In late 2025, I worked with an online home décor brand selling products across Ireland and the UK.
They had great products – stylish, affordable, and perfect for impulse buyers – but their Facebook and Instagram ads had stopped performing.
Sales were inconsistent, ad costs were creeping up, and the usual strategies just weren’t working anymore.
What worked a couple of years ago on Meta doesn’t work the same way now.
So we had to change the approach.
The Problem
The brand was using:
- Interest-based targeting
- Static image ads
- Basic retargeting
- Manual testing
Their ads weren’t terrible, but they weren’t scalable either.
They were seeing:
- Higher CPMs
- Creatives burning out fast
- Unpredictable sales days
- No real growth system
The biggest issue?
Their strategy hadn’t evolved with the Meta platform.
What I Changed
Instead of trying to “control” Facebook and Instagram ads, I let the algorithm do what it’s designed to do in 2026.
Here’s what we focused on:
1. Using Meta’s New Advantage+ Features
We moved to a more automated creative setup where Meta could test:
- Different headlines
- Different visuals
- Different formats
- Different placements
This allowed the system to learn faster and find buyers more efficiently.
2. Switching to Real, Native-Style Content
We stopped using overly polished ads and focused on:
- iPhone-style product videos
- Room transformation clips
- Before & after home makeovers
- Simple product demos
These types of videos perform far better on Facebook Reels and Instagram in 2026 because they feel more natural in the feed.
3. Broader Targeting for Ireland & the UK
Instead of restricting audiences, we let Meta’s AI find buyers across:
- Ireland
- Northern Ireland
- The UK
This opened up new customer segments the brand hadn’t reached before.
4. Testing Multiple Ad Formats
We ran:
- Reels ads
- Carousel ads
- Collection ads
- Lifestyle videos
More variety = better performance.
The Results
Within the first month, the brand saw:
- More consistent daily sales
- Lower cost per purchase
- Better engagement
- Stronger ROAS
- Higher average order value
But the main win was this:
They finally had a repeatable ad system that didn’t rely on constant micromanagement.
Why This Works in 2026
Facebook and Instagram ads are very different now.
The brands that win in 2026:
- Focus on strong creative
- Use video properly
- Let Meta’s AI optimise
- Test more, not less
- Build systems instead of one-off campaigns
That’s exactly what I help businesses do at The Advert Elixir.
Final Thoughts
If your e-commerce ads feel stuck, it’s usually not the product.
It’s the strategy.
Whether you’re selling home décor, beauty products, or services in Ireland or the UK, Meta ads need a modern approach to work properly.
If you want a results-driven Facebook and Instagram ads strategy that actually scales,
you know where to find me.
Katrina McBride
The Advert Elixir
Meta Ads Specialist for Ireland & the UK
