Motive-led creative
Ad concepts mapped to distinct purchase motives, with copy pulled from the objections customers actually raise in your inbox and comments.
Meta ads
management.
Creative built against why people actually buy, not another payday-sale asset — and conversion tracking that survives iOS.
Meta rewards creative volume, but volume without a thesis is just expensive noise. The accounts that work are the ones where each ad answers a specific reason someone buys — and where the copy came from real customer objections rather than a brainstorm.
Underneath that sits the boring half: the Pixel, the Conversions API, event deduplication, and a catalogue that actually matches your inventory. Since iOS 14 that plumbing is the difference between an account that scales and one that stalls.
I run prospecting and retargeting as one system — typically a 70/30 split — so retargeting doesn't quietly take credit for demand prospecting created.
01 — What's included
What you actually get.
Advantage+ & manual builds
Advantage+ shopping and app campaigns where they earn their keep, tested against manual structures rather than assumed to be better.
Collaborative Ads (CPAS)
For brands selling through marketplaces — running ads against retailer catalogues, measured on cost per item sold.
Click-to-Messenger
Conversational commerce for considered purchases: ads that open a chat instead of a checkout, then a flow that turns it into a sale.
Pixel, CAPI & dedup
Server-side events alongside the browser pixel, with deduplication configured so conversions aren't double counted.
Catalogue & feed hygiene
Product feeds that match live inventory, so dynamic ads stop advertising things you can't ship.
02 — Proof
Numbers from real accounts.
Retail figures from a Collaborative Ads programme spanning 138 ads; the messaging numbers are from a three-year, 41-campaign click-to-messenger engine for a 4×4 off-road shop.
5.97×ROAS on CPAS
$0.98Cost per item sold
$0.16Cost per add-to-cart
25,227Conversations started
$1.43Cost per conversation
44.5MImpressions
03 — How it runs
The order
matters.
Buying against a broken signal just spends the budget faster, so the measurement work always comes first.
Get a free account review →-
01
Fix the signal
Pixel, Conversions API, event dedup, catalogue match. Meta's algorithm is only as good as the events you feed it.
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02
Map the motives
Interview the sales inbox. Every recurring objection is an ad concept, and every motive gets its own creative.
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03
Test at the concept level
Rotate concepts, not just headlines. Changing the button colour on a bad idea produces a slightly cheaper bad idea.
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04
Split prospecting and retargeting
Hold the ratio deliberately so you can see which half is actually generating demand.
04 — Questions
Before you ask.
Do you produce the creative as well?
I write the copy and direct the concepts, and I build static and simple motion assets. For heavier video production I'll work with your team or brief an editor — the thinking about what the ad needs to say stays with me either way.
Does click-to-messenger work outside the Philippines?
It works anywhere Messenger and WhatsApp have real penetration, and it suits considered purchases where people have questions before buying — vehicle builds, services, high-ticket retail. For simple ecommerce checkouts, standard conversion campaigns usually win.
Want this pointed
at your account?
Send over the account, the vertical, and what's not working. You'll get a reply within two working days and the first two things I'd change — free, whether or not you hire AQM.