flat fee or a percentage of spend, often 10% to 20%. We charge a flat fee set against creative volume and campaign complexity, because a percentage fee gives an agency a reason to keep raising your budget. Meta bills your ad spend to your own account.
Who Meta ads work best for
Meta suits visual products, impulse and considered purchases, local services with a clear offer, and anything that benefits from demand you can create rather than demand you have to wait for. If your product needs a long technical evaluation and buyers only ever search for it by name, SEO and search ads will carry more of the load.
Enough for your ad sets to get through the learning phase, which Meta puts at roughly 50 optimisation events a week per ad set. Lead and messaging campaigns can work on smaller budgets. Your proposal recommends a starting budget.
It depends on your margins and average order value. One ecommerce account in our portfolio holds 2.06 ROAS at a $121 average order value, while a skincare brand reached 4.8x after a rebuild. The right target is the ROAS at which you stay profitable.
The Conversions API sends purchase and lead events from your server to Meta, so tracking is not lost to browser blocking. If you run conversion campaigns, it is one of the most valuable fixes you can make.
Yes. We write copy and produce static, video and UGC style ads, and we test new angles every week so the account never depends on a single ad.
Yes. Lead forms, messaging campaigns and location targeting work well. A language institute we work with started more than 4,300 conversations at $0.07 to $0.10 each.
Usually creative fatigue, overlapping campaigns competing for the same audience, or tracking problems after privacy changes. An audit shows which one it is before you touch the budget.
Find out what is capping your ad results
Tell us about your ad account and a media buyer reviews it personally. Written audit within 48 hours, no call required.
- Whether creative, structure or tracking is holding you back
- Audience overlap and wasted spend in your current setup
- A 90 day testing and scaling plan
What happens next
- 1You send the form. It takes about 30 seconds.
- 2We review your campaigns, creative and tracking.
- 3Your written audit and plan arrives by email.
Get your free Meta ads audit
Reviewed by a media buyer, delivered within 48 hours.
Request received!
Thanks! We have your request. Check your inbox within 48 hours for your written proposal. Nothing else needed from you.
