Meta Ads specialist · ecommerce + lead generation

Meta Ads judged on sales, not reported ROAS

Your bank account disagrees. Reported ROAS and actual profit stopped matching somewhere, and the platform will not tell you where. I run Meta Ads and creative testing from the first hook to the page after the click, and judge both on the sales or enquiries your business can bank.

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See Meta Ads capabilities ↓

Remote Meta Ads work for international ecommerce and lead-generation businesses. Focused projects or ongoing management, depending on the constraint.

What has to be true before you scale

A valuable conversion and acceptable cost are agreed first
Every creative test has a reason and a decision rule
Pixel, CAPI, and downstream conversion quality are checked
Creative, media, and conversion decisions stay connected

Performance evidence

Commercial outcomes beyond platform ROAS.

These ecommerce dashboards show reported sales and advertising costs. They do not identify the advertising platform, so I am not presenting them as Meta-only attribution. Their profit calculations cannot be independently checked from the screenshots.

Anonymized This Year profit dashboard showing ₱3,700,551 total sales, ₱342,886 ad spend, 10.79 ROAS, ₱2,311,657 net profit, and 62% net margin

Performance snapshot · Ecommerce

This Year ecommerce dashboard: ₱3.70M reported sales

The dashboard's This Year view reports ₱3,700,551 in total sales, ₱342,886 in ad spend, 10.79x ROAS, ₱2,311,657 in net profit, and a 62% net margin. The dashboard does not define the costs included in net profit or net margin. Those labels are source-reported, not independently verified business profit.

Dashboard ROAS: 10.79x
Total sales: ₱3.70M

Dashboard view set to This Year; the screenshot does not show the calendar year or whether the period is complete. Figures remain in the original Philippine-peso reporting currency. The dashboard does not define the costs included in net profit or net margin. Those labels are source-reported, not independently verified business profit.

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Anonymized profit dashboard showing ₱828,933 total sales, ₱83,130 ad spend, 9.97 ROAS, ₱481,748 net profit, and 58% net margin for one month

Performance snapshot · Ecommerce

Monthly ecommerce dashboard: ₱828,933 reported sales

The supplied monthly dashboard reports ₱828,933 in total sales, ₱83,130 in ad spend, 9.97x ROAS, ₱481,748 in net profit, and a 58% net margin. The dashboard does not define the costs included in net profit or net margin. Those labels are source-reported, not independently verified business profit.

Total sales: ₱828,933
Dashboard ROAS: 9.97x

Dashboard view set to This Month; the screenshot does not display the calendar month. Figures remain in the original Philippine-peso reporting currency. The dashboard does not define the costs included in net profit or net margin. Those labels are source-reported, not independently verified business profit.

View source and context ↗

Creative is the targeting

The ad needs a clear idea, the page needs to keep its promise and the report needs to measure a useful action. I review those together before proposing the next test.

Give Meta a result worth optimizing for

The event, value, quality threshold, and acceptable acquisition cost are defined before more budget is treated as growth.

Know when the problem is not targeting

Weak creative, offer friction, slow pages, tracking gaps, and poor follow-up are separated from real campaign-structure problems.

What I handle in Meta Ads

We agree the scope before anything starts. These are the areas I can take on.

Campaigns with a clear job

Prospecting, retargeting, testing, objectives, budgets, geography, and exclusions are structured around what each campaign must accomplish.

Creative testing that teaches us something

Hooks, concepts, formats, copy, proof, and offers are tested with a hypothesis and a clear rule for what earns another iteration or more budget.

Audiences judged by conversion quality

Broad, custom, lookalike, retargeting, and first-party audiences are evaluated by useful outcomes, not surface-level engagement.

Scaling that respects the economics

Budget increases, holds, cuts, and reallocations follow acceptable cost, conversion quality, creative capacity, and the previous spend level.

Measurement Meta can use

Pixel, CAPI, events, deduplication, values, and reporting gaps are checked before reported performance drives a decision.

Reporting that leads to a decision

Updates focus on spend, business results, creative tests, material changes, and what should happen next.

Direct Meta Ads ownership

The person setting the strategy is also working inside the account.
Creative testing and media decisions use the same business goal.
The value and quality of a real conversion are agreed before scale is treated as success.
Tracking, offer, and landing-page problems are surfaced instead of blamed on targeting.
Material tests and budget decisions stay visible to your team.

Is this the right fit?

We discuss the goal, budget and access needed to do the work.

You have a real offer, measurable conversion, and enough creative input to test.
You want conversion quality and acceptable cost defined before spend is scaled.
You are willing to improve creative, offer, or landing pages when the evidence points there.

When a different approach may be needed

You want more spend treated as success regardless of sales or lead quality.
You expect strong conclusions before enough spend, conversions, or creative variation exist.
You cannot provide the creative inputs or approvals needed for a real testing plan.

Frequently asked questions

What makes a business a good fit for Meta Ads?

A strong fit has a real offer, a measurable conversion, workable economics, and enough creative input to test. The strategy follows the business goal, not a fixed industry template.

Do you work with new accounts and scaling accounts?

Yes. New accounts are built around the offer, conversion value, creative inputs, measurement, and the post-click path. Existing accounts are reviewed to decide what should stay, change, or be tested next.

How do you judge Meta Ads performance?

We agree the measures for your business, such as customer acquisition cost, sales or qualified lead cost. I compare the available business records with platform reports and explain any gaps. Reported ROAS is one part of that picture.

Do you handle Pixel and CAPI measurement?

Yes. Pixel, CAPI, event priorities, deduplication, values, reporting gaps, and downstream quality can all be reviewed when measurement is limiting campaign decisions.

Do you work with businesses outside the Philippines?

Yes. I work remotely with ecommerce and lead-generation businesses in the US, UK, Australia, New Zealand, Canada, the Philippines, and other international markets.

Send me the account and the numbers behind it

Send your site and what the account is telling you. You get my read on whether the gap is creative, audience or measurement, before you commit to anything.

Get a project review ↗

We discuss fit and scope before work starts.