Meta Ads management built around what actually converts.
Facebook and Instagram campaigns for ecommerce and lead generation - built on clean signals, tested creative, and audience architecture that compounds over time. Not on what Meta's algorithm recommends by default.
The algorithm is learning.
Just not from the right data.
The most common issue in underperforming Meta accounts isn't the creative and it's not the audience. It's that the signal quality is poor. Since iOS 14, browser pixel alone captures only 60-70% of actual purchase events at best. Meta's algorithm is building lookalike audiences and optimising bidding from an incomplete picture - and browser-pixel-only accounts start every Advantage+ campaign at a structural disadvantage before a single ad runs.
The second problem is creative fatigue. Meta surfaces the same ads to the same audiences until frequency climbs, CPMs spike, and performance drops - but the dashboard doesn't tell you this clearly. Without a proactive creative testing system and rotation cadence, campaigns decay quietly while the algorithm keeps spending.
The third is Advantage+ running without constraints. Meta's automation is powerful but defaults to broad reach over quality conversion. Without audience exclusions, placement controls, and creative guardrails, Advantage+ spends confidently on traffic that looks engaged but doesn't convert to revenue.
From signal setup to creative to scale.
From tracking architecture through optimisation - the full account, with full visibility into every decision.
Browser pixel and Conversions API configured together with proper deduplication - so the same event isn't double-counted. Event match quality (EMQ) score reviewed and improved. Purchase, InitiateCheckout, AddToCart, and ViewContent events verified against actual business actions. Without CAPI, post-iOS 14 accounts run on incomplete signal and every Advantage+ campaign starts behind.
Prospecting, retargeting, and retention campaigns structured to complement rather than compete. Advantage+ Shopping campaigns set up with audience exclusions, placement controls, and creative guardrails. Attribution window set to match actual buying behaviour. AI-assisted performance analysis to surface which creative angles, offer structures, and formats are driving results versus which just look active.
Full account review - pixel health, CAPI setup, EMQ scores, campaign structure, audience overlap, creative fatigue indicators, attribution window, Advantage+ configurations, wasted spend. Delivered in 5 business days with a Loom walkthrough. Every engagement starts here.
Get an audit Start for $99 - it counts toward your first month.Proactive creative rotation to stay ahead of fatigue. Testing across formats - static, video, carousel, collection - and offer angles - promotional, UGC-style, product-led. Creative decay tracked and underperformers retired before CPMs spike. Ad frequency monitored by audience segment. New creative briefs written based on what's actually converting, not assumptions.
Cold prospecting, warm retargeting, and customer retention structured as separate campaigns with proper exclusions between them. Lookalike audiences built from first-party data - customer lists, high-LTV buyers, purchase events - not from interest stacking. Custom audiences segmented by engagement depth and recency. Existing customers suppressed from acquisition campaigns.
Meta Instant Forms and landing page campaigns for lead gen - financial services, local businesses, and service brands. Lead quality optimisation rather than raw volume. Audience targeting for borrower intent, geographic constraints, and income signals where permitted under financial services ad policies. Lead-to-customer conversion tracked and fed back to Meta where possible.
Signal first. Then creative. Then scale.
Scaling a Meta account without clean signal is scaling on guesswork. I fix the foundation before touching campaigns.
Pixel health, CAPI setup, EMQ scores, campaign structure, audience overlap, creative fatigue, attribution window, Advantage+ configuration, wasted spend. Delivered in 5 business days with a Loom walkthrough. Credited toward management.
CAPI configured alongside pixel with deduplication. EMQ score improved. Events verified against actual business actions. Until signal quality is sound, any campaign changes are built on incomplete data - this comes first.
Frequency follows what the data is telling me - not a fixed schedule. Creative rotated before fatigue sets in, not after CPMs spike. Every change logged with the reasoning behind it.
Weekly virtual calls to walk through performance, decisions made, and what's coming next. Prompt updates between calls whenever something significant changes - you're never waiting on a schedule to find out what's happening.
Work that moved the numbers.
Real campaigns, real results. Not everything can be shared, but nothing here is made up.
ROAS stagnating at 3.14× with low AOV (₹771). Restructured campaign architecture, fixed audience overlap, rotated creative toward offer-led and UGC-style formats, and rerouted traffic to collection pages rather than single-product pages. Free delivery threshold raised to encourage higher cart values. ROAS moved from 3.14× to 5.08× in 8 weeks. AOV moved from ₹771 to ₹1,100. No increase in ad spend.
Full case study
Meta Ads for a Chennai-based DSA offering personal loans, business loans, and credit cards. Lead generation campaigns built around borrower intent signals - income range, employment type, and geographic targeting within financial services ad policy constraints. Optimised toward lead quality over volume - ineligible segments excluded to reduce wasted follow-up time. Consistent monthly lead flow maintained.
Right fit - and wrong fit.
Not every account is ready for management. Here's when it makes sense - and when it doesn't.
Things people ask before starting.
Every engagement starts with a paid audit. I go through pixel health, CAPI setup, EMQ scores, campaign structure, creative fatigue, audience overlap, and attribution window - and tell you exactly what's wrong before proposing any management scope. $99, credited toward your first month.
Yes. Post-iOS 14, browser pixel alone misses 30–40% of purchase events - more on Safari and in-app browsers. CAPI sends server-side events directly to Meta, recovering most of that signal. The two need to run together with deduplication so events aren't double-counted. Accounts without CAPI are building lookalike audiences and optimising bidding from an incomplete data set.
Business Manager access to the ad account, pixel, and CAPI dataset. No billing access required. For the audit only, view access to all three is enough.
Primarily in creative analysis and audit findings. AI tools are used to surface which creative formats, offer angles, and copy structures are driving conversions versus which just generate engagement - faster than manual review across multiple ad sets. In reporting, patterns across campaigns are surfaced clearly rather than leaving you to find them in raw numbers.
Get in touch.
Let's see if it's a fit.
Tell me what you're working with. I'll come back to you with an honest take on whether it makes sense to continue.
Got it - I'll be in touch shortly.
Usually within one business day. Follow along on LinkedIn in the meantime.