Meta Ads: Facebook and Instagram advertising
Meta Ads · e-commerce · lead generation
Meta Ads — advertising on Facebook and Instagram that sells. For e-commerce and lead generation: from strategy and creative through pixel and Conversions API to scaling. Meta Ads is my main platform — and most of the projects in my portfolio were built here.
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What Meta Ads management includes
- Audit and setup of Business Manager, pixel, Conversions API and catalogue.
- Campaign strategy — prospecting, remarketing, catalogue campaigns, lead forms.
- Creative concepts and testing — hooks, formats, copy; systematic A/B tests.
- Audiences — custom, lookalike and broad targeting by stage and budget.
- Optimisation and scaling — budgets, frequency, creative fatigue.
- Reporting — ROAS, CPA, MER and revenue in Looker Studio.
Results from Meta Ads
| Project | Result | Detail |
|---|---|---|
| Swimming pools | 957 pools sold in one summer | ROAS 1,000%+ · €4,911.89 spend · CPA €3.15–6.01 |
| Korean cosmetics · e-commerce | €170,000 revenue | 3,120 purchases · €2.93 per purchase · €9,141.33 spend |
| Dental clinic · lead gen | 943 leads at €0.30 | €284.28 total spend |
| Natural cosmetics · new markets | Entering Poland and Hungary | CPA in Hungary €4.40 · CTR ×3 in 2 months |
| Education · services for students | ROI 24,622 % | 106 leads · €52,920 revenue · €2.02 per lead |
How the collaboration works
- Account and measurement audit — pixel, CAPI, events, catalogue.
- Strategy and creative plan — what we test, for whom, with what budget.
- Launch — campaign structure, audiences, creative.
- Optimisation and scaling — decisions based on ROAS, CPA and MER, not on impressions.
Related services: Google Ads management, PPC specialist, ChatGPT Ads.
Frequently asked questions
What is Meta Ads?
Meta Ads is the advertising system for Facebook, Instagram, Messenger and Audience Network. It targets by interests, behaviour and custom audiences (website visitors, customers) and optimises for purchases or leads.
Who does Meta Ads work best for?
E-commerce stores with a visually interesting product, services with local demand (clinics, salons, education) and anywhere demand has to be created first rather than just captured.
What do I need before launch?
Business Manager, pixel and Conversions API, a verified domain, a product catalogue for e-commerce, and creative. A full checklist is in my Slovak article Checklist before launching Meta Ads.
Do you produce creative too?
I design the concepts, copy and test structure; graphics and video are produced with designers or your team. Creative is the main performance lever in Meta Ads today, so I test it systematically.
How is Meta campaign performance measured?
Through the pixel and Conversions API, GA4 and store revenue. Alongside ROAS in Meta I track MER (total revenue / total spend) to see the real impact, not just what is attributed.
Let’s grow together
Send me a few lines about your project and I’ll get back within 24 hours. Bratislava · remote for SK, CZ and the EU.
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