Facebook and Instagram ads for Shopify stores, run on a simple structure with a weekly creative testing loop and tracking that reports real purchases.
Most Shopify Meta ad accounts I inherit have too many campaigns, each with too little budget to learn anything. I consolidate into three jobs:
Fewer campaigns mean Meta gets enough purchase data per campaign to optimize, and you can see at a glance what is working.
On Meta, creative is the targeting. The audience settings matter far less than they did a few years ago. What matters is how many distinct, good ads you give the system.
Each week I review which hooks, formats and angles are holding attention and converting, retire what is fading, and brief the next round. Tests change one thing at a time. For Lina Lennox, a fixed two-week testing cadence built around two core brand stories is what cut cost per acquisition by 30% and pushed blended ROAS to 4.2x.
Browser-only tracking misses a large share of purchases. Every Shopify Meta ads account I run uses the pixel together with the Conversions API, with duplicate events removed and the domain verified. Where it helps, I add a server-side tracking layer so Meta receives purchase events with better match quality.
For MaxPro60, I set up a new pixel and server-side tracking before launching anything, which is why the campaigns could optimize toward real purchases from the start.
Supplements, topical products and other health-adjacent products face tighter ad review. Rejected ads and restricted accounts are expensive. I write a copy framework for each of these brands: which claims are off limits, what language is safe, and how to sell the benefit through demonstration, reviews and specifics instead of promises.
I have done this for a topical comfort product where the landing pages had to meet the same standard as the ads. A related problem shows up in brand-new categories: for Shift, a zero-nicotine pouch, the issue wasn't claims review but educating a cold audience on what the product even was before the ad could sell it.
A Meta ad is an interruption. The page it leads to has to finish the job. Depending on the product, that is a product page rewritten for cold traffic, a dedicated landing page, or a quiz that matches the visitor to the right product and captures an email on the way. I build these as part of the engagement, and connect them to Klaviyo so non-buyers get followed up. More on that under Shopify growth systems.
Luxury human hair brand
Rebuilt email automation and paid ad creative for a luxury hair brand, growing email revenue 183% and cutting customer acquisition cost 38%.
Zero-nicotine lifestyle pouches
Took over ads, tracking and lifecycle for a zero-nicotine lifestyle pouch brand that two prior agencies had left fragmented, and grew total store revenue 300% in 30 days.
Topical comfort product
Set up Meta ads from scratch for a topical product where ad copy has to stay inside strict claims rules, then took the account through to purchase conversions.
Meta campaigns delivering purchase conversions in a category with restricted claims.
Organic silk bonnets and accessories
Unified creative, paid ads, email and Shopify admin for a women-founded silk haircare brand, growing sales 100% while cutting ad cost per sale 30%.
Yes, when three things are in place: tracking that reports real purchases to Meta, a steady supply of creative to test, and a landing page written for people who have never heard of you. Most underperforming accounts are missing at least one.
I use Advantage+ or broad targeting for most prospecting because Meta's system now finds buyers better than manual interest targeting. Manual campaigns still have a place for testing creative and for controlled remarketing.
Ad spend is separate from management. I work with stores spending under $1,000 a month on ads and with larger accounts, on a monthly retainer. The right budget is one that gives each campaign consistent daily data.
I write the copy, direct the creative and brief the tests. The strongest raw material usually comes from the brand itself: founder video, customer content and product demonstrations, which my team edits into ads.
Yes. I build a compliance-safe copy framework first, so ads and landing pages stay within Meta's rules on health claims, and the account stays in good standing.
A 30-minute call. Bring your ad account and Shopify numbers if you can. You leave with a short list of priorities, whether or not we work together.