In this episode, I’m joined by Manel Gomez, CEO and founder of Meta Scaling Accelerator. Since 2016, Manel has managed over $25 million in Facebook ad spend, helping e-commerce brands break through the noise and actually scale profitably. He’s not just another ad guy—he’s the creator of the “Wave Surfing” methodology, a proven system for maximizing your ad spend during peak performance windows while minimizing risk.

We dig into:

• How to spot your brand’s natural conversion peaks using Shopify Analytics
• Why testing customer motivations (“angles”) beats endless audience tweaks
• Matching creative formats to how your customers really shop
• Embracing ROAS ups and downs—and how to ride those waves for profit
• Using AI for faster creative production (without losing your strategic edge)
• Building an ad account structure that can handle real growth

If you’re ready for actionable strategies and a fresh perspective on Facebook ad scaling, you’ll love what Manel has to share.

Struggling to keep your Facebook Ads profitable as costs rise and ROAS swings all over the place? You’re not alone. In this episode, Facebook ads expert Manel Gomez unpacks the real challenges of scaling e-commerce brands on Meta—and shares the proven strategies he’s used to manage over $25 million in ad spend since 2016.

Manel introduces his innovative “Wave Surfing” strategy, showing you how to spot and leverage predictable peaks in customer buying behavior (by day, week, or month) to maximize your ad budget and minimize risk. He dives deep into creative strategy, explaining why angle testing (focusing on what truly motivates your customers) now beats outdated audience targeting, and how to match your ad formats to the way people actually shop offline.

You’ll also hear Manel’s practical take on using AI for faster, more efficient ad creation—without losing the human touch in strategy and budget decisions. Plus, we tackle the messy reality of attribution, the importance of tracking both platform and blended ROAS, and why the old “set it and forget it” approach just doesn’t cut it anymore.

Whether you’re searching for your first winning ad or ready to scale your spend to the next level, this episode is packed with advanced, actionable advice to help you turn your Meta ad spend into a true growth engine.

Key Insights:

• Mastering “Wave Surfing”: Learn how to identify and leverage peak conversion times (daily, weekly, end-of-month) to scale ad spend aggressively yet strategically, minimizing risk during low-performance periods.

• Creative is King (Angle & Format): Understand why testing core marketing angles (e.g., beauty vs. sleep for a sleep product) is far more impactful than testing interests, and how to expand winning angles across various ad formats (UGC, video, carousel, images).

• Mimic the Offline Experience: To match the customer’s offline buying journey, tailoring your ad creative style (e.g., product-focused carousels for fashion vs. advice-driven UGC for cosmetics) can significantly improve performance.

• AI as an Enhancer, Not a Replacement: Recognize how Meta’s Advantage+ suite leverages AI for audience finding, and use tools like AI voiceovers (11 Labs) and creative generators for efficiency, but retain manual control over strategic media buying and scaling decisions.

• Embrace ROAS Inconsistency: Accept that daily ROAS will fluctuate; focus on managing these waves and troubleshooting performance bottlenecks rather than expecting perfect linearity.

• Beyond Platform Metrics: Blended ROAS: Understand the importance of tracking blended ROAS (total revenue / total ad spend) as the ultimate indicator of business health, while still using platform ROAS (with consistent attribution like 7-day click, 1-day view) for daily management.

• The Power of Manual Overbidding: Learn about advanced techniques like setting high manual bids (cost caps or bid caps) to potentially win more valuable auctions and push scale when performance is strong.

• Two Phases of Ad Success: Recognize the distinct phases: 1) Finding initial success through rigorous creative and angle testing, and 2) Systematically scaling winners using methods like Wave Surfing, CBOs, Advantage+, and manual bidding.

Back in 2016, Manel Gomez stumbled into the world of Facebook ads at a small event in Barcelona—eyes wide, totally captivated by the potential of algorithms and digital marketing. That spark led him to launch two e-commerce brands of his own the following year, where he got his first taste of Shopify sales and the thrill (and challenge) of scaling with Facebook ads.

From those early days, Manel’s journey has been all about mastering the art and science of Meta advertising. He’s managed over $25 million in ad spend, working with hundreds of brands and agencies across the globe. For Manel, it wasn’t just about running ads—it was about cracking the code on profitable scaling, even when the landscape shifted beneath his feet. He’s seen it all: from helping a fashion brand jump from $700k a month to record-breaking Black Friday sales, to pulling all-nighters with clients, scaling campaigns in real time, and celebrating those big wins together.

But it wasn’t always smooth sailing. Manel realized that true, sustainable growth required more than just chasing the next tactic. That realization led him to develop his signature “Wave Surfing” methodology—a data-driven approach that aligns ad spend with natural peaks in consumer demand, maximizing returns while minimizing risk.

Today, Manel isn’t just a behind-the-scenes media buyer. He’s an international speaker, a coach to other brands and agencies, and the founder of Meta Scaling Accelerator. He’s built a thriving community where marketers and founders come together to share insights, workshop strategies, and support each other through the ever-evolving world of Meta ads. And through it all, Manel’s mantra has stayed the same: focus on outcomes, not just features, and always put the customer journey at the center of your strategy.

If you ask Manel’s family what he does, you might get a few raised eyebrows—his grandmother once joked she wasn’t sure if his work was entirely above board, given the wild numbers he was pulling in! But for those in the know, Manel’s relentless focus, transparency, and willingness to share what actually works have made him a trusted guide for anyone serious about scaling with Facebook ads.

1️⃣ Spot Your Performance Waves:
Dig into your Shopify Analytics (Reports > Sales over time > By day of week/hour of day) to uncover when your store naturally sees conversion spikes. Use these insights to time your ad budget increases for maximum impact.

2️⃣ Focus on Angle Testing, Not Audiences:
Instead of obsessing over audiences or interests (which Meta now handles automatically), prioritize testing different customer motivations—what Manel calls “angles.” Find out what core desire truly drives your customers to buy your product.

3️⃣ Align Creative With Buying Context:
Craft ad creatives (like UGC, carousels, or demos) that mirror how people shop for your product offline. For example, if your customers like to browse options, try product carousels; if they want advice, lean into UGC or explainer videos.

4️⃣ Accept ROAS Fluctuations—Surf the Waves:
ROAS will always be a bit up and down. Instead of fighting it, use Manel’s Wave Surfing method: ramp up spend during your natural peaks and pull back during slow periods to maximize profitability and minimize risk.

5️⃣ Track Platform and Blended ROAS:
Check your daily performance using a consistent attribution window (like 7-day click/1-day view), but make scaling decisions based on your overall blended ROAS. This gives you a true picture of your ad effectiveness, especially post-iOS 14.

6️⃣ Test Manual Bidding When Ready:
Once you’ve found winning creatives and angles, experiment with manual bidding strategies (like high cost caps or bid caps) during peak times. This can help you win more auctions and scale faster when it counts.

7️⃣ Leverage AI for Creative, Not Strategy:
Use AI tools to speed up content creation—think voiceovers, image generation, or copy ideas. But keep your hands on the wheel when it comes to budget allocation and scaling decisions.

8️⃣ Build a Robust Scaling Infrastructure:
Structure your ad account with reliable campaign types (like CBOs and Advantage+) that can handle bigger budgets as you grow. This foundation is key for sustainable scaling.

9️⃣ Tap Into Manel’s Free Resources:
If you want to go deeper, check out Manel Gomez’s YouTube channel for in-depth tutorials, or book a Scaling Roadmap Session for personalized guidance.