Meta Ads
Facebook and Instagram ads that find customers who were not searching yet
Meta Ads management is planning, building and testing Facebook and Instagram campaigns so they reach people likely to buy, then improving the creative until the cost per result comes down. We use Meta to create demand that search cannot, to retarget visitors, and to test offers quickly, with tracking set up through both the pixel and Meta's Conversions API.
In short
- Creative testing as the main lever
- Pixel plus Conversions API tracking
- Prospecting and retargeting reported apart
Not sure where to start? We review your account, tracking and landing pages first, in writing.
Meta does a different job from Google
On Google, someone tells you what they want and you answer. On Facebook and Instagram nobody is looking for you; the ad has to stop them scrolling and make them want something. That makes the creative, not the targeting, the main thing to get right. Meta's delivery system has become good at finding the right people once it knows what a conversion looks like; it cannot rescue an ad nobody wants to watch.
How we run Meta campaigns
- 01TrackingThe Meta pixel on the site and the Conversions API server-side, so purchases and leads are still counted when browsers block the pixel.
- 02StructureFew campaigns with broad audiences and enough budget each to exit the learning phase, rather than many small ad sets starving each other.
- 03CreativeA steady flow of new ads: short video, static images, carousels, user-style content. Each tests one idea, such as a different opening, offer or angle.
- 04RetargetingVisitors, video viewers and engagers, with frequency watched so the same person is not shown the same ad until they hide it.
When Meta is the wrong first step
If a customer needs you urgently, searches before they buy, or the purchase is a considered B2B decision, Google or Microsoft search usually produces cheaper results first. Meta works best for visual products, impulse or lifestyle purchases, events, local consumer services with a clear offer, and for retargeting people who already know you. We will tell you in the audit if it is not the right place for your budget yet.
Small business budgets
Facebook ads can work on a modest budget if the campaign is kept simple: one objective, one audience, a handful of ads, and enough time to learn. Splitting a small budget across many audiences means none of them gets enough data to optimise. We would rather run one campaign well than five badly.
Related
Where this connects
Remarketing and retargeting
Bringing back the visitors who almost bought, without following them round the internet.
E-commerce PPC
Paid search and social for online shops, measured on return on ad spend.
PPC management
Search, shopping, social and display run as one plan, judged on cost per lead and revenue.
Small businesses
Paid search and Facebook ads on a budget that has to work from the first month.
Questions people ask us
Do Facebook ads work for small businesses?
They can, particularly for consumer businesses with a visual product or a clear offer. Keep the structure simple, give each campaign enough budget to learn, and judge it on leads or sales rather than likes.
What is the Conversions API?
A way of sending conversion events from your server to Meta directly, alongside the browser pixel. It keeps measurement working when cookies or the pixel are blocked, which improves reporting and helps Meta's delivery system optimise.
Do you make the ads?
We write the briefs, the copy and the hooks, and build static and simple video ads. For filmed content we work from footage you supply or a creator you choose.
Instagram or Facebook?
They are bought from the same Meta Ads account and placements are usually left automatic, so Meta can show the ad wherever it performs best. We separate them only when the creative needs different formats.
Stop guessing. Start scaling.
Find out where your paid advertising is losing money and where the next profitable campaign is hiding. The audit is free and you keep it whatever you decide.