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Talk to Stefano →
Currently managing €4.3M / mo in Meta spend

Meta ads, run like a publication.

Done-for-you Meta media buying for DTC operators at €30k–€500k/month. €2,000/mo flat + 10% of ad spend. Two founders. A small, deliberate roster. No juniors, no creative production, no other channels.

Talk to Stefano → Run your own numbers
€25M+
Deployed on Meta
8yrs
Since 2017
20+
Countries scaled
2
Founders on every account
Meta · Live · this month
↗ +24% vs last
Tracked client revenue · MTD
€0
From €0 in Meta spend· MER 3.41×
250k125k0
day 1day 15day 30
Tracked revenue
Ad spend
ASC+ Shopping
4.21×
Retargeting
6.08×
Lookalike
3.84×
From the desk of Stefano

Most performance agencies sell motion. Daily standups, weekly slide decks, the language of "we've identified opportunities for optimization." The motion is real. The performance, frequently, is not.

The brands we work with — at €30k a month, at €500k a month — don't need motion. They need someone in their Meta account every day with eight years of pattern recognition and a P&L that doesn't lie. They need a buyer who's allowed to say no to a campaign that won't work, instead of running it because the brief said to.

That's the agency we built. Two of us. No juniors. One channel. A roster small enough that I take every founder call myself. Pricing in the open because anything else is theatre.

What follows is what we do, what it costs, and what most clients see in the first 90 days.

— Stefano
Run your own numbers

Most accounts we audit have €4k–€18k/mo in recoverable margin.

Drag the sliders. The math is yours, not ours. If the numbers don't work for your brand, they don't work — we'd rather you find that out here than on a sales call.

Your numbers
€30,000
€10k€500k
2.50×
1.0×6.0×
€60
€20€400
35%
15%70%
Projected P&L
Modeled MER lift: +0.7
Current
With Exposcale
Δ
Meta ad spend
€30,000
€30,000
—
Blended MER
2.50×
3.20×
+0.70
Attributable revenue
€75,000
€96,000
+€21,000
Contribution margin
€26,250
€33,600
+€7,350
Exposcale fee
—
€5,500
Net profit gain / month
+€1,850
+ ~350 new customers / mo
Payback period
~22 days
Days until our fee pays for itself
Modeled on your own numbers using a conservative +0.7 MER lift — the median improvement we've seen at this spend tier. Past performance isn't a promise; the math is honest.
See your numbers with Stefano →
Recency check

From the test budget, this week.

Updated weekly · Week 19 · 2026
Live · scaling
UGC angle 47b — "the receipts" frame, 12s vertical — €4,200 in · 2.34× ROAS · pushed budget +50% this morning.
Scaling
Day 4 · losing
Static price-anchor variant for jewelry client — €1,800 in · 1.41× ROAS · losing to the video version. Killing tomorrow.
Kill
Week 2 · testing
Cold audience expansion — Italy + Spain on a supplements brand — €2,100 in · 1.92× ROAS · clean data, holding the test through day 14.
Hold
Two ways to work with us

One channel. Two depths. Pick the one that fits.

We don't run Google. We don't run TikTok. We don't make creative. We chose to be elite at one thing — because that's what scales €30k to €1M/month on Meta.

SERVICE 01 — DONE FOR YOU
Meta media buying.
€2,000/mo flat + 10% of ad spend · 3-month minimum, then monthly

We run your Meta ads. Daily. Account audit, structural rebuild in week one, creative testing strategy, scaling decisions, weekly strategic call, Slack access. You ship creative — we ship results.

  • Daily account management by Stefano
  • Week 1 forensic audit + written rebuild plan
  • Weekly creative brief delivered Mondays
  • WhatsApp access between calls
  • Monthly P&L review on a 1:1 call
See the offer in full→
SERVICE 02 — 1:1 MENTORSHIP
Operator coaching.
€15,000 for 3 months · €5k/mo · application required · 6 spots / quarter

3 months. 1:1. We rebuild your account in week one, then coach you and your team through the scaling work weekly. For operators already at €30k+/month on Meta who want to own the operation, not outsource it.

  • 12 weekly 1:1 strategy calls with Stefano
  • Account audit + restructure in Week 1
  • Direct Whatsapp access M–F between sessions
  • Built for €30k → first €100k/mo on Meta
  • Hard cap — only 6 operators per quarter
See if you qualify→
The work

From handshake to first MER lift, in 4 steps.

Most accounts we take over have 20–35% wasted spend on day one. The first 30 days are about finding it. The next 60 are about making sure it doesn't come back.

01

The diagnostic call

30 minutes with Stefano. Bring your store URL, current monthly Meta spend, and your last 90 days of MER. We'll tell you on the call whether we can help — and what we'd do first if we could. No pitch.

02

Week 1 — the audit

Full forensic teardown. Account structure, CBO/ASC architecture, creative refresh cadence, pixel + CAPI health, learning-phase exits, unit economics baseline. By Friday you have a written audit with everything that's broken — and a sequenced plan to fix it.

03

Weeks 2–6 — rebuild and recover

Restructure to Exposcale architecture. Fix tracking. Kill the spend bleed. Deploy the creative testing matrix on a weekly cadence. Most accounts see their first MER lift in week 3 or 4 — the leak is usually structural, not creative.

04

Week 6+ — scale, with proof

Once the account is clean and the testing engine is running, we push budgets up at the rate the data supports. Monthly P&L review on a 1:1 call. The boring, profitable, repeatable phase that everyone wants but nobody has the structure for.

Selected work

Real accounts. Real numbers. Real screenshots.

Three brands we've taken from stuck to scaling in the last 18 months. Full case studies with dashboards and unit economics are shared after the diagnostic call.

Apparel · Italy · DTC

From €40k to €380k a month.

Engaged Mar 2024 — present · 23 months
Monthly revenue+850%
Blended MER3.6× sustained
Time to inflection8 weeks

An Italian apparel brand stuck under 2× ROAS for four months. The product was right. The audience was right. The account architecture was the problem.

We rebuilt to broad CBO architecture in week one and deployed a 12-creative-per-week testing matrix. By month two the account was at 4× MER. By month six, four net new creative winners had taken the brand from €40k to €380k a month — at a higher margin than before.

We'd been stuck under 2× ROAS for four months. By month two we were at 4×. The audit alone was worth what we paid them.— Marco L., founder, apparel brand

Supplements · UK · Subscription

2.1× MER to 4.3× MER in 90 days.

Engaged Oct 2024 — present · 16 months
Blended MER2.1× → 4.3×
Attributed conversions+24%
Spendheld constant

A UK supplements brand spending €60k a month on Meta with deteriorating returns. Pixel + CAPI misconfiguration was hiding 24% of attributed conversions — meaning the algorithm was making decisions on incomplete signal.

Once the tracking was restored, we killed six zombie campaigns burning €4k a month with no contribution. Then we built a creative angle library — 11 hooks tested over three months — which produced two creatives that held above 3× MER for the full quarter.

The creative brief framework was the unlock. We were testing randomly. They taught us to test systematically.— Sophie R., co-founder, supplements brand

Fashion · US · DTC

Scaled 5× in spend wiht doubling MER.

Engaged DEZ 2025 — present · 6 months
Monthly spend€40k → €200k
MER heldabove 3.5×
Markets addedUS → GU + WW

A US fashion brand with the products and margin to scale but no system for doing it. Every previous push past €1k/day had collapsed MER inside three weeks.

We staged budget increases against a creative-fatigue trigger and a per-market signal threshold. The US signal was confirmed clean in week six — we then rolled out to Gulf States and a WW campaign. The brand has been spending €200k+/month at MER 3.8 or higher for 6 months running.

We had the product and the margin. We just couldn't crack scaling without ROAS collapsing. They cracked it in 60 days.— Tom W., founder, fashion brand

Most agencies sell motion. We sell results that show up in your P&L.
— Stefano, on what makes Exposcale different

Field notes from running ads.

Read all field notes →
May 6 · 2026
Why we don't run ASC+ on accounts under €500 a day
The Meta auto-optimization tier needs spend density to find a winner. Below €500/day, you're paying it to learn at your expense.
→
Apr 29 · 2026
The Meta creative refresh number nobody publishes — 9.2 days
We pulled fatigue data across €4M of 2025 Meta spend. The number you should care about isn't frequency — it's the day-9 CPM bend.
→
Apr 21 · 2026
What happens to MER after 90 days on the same audience
Spoiler: it doesn't decay linearly. There's a cliff around day 67 that nobody warns you about — and a structural fix that buys you another 90 days.
→
The newsletter

Field notes, in your inbox.

One email a week. What's working on Meta right now, tests we're killing, and things the platform changed that nobody warned you about. Read by 4,200+ DTC operators.

No spam. Unsubscribe in one click. We only use your email to send field notes.

Who's behind Exposcale

Stefano writes. Max runs.

Stefano, founder of Exposcale Stefano · founder
From the desk of Stefano

Eight years ago I bought my first Facebook ad. €20 budget, a product photo I'd shot on a kitchen counter, a hook scribbled on the back of a receipt. It made €38 back. I didn't sleep that night.

Most agencies you'll meet started somewhere else. Brand strategy, SEO, "growth hacking." They added Meta to their menu when clients started asking for it. We did the opposite. Meta was the first thing. Everything else was a distraction we declined.

What we've learned in eight years is that the agencies who sell five channels poorly are usually selling activity. The ones who pick one and stay there sell results. The math is just simpler that way — there's no place for the bad weeks to hide.

Today Exposcale is two people: me and Max. We run a small roster of brands at €30k to €500k a month in Meta spend. We don't take more clients than we can run personally. We've never had a junior buyer touch an account. Max handles execution, reporting, and the operational scaffolding. I write the strategy, lead the calls, and make the call on creative.

We charge €2,000 a month plus 10% of ad spend, and we tell you that on the homepage because hiding it on a sales call is a tax on your time. We don't make creative — that's deliberate. The best buyers I know don't, because the day you start selling production hours is the day you stop selling buying judgement.

If any of that lands, write to me. I read every email.

— Stefano
Stefano writes

The strategy, the calls, the creative judgement.

Eight years on Meta. €18M+ deployed personally across apparel, supplements, beauty, home goods, and skincare in 20+ markets. Specializes in account architecture at €100k–€1M/mo spend and the creative testing systems that scale brands past €1M/mo.

  • Leads every founder call
  • Writes every weekly creative brief
  • Makes the daily account decisions
  • Faces the work — and the P&L
Max runs

The part of the business that has to work.

Eight years operating DTC brands. €7M+ in personal Meta spend. Runs operations, reporting infrastructure, attribution stack, and the unit-economics work that means nothing breaks behind the scenes.

  • Reporting + attribution
  • Operational systems
  • QBR documents
  • The work nobody sees
In Stefano's words

Things operators ask before they book.

Q · Why so expensive?
A flat retainer pays the agency the same whether you scale or stall. Pure performance pricing pushes agencies to inflate spend even at falling MER. The hybrid model — small flat fee plus a percentage — means we only earn more when your spend grows profitably enough that you're willing to grow it. Our incentive is your scale, not your churn cycle.
Q · Why don't you make creative?
Because doing both badly is worse than doing one well. The agencies that bundle creative into a flat retainer produce 2–4 ads a month. That's not creative velocity, that's a fee. We test 12+ creatives a week. That only works if you own the production pipeline. Brands that get the best results from us already have a creative engine.
Q · Who actually runs my account?
I do. Day-to-day, every account. Max runs operations, execution, and reporting. There are no juniors and there will never be. That's the trade-off for our cap — when it's full, the next applicant goes on a waitlist instead of being passed to someone learning the job.
Q · What if I'm below €15k a month?
Below €15k a month the problems are usually product, offer, or creative testing volume — not media buying. Spending €4k a month on us when your real issue is somewhere else won't help. We'd rather tell you that than take your money. Come back when you're consistently at €15k a month and we'll be a much better investment.
Q · How soon can you start?
The diagnostic call is usually within a week. If we're a fit, we audit the account that week, deliver a written rebuild plan the following Monday, and launch the new structure within 14 days of signing. Most accounts see the first MER lift inside 30 days.
Q · What's the commitment?
Three months minimum, then monthly. Three because Meta needs about 60 days of clean data to stabilize after a structural rebuild. Anyone selling you month-to-month is selling you setup, not results. After month three you can cancel any month with 30 days' notice. Most clients stay 9–18 months. A few have been with us since 2018.

If this sounds right,
write to Stefano.

I read every email. If you'd rather book a call directly, the calendar's a click away. 30 minutes. Bring your numbers. No pitch.

Book the diagnostic → Or apply for 1:1 coaching
2 spots in Q2 2026 · €15k/mo Meta spend minimum · Honest fit assessment