Meta Ads
Meta ads that build demand, not just report it.
Facebook and Instagram ads for Australian ecommerce brands. A lot of reported ROAS is ads shown to people who already follow you. Real growth comes from cold traffic, and cold traffic is harder. That’s the part I build for.
How I run it
Cold and warm, separated
Prospecting, retargeting and returning customers each get their own layer, with past purchasers excluded from cold campaigns. You stop paying to re-reach people who already bought.
Retargeting sized honestly
Retargeting looks great in the platform because it claims sales that were coming anyway. I size it to the audience that exists and put the growth budget into cold traffic, where growth actually comes from.
Test, then scale. Never both at once
New creative and audiences prove themselves in testing campaigns first. Winners scale in their own structure, so a test can't quietly drag down what's working.
Clear kill rules
An ad that hits twice the target cost per purchase without converting gets paused. No exceptions, no 'give it another week'.
Budget moves in steps
Scaling too fast resets learning and burns the data you paid for. Budgets move in controlled increments so performance carries forward.
Creative with a job
Every asset tests a specific angle against a specific audience. When something wins, we know why, and the next round builds on it.
From a real account
An Australian bedding brand came to me with cold and warm blended into one structure and no purchaser exclusions at all.
Rebuilding it into a clean three-layer funnel, fixing a checkout friction point the ads were paying for, and testing creative systematically lifted Meta ROAS 37% year on year. The account came to me averaging 2x; across the 15 months tracked it averaged 3.62x.
Read the full case study→Get a straight answer on your Meta account.
Fifteen minutes, screen shared, on your live campaigns. I'll show you how much of your ROAS is real.
Free, on your real account, no obligation.