Meta Ads for an E-commerce Store

A sample approach for running Meta sales campaigns for an online store, from structure and creative testing to retargeting.

This is a sample project. It shows how I would approach this kind of brief and is not a client result.

Problem

An online store spends on Meta ads but cannot tell which campaigns, audiences or creatives are actually producing purchases.

Strategy

Separate prospecting from retargeting, test a small number of creative angles at a time, and judge campaigns on purchases and cost per purchase rather than clicks.

Campaign Setup

Prospecting campaigns across a few audience ideas, retargeting campaigns for site visitors and cart abandoners, and several creative variations per campaign with clear naming so results are easy to read.

Tracking

Meta Pixel and Conversions API with purchase events and order value, checked against GA4 so the platforms tell the same story.

Optimization

Weekly review of each campaign, pausing weak ads, moving budget to stable performers, and refreshing creative before it tires out.