How to Scale Meta Ads

Figuring out how to crack Meta Ads is a nightmare for most founders. The days of launching a few ads and watching sales roll in are DEAD. After spending $100M+ on Meta, here are 8 keys to actually making it work in 2024 👇 1. Start with the social proof truth bomb Nobody trusts random brands anymore. Your biggest hurdle isn't creative or targeting - it's legitimacy. Here's how we build proof BEFORE running ads → • Send free product to 25-50 micro-influencers • Collect detailed video reviews • Get before/after content • Build testimonial library • Feature proof everywhere (ads, landing pages, checkout) Customers asking "Is this legit?" will kill your ROAS faster than any bad creative. 2. Nail your offer Most founders obsess over ad tech while ignoring their offer. Bad move. Here's what your offer needs → • AOV sweet spot: Aim for $50+ minimum to combat rising CPMs  • Risk reversal: "Love it or money back"  • Value prop examples like "Feel confident in 30 days" 3. Master the learning phase  Budget Formula → Your CPA × 50 = Weekly minimum budget per ad set Example: $40 CPA = $2,000/week minimum  Why this matters:  • Under-spending = stuck in learning  • Stuck in learning = no optimization  • No optimization = wasted budget 4. Understand angles vs. creatives  Angle Examples → • Moms post-pregnancy • Remote workers • Over-40 fitness enthusiasts For EACH angle, we create:  → 2-3 lo-fi testimonials  → 1 polished commercial  → 3-4 static images  → 2-3 education pieces 5. Proper tracking matters  Basic Shopify tracking is like driving blindfolded. What you need → • GA4 for full-funnel insights • UTM parameters for each angle • Post-purchase surveys asking "How did you hear about us?"  • Attribution windows set correctly  • Offline conversion tracking This tells you what ACTUALLY works. 6. There's no "right" strategy  The truth of the matter is, you can’t take anything as gospel. You have to test, refine, and optimize. What worked for Obvi → CBO campaigns + Broad targeting + UGC focus What worked for another $50M brand I know → ABO setup + Interest targeting + polished creatives The point? Test everything yourself. 7. Adapt or die  Things change. What worked in 2021 may not work now... • 2022 winner: Polished ads  • 2023 winner: Raw UGC  • 2024 winner: Hybrid approach What changed?  A lot. iOS updates + Consumer trust + Platform algorithms + Competition.  Stay flexible or get left behind. 8. Be intentional with testing  Here's our testing framework → Weekly: 3 new angles + 5 creatives per angle. In a dashboard, track your performance, creative results by type, audience responses, and cost metrics. Document EVERYTHING. Because then you can track what is (or isn’t) performing and why over time. Key Takeaway → Meta success in 2024 isn't about secrets or hacks. It's about building trust first, and then testing, tracking, and adapting so you can find what works and double down on it. 

I just audited an account spending $573k/mo on Meta This one mistake loses them $100k+/mo: Killing ads too early. Let me explain: Being profitable at scale is the goal of most DTC brands. And all brands understand that creative is the biggest lever they can pull to achieve this scale. This means they produce ad creative in high quantities. But are testing them completely wrong. For many DTC brands, simply testing 200 ads per month is the goal. → Creative production is rushed → Corners at cut to meet delivery deadlines → Statistical significance in the creative testing process → $100k+ of testing budget is lit on fire only to find ads that have a 0.9x ROAS at scale This suboptimal creative testing means winning ads are killed early. And bad ads are moved to scaling campaigns based off 'early signals'. Which eventually grinds the ad account to a halt. With no new winning ad being seen in the account for months. However, this is all be solved with a robust creative testing process. So here’s the exact creative testing process we will be implementing for the brand I audited: 1. Pre-Launch: → ABO campaign → Broad targeting → 1 concept per Ad Set, with 4-5 variations of each concept 2. After Launch: → Monitor for 5-7 days, or until ads spend more than 3 times AOV → A wining ad will have a CPA below the target → A losing ad will have a CPA above the target → Kill any losing ads → Increase budget on winning ads by 20-40% every 48 hours 3. Scaling: → When winners are found, duplicate winners to the scaling campaign → DO NOT turn off the winning ads in the testing campaign ↳ These ads are making you money, it would be foolish to turn them off But here's where most stop. And go blindly on to the next round of creatives without diving into the data. You need to take to take the time to understand WHY each ad is a winner or loser. To inform your creative strategy moving forward. Look at every element of the ad: → The creator → The angle → The pacing → The creative format (Video, GIF, Static) → The video length → The hook → The messaging → The delivery medium (brand page, whitelisted page etc.) Come up with a hypothesis as to why each ad won/lost based on the above variables. Test that hypothesis. Extract key learnings. And use these learnings as the North Star in your creative strategy moving forward. Rinse and repeat this iterative process. And profitable scale will be the new reality for your brand.

How I helped a 7 figure jewelry brand increase their Meta ROAS by 71% in 90 days using this 3-Step framework: This 7 figure jewelry & accessories brand sought to grow its revenue & amplify results to scale its account but struggled to achieve a profitable ROAS. They lacked a system to test ad creatives & a process to iterate & optimize winning ads. In 3 months, I helped the brand increase their ROAS by 71% while at the same time reduced their CAC by 14% while scaling their ad spend. Here’s how I did it in 3 steps: 1. Consolidated Campaign Structure: Before taking over the ad account, all campaigns were previously set to ABO, with the retargeting campaign set to the traffic objective. There was no clear structure or objective for the many campaigns. We consolidated their campaigns into the following structure, focusing on adjusting the budget based on performance in key KPIs: - Prospecting using broad & lookalike ad sets. - Retargeting using 30-day website visitors & 180-day add-to-cart ad sets. - Dynamic Ads using broad & retargeting ad sets. 2. Developed & Tested Ad Creative After restructuring the campaigns, our focus shifted to crafting high-converting ad creatives. Recognizing that this element plays the most significant role in driving performance results. I worked with the team to develop & launch over 25 pieces of ad creative, focusing on various styles & copy, including: - PR features - Video B-roll - Lifestyle images - Split-screen - Customer reviews - Stylized product images Additionally, each asset developed included two aspect ratios (1x1 & 9x16), ensuring that these assets were best suited for the different placements & formats on Meta. 3. Iterated & Optimized Next, we utilized reporting to analyze the performance of ad creatives by examining the following metrics: - Hook Rate: 3-Second Views/Impressions - Interest: Average Watch Time - Desire: Click-Through Rate - Action: ROAS This approach enabled us to assess the ad creative performance, ultimately helping us determine which ads were: - Winners (we kept them running) - Performing mediocrely (we planned for further iterations) - Losers (we completely turned them off) Within just 90 days, we consolidated & restructured the campaigns, developed the first round of ad creative assets for testing, & established an ad creative iteration & optimization process. As a result, the brand increased their ROAS by 71% & reduced CAC by 14%. —--------------------------------- Overall, this 3-step framework helped the brand grow their revenue & increase profitability. TL;DR: 1) Ensure you have a consolidated campaign structure. 2) Develop your first round of ad creatives, testing different ad styles & copy. 3) Analyze performance & iterate on ad creatives to help increase performance. 4) The 3-step framework resulted in a 71% increase in ROAS.