Meta Best Practices for scaling to $100k months

Understand current results - Cost per sale / ROAS
Set benchmarks - how much are you willing to pay? What’s still profitable?
Manage expectations - as you scale spend your costs will rise, but what would you prefer? A $60k a year biz with 20% net profit = $12k Heck even if it’s 30% net profit you are still only left with $18k
Versus a $1m a year biz with 10% net profit = $100k

If you are currently running campaigns on a small budget that are doing well chances as you scale, your cost per sale will rise while your ROAS will drop. But you will have a higher volume of sales and revenue which has a significant impact on your business and profits.

Use broad audiences
Focus your $ on broad / all of funnel, with retargeting testing at a low budget
Simply your account structure - have fewer campaigns at a higher budget vs. loads of campaigns at lower budgets
Test these 3 things - structure / audience / creatives with the priority 1 and 3 (Use broad first and foremost)
Creatives will do the heavy lifting / most of the work - iterate, refine rework constantly
Have patience - don’t read results, and turn off ads based on one or two days performance
Understand attribution window is only 7 days

To scale with Meta ads and hit $100k months, e-commerce brands need a strategic approach that goes beyond just launching campaigns. Here are the best practices to help you accelerate growth using Meta ads while maintaining profitability.

1. Create Ads That Drive Results

High-Impact Visuals: Use premium-quality images and videos that show your products in action and convey the lifestyle your brand embodies. For fashion and lifestyle brands, use visuals that tell a story or evoke a strong sense of aspiration, rather than just showcasing static product shots.
Experiment with Formats: Test different ad formats like carousel ads for showcasing multiple products, video ads for storytelling, and collection ads for creating a mini storefront experience.
Incorporate User-Generated Content: Leverage customer photos, videos, and reviews in your ads to build authenticity and trust. This not only adds social proof but also humanises your brand, making it more relatable.

2. Target High-Value Audiences

Lookalike Audiences: Focus on creating lookalike audiences based on your most valuable customers, such as those with the highest purchase frequency or lifetime value. This helps you scale while attracting similar high-spending customers.
Retarget High-Intent Visitors: Set up dynamic retargeting for users who have shown purchase intent, such as adding items to their cart or visiting key product pages. Create tailored ads that remind them of the specific items they viewed.
Leverage Advanced Interest Targeting: Tap into detailed interest categories relevant to your niche, such as complementary brands, high-end lifestyle activities, or specific fashion trends. This helps refine your targeting for the best results.

3. Maximise Budget Effectively

Campaign Budget Optimisation (CBO): Enable CBO to let Meta’s algorithm distribute budget towards the best-performing ad sets. This approach ensures that your budget is being allocated dynamically to the audiences driving the highest conversions.
Scale Winning Ads: Once you identify an ad that performs well, increase its budget incrementally rather than all at once to maintain consistent performance without overwhelming the ad set.
Adopt a Strategic Split in Budget Allocation: Allocate 70-80% of your budget towards proven campaigns that generate a strong return, while using the remaining 20-30% to test new audiences, creatives, or strategies. This ensures consistent growth while still allowing room for innovation.

4. Write Copy That Drives Action

Speak Directly to Pain Points and Desires: Focus on how your products solve specific problems or fulfill a desire. For instance, if your target customer values quality and style, highlight the craftsmanship or unique designs that set your products apart.
Use Social Proof to Build Trust: Incorporate testimonials, case studies, or user reviews in your ad copy. This reassures potential buyers by showing them that others have had a positive experience with your brand.
Test Different Calls to Action (CTAs): Experiment with various CTAs to find what resonates with your audience. For example, “Shop Our New Collection” vs. “Get Yours Before It Sells Out” to see which drives more urgency and clicks.

5. Enhance the Post-Click Experience

Consistent Landing Pages: Ensure the landing page aligns with the ad in terms of visuals, messaging, and the offer. For example, if the ad promotes a specific product, the landing page should focus on that product rather than taking visitors to the homepage.
Fast and Mobile-Optimised Pages: Prioritise page speed and mobile optimisation, as these are critical for reducing bounce rates and increasing conversions. Use lightweight images and minimise scripts to improve loading times.
Deploy Exit-Intent Offers: Use exit-intent pop-ups to capture visitors who are about to leave without making a purchase. Offer a small discount or a special deal to entice them to complete the purchase.

6. Track Performance with Precision

Implement Conversions API (CAPI): Combine CAPI with the Facebook Pixel for more accurate tracking, especially considering recent privacy updates that have affected attribution. This will help you get a clearer picture of your ad performance.
Utilise Value-Based Lookalike Audiences: When setting up lookalike audiences, use the purchase value data to create value-based lookalikes. This targets users not just likely to purchase, but likely to spend more, boosting average order value (AOV) and revenue.
Choose the Right Attribution Windows: Use the right attribution window for your campaigns based on your average sales cycle (e.g., 7-day click or 1-day view) to get a more accurate measure of how your ads are performing.

7. Commit to Ongoing Testing and Optimisation

Adopt a ‘Test and Scale’ Approach: Regularly test new audiences, creatives, and bidding strategies. When you find something that works, scale it up gradually to avoid performance drops.
Use Dynamic Creative Testing: Enable Dynamic Creative in your ad sets to automatically mix and match different headlines, images, and CTAs to find the best combinations.
Rotate Creatives to Avoid Fatigue: Refresh your ad creatives every few weeks to prevent ad fatigue, which can lead to lower engagement rates and higher costs. Keep the content fresh while maintaining consistency in brand messaging.

8. Leverage Automation and AI Tools

Use Advantage+ Shopping Campaigns: Meta's Advantage+ Shopping Campaigns utilise AI to optimise ad delivery for maximum sales. It automatically adjusts ads to find the best-performing combinations of creative, placement, and audience.
Set Up Automated Rules for Budget Scaling: Create automated rules in Ads Manager to scale up budgets for winning ads and pause underperforming ones. This can save time and help maintain consistent performance.
Explore Predictive Audience Segments: Use Meta's predictive audience tools to identify users who are likely to purchase soon, allowing you to proactively target high-value customers and maximise ROAS.

Implementing these Meta ads best practices can help e-commerce businesses reach $100k months by focusing on what matters most—engaging high-value customers, optimising ad spend, and continually testing for the best results. Scaling effectively means having a strategic approach that combines data-driven decisions with creative optimisation to drive revenue growth.