Your cost per purchase keeps creeping up
CPAs are rising, the same creatives have been running for months, and each new sale costs more than the last. Throwing more budget at it only makes it worse.
Freelance Facebook Ads consultant
Grow on Facebook and Instagram without burning your margin.
Putting money into Facebook, Instagram or Threads ads and not sure what actually comes back? I make sure every euro works harder: profitable sales, and customers who return.
Facebook · Instagram · Messenger · Threads
At a glance
7+
markets where I’ve run Meta Ads campaigns
×6
international e-commerce revenue in 12 months for a retail brand
+20
businesses helped to grow online
Who it’s for
Your Meta campaigns are live, but they aren’t earning their keep.
Meta reports sales your store doesn’t show
Ads Manager says you’re winning, but your revenue tells a different story. Before anything else, we need to know what Meta is really counting.
Your ads get run in the gaps between meetings
You boost a post here, launch a campaign when there’s time. What you need is someone who owns the account: building, testing and reporting back.
Your agency talks in dashboards
Pages of metrics, but nobody telling you plainly what’s working, what isn’t and what happens next.
What I do
Facebook Ads consultant: from audit to day-to-day management.
Here’s what I actually do inside your ad account.
I check your numbers can be trusted
Before changing anything, I make sure Meta sees your real sales, through the Pixel and the Conversions API. If it doesn’t, the algorithm is optimising blind.
I put your ads in front of buyers
Simple, readable campaigns aimed at the people most likely to buy, plus retargeting for everyone who has already visited your site.
I find the creatives that sell
Images, video, hooks: we test several, scale the winners and kill the rest. Then we do it all again.
I put the budget where it pays back
Every euro is tracked through to the sale. We scale what’s profitable, cut what isn’t, and I explain it all in plain English.
ROAS, margin, MER, CAC
ROAS is what Meta shows you. Margin is what you keep.
You’ve seen this number in every report. Here’s what it measures, and why it can’t tell you whether your ads make money.
How is ROAS calculated?
ROAS (return on ad spend) shows how much revenue each euro of advertising brings in. It’s the headline number in Meta’s and Google’s dashboards.
ROAS = revenue attributed to ads ÷ ad spend
A ROAS of 4 means €4 back for every €1 spent, which sounds fantastic. But it measures revenue, not profit: it ignores what your products cost, and it counts sales the platform takes credit for a little too eagerly.
To find your break-even point, start from margin: at a 40% margin you need a ROAS of at least 2.5 (1 ÷ 0.40) just to cover the ad spend.
Example: a ROAS of 4, and almost nothing left
- Meta ad spend€1,000
- Revenue reported by Meta (ROAS 4)€4,000
- Revenue the ads truly caused, after removing overlaps and sales that would have happened anyway€3,000
- Gross margin on that revenue (40%)€1,200
- Minus ad spend− €1,000
- What you actually keep€200
Illustrative figures. The dashboard says all is well. Your bank balance says otherwise.
What’s left after each sale
Selling price minus product cost, shipping and fees. It sets how much you can spend on ads without losing money.
The full picture
Total revenue divided by total marketing spend (Meta, Google, email and the rest). It’s hard to flatter: it compares what really comes in with what really goes out.
What a new customer costs
Your marketing spend divided by the number of new customers it brought in.
What a customer is worth over time
A repeat buyer pays back their acquisition cost many times over. Bringing customers back through email and retargeting makes all your advertising more profitable.
These numbers usually sit with different people, each in their own tool. I look at them together, as your single point of contact: ads, site, email and margins. The goal is campaigns that look good in the report and are profitable for the business.
Ad costs climbing while sales fall?
Get your campaigns auditedFreelancer or agency
Why hire a freelance Facebook Ads consultant instead of a Meta Ads agency?
You deal with the person doing the work
No account manager, no hand-off to a junior. The person who analyses your account is the one who changes it.
The ad account stays yours
Your ad account, data and history stay in your own Meta Business Manager. I only need partner access.
A view beyond Meta
I also work on Google Ads, SEO, websites and CRM, so I see what happens after the click and how Meta influences your other channels.
A commitment sized for you
A custom quote with no agency overhead, and a recommended three months: first results in month one, then time to build something solid.
Method
How we work together
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Take over and fix the foundations
I audit your account, your sales tracking and your purchase journey. We fix whatever distorts the numbers and set the cost per purchase your margin can afford.
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Test
New creatives, messages and audiences, each test built around a clear question. We review what’s working at regular check-ins.
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Scale what pays back
We raise budgets on what’s profitable, cut what isn’t, and share what we learn with your other channels.
About
Hands in your campaigns. Eyes on your margin.
I’m Sophie Monteil, a digital marketing consultant. Over six-plus years I’ve helped 20+ businesses sell online and run Meta campaigns across 7+ markets. The story is nearly always the same: great numbers on the ad dashboard, and cash flow that doesn’t keep up.
So I don’t stop at what Facebook reports. I look at what’s left once ads, product costs and fees are paid, and I work to bring customers back, because a repeat customer is one you don’t pay for twice.
Ads, website, email, tracking: I connect it all. You get one point of contact who sees the whole picture and works directly in your account.
FAQ
Your questions
How much does a freelance Facebook Ads consultant cost?
I quote per project, based on the number of campaigns, products and markets, how healthy your tracking is, and how much support you want. My fee is separate from your ad budget, which you pay straight to Meta.
How much should I spend on Facebook and Instagram ads?
There’s no universal figure: it depends on your average order value and your cost per purchase. Each ad set needs enough conversions to leave Meta’s learning phase (Meta cites roughly 50 a week), so we size the budget backwards from your margin.
What’s a good ROAS on Facebook Ads?
It depends on your margin. Your break-even ROAS is 1 ÷ your margin rate: at 40% you need at least 2.5, at 25% at least 4. Because platforms tend to over-claim sales, I always check ROAS against your real sales and your MER.
Facebook Ads or Google Ads: where should I start?
They work best together. Google Ads catches people who are already searching, and Performance Max finds new audiences. Meta lets you target by interests, age, location and behaviour, with photo- and video-first formats that suit products that look good. We start where your product, margin and budget make the most sense. I run both: read my article on Google Ads.
Does the ad account stay mine?
Yes. Your ad account, data and audiences stay in your own Meta Business Manager. I work through partner access that you can remove at any time.
Do you create the images and videos?
I write the creative briefs, angles and hooks, and run the tests. Production can come from your team, a designer or UGC creators, and I help you brief them.
How soon will I see results?
You’ll see early results in the first month: we make your sales tracking reliable, cut wasted spend and launch the first tests. I still recommend committing for at least three months, which gives enough time to verify tracking, test messages and creatives over several weeks to see what really sells, and then raise budgets gradually on the winners without breaking what already works.
Next step
Your Meta ads could be earning more.
30 minutes to go through your account together and see what I’d change first. No strings attached.
Let’s talk about your ads