Facebook ads
for e-commerce
Facebook ads for e-commerce live or die on three things: a clean product catalog, purchase tracking Meta can trust, and targets set by your real margins. I set up all three, then run the campaigns that sell your products on Facebook and Instagram.
Free: a 30-minute call, an action plan and a price range in writing.
Six parts of a store
that sells through Meta
Your products synced to Meta with correct prices, availability and images, updated automatically.
Pixel and Conversions API sending purchases with order value, deduplicated so nothing counts twice.
Campaigns that find new buyers, usually broad audiences with strong creative doing the targeting.
Ads showing people the exact products they viewed or left in the cart.
A break-even ROAS for each product group, so the budget goes where you actually make money.
Black Friday, Cyber Monday and the holiday rush planned weeks ahead, with creative and budget ready.
Getting a store
ready for Meta ads
Numbers first
Average order value, margins by category, return rate and repeat purchase rate. They set every target.
Tracking audit
Test purchases to confirm Meta sees each order once, with the right value and currency.
Catalog and campaigns
Catalog connected, product sets built by margin, prospecting and remarketing launched.
Creative rotation
New product videos, user-style clips and carousels every month before the old ones wear out.
Careful scaling
Budget raised step by step on what holds its return, not doubled overnight.
E-commerce ads
pricing
In US dollars. Your ad spend is billed by Meta directly.
Catalog, tracking check and first campaigns.
- Catalog connection
- Purchase event and value check
- Prospecting and remarketing
Weekly work on campaigns and creative.
- Product sets by margin
- Creative tests every month
- Report every 2 weeks
When the store itself holds sales back.
- Hand-coded or on a custom CMS
- Feed-ready product data
- Tracking built in
Stores and ordering
sites I've built and advertised
Website with online ordering, CRM and ads. Over PLN 15,000 a month (about $4,000) in delivery orders through the site.
See the case study →Sales website, order CRM, ads and a bot. The project has just launched; I'll share results once there are hard numbers.
See the case study →Why store ads need different settings
A service business wants a phone call. An online store wants a purchase, ideally a profitable one, ideally from a customer who comes back. Facebook ads for e-commerce are judged on money in and money out, and every setting should serve that. The good news is that stores give Meta's algorithm the cleanest signal there is: a purchase with a dollar value. The bad news is that a broken purchase event or a messy catalog quietly wrecks everything built on top of it.
Start with margins, not ROAS screenshots
Return on ad spend (ROAS) is revenue divided by ad spend. A ROAS of 4 sounds great until you subtract product cost, shipping, payment processing and returns. I build a simple model with you before launch:
| Product group | Margin after costs | Break-even ROAS |
|---|---|---|
| High-margin accessories | 60% | about 1.7 |
| Core products | 40% | 2.5 |
| Low-margin bestsellers | 20% | 5.0 |
The numbers above are an illustration, not a benchmark; your own figures go in. Then product sets in the catalog follow those groups, so a campaign can push accessories hard and keep low-margin items mostly in remarketing. My article on ROAS vs ROI explains the difference in more depth.
Tracking that doesn't lie
Most store accounts I audit have at least one of these problems: purchases counted twice (pixel and server events without deduplication), order value sent without shipping or with tax mixed in, or purchases missed entirely when people pay through an external checkout. I place test orders, compare Meta's numbers with your store's order list, and fix the gaps through the Meta Pixel and Conversions API. Where state privacy laws apply to you, your privacy policy and "Do Not Sell or Share" handling should cover ad tracking; check with your attorney.
Creative that sells products
For stores, creative does most of the targeting. Short videos of the product in use, unboxing clips, simple comparisons and real customer photos usually beat polished studio shots in the feed. I plan a monthly rotation so there's always something new to test. If you work with creators, paid partnerships must be disclosed under the FTC's Endorsement Guides, and any review quoted in an ad has to be real.
The US retail calendar
Black Friday and Cyber Monday are the busiest weeks of the year in most US product categories, and ad prices rise with them. I prepare offers and creative in October, warm up audiences early in November, and switch to remarketing-heavy spending around the peak. After the December holidays, January is often quiet for gifts and busy for fitness, organization and self-care. Back-to-school, Mother's Day and Memorial Day sales matter for some categories too.
What I report
Every two weeks you get spend, purchases, revenue and ROAS by campaign, plus the split between new and returning customers, because a campaign that mostly resells to existing buyers looks better than it is. Once a month I add a short note on which products and creatives carried the results and what I plan to test next. If your store data and Meta's numbers disagree, the report says so and explains why, instead of quietly picking the flattering figure.
When the store is the bottleneck
Sometimes ads aren't the problem. A slow checkout, unclear shipping costs or a product page with three blurry photos will lose the people you paid to bring in. In those cases I'll show you what to fix first, and if a rebuild makes sense, I build online stores with tracking and product feeds done right from day one. Selling on Amazon too? Marketplace ads are a separate channel; see Amazon ads.
More for online stores
Store owners
usually ask
What ROAS should I aim for?
The one that leaves profit after product cost, shipping, payment fees and returns. If your margin after those costs is 40%, you break even at a ROAS of 2.5. I calculate a break-even figure per product group and set targets above it, instead of chasing a number someone quoted in a podcast.
Does my store platform matter?
Less than people think. Shopify, WooCommerce and custom stores all connect to Meta's catalog and Conversions API. What matters is that purchase events fire once, with the correct value, and that the product feed stays in sync. I check both before spending a dollar.
Should I use Advantage+ shopping campaigns?
Often yes, once tracking is solid and you have steady purchase volume. Meta's automated campaigns can work very well, but they also mix new and returning buyers and can hide where sales really come from. I run them with clear reporting on new versus existing customers.
How much ad budget does a store need?
Enough for Meta to see a few dozen purchases a month per campaign. For many stores that means starting around $1,500 to $3,000 a month, depending on order value. With a very small budget I keep the structure simple: one prospecting campaign and one remarketing campaign.
Can I say my products are Made in USA?
Only if it's true in the FTC's sense: all or virtually all of the product made in the US. Ads that claim it loosely can get you into trouble. I write product claims carefully and leave the final call on wording to you and your attorney.
Let's see what your ads
really earn
Share your store URL and last month's ad results. Within one business day I'll tell you whether tracking and margins line up, free of charge.