The Meta ads library.
36 in-depth guides, 12 free tools, 80 glossary terms, 20 industry playbooks and honest comparisons — everything we know about running profitable Facebook and Instagram ads, free to read.
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The three guides we'd hand a new client on day one.
Measurement11 min read
How to Calculate Break-Even ROAS (and Why Your Target ROAS Is Probably Wrong)
Break-even ROAS is order value ÷ contribution margin, not a borrowed rule of thumb. Build it with GST, shipping, fees and RTO included, then set a target that leaves profit.
Read the guide
Creative10 min read
The 48-Hour Creative Testing Framework for Meta Ads
Test angles before hooks and hooks before formats. Give every variant a fair budget, read it at 48 hours, and let rules set in advance decide what to stop, scale or extend.
Read the guide
Strategy11 min read
What Is an AI Media Buyer? How AI Runs Meta Ads (and Where Humans Still Matter)
What an AI media buyer does on Facebook and Instagram, where human judgement still wins, the guardrails that keep your budget safe, and how to evaluate a tool.
Read the guideFree tools
Run the numbers before you spend a rupee.
ROAS calculator
Enter your ad spend and the revenue it brought in to see your ROAS as a multiple, a return per ₹1 or $1, and a percentage. Planning ahead? Set a revenue goal and target ROAS to find your maximum spend.
Open the calculatorBreak-even ROAS calculator
Enter your price and per-order costs to find the ROAS your ads must beat to make money, your contribution margin, and the most you can pay for each sale.
Open the calculatorMeta ads budget calculator
Start with the revenue you want. Add your order value, CPM, click-through rate and conversion rate to see the orders, clicks, impressions and daily budget it takes to get there.
Open the calculatorCPM calculator
Enter any two of ad spend, impressions and CPM to get the third. Add link clicks to see your cost per click and click-through rate as well.
Open the calculatorCPA calculator
Divide ad spend by purchases to get your CPA. Add your order value and margin to see the most you can afford per sale, whether each sale makes money, and what a budget buys.
Open the calculatorAd copy length checker
Paste your primary text, headline and description to count characters and preview where a mobile feed is likely to cut your copy off with '… See more'.
Open the checkerCPC calculator
Enter your ad spend and link clicks to get your cost per click. Add your conversion rate and target CPA to see the highest CPC you can afford and the CPA your current CPC produces.
Open the calculatorCTR calculator
Enter impressions and link clicks to get your click-through rate. Add the clicks you want and your CPM to see the impressions, spend and cost per click that CTR implies.
Open the calculatorConversion rate calculator
Enter link clicks and purchases to get your conversion rate. Add your ad spend and a rate you think you could reach to see how far a better rate would cut your cost per purchase.
Open the calculatorLTV:CAC calculator
Enter your order value, margin, how often customers buy and what it costs to win one. You'll get lifetime value, your LTV:CAC ratio, the payback period and a plain verdict.
Open the calculatorPOAS calculator
Enter the revenue your ads drove, your ad spend and your contribution margin to get POAS and profit after ads. Add a target POAS to see the ROAS you need to aim for in Ads Manager.
Open the calculatorMER calculator
Enter your total store revenue and all your marketing spend to get your blended MER. Add your margin and the revenue Meta reports to see your break-even MER and how Meta's ROAS compares.
Open the calculatorGlossary
The terms that come up most — defined in a sentence, explained properly.
By industry
Angles, ad concepts and setup for your category.
Ayurveda & herbal brands
Ayurvedic and herbal brands win on Meta by selling the ritual, the ingredient and the proof, not the cure. Here are the angles, compliant hooks, targeting and offers that tend to work, with four example concepts.
Skincare & beauty
Skincare sells on Meta when people can see the texture, understand the routine step and believe the proof. Here are the angles, example concepts, targeting, offers and policy lines for skincare brands.
Fashion & apparel
Clothing brands win on Meta by showing fit, fabric and fresh drops on real bodies, with catalogue ads to follow up. Here are the angles, example concepts, campaign setup and numbers to watch.
Jewellery & accessories
Jewellery sells on Meta when the ad answers the doubts a photo creates: real size, real metal, real sparkle. Here are the angles, example concepts, targeting, offers and rules for jewellery brands.
Supplements & wellness
Supplement ads live or die on two things: a hook people stop for and copy Meta will approve. Here are the angles, compliant example hooks, targeting, offers and metrics for wellness brands.
Food & beverage
Food and beverage ads on Meta sell appetite first: the pour, the crunch, the steam. Here are the angles, example concepts, targeting, offers and claim rules for packaged food and drink brands.
Home & decor
Home decor sells on Meta when people can picture the piece in their own room: real scale, real light, real homes. Here are the angles, examples, targeting, offers and metrics that matter.
Pet products
Pet brands start with an advantage on Meta: real pets stop the scroll. Here are the angles, example concepts, targeting, offers and metrics that turn that attention into repeat orders.
Compare
How Fly ROAS stacks up — and when another tool is the better fit.
Comparison
Fly ROAS vs Madgicx
Madgicx suits media buyers and agencies who want deep Meta analytics, real-time automated rules, server-side tracking and cross-channel reporting in one suite priced by ad spend. Fly ROAS suits D2C brands that want brand-true ads built from their real product photos, launched in one click and tested by an Autopilot that stays inside caps they set.
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Fly ROAS vs AdCreative.ai
AdCreative.ai suits marketers and agencies who need a high volume of creatives, product photoshoots and videos for several ad platforms, with pre-launch scoring and competitor insights. Fly ROAS suits D2C brands on Meta that want those creatives launched and tested for them, with Autopilot working inside caps they control.
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Fly ROAS vs Bïrch (formerly Revealbot)
Bïrch suits performance teams and agencies that already have creatives and want flexible, rule-based automation, bulk launching and reporting across Meta, Google, TikTok and Snapchat. Fly ROAS suits D2C brands on Meta that want the whole loop handled, from brand-true creatives built from product photos to launch and capped Autopilot testing.
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Fly ROAS vs Crush AI
Crush AI suits store owners who want a quick, low-cost start on Meta, backed by a 14-day money-back guarantee. Fly ROAS suits D2C brands that want ads built from their real product packshots, a Brand DNA step, hard spending caps they control, more credits per plan and rupee billing through Razorpay.
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Fly ROAS vs AdEspresso
AdEspresso suits advertisers and agencies who already have creatives and want an easier way to build split tests, run optimisation rules, get client approvals and send white-label reports. Fly ROAS suits D2C brands that want the creatives made from their real product photos as well, then launched and tested by an Autopilot that stays inside caps they set.
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Fly ROAS vs Smartly
Smartly suits large brands and agencies running creative and media across Meta, Google, TikTok, Snapchat, Pinterest, CTV and more, with catalogues, many markets and budgets for enterprise contracts and managed services. Fly ROAS suits D2C brands and smaller agencies focused on Meta that want brand-true creatives, one-click launch and capped Autopilot testing on a published monthly plan.
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Fly ROAS vs Pencil
Pencil suits marketing teams and enterprises that want one governed place to generate text, image and video ads with many AI models, edit them, get sign-off and publish to several channels. Fly ROAS suits D2C brands on Meta that want ads built on their real packshots and then launched and tested for them, with Autopilot inside caps they control.
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Fly ROAS vs Meta Advantage+
Advantage+ on its own suits advertisers with a steady supply of strong creatives, clear margins and the time to review results and refresh ads every week. Fly ROAS suits D2C brands that want the work around Advantage+ handled: brand-true creatives from real product photos, a launch in one click and tests stopped or scaled by rules inside caps they set.
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Fly ROAS vs a Meta ads agency
An agency suits brands that want experienced people to own strategy, creative direction and reporting, and have the budget for a retainer or a percentage of spend. Fly ROAS suits D2C brands that want to keep control in-house, need a high volume of on-brand creatives and disciplined testing, and prefer a flat plan price that does not rise with ad spend.
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Fly ROAS vs a freelance media buyer
A freelancer suits brands that want an experienced person to set strategy, read the account and talk through decisions, and already have creatives or a designer. Fly ROAS suits brands that need a steady flow of on-brand creatives and tests judged by written rules, with caps they control. Combining the two often works well.
See the comparisonLet an AI media buyer fly your ads.
Fly ROAS learns your brand, studies what's winning for competitors and builds ads from your real product photos — then launches, tests and scales them inside the caps you set.