@CassD I don't see my ads as a direct path to purchase. I do them to raise awareness of my brand and products. So I'm not too concerned about tracking ROAS.
I don't do any special offers, sales or shouty stuff in the ads. They're just simple videos showing the plugins playing through some of the presets. I just want to put them in front of people who might like them. Then let the plugins do the rest.
Targeting
I originally had quite a few DAWs and other very specific niches in there but a few months ago Meta did away with most of them and folded them into more generic categories.
Here's the targeting, same for both my ad sets (images and videos).
CleanShot 2026-05-07 at 13.01.28@2x.png
Meta is pushing everything towards fully automated targeting and audience selection anyway, so I'm not fighting it.
I do turn off all of the AI-assisted ad 'improvements' though. I don't want them putting different audio on my ads 😂 or any of their visual additions.
Here's the link to my ads in the Facebook Ads Library, so you can see how boring they are. 😀
Response
I started on £10/day to test the waters. I saw an uptick in revenue after 2 weeks, so I doubled to £20/day. Saw another uptick so after another 2 weeks I doubled again to £40/day. It's been on that for almost a year now.
I did a test in Feb where I increased to £60/day for a month, but saw no significant change. So I dropped it back down to £40/day.
Part of me wants to spend more time creating new ads and testing different campaigns, and the other part of me is completely icked out by the whole thing! 😜
I think when I've moved from Gumroad to my own site, or Moonbase (looking more and more likely) I'll revisit the whole ads setup and get a bit more involved. But for now, the £40/day budget gets me a decent amount of revenue, so I'm happy leaving it as is.
Hope all this is helpful in some way, and possibly even encouraging that ads can work and don't have to be complicated.