I've personally managed Meta Ads for hundreds of brands big and small
With margins like yours, the constraint isn't cost per sale. It's whether the message earns attention before the cart does.
Work withDigital product accounts usually break in one of a few predictable places.
You can afford a higher cost per sale than a physical product business, but nobody has worked out what that number actually is, so spending decisions get made nervously.
The ads sell the course rather than the outcome, and people scroll past because a curriculum is not a reason to care.
Cold traffic goes straight to a sales page for something expensive that requires trust you have not yet earned.
Everything hinges on one launch a quarter, so the account sits idle and then has to learn from scratch under pressure.
Your economics are unusual, and most advice written for ecommerce quietly assumes constraints you do not have.
Without cost of goods, your tolerance for acquisition cost is far higher than a physical product brand's, and often higher than the number people instinctively defend. Establishing that ceiling properly changes what you are willing to bid, which changes what you can win. Most digital businesses underspend because they are using someone else's maths.
Nobody wants twelve modules. They want to be the person who has done the thing. The creative that works shows the gap between where someone is and where they want to be, then makes your product the obvious bridge. Feature lists are what people read after they have already decided.
Digital products ask for money before delivering anything tangible, so the entire job is trust. Real results, real people, real specifics. This is the category where testimonials and demonstrations outperform polish, because polish reads as marketing and specifics read as evidence.
Launch models create a pattern where the account learns, performs, then goes quiet for weeks and forgets. Keeping something running between launches, even at a modest level, preserves learning and builds an audience you are not renting from scratch each time.
I've personally managed Meta Ads for hundreds of brands big and small
The offer, the funnel, the tracking and the creative, plus an honest view of what a customer is worth and what you can afford to pay for one.
Establish the acquisition cost your margins actually support, so scaling decisions stop being guesses dressed as caution.
Outcome led angles, proof at the centre, and hooks written for people who have never heard of you.
A structure that keeps learning between launches rather than restarting cold every time you have something to sell.
What founders say about working with John on Meta campaigns
What I value most is the honesty. John tells me when an idea won't work and why, rather than nodding along and billing me for it. He's genuinely part of the business now, not a supplier I chase for updates.
Sandra Roycroft-DavisFounder, Slimpod
Having one experienced person accountable for everything changed how fast we move. Questions get answered the same day, tests go live the same week, and I always know exactly what's being worked on and why it matters.
CyrusFounder, re:sleep
Sometimes, for lower priced products where the decision is quick. For anything expensive, you are asking for a lot of trust from someone who met you eight seconds ago. A step in between usually earns more than it costs, though it has to be a step that adds something rather than a form standing in the way.
Whichever your offer justifies. High ticket products generally need a mechanism that builds belief before the ask. Lower priced products often do not, and adding one just introduces another place to lose people. The price point makes this decision more than any trend does.
By being specific where they are grandiose. Exaggerated promises win attention and attract customers who refund. Concrete, verifiable detail wins the people who actually buy and stay, and it keeps you out of trouble with the platform's policies, which are stricter in this category for good reason.
Yes. The ad and the page are one unit, and Meta learns from what happens after the click. There is no version of this where I optimise ads while ignoring the page they point at.
Tell me what you're selling, what it costs to acquire a customer today, and where the funnel loses people. I'll come back with an honest view on whether I can help.