How a $16M eCom Brand WASTED $370K on Facebook Ads

Apply to work with me: https://partner.strandmedia.co/discov... If you’re new here, here’s the short version of my journey: 2018 → Became Head of Marketing at Thermomix Norway. Scaled the business to multi 7 figures using Facebook ads with a 10x ROAS over two years. 2020 → Went independent. My first client quadrupled revenue in under 12 months while maintaining a 4x ROAS. 2022 → Started this YouTube channel. Sharing real case studies from working with brands around the world. 2023 → Built a team. Then intentionally returned to a lean, founder led model to stay close to strategy and results. 2024 → Shifted from pure media buying to creative strategy after seeing that creative systems were the real growth lever with Meta ads. 2025 → Expanded into strategic and creative consulting for 7 to 8 figure DTC brands. 2026 → Starting the year fully booked with a waitlist. ⸻ Tools & Resources 📊 Get my free Break-Even ROAS & CPA Calculator: https://ole-strand.ck.page/b2aa539a03 2026 Ideal Account Structure Video:    • The NEW BEST Facebook Ads Campaign Structu...   ⸻ Is your Meta ROAS lying to you and quietly draining your ad budget? Most 8-figure brands don't even realize it's happening, but misallocating spend on Facebook catalog ads could be costing you hundreds of thousands of dollars every year. In this video, I break down a real audit of an 8-figure e-com brand spending over $1M on ads in 2025, where nearly 50% of their budget was going to catalog campaigns that looked incredible inside Ads Manager, but weren't driving real, incremental growth. I'll show you how to read your data properly, and how to reallocate your budget so every dollar actually moves the needle. Timestamps: 00:00 – The $370K catalog ad mistake 01:02 — Why your Meta ROAS number isn't the full story 05:35 — How catalog campaigns silently steal credit for sales 08:53 – Real Example: How DB Journey Balances Catalog vs. Creative Ads ⸻ Tools & Resources 📊 Get my free Break-Even ROAS & CPA Calculator: https://ole-strand.ck.page/b2aa539a03 ⸻ 🎧 Prefer audio? Listen to my Smart Scaling Podcast on Spotify: https://open.spotify.com/show/4Q4uoBB... ⸻ 🤝 Connect With Me Instagram:   / ole_strand   ⸻ 👍 If you found this video helpful, drop a like and subscribe for more strategies on scaling with Facebook Ads.