What we do on Meta
Zero Fluff Marketing runs Meta Ads for DTC ecommerce brands as the core acquisition engine of the plan. That means a simple account structure the algorithm can learn from, a creative testing system that ships new concepts every week, and scaling decisions based on new customer economics rather than the ROAS column.
Structure that lets the algorithm learn
Most underperforming accounts we audit are over-split: too many campaigns, too many ad sets, not enough conversions in any of them to exit learning. We consolidate into a few campaigns with clear jobs:
- Prospecting for new customers, usually an Advantage+ sales campaign alongside one manual campaign for clean creative tests
- Retargeting, kept small and sized by holdout tests, because it is the part of Meta most likely to claim sales that would have happened anyway
- Testing, where new concepts earn their way into the main campaigns
Creative is the targeting now
With broad audiences, the ad decides who sees it. So the testing system matters more than any audience setting. Each week we write briefs (angle, hook, format, proof point), review what comes back, launch it, and read the results on hook rate, hold rate and new customer CAC. The ones that win move into the main campaigns.
If you already have a creative team or creators, we brief them. If you do not, we help you set up a lean UGC and creator pipeline.
Measurement that matches the job
Meta reports on its own attribution. We read it against Shopify and new customer data (here is why MER beats platform ROAS for budget decisions), check event quality on the pixel and Conversions API, and run holdouts on retargeting before it gets more budget. The question is never “what does Meta say it made?” It is “what did the business gain from the last dollar we put in?”
Scaling without breaking it
Scaling rules are agreed before we start: how far budgets move in a day, what CAC triggers a pause, how much goes to tests. Boring scaling is good scaling.