Paid social
Meta Ads agency for ecommerce brands
Meta Ads reaches shoppers on Facebook, Instagram, Messenger and the Audience Network with the catalog, pixel and Conversions API data a store gives it. Most accounts we take over run one automated sales campaign against a Shopify catalog with a handful of creatives and a purchase number nobody has reconciled to orders. We run the account as an acquisition channel: measured against new customers and store revenue, fed with clean events and a feed that matches the site, and refreshed with creative on a schedule.
Meta Ads
Paid social · by Meta. A text wordmark, not a logo: we are not affiliated with the vendor and make no claim to its trademarks.
What we do with it
The work inside Meta Ads
Event data the delivery system can use
Delivery depends on the quality of purchase, add to cart and view content events. We set up the pixel and the Conversions API together, deduplicate the events, pass the customer parameters the store is allowed to share, and watch event match quality so the account optimises on real orders rather than a fraction of them.
Catalog and feed hygiene
Advantage+ catalog ads sell from the product feed, so titles, images, prices and availability need to match the site. We manage the feed source, fix disapprovals in Commerce Manager, build product sets by margin and stock depth, and keep out-of-stock items from spending.
Account structure for acquisition
Meta's automated sales campaigns do most of the audience work. We set the existing customer budget cap so spend goes to new buyers, run a separate retention line for customers and lapsed subscribers, and keep enough structure to learn which products, offers and concepts drive orders without splitting the budget into fragments that never leave learning.
Creative as the main lever
Targeting is largely automated, which leaves creative as the biggest variable. We plan concepts around the reasons people buy the product, brief and test static, video and creator formats, and retire ads by frequency and cost per order rather than on a calendar.
Offers, landing pages and the path to checkout
A campaign is only as good as the page it lands on. We match the ad promise to the product or collection page, check mobile load and the add-to-cart path, and use landing page and post-purchase survey data to see which ads bring buyers who come back.
Measurement against the store
Meta reports purchases inside its attribution windows, including view-through. We reconcile to store orders, report new customer revenue and blended cost per acquisition, and run holdout or geo tests when spend is large enough for the question to matter.
When it fits
Meta Ads is the right tool when
Products that can be understood in a scroll
Visual categories such as apparel, home, beauty, gifts and food sell well when a single image or short video explains the product.
Stores with a catalog and a working pixel
Meta needs product data and purchase events to optimise. A store with a synced catalog and reliable events has the foundation; one without them needs that work first.
Brands with margin for paid acquisition
First-order economics have to work, or the retention program has to make them work. We check contribution margin and repeat rate before scaling spend.
Merchants selling into Canada and the United States
Both markets are large on Meta's platforms. The account can be structured by country with currency, shipping and consent handled per market.
What to watch
Where accounts drift
Facts about defaults and costs, not criticism. These are the settings we check on every account.
Reported purchases exceed store orders
Default attribution counts a purchase after a click within seven days or a view within one, and the same order can appear in Google Ads and Klaviyo reporting too. The store's order count is the reference.
Automated campaign defaults
Automated campaigns expand placements, audiences and creative variations unless settings are adjusted. Review the existing customer cap, placements and creative enhancements before launch, and check them again whenever Meta updates the defaults.
Policy review for regulated categories
Supplements, personal health, CBD, alcohol, weapon accessories and financial products have specific advertising policies, and health claims in creative trigger rejections. Ad copy and landing pages need to comply before a campaign is built around them.
Consent affects what Meta can see
Where consent banners withhold marketing cookies, the pixel sends fewer events and the Conversions API sends only what the store is permitted to share. Reporting in those markets is partial by design, which changes how results should be read.
How much should an online store spend on Meta Ads to start?
Enough for the account to see a steady flow of purchases each week, which depends on order value and conversion rate rather than on a fixed figure. We size the budget from the store's own numbers and increase it as cost per new customer holds.
Do you use automated sales campaigns or manual targeting on Meta?
Mostly automated, because they reach beyond what manual interest targeting can find. Manual structures are kept for specific jobs, such as a launch to a defined customer list or a test that needs controlled variables.
Who makes the creative for Meta campaigns?
We plan concepts and write briefs, produce static and simple video in-house, and coordinate creator content when the product needs a demonstration. The store supplies product photography and, where available, customer reviews and media cleared for use.
How do you report Meta Ads results?
Against store orders, not the ads manager number alone. The monthly report shows spend, store-attributed and Meta-attributed revenue, new customer share, cost per new customer, and creative performance by concept.
Can Meta Ads work alongside Google Shopping?
Yes, and most stores need both. Meta creates demand for products people were not searching for; Shopping captures the search that follows. We look at the two together so budget moves to where the marginal order is cheapest.
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Works alongside
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