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Meta Ads for online stores
Facebook ads for ecommerce, judged by new customers and margin.
Octomize runs Facebook and Instagram ads for online stores. We connect your product catalog, produce and test creative in batches, and set up the Conversions API so Meta sees each purchase once. We judge the account by contribution margin and new customers from your store data, because ROAS in Ads Manager includes buyers who would have ordered anyway.
What's included
- Product catalog connected to Meta, with product sets by margin and price
- Creative briefs and batch tests of new concepts every month
- Advantage+ sales campaigns for prospecting, with retargeting kept measurable
- Conversions API next to the Pixel, deduplicated by event ID
- Purchase value sent as profit when margin data is available
- Reporting on contribution margin and new customers from your store
Meta sells to people who weren’t searching
A Google shopper types what they want. On Facebook and Instagram your ad interrupts someone scrolling past friends’ photos, so it has to create the want in the first second. Meta’s automation now picks most audiences, placements and bids for you, which leaves two inputs you control: the creative and the purchase signal. Our post on why creative is the main lever on Meta explains the shift.
What we run for online stores
Meta says your product catalog now works across all sales campaigns, where it used to sit in one format called Advantage+ catalog ads (Meta for Business). We keep the catalog synced with the store and build product sets by margin and price, so Meta doesn’t push the cheap add-on you barely profit on. Catalog ads remind people of products they viewed; concept ads do the prospecting.
Creative gets most of our time. We brief distinct concepts, such as a product demo, a founder talking to camera, a comparison static or an unboxing, and test them in batches. Each concept reaches a different buyer, so we iterate on the winners and drop the rest.
Prospecting and retargeting often run in the same Advantage+ sales campaign. We split results into new and returning customers with your store data, so retargeting can’t pass for growth.
The signal comes from the Pixel plus the Conversions API. Meta counts a browser and a server purchase once when both carry the same event ID and event name and the second arrives within 48 hours (Meta for Developers). Our Conversions API setup guide walks through it. With ProfitMetrics, an official Octomize partner, we send profit as the purchase value.
Where we work
Online stores selling in the US, the UK and the EU. In the UK and EU we send events only where your consent banner allows it, and run ads in each market’s language. For the wider channel setup, see our Meta Ads management.
How it works
- 01
Check the purchase signal
We compare purchases in Events Manager with orders in your store, then fix the Pixel, the Conversions API and deduplication until the two line up.
- 02
Connect the catalog
We sync your catalog with the store, drop out-of-stock items, and build product sets by margin, price and category.
- 03
Test creative in batches
We brief several distinct concepts at once, such as a product demo, a founder video, a customer review and an offer, run them side by side and cut the ones that don't sell.
- 04
Scale on margin
We raise budget where new customers come in at a margin you can live with, and hold it where Meta mostly reaches people who already buy from you.
What we do: the system
We don't just run ads. We own everything that determines outcomes.
- 01 · Strategy
Digital strategy
Before we touch an account, we set the plan: which channels, what budget, what a lead or a sale is worth to you, and what we test first.
- Channel mix and budget split
- Target CPA or ROAS set from your margins
- A 90-day plan with clear milestones
- 02 · Landing page
Landing pages + CRO
Most paid traffic is lost on the page, not in the ad. We build or rework the page around one offer and one action, then keep improving it on real visitor behavior.
- New pages or fixes to the ones you have
- Message matched to the ad and the search
- CRO roadmap from session recordings
- 03 · Tracking
Tracking & measurement
If the numbers are wrong, every optimization is a guess. We set up tracking that holds up against ad blockers and cookie limits, and send real outcomes back to the ad platforms.
- GA4 and GTM, client- and server-side
- Enhanced Conversions and Meta CAPI
- Offline imports: qualified lead, booked call, closed deal
- 04 · Ads
Performance marketing
With the plan, the page and the tracking in place, we build the campaigns and optimize them every week on real data.
- Google Ads and Meta Ads builds or restructures
- Keyword, audience and creative testing
- Bidding toward profit, not just volume
- 05 · Reporting
Profit-focused reporting
You see sales, profit and lead quality, the numbers your business runs on, not clicks and impressions.
- KPIs agreed with you up front
- ProfitMetrics when margin data is available
- Regular updates in plain English
- 06 · Growth
Business growth support
Once the system runs, the data shows where else you can grow. We bring you the ideas.
- New products or services the data points to
- New channels and markets to test
- Offer and pricing ideas from what converts
Further reading
GDPR and Ad Tracking in the EU: What Needs Consent
What GDPR and the ePrivacy rules mean for Google Ads and Meta tracking in the EU and UK: what needs consent, what Google requires, and server-side limits.
Google Ads Conversion Tracking: Set It Up Right
How to set up Google Ads conversion tracking: the Google tag, which actions to make primary, counting, windows, transaction IDs and how to check it works.
How it works
A simple 3-step process from audit to results.
Intake + access
Request your free Profit Growth Plan
Fill out a quick form and share access. We review your current setup.
What's broken, what to fix
Audit + strategy
We identify gaps in tracking, landing pages and campaigns, then deliver a clear plan.
Continuous improvement
Execution & optimization
We implement, test and refine. You get regular updates on profit-focused metrics.
What you get
Everything you need to scale profitably.
Execution, growth foundations and transparent pricing.
Execution
- Account build or restructure
- Ongoing optimization and testing
- Creative direction inputs
- Keyword research and expansion
- Audience targeting and refinement
Growth foundations
- Landing page improvements + CRO roadmap
- Tracking setup and fixes (GA4, GTM, SST)
- Offline conversion imports for lead gen (Google + Meta)
- ProfitMetrics integration when needed
- Reporting aligned to business outcomes
Transparent pricing
- Free Profit Growth Plan first
- No setup fee
- Flat retainer + % of profit or revenue impact
- Finalized after scope is defined
- You decide after reviewing the plan
Partners & reviews
Trusted by partners. Rated by clients.
Official partner
Server-side tracking that keeps conversion data accurate as browsers block more.
Official partner
Profit-based tracking, so campaigns bid on real margin, not just revenue.
Member
Part of BESCO, the Bulgarian Startup Association.
★★★★★ 5.0 rating
FAQ
Questions we get asked.
What makes Facebook ads for ecommerce different from Google Shopping?
On Google, the shopper searches for the product. On Facebook and Instagram, nobody is looking for it when the ad appears, so the ad has to create the interest. That puts creative ahead of targeting and bids.
Do catalog ads still matter?
Yes. Catalog ads show people the exact products they viewed and suggest related ones to new buyers, straight from your product feed. They work best next to concept ads that explain why someone should buy from you.
Do I need the Conversions API if the Pixel works?
We recommend both. The Pixel misses purchases when browsers block it, and the Conversions API sends them from your server. We set up deduplication between the two, so Meta counts each order once.
Why not judge Meta by its own ROAS?
Ads Manager credits Meta with purchases from people who saw or clicked an ad, including returning customers who would have ordered anyway. We check new customers and contribution margin in your store data, which shows whether the spend brought in money you wouldn't have made.
Let's talk
Get your free Profit Growth Plan.
Tell us about your business. We'll review your setup and come prepared with initial directions for your custom Profit Growth Plan.
- Free audit + strategy document
- No obligation to proceed
- Clear recommendations with expected impact
Google Ads Certified · ProfitMetrics Partner · TAGGRS Partner
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