Stop scaling ads that haven't proven a single winner
Most eCom brands I look at are not "bad at ads." They're impatient.
They launch 12 SKUs into Meta, spend $3k in a week, then declare the platform dead. The real problem is almost always the same: they scaled before they had a winner.
A winner is not a 1.2 ROAS on day two. A winner is an ad + offer combo that holds after you raise budget, after you broaden targeting, after the algorithm stops spoon-feeding you warm traffic.
What I do before I touch budget:
Fix tracking so you know contribution margin, not vanity ROAS.
Find one offer that can actually carry paid traffic.
Make enough creative that we can kill 80% of it without blinking.
Then scale.
If you're doing $10k–$100k/month and ads feel like a slot machine, that's the sequence. Not a new hack. Not a new pixel. Sequence.
Drop your current ROAS and AOV in the comments if you want me to tell you whether you have a tracking problem or an offer problem.