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Growth

Meta Ads

Facebook and Instagram advertising that reaches your target audience, builds retargeting sequences, and optimizes spend for predictable return on ad spend.

What is it?

What is Meta Ads?

Meta (Facebook and Instagram) controls 3.2 billion users globally and is where most established Shopify brands acquire customers at scale. But it is also where most brands waste money: poorly configured audiences, broken pixel tracking, ineffective retargeting, and spending on vanity metrics like engagement instead of revenue. ScaleWise VA manages Meta Ads with one focus: profitable customer acquisition. We handle audience research and targeting, pixel setup and verification, campaign architecture across cold traffic and retargeting, creative strategy, catalog management, and rigorous performance tracking tied directly to your Shopify revenue.

Growth

What's included.

Everything in this service

Audience Research & Targeting

Interest and demographic targeting built around your ideal customer. Cold audience campaigns paired with lookalike audiences derived from your best customers and email list.

Pixel Setup & Conversion Events

Meta Pixel installed correctly on your Shopify store with all conversion events (Add to Cart, Purchase, etc.) configured and verified. Accurate data tracking from day one.

Campaign Architecture

Campaigns structured for cold traffic acquisition, brand awareness, and retargeting. Ad sets organized by audience and bid strategy to ensure spend goes where it converts best.

Creative Strategy & Testing

Ad creative briefs covering video, carousel, collection, and static formats. A/B testing of creative, messaging, and audience combinations to find what converts at the best ROAS.

Catalog & Dynamic Ads

Your Shopify product catalog synced to Meta Catalog Manager. Dynamic product ads that show the exact products users have viewed, paired with strategic retargeting sequences.

Monthly Performance Reviews

ROAS tracking, CAC analysis, creative performance reports, and audience insights. Monthly strategy calls to discuss what is working, what to scale, and what to pause.

Why it matters

Why this matters for your store.

Meta Ads is not just about reach, it is about precision. Billions of users, but only a tiny fraction are right for your product. The brands we manage succeed because we ruthlessly focus on audience quality, retargeting hot audiences, and measuring revenue instead of engagement. We have seen brands cut their Facebook ad spend in half and double their revenue by eliminating waste and scaling high-ROAS campaigns. The platform rewards discipline: better pixel setup, faster iteration, and willingness to pause low-performing audiences.

Our Approach

How we do it.

01

Account Audit & Planning

We review your current Meta advertising (if any), your Shopify product catalog, and your customer data. We build a 90-day strategy covering cold traffic, retargeting, and budget allocation.

02

Technical Setup

Meta Pixel implementation and verification, conversion event configuration, catalog sync to Meta Catalog Manager, and ad account structure created for clean performance tracking.

03

Campaign Launch & Testing

Cold audience campaigns launch with initial creative set and targeting. Retargeting campaigns activate for website visitors and add-to-cart users. A/B tests run to identify top performers.

04

Scaling & Optimization

Monthly budget reviews based on ROAS. Low-performing audiences paused. High-ROAS campaigns scaled. Creative refreshes every 4-6 weeks to prevent fatigue. Constant iteration toward better unit economics.

Questions

Common questions.

Who actually runs the ads, a media buyer or a general VA?
A certified Meta media buyer, not a generalist VA. The person managing your Meta campaigns is dedicated to paid media as their specialty, separate from the operations team who handle your store backend. This split is deliberate: media buying requires specific platform expertise and daily budget decisions that a general VA is not equipped for. Your operations VA never touches your ad account; your media buyer never touches your Shopify orders. Both report to the same lead so coordination stays clean.
Are Meta Ads still profitable after the iOS 14 attribution changes?
Yes, for the right brands, but the attribution gap is real. We compensate with Conversions API (server-side tracking), GA4 cross-channel attribution, and Shopify-side order data. Post-iOS, success requires sharper creative and stronger product-market fit; the platform punishes weak offers more than it used to.
What is the minimum ad budget for Meta Ads?
USD 3,000 per month minimum for our retainer to make economic sense. Below that, you are better off with our hourly advisory rather than a full-service retainer. Below USD 1,500 per month, focus on organic and email first.
Do you set up the Meta Pixel and CAPI?
Yes. Meta Pixel via the official Shopify integration, plus Conversions API for server-side event matching. We verify event match quality scores above 7.0 (Meta-recommended threshold) before launching campaigns.
How often do you refresh creative?
Every 4 to 6 weeks for cold audiences, faster for hot retargeting. Creative fatigue is the number-one reason ROAS drops on Meta. We work with your designer or our in-house team to brief, produce, and ship new creative on a documented cadence.
Do you handle Instagram Reels and TikTok-style video ads?
Yes. Short-form vertical video is now the highest-performing Meta format for ecom. We brief and direct UGC creators, edit existing footage, or partner with your in-house creator. Production cost is separate from management.
Can you also run Instagram organic alongside the ads?
Not as part of this service. Meta Ads is a paid-media discipline; organic Instagram requires a different content cadence and is usually handled by an in-house social manager or a content agency. We can recommend specialists if needed.
Work With Us

Ready to get started?

Book a free discovery call and we will review your current Meta Ads setup and tell you specifically how we would improve ROAS and customer acquisition cost.

Or contact us →