Straight answers on Meta ads and agencies for e-commerce brands

Usually not for full management. At under $100 a day the fee becomes a large share of the total, and there are too few sales each week for an agency to test much. Most stores at that spend do better running one sales campaign themselves and buying new ad creative, then bringing in management once spend and margin can carry a fee.

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Breakeven ROAS is 1 divided by your contribution margin after product cost, freight, fees and GST, so a 40% margin breaks even at 2.5. To turn a blended MER goal into a Meta target, multiply it by the share of store revenue Meta usually claims: if Meta is your only paid channel and claims 60% of revenue, an MER goal of 3 becomes a platform ROAS target of 1.8.

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Scale when cost per purchase has held below target for a week or more and your top ads are not yet fatiguing. Raise the campaign budget in steps rather than duplicating ad sets, which chase the same people and restart learning. Add new creative before each step, because extra budget on the same few ads mostly buys frequency.

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Spend, cost per purchase against your target, Meta's ROAS beside your store's blended figure, how many new ads launched and what they tested, and what changes next month. Ask what was learned, not only what happened. An agency that cannot explain why results moved is not steering the account.

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You should own both. The ad account, pixel and Page belong in your own Meta business portfolio, with the agency added as a partner, so you can remove its access at any time. Put ownership of finished ads and source files in the contract too, and if an agency built the account in its own portfolio, ask now how it will be transferred.

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It can ask for a minimum term, but in Australia unfair terms in standard form contracts with small businesses, meaning fewer than 100 employees or under $10 million turnover, have been banned, with penalties, since 9 November 2023. The ACCC's examples include one-sided rights to end a contract and penalties for leaving. In New Zealand, similar rules cover standard form small trade contracts worth up to $250,000 a year. Read the exit clause before you sign.

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The best agency for you is the one that understands your margin, supplies new creative every month and keeps your ad account in your name. Location matters less than it used to, because Meta accounts are run remotely, so judge agencies in Perth, Sydney, Melbourne or Auckland on those tests rather than their postcode.

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Enough for steady purchases, because that is what Meta learns from. An ad set usually settles after about 50 results in a week, so your target cost per purchase multiplied by 50 is the weekly spend that gets there. Below that, ads still work, just less steadily: run one sales campaign at a budget you can hold for a month.

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Give a new ad about a week, or until it has spent two to three times your target cost per purchase, before deciding. Meta's learning phase usually ends after about 50 results in the week after a change, so judging daily mostly measures noise. Judge a whole campaign, or an agency, on several rounds of tests over two to three months.

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Open Meta Business Support Home, select the restricted account and follow the steps under What you can do, which can include confirming your identity, completing verification or requesting a review. Only an admin can request a review. Meta's help pages now offer support through an AI business assistant, and reaching a person is not guaranteed. Keep payment records and the affected ads ready, and avoid opening new ad accounts while the review is open.

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Not if you are registered for GST and have told Meta. Under the ATO's rules for imported digital services, a registered business that gives the supplier its ABN and states it is registered should not be charged GST, so add both to your ad account's business details. If you are not registered, GST is added and cannot be claimed back.

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Give testing a fixed share and protect the rest for proven ads: Meta's own creative test suggests spending no more than 20% of the existing budget on test ads. In high-CPA markets, test fewer, bigger ideas rather than 40 small variations, so each concept gets enough spend to judge, and move winners into the main campaign quickly.

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Broad, or Advantage+ audience, is the sound default for most e-commerce accounts now, because the creative does most of the targeting and narrow audiences split the results Meta learns from. Interests and lookalikes still work as suggestions and can help a new account with little purchase data. Test broad against your best interest set before switching everything.

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Optimise on 7-day click plus 1-day view for most e-commerce accounts, and use Meta's compare attribution settings to read the click-only figure beside it. View-through credit counts people who saw but did not click, so it can flatter results; judge the business on store revenue and MER. Meta's standard settings now also include a 1-day engage-through window.

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Run proper ads for sales. A boost offers simple goals such as engagement or website visits, while a Sales campaign in Ads Manager optimises for purchases and gives you control of placements, creative tests and tracking. Boosting still suits spreading news to your followers, but not selling.

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