Meta ads that bring in customers, not just clicks.
I’m Niño, a Meta ads specialist and creative strategist. I plan, build and run Meta campaigns for eCommerce brands and service businesses, and I create the ads that drive them.
Brands I’ve run ads or made content for
Results at a glance
Every number says where it came from. Meta-attributed results are never presented as total business revenue. Tap a result to see the case study.
Instagram followers, up from 1,736
The Masculine Home, Instagram Insights 6.8peak ROAS on retargeting, against a 3.0 target
The Masculine Home, Meta-attributed $0.64per lead, across 1,255 leads
The Masculine Home, Meta-attributed 11 → 314leads: 17 months before me vs. 5 after
Home care, Meta-attributed 562phone calls (20 sec+) since July 2025
Home care, Meta-reported $18.3Konline sales at a 3.54 ROAS on $5.2K spend
Francis Retail, Meta-attributed 4,757purchases at about €20 each, on €97K spend
UK & EU, via Wifunds, Meta-attributed +68%purchases after my free audit was put into action
Matcha Verde PH, Meta-attributed 138phone calls (20 sec+) plus 42 website leads for a garage-door company
Trinity Garage Door, Meta-reported −48%cost per call, $31.49 → $16.45 over four relaunches
Local food business, Meta-reportedSeven accounts, real numbers
What each business needed, what I changed, and what happened. Where something didn’t go perfectly, it says so.
137K followers and a 6.8 peak ROAS
A US interior-design brand for men that sells digital style guides. I ran its Instagram and its Meta ads, from July 2025 to September 2026.
- Client
- The Masculine Home, eCommerce
- When
- Jul 2025 – Sep 2026
- Role
- Instagram and Meta ads
- Sells
- $97 digital Style Guide
Instagram followers, up from 1,736
per lead, across 1,255 leads
peak ROAS on retargeting, against a 3.0 target
Organic growth: 79× the audience
audience growth
views in 30 days
followers in 90 days
What changed: a clear “heritage interiors for men” position, a consistent look, and a “Before & After” series that became the top follow-driver.
Instagram Insights, to 3 Oct 2026
Drag to compare the profile before and after
Paid: 1,255 leads at $0.64, and retargeting up to a 6.8 ROAS
per lead, 1,255 leads for a free Color Guide · 12.18% CTR
at its peak, against a 3.0 target, selling the $97 Style Guide
- Top ad: the “Old Money” video, 932 leads at $0.56 each, 12.37% CTR
- Oct 2025 – Feb 2026: Meta-attributed sales reached up to 43% of the store’s monthly revenue
- Bonus-led offers instead of discount codes kept the brand premium
Creative: six static ads, one reason to buy each
Every ad tests a different angle for the $97 Style Guide, so each one teaches us something. Tap an ad to see it full size.
What I learned: warm cinematic grading, a gold serif headline, one call to action and the guide shown as a real book won. On Instagram, “Before & After” posts brought 592, 552 and 508 new follows each.
One tired ad carried 84% of video revenue
What my free audit of Matcha Verde PH, an eCommerce brand in the Philippines, found.
- Client
- Matcha Verde PH, eCommerce
- Audited
- 26 May – 24 Jun 2026
- Sent
- 25 June 2026
- Role
- I wrote the audit; their team ran the account
of video revenue came from one tired ad, shown 6.77 times per person
purchases, last 30 days vs. the 30 days I audited
cost per purchase, ₱180 → ₱116
of video revenue from one ad, shown 6.77 times per person
videos shown 5.6 to 8.6 times to the same people
video: no static, carousel or review ads
Sent with five priorities: scale the fresh winner, keep frequency under 3, add formats and creator ads, standardise hooks, fix conversion.
Matcha Verde acted on it. Purchases up 68%.
Last 30 days (14 Sep – 13 Oct 2026) vs. the 30 days I audited (26 May – 24 Jun). Whole account, Meta-attributed.
Scaled the fresh winner
AD04 went from about ₱1.3K to ₱25.6K of spend: 143 purchases at a 5.90 ROAS.
Beat the fatigue
Every ad that ran since sits under frequency 3, down from 5.6–8.6.
Fresh creative
11 new ads the day after the audit, then creator ads from July.
Not a straight line: the first month after the audit dipped to a 2.71 ROAS while new ads were tested, then results recovered from late July. Their team ran the account; I wrote the audit.
From 11 leads to 314 in five months
Four home-care locations, then a steady flow of phone calls.
- Client
- Home care, four locations
- Where
- Maryland, Virginia, Texas and Canada
- Since
- January 2025
- Goals
- Care-assessment leads, then calls
leads: 17 months before me vs. 5 after
phone calls (20 sec+) since July 2025
per lead in the US
The problem
Four home-care locations had spent about $10,500 over 17 months on clicks and boosted posts, and got 11 leads.
What I changed
Lead-form campaigns instead of traffic, broad 35+ audiences, cheap page-trust campaigns and a monthly refresh.
The result
314 leads in five months, at $12.75–$20.13 each in the US and CA$16.81 in Canada.
Leads per month, four ad accounts combined
Show the numbers
| Period | Leads |
|---|---|
| Sep 2023 – Jan 2025 (17 months) | 11 |
| Feb 2025 | 27 |
| Mar 2025 | 71 |
| Apr 2025 | 76 |
| May 2025 | 66 |
| Jun 2025 | 74 |
Monthly calls from the two longest-running call campaigns
Show the numbers
Then a steady flow of phone calls
In July 2025 I added call campaigns: a family on the phone is one step from booking a care assessment.
Virginia
187 calls$19.23 each
Maryland B
152 calls$23.71 each
Texas
101 calls$43.81 each
Canada
122 callsCA$29.69 each
How I did it
- Jan 2025
Took over four accounts and audited what was running.
- Feb–Mar 2025
Moved spend from traffic and boosts to lead-form campaigns.
- Mar–Jun 2025
Refreshed lead campaigns monthly. Page-like campaigns added 10,580 likes at 2–3¢ each.
- Jul 2025
Launched call campaigns, optimised for calls of 20 seconds or more.
- Aug 2025 on
Rolled out to Texas. Calls still come in every month.
What didn’t go perfectlyTexas costs about twice as much per call as Virginia, and Canada’s cost per call rose in 2026.
16 months with one garage-door company
One campaign per goal, so each has its own budget and a clear cost. About $13.7K spent since June 2025.
- Client
- Trinity Garage Door, Tampa Bay, FL
- Where
- Tampa Bay, Florida
- Since
- June 2025
- Goals
- Calls, website leads, hiring
phone calls · 20 sec+ · $69.65 each
website leads · $51.67 each
job applicants · $3.92 each, from a hiring campaign
Also tested: a lead-form campaign (8 leads at $45.41) and static image ads for calls (5 calls at $88.55). Meta-reported, June 2025 – October 2026.
My top 3 ads beat the account average
phone calls
“$200 repair vs. $2,000 shutdown”
website leads
“Hate being pushed into repairs?” · 18.4% CTR
phone calls
“$150 repair vs. $1,500 shutdown”
Why they worked: each hook puts a small cost next to a big one, or names the fear of being upsold. Averages: $69.65 per call and $51.67 per website lead, June 2025 – October 2026, Meta-reported. The black line marks the account average.
The next round: four new angles, testing now
Live since 14 September 2026, so it’s too early for results.
One funnel, four markets
- Client
- eCommerce, UK and EU, via Wifunds
- Markets
- UK, Ireland, Netherlands, Denmark
- Budget
- Up to €1,080 a day
- Via
- Wifunds agency
purchases at about €20 each, on €97K of spend
revenue in one month, €43.5K → €105.3K
- Advertorial
- Landing page
- Checkout
- Three upsells
ABO campaigns to test, CBO to scale, up to €1,080 a day.
First campaign to $18.3K in online sales
The challenge: a new overstock furniture warehouse with no ad history, no retargeting and one-of-a-kind stock. I’ve run its Meta ads since the first campaign in April 2026.
- Client
- Francis Retail, furniture warehouse, Santa Fe Springs, CA
- Since
- April 2026
- Sells
- Overstock furniture, online and in store
- Role
- Meta ads, ad creative and social media
ROAS on $5,181 of spend
online orders at about $797 each
ROAS on retargeting
Business impact: every $1 in ads brought back $3.54 in tracked online orders, and $8.01 on retargeting, from a repeatable system: new stock → price-reveal ad → retargeting until it sells.
Meta-attributed (7-day click, 1-day view), Ads Manager, 23 Apr – 14 Oct 2026, USD, online orders only, in-store sales not counted
Explore the account
Ad spend vs. online sales, by month
Monthly ROAS: Jun 2.60 · Jul 8.24 · Aug 3.66 · Sep 5.10. Oct* = 1–14 Oct, no orders yet. May’s one order was $3.
Show the numbers
| Month | Ad spend | Online sales | ROAS |
|---|---|---|---|
| Apr 2026 | $149 | $0 | — |
| May 2026 | $947 | $3 | — |
| Jun 2026 | $806 | $2,095 | 2.60 |
| Jul 2026 | $958 | $7,899 | 8.24 |
| Aug 2026 | $1,010 | $3,697 | 3.66 |
| Sep 2026 | $909 | $4,632 | 5.10 |
| Oct 2026 (1–14) | $402 | $0 | — |
| Total | $5,181 | $18,326 | 3.54 |
Find buyers cold, close them warm
I checked tracking before any budget went live (purchase events now match at 8.0/10). Then two sales campaigns, both optimised for purchases and kept within about 45 km of the warehouse.
Broad audience plus furniture interests (Costco, IKEA, interior design), Advantage+ on, 43 km radius.
$3,089 → 6 orders, $5,646 in sales · 1.83 ROASAdds to cart and site visitors (90 days), Instagram and Facebook engagers, video viewers.
$1,582 → 17 orders, $12,680 in sales · 8.01 ROAS0.80% of retargeting page visits became orders, vs 0.15% cold.
What didn’t go perfectlyCold alone returned 1.83: a feeder, not a profit centre. Catalog carousels got clicks, not orders, so budget moved to single products.
Cold ads: let the price gap do the selling
Each cold ad leads with what the same piece costs at Costco, crossed out, then the warehouse price. Shoppers see the saving before they see the sofa.
Price-reveal series: 15 ads, $1,812 spent → 4 orders, $4,681 in sales (2.58 ROAS) at a 4.58% link CTR. Its best ad, a Bryce dining set (not shown), drove 3,677 link clicks at $0.44 and 104 adds to cart.
Warm ads: the exact piece, plus a reason to buy now
Examples of the retargeting format.
4 ads, $424 spent → 8 orders, $6,980 in sales. Under 9% of spend, over a third of all orders.
Best two: Eureka Amelia table 19.7 and Zealand dining set 16.3, 4 orders each.
Retargeting campaign overall: 8.01 ROAS, $93 per order.
Why it worked: warm shoppers had already seen the price. Naming the piece, adding an extra 10% and saying only one was left gave them a reason to buy now.
Small samples: 4 orders or fewer per ad.
88 ads tested: what won, what lost
Each ad has 4 orders or fewer, so single-ad ROAS is directional. The pattern across formats is what counts.
Top 5 by sales
| Ad | Spend | Orders | Sales | ROAS |
|---|---|---|---|---|
| Bryce dining setCold · price reveal | $1,611 | 4 | $4,681 | 2.91 |
| Eureka Amelia tableWarm · extra 10%, last one | $191 | 4 | $3,766 | 19.71 |
| Zealand dining setWarm · extra 10%, last one | $198 | 4 | $3,214 | 16.27 |
| “10% off everything”Warm · discount code | $300 | 3 | $2,635 | 8.78 |
| Corson live-edge tableWarm · extra 10% | $390 | 3 | $1,612 | 4.14 |
Bottom 5: no orders
| Ad | Spend | Orders | Carts | Link CTR |
|---|---|---|---|---|
| Catalog carousel v4Cold · dynamic catalog | $285 | 0 | 10 | 5.18% |
| Catalog carousel v0aCold · dynamic catalog | $188 | 0 | 15 | 3.36% |
| Catalog carousel v1Warm · dynamic catalog | $90 | 0 | 2 | 4.74% |
| Trivoli dining setCold · aspirational | $80 | 0 | 2 | 5.22% |
| Labor Day retargetingWarm · holiday sale | $72 | 0 | 0 | 2.35% |
The pattern: one named piece with a visible price beat everything else. Catalog carousels drew a 4.3% link CTR but 1 order from $1,017. Aspirational, myth-busting and product-video ads: $425, no orders.
Built the brand’s social from zero
Instagram, Facebook, TikTok and Google Business Profile, run on FAMA content pillars: price reveal, proof walkthroughs, brand education, customer stories and urgency.
Instagram views in 90 days (16 Jul – 13 Oct 2026)
Instagram followers, May → Oct 2026 (72 → 224 posts)
TikTok followers (611 → 1,821 likes)
Profile and Insights numbers, reported separately from the ad results. Following also grew (160 → 1,187), so some follower growth is follow-backs; views are the cleaner signal.
Same profile, before and now: 25.2K → 31.9K views per 30 days
Angles tested beyond price
Designer-brand and lifestyle angles, built for the same warehouse stock.
Tested in May: 5 ads, $42, no orders. Budget went back to the formats that sold.
Sells the evening, not the gazebo, backed by proof points: brand new, inspected, units left. Shown as creative samples; no results claimed.
Cost per call down 48%
A local food business in the US. Four monthly call campaigns, October 2025 to February 2026. Over four relaunches, the cost of a phone call fell from $31.49 to $16.45.
phone calls
total spend
Cost per call by campaign
Meta-reported “calls placed”, which includes short callsShow the numbers
| Campaign | Cost per call | Calls |
|---|---|---|
| Oct 2025 | $31.49 | 5 |
| Nov 2025 | $23.50 | 18 |
| Dec 2025 | $27.60 | 63 |
| Feb 2026 | $16.45 | 46 |
Ways to work together
Meta Ads Audit
A one-off review with a prioritised fix list.
- Account structure and spend
- Tracking and attribution
- Creative and landing page
Free
Request an auditMonthly Management
I run your Meta ads end to end.
- Strategy and campaign builds
- Creative testing every month
- Weekly plain-English update
From $800 / month
Book a discovery call or send a messageCreative Sprint
Research and briefs for your next round of ads.
- Customer and competitor research
- Angles, hooks and scripts
- A test plan
$1,500
Ask about a sprintA good fit
- Service businesses that sell by phone or form
- eCommerce brands with proven products and working tracking
Not a fit
- Anyone wanting guaranteed ROAS before we’ve seen the numbers
- Boosted posts with no clear goal
Guides & tools
The checklists and templates I use with clients, packaged so you can use them on your own account. Instant download through Gumroad.
The Meta Ads Audit Kit
The process I use to find the leaks in an ad account in about 60 minutes.
- 35 checks across 7 areas
- Auto-scoring spreadsheet
- Client-ready report and scripts
$19
Get the kit
Instagram Growth Blueprint
How I plan posts, Reels and engagement to grow a page.
- Posting and Reels strategy
- Hooks, captions and stories
- Growing a new account
Free or pay what you want
Get it free
Meta Ads Starter Checklist
What to check before, during and after a new campaign.
- 9 pre-launch checks
- What to leave alone in week one
- What to read after day 7
Free
Download
20 Hooks I Use for Clients
Fill-in-the-blank openers for Reels, carousels and captions.
- 20 hook templates
- Where to use each one
- How to test two hooks
Free
DownloadCheckout is handled by Gumroad. Free downloads only ask for your email.
Why clients work with me
I’m Niño, based in the Philippines. I’ve run Meta ads since 2022 for clients in the US, the UK, Europe and Canada.
Proof you can check
Every number is labelled with where it came from: Meta-attributed, Instagram Insights or store revenue. Never mixed up.
Strategy and creative in one
I don’t wait to be handed ads. I research the customer, find the angles, write the hooks and test them.
Built to last, not to spike
Call campaigns from July 2025 still bring in calls every month. One client has kept me for 16 months.
Straight answers
A short weekly update: what happened, why, and what I’m changing next, including what didn’t work.
How I run Meta campaigns
Start with the numbers
What is a customer worth, and what can you afford to pay for one? That sets the target.
Check tracking first
Pixel, server-side events, forms and call tracking. Numbers you can trust before any spend.
Research before ads
Reviews, comments and competitors in the Meta Ad Library. That’s where the angles come from.
Build around one goal
The objective matches what you pay for: leads, calls or purchases. Fewer, cleaner campaigns.
Test creative on purpose
Each round tests one idea, an angle, hook or format, so every test teaches something.
Scale and report
Raise budgets on what’s proven, refresh ads before they tire, and report weekly in plain English.
What can you afford to pay for a customer?
Try the first step with your own numbers. This is the break-even math I start every account with. Change the numbers to match your business.
Break-even on gross profit, before other costs like fees and staff. It’s a starting point for the target, not a promise of results.
One product, four angles
FAMA-trained creative strategy. I don’t just run ads, I build them: research → competitors → angles → hooks → briefs → production → test → iterate.
Design samples for a baby milestone blanket, shown for the thinking. No results claimed. The same method drives the Francis Retail creative: price reveal, proof and urgency.
Selected creative work
Ads and social content I designed in Canva, Photoshop and CapCut.
Tools and training
Meta ads are my focus. I also know TikTok, Snapchat, Bing and ChatGPT ads, plus the store, tracking, design and team tools around them.
- Meta Social Media Marketing Professional Certificate, Coursera, 2023
- Meta Certified Digital Marketing Associate
- FAMA creative-strategy program
Let’s look at your numbers.
Tell me what a new customer is worth to you and what you spend now. I’ll reply with the first three things I’d check in your account.
Prefer to talk it through?
Book a free 30-minute discovery call
Pick a time that suits you on my calendar. We’ll cover:
- Your business, your goals and what a new customer is worth
- What you’re running now and what the numbers say
- The next step: a free audit, a plan, or an honest “not a fit”