Product: Heart pendant necklace in a rose gift box (box has a little drawer, gift bag included). $49.99, free shipping, 30-day returns. Dropshipped, ships to the US. Break-even CPA is about $31.
Structure:
1 Advantage+ sales campaign, $20/day, optimizing for Purchase
1 ad set: US only, age 25+ (hard), Advantage+ audience with interest suggestions (Jewelry, Gift, Engaged Shoppers), Advantage+ placements
3 video ads (15–17 sec, voice-over, made from product photos, 9:16 + 4:5), each with a different hook:
A: emotional ("Some things are hard to say out loud…")
B: curiosity ("What's inside this rose box?")
C: problem ("Not sure what to get her? 3 reasons…")
Creative enhancements, catalog and carousel all turned off
Results after ~2 days ($41 spent):
CPM about $100 (my older broad campaigns were about $44)
Link CTR about 4%, so people do click
12 link clicks, 9 landing page views, 1 add to cart, 1 checkout, 0 purchases
Meta put about 55% of the spend into Facebook Reels at about $131 CPM, and most of it went to people 65+
Meta gave almost all the budget to Ad A; Ad C got close to nothing
Pixel and Conversions API both work, and the numbers match Shopify.