Sales & Conversion
Personas
Ecommerce
Time to ROI
Short-term (< 3 months)
Last month, I watched a client burn through €3,000 in Facebook ad spend in just two weeks. Great click-through rates, beautiful creative, targeting that looked perfect on paper. But here's the thing - they were sending all that expensive traffic to their homepage.
Sound familiar? You're not alone. Most businesses treat Facebook ads like a magic traffic generator, thinking any landing page will do. They're wrong, and their conversion rates prove it.
After working with dozens of ecommerce stores and seeing the same mistakes over and over, I developed an approach that breaks most "best practices" you'll read about. Instead of generic landing pages, I create hyper-specific experiences that match exactly what people clicked on.
Here's what you'll learn from my experiments:
Why I stopped using traditional landing page builders and what worked instead
The CTVP framework that doubled conversion rates
How I shifted from audience targeting to creative testing (and why it matters)
The counter-intuitive strategy that reduced cost per lead by 60%
Real metrics from campaigns that actually worked
This isn't theory - it's what happens when you stop following the crowd and start testing what actually converts.
Industry Reality
What every marketer thinks they know about Facebook ads
Walk into any marketing conference or scroll through any advertising blog, and you'll hear the same advice repeated like gospel. "Optimize your audience targeting." "A/B test your ad copy." "Use lookalike audiences." "Create one killer landing page and send all traffic there."
The conventional wisdom goes something like this:
Perfect audience targeting - Spend weeks crafting detailed audience segments based on demographics, interests, and behaviors
Generic landing pages - Build one "optimized" landing page that speaks to everyone
Focus on ad creative - Test different images and copy while keeping everything else the same
Optimize for clicks - Get the lowest cost-per-click possible
Scale what works - Once you find a winner, pump more budget into it
This approach exists because it's simple to understand and easy to sell. Agencies love it because they can show impressive metrics like reach and engagement. Business owners love it because it feels scientific and systematic.
But here's what nobody talks about: this approach treats every person who clicks your ad exactly the same. Someone who clicked on a "50% off sale" ad gets the same landing page as someone who clicked on a "premium quality" message. Someone browsing on their lunch break sees the same experience as someone seriously shopping on Sunday evening.
The result? Expensive clicks that don't convert. Beautiful metrics that don't generate revenue. And frustrated business owners wondering why their Facebook ads "don't work."
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
The breaking point came when I started working with a fashion ecommerce client. They were already running Facebook ads - had been for months - and came to me because "nothing was converting." Their monthly ad spend was hitting €3,000 with a conversion rate hovering around 0.8%.
When I audited their setup, I found exactly what I expected: multiple Facebook campaigns targeting different audiences (fashion enthusiasts, bargain hunters, luxury shoppers) but all sending traffic to the same generic homepage. Their homepage was beautiful, don't get me wrong. Professional photography, clean design, clear navigation. But it was trying to speak to everyone and ended up speaking to no one.
The client's frustration was obvious: "We're getting clicks, people are visiting the site, but they're not buying. What's wrong with our products?"
Nothing was wrong with their products. Everything was wrong with their approach.
My first instinct was to follow the playbook everyone else uses - optimize the homepage, improve the checkout flow, add trust badges. We did all of that. The conversion rate improved to 1.1%. Better, but still bleeding money.
That's when I realized we were fighting the wrong battle. The problem wasn't the landing page itself - it was that we had one landing page trying to convert dozens of different visitor intents.
Someone who clicked on an ad promising "Sustainable fashion that doesn't compromise on style" had completely different expectations than someone who clicked on "Flash sale - 40% off everything." Yet both were landing on the same page, seeing the same message, and experiencing the same disconnect between what they clicked and what they found.
This realization led to what I now call the CTVP framework - Channel, Target, Value Proposition alignment. But implementing it meant breaking almost every "best practice" I'd learned about Facebook advertising.
Here's my playbook
What I ended up doing and the results.
Instead of trying to optimize one landing page for everyone, I decided to create multiple hyper-specific landing pages that matched exactly what people clicked on. This wasn't about A/B testing button colors - this was about fundamentally rethinking how ads and landing pages work together.
Step 1: The Channel-Target-Value Proposition Mapping
I started by creating a spreadsheet with three columns: Channel (where the traffic comes from), Target (who's clicking), and Value Proposition (what message resonates). For our fashion client, this revealed over 20 potential combinations we hadn't considered:
Facebook feed + Sustainability-focused shoppers + "Eco-friendly fashion"
Instagram stories + Price-conscious millennials + "Affordable style"
Facebook retargeting + Cart abandoners + "Free shipping guarantee"
Each combination got its own landing page with messaging that perfectly aligned with the ad that brought them there.
Step 2: Building Aligned Landing Pages
This is where I broke the biggest "best practice" in the book. Instead of sending all traffic to the homepage or one optimized product page, I created dedicated landing pages for each major ad campaign. If the ad said "Sustainable fashion that doesn't compromise on style," the landing page immediately reinforced that message with headlines like "Eco-Conscious Fashion That Turns Heads" and featured sustainability credentials prominently.
The key was ensuring that every element on the page - from the headline to the product selection to the social proof - matched the specific reason that person clicked the ad.
Step 3: Creative Testing Over Audience Targeting
Here's where I completely reversed conventional wisdom. Instead of spending weeks crafting perfect audience segments, I created one broad audience (women, 25-45, interested in fashion) and focused entirely on testing different creative approaches.
Every week, we launched 3 new creative variations:
Lifestyle-focused creatives (wearing the clothes in real situations)
Product-focused creatives (clean studio shots)
Social proof creatives (customer photos and reviews)
Problem-solving creatives ("Finally, sustainable fashion that fits")
Each creative type got its own matching landing page. The algorithm figured out who to show each creative to - my job was making sure the landing page delivered on whatever promise the creative made.
Step 4: The Feedback Loop
Every Friday, I analyzed which creative-landing page combinations were driving the best results. The winning combinations got more budget. The losers got paused. But here's the crucial part - I didn't just look at cost-per-click or even cost-per-acquisition. I tracked the entire customer journey, including lifetime value and repeat purchase rates.
This revealed something fascinating: the ads that generated the cheapest leads weren't always the most profitable in the long run. Customers who came through "quality-focused" creatives and landing pages had 40% higher lifetime value than those who came through "discount-focused" campaigns.
Creative Alignment
Each ad creative gets its own dedicated landing page that reinforces the specific message and promise made in the advertisement.
Broad Targeting
Instead of complex audience segmentation we use broad targeting and let Facebook's algorithm find the right people for each creative variation.
Weekly Testing
Every Friday we analyze performance and launch 3 new creative-landing page combinations while pausing underperformers based on full-funnel metrics.
Customer Journey
Track beyond cost-per-acquisition to include lifetime value and repeat purchases to identify which creative types attract the most valuable customers.
The transformation was dramatic. Within 6 weeks of implementing the CTVP approach, our key metrics looked completely different:
Conversion Rate Improvements:
- From 0.8% to 2.1% average conversion rate across all campaigns
- Best-performing creative-landing page combination hit 3.4% conversion rate
- Cart abandonment decreased from 78% to 52%
Cost Efficiency:
- Cost per acquisition dropped from €47 to €28
- Return on ad spend improved from 1.8x to 4.2x
- Customer lifetime value increased by 40% for quality-focused campaigns
But the most telling metric was this: the client stopped asking "Why aren't our ads working?" and started asking "Can we scale this faster?"
The approach worked because we stopped trying to convert everyone with the same message and started meeting people exactly where their interest was strongest. Someone interested in sustainability got sustainability messaging. Someone price-conscious got value messaging. Someone looking for quality got craftsmanship messaging.
Each landing page felt like a natural continuation of the ad they clicked, not a jarring disconnect that made them question whether they were in the right place.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
After implementing this approach across multiple ecommerce clients, here are the key lessons that consistently drive results:
Alignment beats optimization - A mediocre landing page that perfectly matches the ad will outperform a "perfect" generic page every time
Creative testing trumps audience targeting - In 2025, Facebook's algorithm is sophisticated enough to find your customers if you give it good creative signals
Think in combinations, not components - Never test ads without testing the landing pages they send to
Quality of traffic beats quantity - Focus on attracting customers who will stick around, not just convert once
Speed of iteration matters - Weekly testing cycles let you adapt to changing market conditions and platform updates
Track the full funnel - Cost-per-click optimization leads to revenue disappointment
Broad targeting works - When you have multiple creative approaches, let the algorithm decide who sees what
The biggest mindset shift? Stop thinking about Facebook ads and landing pages as separate channels. They're one integrated system where each component amplifies or undermines the other.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS companies implementing this approach:
Create trial signup pages that match your ad's specific promise (ROI-focused, feature-focused, or ease-of-use focused)
Test free trial vs. demo request CTAs based on traffic source and creative type
Use case-specific landing pages for different user personas and company sizes
For your Ecommerce store
For ecommerce stores implementing this approach:
Build collection pages that reinforce your ad's value proposition (sustainability, affordability, quality, etc.)
Create urgency-focused pages for flash sale campaigns and trust-focused pages for premium products
Match product selection on landing pages to the promise made in your creative