Generic Meta ads advice is failing you. Learn to build your own ad plan.
Whether you’re about to run your first ad, or your ads fell apart the moment you spent more, the problem is usually the same. You’ve been following advice built for someone else’s business.
In your first 30 days, you’ll know what to sell, who to show it to, what your ads should say, how much you can afford to spend, and what to fix when results drop.
Jason Gan, Meta ads strategist
1-on-1, just me, every week
About $103 of ads for every $150 sale. You’re losing $18.45 an order. For this business, 1.45 is a loss.
You followed the advice. You still lost money.
- You tried Meta ads, followed a video step by step, spent the money and got almost nothing back. Now you’re scared to try again.
- You’ve never run an ad, and you’ve watched so many videos you don’t know which one to believe.
- Your ads worked at a small budget. The moment you spent more, the results fell apart.
- You thought about an agency, but you can’t afford one, or you don’t want to hand your money to someone you can’t check.
Here’s the thing. You’re not bad at this. You just never had a way to tell what’s working and what’s not.
A strategy that worked for someone else is just an idea until it works for you.
Why generic advice keeps losing you money
You’ve probably tried one of the first two already. Here’s what each one gives you, and what it leaves out.
YouTube videos and courses
What you get
The pieces. CBO or ABO, broad or interests, how many ads to run.
What’s missing
How those pieces fit your margin, your offer and your budget.
An agency
What you get
Someone runs your ads for you.
What’s missing
You can’t check their work, and you learn nothing about your own account.
Building your own plan with me
What you get
A plan built around your numbers, tested one thing at a time.
What’s missing
Nothing to unlearn. You see every test, and you learn to read your own account.
Same pieces, different build
I’m not against videos. I still watch them, and I make them. Everyone has the same building blocks, like Lego. What you build depends on your margin, your market, your budget and what you sell.
At $20 a day, you can’t test ten things. At $500 a day, you can. Same pieces, different build.
Not ready to hire an agency?
Good. This is for business owners who want to understand their own ads before handing them to anyone else.
Five leaks, and not one was fixed with a new ad
The checkout that blocked buyers
Already at 10x ROAS, but out of 1,175 landing page views only 21 people added to cart. Buyers had to log in or sign up before checkout.
Removed the sign-up step. Add-to-carts 21 → 95, sales more than doubled.
The offer nobody was buying
A UK property consultant was selling a course: 200 leads, zero sales. The leads kept asking, “Do you help us buy property in the UK?”
Turned the course into a service. Fee up 300%, one sale a week.
The discount in the wrong language
A high-ticket product offered 15% off and the clicks were weak.
Said “$120 off” instead. CTR, add-to-carts and ROAS all went up.
The calendar, not the campaign
The same $12,000 a year, spread evenly across the months.
Moved the spend into the peak months. Yearly revenue up 28%, same spend.
The email nobody sent
No cart-recovery follow-up after people left the checkout.
Added one email. 10% more sales, at zero ad cost.
Remember, the ad is only about half. The customer journey is the other half.
I know that feeling. It was me in 2016.
For ten years I ran an agency, managing campaigns for clients. Every time the cost per lead or cost per sale went up, I did not know what to do, and then the client would call. I was so clueless, and I was totally burnt out.
I don’t like uncertainty, so I built a way out. I borrowed an idea from email marketing, where you guide people one step at a time, and tested it on my clients’ ads with their permission. That became my 2-Step Funnel Framework, and everything I teach today grew from it.
So when you tell me you tried and lost money, I believe you. That was me.
- Since 2010Running Meta ads
- 6,000+Advertisers coached across 50+ countries
- 1,000+Ad accounts personally audited
- US$5M+Meta ad spend guided
Meta Certified Professional and Badged Meta Business Partner.
Nothing fancy. Three steps, in order.
Know your numbers
What’s your break-even ROAS? Not the one in the video, yours. We start with your margin, set a target cost per result and a benchmark for every metric, so “good” and “bad” finally have a number.
If you can’t answer it in 5 seconds, that’s the real problem.Find the leak
On the ad, we check CPM, CTR and frequency. After the click, we check your offer, your page, your checkout and your follow-up. Then we know if it’s the ad or the customer journey.
Sometimes it isn’t the ads at all.Fix one thing at a time
Change three things at once and you won’t know which one worked. We change one thing, give it at least 7 days and let the numbers tell us what’s next. Once it’s stable, you scale with confidence.
Monitor daily, measure weekly.
“He doesn’t claim to have all the answers upfront, but his step-by-step methodology ensures we find the right strategy for our business—always backed by data.”
What you get, and what it costs
- 4 weekly 30-minute Zoom calls, inside your own Ads Manager
- Your numbers worked out: break-even ROAS, target cost per result and a benchmark for each metric
- A look beyond the ads: your offer, your price and your landing page, so we find the real leak
- Your first (or next) ad plan: what to test, and how to split your budget between new people and retargeting
- Help reading your numbers every week, so you know what to keep and what to drop
- Email me between calls, and I reply on weekdays
If you like working together, we continue. If you don’t, we stay friends. Nothing complicated.
What you don’t have to do
- Sign a long-term agency contract
- Become an ad expert overnight. I’ll show you what to look at
- Spend thousands before you know your numbers
- Talk to a team. It’s just me
How we start
Fill in a short form, then we talk about where you are, whether your ads make money and what you’ve tried. If we’re a fit, we start. If not, I’ll point you in the right direction.
We set your numbers, find the leak, and every week we change one thing and let the numbers tell us what’s next.
Eventually, I want you to graduate, and run your plan yourself.
Words from Meta advertisers in 50+ countries
Jason has worked wonders in our ad account! … We have been working with him for about 4 months now (via weekly coaching calls) and all of our ads are back in the price range where we knew they could be …
“Under his coaching, my campaign cost per lead came down from $30-40 to $15 per lead. A very significant improvement!”
“The main point I love working with Jason is the clarity of his ideas and his strategic views that extend even pass META ads.”
“He has not only helped us optimise our Facebook Adverts, but also helped us in adapting our service offerings to suit our target markets.”
“Jason doesn’t pretend to know it all. The data speaks for itself and he’s great at interpreting the data and figuring what’s working and what’s not.”
Reviews are quoted word for word. Results are the reviewers’ own and depend on each business, offer and numbers.
Two ways this can go
If you keep following generic advice
You copy the next video, spend the money and hope. When results drop, you change everything and never learn what broke. Below your break-even ROAS, you’re paying Meta to lose money, and sooner or later you decide Meta ads doesn’t work.
If you build your own plan
You know your numbers before you spend. You decide from the data, not your gut, you get more from the same budget, and you scale with confidence. You finally know what to do next.
From copying someone else’s strategy to reading your own account.
This is for you if
- You’re about to run your first Meta ad and want to get it right from day one
- You tried before, lost money, and want to know why
- Your ads worked at a small budget but break when you spend more
- You want to understand your own ads, even if someone else runs them later
This is not for you if
- You want someone to run your ads for you. That’s an agency.
- You want a strategy handed to you so you can walk away
- You want results in two days. A fair test needs a week or two.
Questions about building your own Meta ads plan
I tried Meta ads before and lost money. Will this be different?
I can’t promise results. What changes is that you’ll know why. Before we spend more, we work out your break-even ROAS, so you can see whether an ad is making or losing money.
I’ve never run an ad. Is this too advanced for me?
No. Beginners learn to set up and measure their campaigns properly from day one. Experienced advertisers get someone to think through what to test next. The framework is the same.
Why not just follow a YouTube video or a course?
Videos are a fine place to get ideas. I make them too. But they’re built for someone else’s margin, offer and budget. Here, we test those ideas on your account and keep only what works for you.
How is this different from hiring an agency?
An agency runs your ads, and you mostly stay out of it. Here, we build your plan together. You see every test, and I teach you how to read the numbers.
What if the problem isn’t my ads?
Then we find out where it is. More than half the time it’s the offer, the price, the landing page, the checkout or the follow-up. We check the whole journey, not just Ads Manager.
What happens on the free strategy call?
It’s 20 minutes with me, not a team. We talk about where your ads are now and what’s getting in the way. If coaching is a good fit, I’ll explain how it works. No hard sales, no obligations.
How much does it cost? Is there a contract?
Coaching is $400 per month. No contract and no minimum. You get a 30-minute Zoom call every week and email support on weekdays.
How long before I see results?
You should see something meaningful within weeks, sometimes days. A stable plan usually takes two to three months. Every business is different, so treat that as a typical range, not a promise.
Stop following someone else’s plan
Keep borrowing ideas, from YouTube, from courses, from other advertisers, from me. Anyone can hand you a strategy. Only your numbers can prove it. Let’s build a plan that fits your business.
Book a free strategy call Free · 20 minutes with me, not a team · then $400/month if it’s a fit, no contract