Build the account properly before trying to scale it.
Most underperforming Meta accounts aren’t suffering from one bad campaign. They’re suffering from weak structure, unreliable measurement or not enough good creative. Those are different problems. They need different fixes. We handle all three.
- Free audit within 2 days
- No account access needed
- You own every account
| Campaign | Spent | Came back | Return | |
|---|---|---|---|---|
| CBO - Worldwide Test | €7 659 | €33 086 | 4.32x | |
| Retargeting Insta Engagers | €7 147 | €20 511 | 2.87x | |
| All in One Manual Sales | €6 425 | €11 308 | 1.76x | |
| Every other campaign | €27 011 | €75 935 | 2.81x | |
| All 555 purchases | €48 242 | €140 840 | 2.92x |
Meta results summary, our own account
So we read the store, not the ad account.
Seventeen months of our own money in a Meta account.
We ran Curated Chrome ourselves: €48 242 of spend, €140 840 reported directly by Meta, and roughly half a million in store revenue once you account for the revenue the ad account could actually see. The case study opens every dashboard, including the exit. What to do with a gap that size is in the attribution note.
- Spent
- €7 659
- Came back
- €33 086
- Return
- 4.32x
- Purchases
- 126
Four workstreams, running at the same time.
A Meta account doesn’t improve in one place. Structure, creative, catalogue and measurement each move on their own clock. We run all four, because fixing one while ignoring the others usually just moves the bottleneck.
Structure5
- Consolidation
- Ad set budgets
- Exclusion audit
- Naming and taxonomy
- Learning phase watch
Creative5
- Hook tests live
- Batch into rotation
- Variants briefed
- Placement plan
- Fatigue check
Catalogue4
- Feed titles
- Product sets
- Availability sweep
- Advantage+ inputs
Measurement4
- Conversions API
- Event deduplication
- Match quality
- Shopify reconciliation
The order we work in, from the week you say go.
- 01Week 1
We open the account and fix the measurement first.
Conversions API, deduplication, event match quality and Shopify numbers alongside the platform numbers.
- 02Week 2
We rebuild the structure around the signal.
Consolidation, exclusions, catalogue and product sets.
- 03Week 3
The creative test starts running.
The first briefed assets go live, hooks are split so winners are identifiable, and a rotation schedule keeps fatigue from becoming the account’s next problem.
- Every week after
We run it. You read the numbers.
Budget moves, creative rotation, exclusion checks and scaling decisions are handled by us.
What actually moves the account.
Structure that can exit learning
Fragmented accounts force the same budget to learn the same thing in too many places. We consolidate until each ad set has enough signal to stabilise and give the algorithm something useful to work with. It is also the most common reason an ad set never spends what you gave it.
Creative as the real targeting
On Meta, creative does more targeting work than most account structures get credit for. We keep a standing test of hooks, angles and formats, then scale what performs rather than what looked best in the review.
Catalogue and dynamic ads
Feed quality sets part of the ceiling for what Advantage+ can sell. Titles, images, availability and product sets get the same attention as campaign settings.
Audience and exclusion hygiene
When retargeting overlaps with prospecting, you’re paying to reach the same person twice. We set exclusions, then check them regularly rather than assuming they’re still right because they were set once.
Measurement you can defend
Conversions API, event deduplication and event match quality are checked regularly. Last-click reporting can’t tell the whole story of paid social, so we never let it become the only number being judged.
The compounding nobody bills for
Paid reach on Meta creates an audience that can keep buying after the original ad has stopped. On our own brand, the ad account could only see a quarter of the revenue it was helping create. We plan for that rather than pretending platform attribution tells the whole story.
What you get every month.
A documented account structure
So you can see what changed, when it changed and why.
A standing creative test
Results broken out by hook and angle, not just asset name.
The Monday report and the weekly call
The facts in writing. The decisions out loud. Both included in the fee.
Everything in your own Business Manager
Accounts, pixels, catalogues and audiences, owned by you from day one.
Nothing on this list is yours to chase.
- Us 7
- Together 1
- You 2
- Budget and scaling decisionsEvery weekdayUs
- Creative batch into rotationEvery monthUs
- Hook and angle readEvery weekUs
- Exclusion and audience overlap auditEvery monthUs
- Conversions API and match quality checkEvery weekUs
- Catalogue and product set sweepEvery monthUs
- Written reportEvery MondayUs
- CallEvery weekBoth
- Producing the assets we briefFrom the briefYou
- Approving a directionWhen it changesYou
Two ways to structure Meta, and we’ll tell you which fits.
One fixed monthly fee for the channel, or a performance-based commission instead of most of that fee. The right structure depends on the account and the business, so we put the number in writing after we’ve read it.
A fixed monthly fee
One amount, agreed before anything starts and unchanged when a month turns out heavier than the last one.
- Set by what the business needs, never by the hour
- No percentage of your media budget on top
- Reviewed once a quarter, never mid-month
A commission on the growth
Most of the fixed fee comes off and we take a share of what the work adds, measured against the same month a year earlier.
- Read from your own numbers, not from what a platform claims
- Capped, so a very good month never becomes a penalty
- You keep the accounts either way, permanently
There is no rate card. Which structure fits, and what the number inside it is, depend on what the business actually needs: margin, seasonality and how much growth is already in motion. We’ll tell you which one we’d recommend and why, in the same document as the number.
See what it would costChannels aren’t run in isolation.
What we learn in Meta affects the rest of the acquisition system, which is why the department sits together rather than in separate silos.
- Google advertisingSearch, Shopping and Performance Max, starting with the feed and the products that actually matter.
- SEO and GEOPages built for the searches people make, and the AI engines increasingly shaping how they discover brands.
- Klaviyo and emailFlows and campaigns that turn the audience you’ve already paid to acquire into more revenue.
- CRO and websiteThe store itself: built, tested and optimised to convert more of the traffic you’re already paying for.
- Creative directionHooks, angles and the brief your team produces from, judged against what performs.
The questions that come up first.
How long before a Meta account is running properly?
Week one is the measurement, week two is the structure and week three is when the creative test starts running. From week four the rhythm is the report on Monday and the call the same week. Nothing gets optimised while the underlying numbers cannot be trusted, which is why the measurement work comes before anything else.
Do you make the ads or only run them?
We direct the creative and your team produces it. We write the hooks, the angles and the brief every month, and every asset comes back with a note on what it did. Production stays with your designer, your editor or whoever already shoots for you.
Do you charge a percentage of ad spend?
Never. It is one fixed monthly fee for the channel, or a performance based commission on the growth instead of most of that fee. Which of the two fits depends on the account, and we say which after we have read it. The number never rises just because your spend did.
Who owns the ad account, the pixel and the audiences?
You do, from day one. Everything is built inside your own Business Manager: accounts, pixels, catalogues and audiences, along with the documented structure and the test history.
Why does Meta report less revenue than Shopify?
Because paid reach keeps selling after the ad has stopped, and platform attribution cannot see all of it. On our own brand the ad account could only see a quarter of the revenue it was helping create. We report the platform number and the store number side by side rather than letting either one stand alone.
What happens in the first two working days?
You get a written audit, free. What we would change first, what we think it is worth and what it would cost, read off the ads, store and feed that anyone can see. No account access, no call and no obligation.
Let’s see what’s holding your growth back.
Send the brand, the channels and roughly what you spend. Your written audit follows within two days.
Or write to hello@roasdept.com
Pick what matters and the audit is written around it.