Next Fragrance · DTC fragrance
Ecommerce Facebook ad agency Meta ads for online stores, built on creative that keeps winning.
A weekly creative testing engine, a simpler account, and reporting against your bank, not the platform.
Why your ROAS dropped
Creative fatigue, in four symptoms.
The same ads for months
They worked, so nobody changed them. Now the audience has seen them, and Meta keeps showing them anyway.
Frequency creeping up
The same people see the same ad again and again, and care a little less each time.
Click-through rate sliding
Fewer people stop to look, so every click and every sale costs more.
Cost per purchase climbing
The verdict is “refresh now”. New concepts fix it; a new audience rarely does.
The creative testing engine
Concepts, hooks, variants. Every week.
Winners get budget. Losers get retired without sentiment.
- 01
Concepts
A new reason to buy: the problem it solves, the gift, the ritual, the price. A fresh angle, not a new colour.
- 02
Hooks
The first two seconds of each concept, written several ways, because that’s where the thumb decides.
- 03
Variants
UGC-style video, statics, carousels, motion and 3D product renders, cut for feed, Stories and Reels.
- 04
Scale winners
Budget moves to what sells. What lost gets retired, and its lesson goes into next week’s brief.
A simpler account
Tangled ad sets, down to three campaigns.
Overlapping audiences and budgets split thin give Meta’s machine nothing to learn from. We rebuild around a structure it can optimise.
Advantage+ and prospecting
One AI-driven campaign steered to your target ROAS, finding brand-new buyers across Facebook and Instagram with UGC and carousels. It fills the top of the funnel, so retargeting has someone to convert.
Catalogue and dynamic ads
Shows people the exact products they viewed or added to cart, straight from your product feed. Usually the most efficient spend in the account, once the feed and tracking are right.
Retargeting
Brings back window-shoppers and abandoned carts with the right nudge: the review, the guarantee, the reason to buy today. Often the difference between break-even and profit.
Meta says one number. Your bank says another.
Blended MER, not platform ROAS.
Meta and Google Shopping each claim the same sale, so add up platform ROAS and you get more revenue than you ever banked. Blended MER (marketing efficiency ratio) is total revenue divided by total ad spend, straight from your store and your invoices.
Platform ROAS still steers the day-to-day calls inside Meta. MER tells you whether the business is making money, so it’s the number we report against on every Facebook and Instagram ads account, and the one we scale on.
Tracking since iOS changed
Pixel alone, or pixel plus Conversions API?
Browser pixel alone
- Runs in the shopper’s browser
- Loses purchases to iOS privacy settings and ad blockers
- Under-counts sales, so you under-spend on what works
Pixel plus Conversions API
- Sends purchases from your store’s server as well
- Recovers events the browser loses, with duplicates removed
- Meta optimises toward real orders, and budget scales on real numbers
Who makes the creative?
The biggest cost driver. You choose.
You supply it
We brief, test and report. You keep making what you know, and we tell you which of it sells.
We produce it
UGC, statics, motion and 3D, made for the feed and tested every week.
See the Creative LibraryA mix
Your best assets plus ours, so the brand stays yours and the testing pace stays up.
Who this is for
If you sell products online, this is your page.
Every dollar in should bring more than a dollar out. We build campaigns around profit, not just traffic, and prove it against your bank.
- Beauty and skincare
- Fashion and apparel
- Homewares
- Supplements
- Food and beverage
- Fragrance and gifting
- DTC brands
- Shopify stores
Case study
What’s included
Everything your catalogue needs to sell.
Ad spend goes straight to Meta. Our management fee is scoped to the work, and creative is scoped up front because it’s the biggest variable.
Meta ads work hardest beside email flows that turn first orders into repeat ones, and a store that converts the clicks, which is where conversion rate optimisation for online stores comes in. Every account includes:
- Advantage+ setup: campaigns steered to your target ROAS
- Catalogue and feed: clean, dynamic and in sync with your store
- Pixel and Conversions API: real revenue, not a guess
- UGC, carousel and static creative: briefed, produced or both, and tested every week
- Retargeting: browsers and carts brought back to buy
- Revenue and MER reporting: profit by campaign, in plain English
When not to
When Meta isn’t the answer
Worth it when
- Your margins can carry a proper test
- You can supply creative, or budget for us to make it
- The store already converts the traffic it gets
Not yet, if
- Tracking is broken, so nothing can be judged yet
- The store doesn’t convert the clicks, so fix that before buying more
- The budget is too thin to learn from
What ROAS can I expect?
It depends on your margin, price point and creative. In the free audit we benchmark your store and set a realistic target, ideally a blended MER, before we spend anything. No fantasy numbers.
Do you use Advantage+?
Where the catalogue and creative support it. On most stores it becomes the main campaign, with catalogue ads and retargeting beside it.
Do you work with Shopify?
Every day. We handle catalogue sync and the Pixel and Conversions API setup, so revenue tracking stays accurate through theme and app changes.
Do you make UGC?
Yes, with creators or in-house. UGC-style video and carousels are strong formats for online stores, and we use your own assets too where they’re good.
How much creative do we need?
Enough to keep new concepts going in as the old ones fatigue. How much depends on your spend and your range, so we scope it up front.
What’s the minimum ad spend?
Enough budget to learn: enough for Advantage+ to gather data and for creative testing to have room. That depends on your margins and price point; if it’s too thin, we’ll say so and suggest what to do first. Our guide to Facebook ad costs explains what sets the price.
Do you lock me in?
No. We work month to month and keep your account by getting results.
Ready when you are.
No pitch deck and no lock-in contract. Just a straight answer on what to fix first.