Meta ads management built around blended ROAS
Most accounts do not need more budget. They need a structure that gives the algorithm room to learn, the right mix of Advantage+ and manual campaigns, and a buyer who reads the account every day. Rivano runs your Facebook and Instagram ads as one funnel and reports on the number that pays your bills, not reach or impressions.
What good account structure looks like
A clean Meta account separates jobs. Advantage+ Sales campaigns carry broad prospecting, where Meta's delivery system finds buyers across Facebook, Instagram, and the Audience Network. Manual campaigns hold the audiences and exclusions you want direct control over: retargeting windows, existing-customer exclusions, and tightly defined tests. We keep the count of active campaigns low so spend is not spread thin across dozens of under-fed ad sets, each stuck in the learning phase.
In 2025 the all-industry cost per click on Meta sat near $0.70 for traffic campaigns and $1.92 for leads, with an average cost per lead around $27.66 (WordStream). Those are starting points. Your real costs come down to audience, creative, and how well the account is structured to escape the learning phase quickly.
Is Advantage+ Sales worth running?
Usually, when it is fed clean conversion data. Meta renamed Advantage+ Shopping to Advantage+ Sales in early 2025 and reports an average ROAS lift of about 22% versus manual setup (Social Media Today). We treat it as the prospecting engine, not the entire account. Handing 100% of budget to automation removes the control you need to manage exclusions, creative rotation, and deliberate scaling.
| Campaign type | Best for | Who controls it |
|---|---|---|
| Advantage+ Sales | Broad prospecting at scale | Meta delivery, fed by us |
| Manual CBO | Controlled scaling of winners | Us, budget-level |
| Manual ABO | Clean tests and retargeting | Us, ad-set level |
Scaling without torching performance
Scaling is where most accounts come undone. A budget doubled overnight resets the learning phase and delivery gets erratic. We raise spend in steps, duplicate proven structures to add capacity, and rebalance weekly across the account. One representative skincare account went from $42k to $176k per month in spend over five months while holding a 3.4x blended ROAS, with cost per acquisition falling from $38 to $24.
None of that works without fresh creative and accurate tracking, which is why management runs next to our creative testing and tracking and attribution services rather than in isolation.
Reporting you will actually read
Every week you get a short readout: blended ROAS, spend, cost per acquisition, what we changed, and the next move. Marcus Vinter, our founder & head of paid social, sets the scaling plan, so decisions trace back to a person who knows the account, not a generic dashboard you log into once and forget.
Meta ads management FAQ
What does Meta ads management actually include?
Account structure, campaign builds, audience strategy, budget pacing, bid strategy, and weekly scaling decisions across Advantage+ Sales and manual campaigns. We also own reporting tied to revenue. Creative and tracking are separate services we usually run alongside it so the account has fresh ads and clean data.
Do you use Advantage+ or manual campaigns?
Both. Advantage+ Sales handles broad prospecting and tends to lift ROAS when fed clean data, with Meta reporting roughly a 22% average lift versus manual setup. We keep manual campaigns for control over specific audiences, exclusions, and scaling, rather than handing the whole budget to automation.
How do you scale without breaking performance?
We raise budgets in measured steps, protect the learning phase, and lean on duplicated proven structures rather than shocking a working campaign with a large jump. Scaling decisions are made weekly against blended ROAS across the account, not against a single campaign that happens to look good that day.
How often will I hear from you?
A short written readout every week covering what moved, what we changed, and what is next, plus a strategy call cadence based on your tier. You get a named buyer, not a ticketing queue, and direct access when something urgent comes up.