Boosting posts isn't a Facebook ads strategy. It's lighting money on fire with extra steps.

Most eCommerce brands use Facebook ads wrong. They boost an Instagram post, target a broad "interests" audience, and call it advertising. Or they hire an agency running the same three ad sets from a 2019 course — broad targeting, lookalike, retargeting — without adapting to how Meta's algorithm actually works today. CPMs climb. ROAS drops. And the brand owner starts saying "Facebook ads don't work anymore."

Facebook ads work. What doesn't work is treating them like they worked three years ago. Meta's AI is dramatically better at finding buyers now — if you feed it properly. That means creative volume (testing 20-30 ad variations per month, not 3), broad targeting that lets the algorithm optimize, proper Conversions API setup for accurate data, and a full-funnel structure that warms people up before asking them to buy.

We manage Meta ads for eCommerce as a performance channel. Every campaign is built around ROAS targets, creative testing velocity, and full-funnel attribution. We test creative obsessively because in 2026, creative IS targeting. The algorithm finds buyers — your job is giving it enough winning creative to work with.