The ROAS on your dashboard is lying to you.
Meta’s in-platform ROAS counts clicks that would have happened anyway. It over-credits retargeting, under-credits prospecting, and ignores most view-throughs. So the brands we inherit are usually “profitable on paper” while the bank balance says otherwise.
We build Meta ads the way a CFO would want. One source of truth for revenue, campaigns structured so the numbers are readable, and enough fresh creative for the algorithm to actually learn from.
What we run inside the account
Campaign management
Facebook and Instagram, end to end. Structure, bidding, budget pacing, weekly optimisation. No set-and-forget.
Ecommerce (DTC)
Catalog ads, Advantage+ Shopping, collection ads. Full-funnel structures for Shopify, WooCommerce and custom carts.
Lead generation (B2B)
Instant Forms, leads piped straight to your CRM, quality scoring, and offline conversion uploads so you don't pay for tyre-kickers.
Creative strategy and production
Static, motion, UGC, founder video. Creative is about 70% of performance now, and you can't out-target a weak hook.
Pixel and Conversions API
Server-side events, CAPI, deduplication, event-match quality. The measurement layer most agencies quietly skip.
Attribution and testing
Geo lifts, holdouts, MMM-lite. How much of the ROAS is Meta causing versus taking credit for? We find out.
A couple of things we’ll push back on
Creative is the targeting. Broad audiences with strong creative beat narrow audiences with mediocre creative, every time. We spend more time on hooks than on exclusion lists, and we ship 10 to 15 new ads a month. New angles, not colour swaps.
ROAS is a ratio, not a goal. A 6x return on a tiny budget is worth less than a 3x on a big one for most growing brands. We optimise for incremental revenue first, then defend margin.
How we work
Audit Week 1
Account teardown, Pixel and CAPI health, creative review, attribution check.
Fix the foundation Week 2
Measurement fixes, campaign restructure, naming, and a live reporting dashboard.
Creative sprint Weeks 2–4
The first 10 to 15 ads shipped across three or four angles.
Scale Month 2+
Winners scaled, new angles briefed, incrementality testing begins.
Three ways to work with us
Meta ads audit
A two-week deep audit with a written playbook you can run in-house or hand back to us. Best for brands who want a second opinion before they scale.
Performance retainer
Full management. Strategy, media buying, creative briefing, measurement. A flat fee, never a percentage of spend. Three-month minimum.
Creative sprint
Creative only. 10 to 20 ads a month, briefed against your performance data. We don't touch the account. Best for in-house media buyers who need a supply line.