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How I Took an Offer From ₦0 to ₦10,291,200 with Facebook Ads

😱 Is Facebook pulling shenanigans on us?

😱 Are Facebook ads still profitable?

These are questions I often get, and as the year is winding down, I thought to share a few things with my community to help you as they move into 2024.

For context, this campaign was for a digital product, but this can also be applied to physical products.

I spent a little over 1.4m to generate a little over 10 million. One of the major campaigns was mistakenly deleted, hence the figures you see on the shot below


I’m not saying this is some bulletproof strategy that will make your ads convert.

There are 2 important things you must have done before moving on to the Meta (formerly called Facebook) side of things.

1. The Offer

I firmly believe that, after an audience, the offer is the most important piece of the puzzle to having incredible conversions.

So you must have your offer dialed in.

This is basically

⭕ Showing your audience that they are very likely to experience/feel what you’re saying (the result)

⭕ Reducing the effort, time, and risk of having that experience.

There’s an idea I got from Russell Brunson some years ago that has stuck with me and that is, you want to make the value of your offer worth 10X more the price they pay.

For more context, let me ask you which customer would you rather have?

A: I can’t believe I paid X for this, I feel like the vendor cheated me.

B: I can’t believe I paid X for this, I feel like I cheated the vendor.

For me, I always want it to be “B” and what that means is that you want to always overdeliver on your promises.

There are so many books, videos on this already that I don’t want to end up sounding like a broken radio.

2. The Landing page

This is like the face of your offer, and you need some make up added to make it pop.

Not like makeup makeup but you get what I mean…lol

For the rest of us at the back, what I am saying is that there are certain elements you need to have on your landing page to get the attention of the lady…I mean the visitor. 😁

⭕ A BIG idea headline

⭕ The lead

⭕ Social proof

⭕ Testimonials

⭕ Bullet points

⭕ FAQs

⭕ You need an “us vs them “ section.

If you don’t have a high performing landing page, you might want to check out Lazycom


Once you have all these ready and you know your audience, its time to move into your ads manager.

So, lets get to it

Keep Things Simple;

For this offer, I started with just one campaign, 2 adsets, 3 creatives and 2 copies

Not that, I couldn’t start with one but the success of Facebook ads lies in variables.

I explained this in detail inside the conversion catalyst which you can check out here.

Now, this doesn’t mean you should complicate your campaign structure.

You want to keep things simple because if you don’t, you’d end up having the opposite effect of what you intended.

So keep things simple especially if you have limited budget.

For me I started with a daily budget of N10,000 and it was easy to split it between the 2 adsets.

So don’t go having ABOs and CBOs and then multiple adsets even when you’re trying to scale. You’ll end up with audience overlap, and its disastrous to your results.

I mean you’d just end up lighting your ad spend and bank account on fire. You know what I mean?

Some of you are already doing that.

Here’s what I did in my case.

To distinguish one adset from the other, I had the adset broken down by age. Every other thing was the same.

So one adset was targeting

⭕ Age 25-34,

the other was targeting

⭕ Age 35-44.

I have found that this works really well because you have a larger pool and you can easily tell what is working once you start looking into your data.

If you’re on a lower budget, I will advise you to just start with one adset with say N5,000 daily budget. Anything lower won’t do you any good.


The algorithm needs room and money to get you results plus we are all in a bidding war.

And I believe you want to win?

There are some other factors that contribute to your winning which I think you should know and I have them inside the conversion catalyst.


There has been this war of which is best between broad targeting and detailed targeting for as long as I can remember, and I even tested this out some time ago. The video is on my YouTube Channel

But after spending millions on Facebook ads and scaling multiple campaigns, this is what I believe.

If you’re starting with a brand new ad account with no prior data, its best to start with detailed targeting.

There’s this thing called “initial conditions.”

What this means is that what happens first with and on your campaigns within your ad account is what the algorithm will use to judge and find you results.

And the problem with this if you’re starting a brand new ad account is that you’re not giving the algorithm direction or focus.

So, it goes into this gigantic pool and ends up confused, but it needs to find what it can to give you results fast, and then it can’t go further.

Too much of everything is bad (so true afterall)

It then records this activity, and whenever you launch new campaigns, this is what continues to happen.

For those always asking why your campaign worked for 3 days and stopped, this is one of the reasons why that happens.

So what is the best thing to do?

You guessed right, start with an interest (this can even be a broad interest) e.g beauty

Just like I did with this campaign.

And I just narrowed down by behaviour of the audience, like excluding people who access Facebook with a 2G network.

Does it really matter?

I don’t know, I’m only telling you what I did and what I know.

Now, for each adset, I made sure the audience size was at least 1 million. In my experience, anything lower will get burned through quickly.

Ideally, this should be between 2-10 million as this gives the algorithm enough room for sampling.

Even Meta recommends it.

Testing Creatives & Copies

One of the major levers of successful campaigns, is testing ad copies and creatives.

Before now, what we do is have bunch of creatives and duplicate into multiple ads within the campaign and adsets all with one copy.

The reason we did this is because you don’t want to test too many variables at a time.

You always want to approach advertising like a scientist.


Our job got easier when Meta introduced Dynamic creatives. So that was exactly what I did with this campaign.

Turned on Dynamic creative and dumped all my

⭕ Creatives (3)

⭕ Copies (2)

⭕ Headlines (2

And left the algorithm to do the work.

Tip: do you know you can even test call to action buttons on Meta now?

Interesting times.


Advertising on Meta is simpler than it used to be. So, if you’re not getting results, maybe you’re doing something wrong?

And you need answers?

Solutions? Keep reading. . .


I can’t remember who said it or even where I saw it but here it is: “you can’t improve what you don’t measure.”

The success of your Meta ads depends on adequate and accurate tracking.

So aside from the regular pixels and conversion API (which many advertisers overlook), I also use heatmaps on my pages.

I want to know  what people are clicking, how far they are scrolling, etc.

You can use Aurora or Clarity for this.

For example, with this campaign, I noticed 60% of people were not getting to the payment button, and I simply had a sub-headline and social proof at the point of drop-off.

That got more people scrolling.

And guess what?

The more people you can get to consume the content on your landing page, the more conversions you will get.


So many advertisers don’t even know their numbers; they don’t have projections.

For this campaign, we were willing to spend as much as N5000 per sale

So when we started getting 1000, 2000, and 3000 (Naira) per sale, we still knew we were super profitable.

Many advertisers want to spend N5000 and get 20 sales because they don’t know their numbers.

They don’t have projections and can’t tell when a campaign is actually profitable.

They don’t know the economics on which their business runs.

I have an entire section on this inside the sales conversion machine book here

This might not go well with some people but ROAS doesn’t always tell the full story.

But why do we even still bother about it?

That’s talk for another time.

The least thing those who spend millions in advertising care about is ROAS.

You can have a ROAS of 1.5 and still be super profitable.

Let me stop there so we don’t get into a fight…lol


Never overlook this metric on your dashboard, as it tells a very beautiful story about your audience.

The way the algorithm works, it really doesn’t differentiate a retargeting campaign from a prospecting campaign.

To it, they are all campaigns set for a certain goal and its sole duty is to get the advertiser results.

Side note: This is why your campaign objective has to be right. Don’t  choose a certain objective and then expect different results.

Unless for certain instances, like the ones I talked about inside the sales conversion machine

What this means is that, at a point, the algorithm starts showing your ads to people who have seen it before.

Which means every time you launch a campaign, you’re going to be targeting the same pool of people likely to give you results.

And this was one mistake I made.

After running the campaigns for about 3 weeks, I started noticing my frequency creeping into 2.8

What this means is that people have seen the ads for about 3 times.

Which means no new people were seeing the ads!

So, I quickly got the IDs of the dark posts that were doing well and created a new adset and excluded people who had interacted with the page in the last 60 days.

This is something I should have done from the beginning.

Now you know, so don’t make the same mistake.

But that’s not all.

Have you ever heard of the “science of familiarity”?

Its simply a proven concept that the more someone sees a thing or hears it, the more the person becomes familiar with the thing.

And the more the person is likely to say hello (Take a purchase action in our case)

Which explains why Meta algorithm keeps showing the ads to the same people!

Beautiful stuff!

But I don’t want that; I need new people to see my ads because that’s how I can get new customers.

So, what did I do?

I created a second campaign and this campaign will be my retargeting campaign.

This way, those who have seen my first ad can now see this second one over and over again and eventually buy 😁

Here’s the audience I was retargeting

⭕ People who engaged with the page in the last 60 days

⭕ People who engaged with the site in the last 30 days

Really, the number of days here is just up to you and the buying cycle of your audience.

The ads I used here are

=> Testimonial ads
=> Knowledge ads
=> Objection handling ads

I explained all of this inside the conversion catalyst (creating and setting it all up)

If you’re selling a $3 product, you don’t want to have a retargeting audience of 30 or 60 days (don’t waste your ad budget)

Every dollar or Naira whatever currency you’re spending in has to count.

But there’s a caveat here: you don’t want to annoy people so you want to tone down the frequency your ad is shown daily to the audience.

This was what I did and things were back up again.

In another letter, I will tell you what I am doing to scale/grow with this offer.

Talk next week


Who is Jonathan Melody

I’m a growth marketing strategist for 8 and 9 figure ecom brands.

If you want an analytical mind in your business, you can work with me and my team at Lazycom

Whenever you’re ready?

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