Meta Ads for fitness & e-commerce brands

On Meta, creative is the targeting. I look at how many concepts are in-market, how fast losers get cut, and whether winners get scaled — most brands starve the account with two tired ads.

Pixel + Conversions API, deduped, with purchase value fed back. Without clean value signal, the algorithm optimizes to cheap clicks instead of buyers, and ROAS quietly erodes as spend scales.

Cold traffic on a generic homepage burns budget. Is there a landing experience built to sell, and a lifecycle flow catching everyone who bounces? The ad is only a third of the system.

A creative machine, not a media plan

Hooks, angles, and formats tested in short cycles — UGC, founder story, transformation, offer. Volume of tests plus fast kills is the single biggest driver of a profitable account.

Land on a page built to sell

Every campaign points at a conversion-built page — not the homepage. Paid clicks arrive on an experience designed to close, and CVR often doubles before spend changes at all.

Scale by CAC and ROAS, never clicks

Winners get budget, losers get cut, on the metrics that matter — cost to acquire against contribution margin, not CTR or CPM. The account chases profit, not vanity.

Prospecting and retargeting separated

Cold and warm have different jobs and costs. Lumped together, cheap retargeting flatters the whole account while cold reach silently starves. Separate campaigns, separate budgets, honest reporting.

Lifecycle recovers the 95% who don't buy now

Email and SMS behind the funnel — welcome, abandon, post-purchase, winback — turn a 'not today' into next week's sale and lift the blended return on every ad dollar.

Build for LTV, not the first order

Retention and repeat purchase are where DTC math actually works. Acquisition targets are set against lifetime value, so the account can afford to win the customer, not just the first sale.