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Meta Ads
Facebook & Instagram Ads Built on Creative That Works
Meta's targeting has become largely automated. What still separates a profitable account from an expensive one is creative — the hook, the offer and the format — tested systematically.
- Creative testing as the main lever
- Conversions API for signal recovery
- Segmented retargeting
Where performance comes fromIn order
- CreativeBiggest lever
- OfferSecond
- AudienceLargely automated
- TrackingFoundation
- Landing pageMultiplier
Best for
- E-commerce brands
- Local businesses
- B2C brands
- Coaches & consultants
- Service businesses
Channels
- Messenger
- Audience Network
The Problem
Why Meta Campaigns Stop Working
Four causes explain most underperforming accounts.
Creative fatigue nobody tracks
The same three ads running for months. Frequency climbs, click-through falls, cost per result rises — and it looks like the platform got worse.
Tracking degraded by privacy changes
Browser-based pixel tracking loses a meaningful share of conversions. Without Conversions API, the algorithm optimises on incomplete data.
One retargeting audience for everyone
Someone who bounced in three seconds treated the same as someone who abandoned a full cart, shown the same ad.
Too many campaigns, too little data
Budget split across a dozen ad sets so none ever gathers enough conversions to exit the learning phase.
Our Approach
A Creative Testing System, Properly Tracked
We treat creative as the primary variable and build a testing structure around it: distinct hooks, formats and angles tested one at a time so results mean something. Winners scale, losers get replaced before fatigue sets in.
Underneath that, Conversions API restores the tracking signal browser restrictions removed, so the algorithm optimises on something closer to reality. Campaign structure is kept consolidated enough that ad sets actually exit the learning phase.
- Systematic creative testingHooks, formats and angles isolated so you learn what works
- Fatigue monitoringFrequency and performance decay watched, refreshed before it costs you
- Conversions APIServer-side tracking restoring lost conversion signal
- Consolidated structureEnough conversions per ad set to escape the learning phase
- Segmented retargetingDifferent messages for different levels of intent
Search: social media feed on smartphone
What You Get
What Meta Ads Management Covers
- Account auditStructure, creative performance, tracking accuracy and wasted spend
- Audience researchCustomer data, interests, behaviours and lookalike sources
- Creative strategyAngles, hooks and formats planned against the funnel stage
- Creative productionStatic, carousel and short-form video concepts
- Campaign structureConsolidated for learning-phase efficiency
- Lead generation campaignsInstant forms and landing pages tested against each other
- E-commerce campaignsCatalogue setup, dynamic product ads and shopping placements
- RetargetingSegmented by depth of engagement and recency
- Lookalike audiencesBuilt from your highest-value customers, not all traffic
- Conversions APIServer-side tracking implemented and verified
- Creative testing programmeContinuous testing with documented results
- Monthly reportingCost per acquisition and return, with creative learnings
Business Impact
What Meta Delivers When It Is Run Well
Lower cost per lead than search
Often significantly cheaper, particularly for local services.
Creative insight you can reuse
What works in ads usually works on your website too.
Retargeting that recovers revenue
Bringing back the majority who leave without converting.
Scale for e-commerce
Catalogue ads that scale with the product range.
Fast experimentation
Test an offer or message in days rather than months.
Facebook Ads
Facebook Advertising
Still the broadest paid reach available, and still where most lead generation budgets in this channel produce their best cost per acquisition.
Facebook works best when you stop treating it like search. Nobody on Facebook is looking for you — the ad has to earn attention, then create enough interest to justify a click.
That makes creative the primary lever, not targeting. We build campaigns around a testing structure that isolates what actually drives performance: the hook, the offer, the format.
- Lead generation campaignsInstant forms and landing pages, tested against each other
- Audience researchInterest, behaviour and lookalike testing from real customer data
- Creative testingHooks, formats and angles tested one variable at a time
- RetargetingSegmented by how far someone got, not one blanket audience
- Conversions APIServer-side tracking to recover signal lost to browser restrictions
Instagram Ads
Instagram Advertising
The same platform underneath, a different audience mindset and a much higher bar on creative quality.
Instagram rewards native-feeling creative. Repurposed Facebook static images underperform badly against content built for the placement — particularly Reels and Stories, where the cheapest impressions currently sit.
For e-commerce, shopping tags and catalogue-driven dynamic ads do a lot of the work. For service businesses, it is usually short-form video that carries the campaign.
- Reels & Stories creativeBuilt for the placement rather than resized from elsewhere
- Shopping & catalogue adsDynamic product ads driven by your feed
- Creator-style formatsNative-feeling creative that does not read as an ad
- Placement-level optimizationBudget shifted to placements that actually convert
- Story-first funnelsSequenced creative rather than one asset repeated
How It Works
How We Run Meta Ads
01
Audit & tracking
Account reviewed, pixel and Conversions API verified before spend decisions.
02
Audience & offer research
Customer data analysed, offers and angles defined.
03
Creative production
First testing batch built across formats and hooks.
04
Structured launch
Consolidated campaigns with clean testing, budgets sized to gather data.
05
Test & iterate
Winners scaled, losers replaced, fatigue monitored continuously.
06
Report & scale
Monthly reporting on cost per acquisition, creative learnings documented.
Pricing
Meta Ads Management Pricing
Every engagement is scoped individually. These ranges give you a realistic idea of investment before you speak to us.
Starter
Local and small businesses
$600/monthPlus ad spend
- Up to $5,000/month ad spend managed
- Account audit & setup
- Pixel & Conversions API
- Lead generation or traffic campaigns
- 2 creative variants per month
- Monthly reporting
Growth
Scaling accounts
$1,200/monthPlus ad spend
- Up to $25,000/month ad spend managed
- Everything in Starter
- Full creative testing programme
- 6+ creative variants per month
- Segmented retargeting
- Catalogue & dynamic ads
- Landing page development
- Monthly strategy call
Enterprise
High-spend accounts
12%of ad spendMinimum $2,500/month
- $25,000+/month ad spend managed
- Everything in Growth
- Advanced creative production
- Multi-market campaigns
- Incrementality testing
- Custom attribution
- Dedicated strategist
Prices are in USD and indicative starting points for scoping — final quotes depend on scope, competition and current site condition. [Confirm or edit these figures before launch.]
Our Work
Recent Projects
Project slots are ready for real client work — screenshots, brand names and outcomes drop straight into these cards.
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[Client Name] — Lead Generation
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[Client Name] — E-commerce Scaling
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[Client Name] — Creative Testing
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Measured Outcomes
Account Measures
Metrics below are editable placeholders. They will be replaced with verified client results — nothing here is invented.
X.XxReturn on ad spend
−XX%Cost per lead
XX%Click-through rate
+XX%Conversion rate
FAQ
Questions Before You Start
Both, usually. They share an ad platform, so you can run across placements and let performance decide where budget goes. Instagram tends to suit visual products and younger audiences; Facebook still reaches the broadest audience and often produces cheaper leads.
Yes, but tracking needs more effort. Browser-based pixel data lost a meaningful share of conversions, which is why Conversions API server-side tracking is now essential rather than optional. Accounts without it are optimising on incomplete data.
More than most people expect. Creative fatigues, so a continuous supply is what keeps costs stable. We plan for several new variants per month depending on spend level.
Around $1,000 per month to gather enough conversions for the algorithm to optimise. Below that, ad sets stay in the learning phase and performance never stabilises.
Yes, though it works differently from LinkedIn or search. It suits lead magnets, webinars and awareness rather than direct high-value conversion. Expect a longer nurture path.
Yes — static, carousel and short-form video concepts, plus the copy. For high-production video we work with your team or a specialist.
You do. We work inside your Business Manager, not ours. You keep the account, the pixel data and the audiences.
Let's Talk
Want Meta Ads That Scale Profitably?
Give us access to your account and we will show you what your creative fatigue, tracking gaps and structure are costing you.
No obligation. If we are not the right fit for your goals, we will say so.