Prospecting70 %
- Audience
- Broad or Advantage+ audience in the countries you ship to, existing customers excluded.
- Message
- The product and the problem it solves in the first second; one clear reason to care.
Feed preview, fictional storeexample
Meta ads that find buyers, tested creative by creative
Prospecting and retargeting on Facebook and Instagram, driven by a steady creative test plan, a clean catalogue and Conversions API tracking. For stores and lead-gen. From €590 a month plus ad spend.
from€590per month excl. VAT 25.5 %. Ad spend paid by you to Meta directly.
Creative test board
| Variant | Hypothesis | Variable | Result |
|---|---|---|---|
| A | Movement in the first second stops the scroll better than a still product shot. | Opening second (hook) | €24 |
| B | Not viewed yet. Swipe to B to fill this row. | ||
| C | Not viewed yet. Swipe to C to fill this row. |
ReadViewed 1 of 3 variants. A test is read only when every variant has had its fair share of spend.
Three lanes, one pixel path to the sale
Every Meta account I run is set up as three lanes. Each lane has its own audience, its own message and its own share of the budget, so new people are not shown a discount and past buyers are not paid for twice.
starting split, example
Engaged20 %
- Audience
- Video viewers, Instagram and Facebook engagers and site visitors from the last 30 days who have not bought.
- Message
- Proof and detail: how it is made, size and fit, delivery times, real reviews if you have them.
Buyers10 %
- Audience
- Cart and checkout abandoners from the last 7 days; past buyers for repeat or add-on products.
- Message
- The offer and a real reason to act now: delivery date, free returns, a bundle.
Catalogue ads run in the Engaged and Buyers lanes from the product catalogue synced from your store. Shares move every week on evidence.
What is included
The parts that decide whether Meta learns who buys, or just who clicks.
Creative test plan
One variable per test, a written hypothesis, enough spend per variant to read it, and a log of what was learned.
Conversions API
Server-side events alongside the browser pixel, deduplicated with a shared event ID, checked in Events Manager.
Clean catalogue
Product catalogue synced from your store, with titles, images, availability and sale prices that match the site.
Simple structure
Few campaigns with broad audiences, so each ad set gets enough conversions to leave the learning phase.
Consent first
The pixel and Conversions API respect your cookie banner; consented data only, set up with your privacy policy in mind.
Plain reporting
A weekly read of creative and cost per result, and a monthly one-page report in words, not dashboards.
Packages
Prices in euros, excluding VAT 25.5 %. Proposed prices. Ad spend is paid to Meta from your own account and is never part of my fee.
Account review
What is working, what is wasted.
Freeread-only partner access
- Pixel and Conversions API check
- Creative age and frequency
- Audience overlap
- Three next tests, ranked
Recommended
Management
Three lanes, run and tested every week.
from€590per month, excl. VAT. Setup or takeover quoted once.
- Weekly creative tests
- Catalogue and retargeting
- Conversions API maintained
- Monthly plain-language report
Management plus creative
I also make the variants.
Quotedby number of variants a month owner to confirm
- Hooks, primary text, headlines
- Short video edits from your clips
- Static variants from your photos
- 3D product renders on request
If it does not work out: no long contract; stop with the notice period in your quote owner to confirm: 30 days. If tests after the agreed period show Meta cannot reach your target cost per purchase, I will say so in writing and suggest where the budget works harder. The ad account, pixel, audiences and history stay yours.
Running Meta ads already? Get a fixed monthly price and the first three tests in writing.
Get a Meta ads quoteWhen Meta is the wrong first step
Meta creates demand. Sometimes you need to catch the demand that already exists first.
- 01People already search for exactly what you sell, and you are not yet visible there. Google search ads usually pay back sooner.
- 02The budget is under about €15 a day. Meta needs repeated conversions to learn; at that level a single, focused campaign elsewhere often learns faster.
- 03Purchases are not tracked, or consent is not set up. That comes first, through tracking and analytics, otherwise Meta optimises towards clicks.
The weekly creative rhythm
Creative is the targeting on Meta. So the work runs on a week, not a quarter.
- Mo
Read
Last week's tests: hook rate, click-through, cost per purchase, frequency.
- Tu
Decide
Keep, kill or iterate. One new hypothesis, written down.
- We
Make
Two or three variants that change only the one variable.
- Th
Launch
New variants into the test ad set with a fixed share of spend.
- Fr
Check
Events Manager, catalogue errors and spend pacing before the weekend.
Questions about Meta ads
How much should I spend on Meta ads?
Enough for each ad set to record several conversions a week. Meta's own guidance is about 50 optimisation events a week to leave the learning phase, so I size the budget from your margin and target cost per purchase, worked out with the break-even ROAS calculator, rather than a round number.
Why did my ad performance drop?
Usually creative fatigue, a tracking gap or a change in the auction. Rising frequency on the same audience, lost conversions after a consent or browser change, and seasonal cost spikes all look alike in the dashboard. I check tracking first, then creative age, then audience overlap, before touching budgets.
Do you create the ad creative?
Yes, within limits. I write hooks, primary text and headlines, edit short videos and static variants from your photos and clips, and can add 3D product renders. For people on camera or new shoots, I brief you or a creator. Every variant has a written hypothesis, so each test teaches something.
Get a Meta ads quote
Tell me what you sell, your rough monthly ad spend and whether purchases or leads are tracked. You get a written fixed price within one working day.
Or email [email protected]
Pikselipolku is an independent studio and is not affiliated with Meta, Facebook or Instagram.