Who should run Facebook ads for a Shopify store? This guide breaks down DIY, freelancer, in-house, and agency options so Shopify founders can choose the right setup for profitable, scalable growth.

The Rule of Three is a paid media optimization framework that uses CPM, rate metrics, and cost per result—validated by volume—to make smarter ad decisions. Instead of reacting to single metrics, marketers use metric confluence to confirm performance, reduce noise, and scale advertising spend with confidence across Meta and Google Ads.

Most Shopify founders don’t fail with paid ads because platforms stop working—they fail because they hire the wrong ads agency. This article breaks down the most common mistakes founders make when choosing an ads partner, from misaligned incentives and misleading ROAS to weak creative systems and funnel blind spots, and shows how to choose an agency that actually scales profitably.