Guides
Ads guides, answer first.
Each guide starts with the short answer, then shows the fix. They’re written for Australian online stores running their own ads, and measured against your margin, not your ad spend.
Start here
Online stores
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Advantage+ not working? Here's what's usually wrong
Why Meta's Advantage+ campaigns underdeliver for Australian online stores, and the fixes: enough data, past buyers excluded, AI edits off, judged on MER.
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Meta ads not converting on Shopify? Check these, in order
Clicks but no sales from Meta ads on your Shopify store? Check tracking, the event you optimise for, your product pages and the maths, in that order.
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Break-even ROAS, explained: the number your ads have to beat
Break-even ROAS is 1 ÷ your contribution margin. How to work it out from order value, margin, shipping and fees, and what to do when you can't reach it.
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ROAS vs MER: which number should you trust?
Meta's ROAS and your store's MER answer different questions. What each one measures, why they disagree, and how to use both to decide on ad spend.
Running your ads
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Why boosted posts don't sell, and what to run instead
The Boost button optimises for taps, not sales or bookings. Why boosted posts rarely sell, when reach is the right goal, and what to build in Ads Manager.
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Learning limited, explained: why Meta can't learn, and the fix
What Meta's 'Learning limited' status means, why small budgets hit it, and how to fix it: one ad set, an event your budget can hit, and fewer edits.
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How much should you spend on Meta ads in Australia?
How to set a Meta ads budget for an Australian business from your own numbers: what each result is worth, what Meta needs to learn, and when to scale up.
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Meta's Opportunity score: should you accept the recommendations?
What Meta's Opportunity score measures, why it rises when you apply recommendations, and a one-question test for deciding which ones to accept.
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One campaign or many? How to structure Meta ads on a small budget
How many Meta campaigns and ad sets a small budget can support, why splitting starves Meta's AI, and when it's time to add retargeting and testing.
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Run your own Meta ads or hire an agency? An honest comparison
An honest comparison of running your own Meta ads and hiring an agency, for Australian businesses spending A$500–5,000 a month: time, control, cost and fit.
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ChatGPT ads in Australia: what to check before you spend
ChatGPT ads are a pilot in Australia. What's live, who sees them, how they're billed, what CPC claims leave out, and a checklist before you spend.
Local businesses
Plans for local businesses are coming. These guides stay useful in the meantime. Join the waitlist
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Meta ads for cafés and restaurants: what actually fills tables
How Australian cafés and restaurants fill tables with Meta ads: one priced offer, a tight radius, the right goal for bookings or walk-ins, judged on covers.
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Facebook and Instagram ads for tradies: leads that turn into jobs
How tradies get site visits, not tyre-kickers, from Meta ads: a Leads campaign, a form that filters, fast call-backs and your licence in every ad.
Find out what’s holding your ads back.
Three minutes, free, and the diagnosis is worked out from your own answers. Your full plan is A$149 incl. GST if you want it.
Free quiz and check-up. No card needed. Questions? Email us.