Performance marketing guides

Practical, no-fluff guides on Meta, Google and TikTok ads, tracking and lead generation, from 6+ years of running ad accounts.

Meta Ads

Meta Ads Account Structure for Shopify Stores in 2026

The Meta ads account structure I use for Shopify stores in 2026: how many campaigns to run, how to split prospecting, testing and retargeting, budgets by spend level and naming conventions.

Meta Ads

CBO vs ABO: When to Use Each on Meta Ads

CBO (Advantage campaign budget) vs ABO (ad set budget) on Meta ads: how each works, when to use which, how to test creative with ABO and scale with CBO, and the mistakes to avoid.

Meta Ads

How to Fix Creative Fatigue on Facebook and Instagram Ads

How to spot and fix creative fatigue on Facebook and Instagram ads: the metrics that signal fatigue, why it happens, how to refresh creative, build a testing pipeline and stop performance drops before they hit.

Meta Ads

Dynamic Product Ads (DPA) for Shopify: Complete Setup Guide

Step-by-step guide to setting up Meta dynamic product ads (Advantage+ catalog ads) for Shopify: syncing your catalog, matching Pixel events, product sets, retargeting and broad DPA campaigns, and creative tips.

Meta Ads

Facebook Retargeting Ads for Abandoned Carts: A Practical Guide

A practical guide to Facebook and Instagram retargeting ads for abandoned carts: building audiences, time windows, budgets, catalog ads, messaging by stage, and how to measure whether retargeting is actually incremental.

E-commerce

How to Calculate Break-Even ROAS for Your Shopify Store

Learn how to calculate break-even ROAS for your Shopify store, step by step: contribution margin, real costs to include, target ROAS for profit, and how to use it on Meta and Google Ads.

Meta Ads

Advantage+ Shopping Campaigns: Setup Guide for Shopify Brands

Step-by-step guide to setting up Meta Advantage+ Shopping (Advantage+ sales) campaigns for Shopify: tracking, existing customers, budgets, creative and the settings that matter.

Meta Ads

Advantage+ Shopping vs Manual Campaigns: Which Wins for E-commerce?

Advantage+ Shopping (Advantage+ sales) vs manual Meta campaigns for e-commerce: how they differ, when each wins, how to test them fairly and the structure I use for Shopify brands.

Meta Ads

How to Scale Facebook Ads Without Killing ROAS

How to scale Facebook and Instagram ads profitably: vertical and horizontal scaling, budget rules, cost controls, creative volume and the guardrails that protect ROAS as spend grows.

Meta Ads

Meta Ads Audit Checklist: 25 Things to Check in Your Ad Account

A practical 25-point Meta (Facebook & Instagram) ads audit checklist covering tracking, account structure, audiences, creative, budgets and reporting, from a performance marketer with $10M+ in ad spend managed.

Meta Ads

Why Your Meta Ads ROAS Is Dropping (and 9 Ways to Fix It)

Is your Facebook and Instagram ads ROAS dropping? Learn the 9 most common causes, from tracking gaps to creative fatigue, and how e-commerce brands fix them.

Tracking

How to Set Up the Meta Conversions API on Shopify

Step-by-step guide to setting up the Meta Conversions API on Shopify: connecting the Facebook & Instagram app, data sharing settings, deduplication and event match quality.

Lead generation

How to Get Better Quality Leads From Facebook Lead Ads

Getting cheap Facebook leads that never answer the phone? 8 proven ways to improve Meta lead ads quality: form settings, qualifying questions, CRM feedback and fast follow-up.