Meta Ads

Facebook & Instagram Ads Campaigns
That Actually Convert.

We build Meta campaigns that reach people at each stage, from first hearing about you to being ready to buy. We run planned tests and grow the budget only where it pays off, instead of chasing views and clicks.

Targeted campaigns across Facebook and Instagram that reach your ideal audience and turn them into leads and customers.

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4.1×
Average ROAS
↓ 38%
Lower Cost Per Lead
2.8×
Lead Volume Growth
120+
US Clients

Why Most Meta Ad Campaigns Underperform

Many Facebook and Instagram ad accounts we audit run loose, unstructured campaigns with little testing. They spend on generic ads and hope something works.

Typical Problems

  • Everything dumped into one or two campaigns with no clear structure
  • Creative tested randomly instead of systematically
  • Strangers, past visitors, and people being followed up with all mixed together
  • Budget changed too often, so Meta never finishes learning
  • No clear rules for when to spend more on an ad group or switch it off

Our Approach

We run Meta ads by the numbers. Every campaign has one clear goal, every ad test has a reason behind it, and every budget decision rests on real results tied to your business goals.

What We Actually Do

Campaigns for Every Stage

We build separate campaigns for reaching new people, engaging those who show interest, and following up with people who visited. Each stage has its own ads, offers, and budget.

Planned Ad Testing

We run planned tests that change one thing at a time, such as the opening line, format, offer, or button. Winners get more budget, and losers are stopped before they waste much.

Choosing the Right Audiences

We use three kinds of audience: new people chosen by interests and behavior, your own visitors and customers, and lookalikes (people similar to your best customers). Results then tell us where to put more budget.

How We Do It - The Details

Campaign Structure & Budgeting

  • Objective Alignment: Each campaign is set to aim at what you actually want, such as website visits, leads, or sales, not just what Meta recommends by default.
  • Learning Phase Management: Meta needs a learning period to work out who responds. We give each campaign enough budget to finish it quickly, and we avoid constant edits so it does not get stuck in a "learning limited" state.
  • Budget Allocation Rules: Most of the budget goes to reaching new people. Follow-up ads work well but are capped. Each week we move money based on what each qualified lead or sale costs, not on likes or views.
  • Advantage+ vs Structured: Advantage+ is Meta's automated setup. We test it against our own hand-built campaigns and put more budget behind whichever brings back more per ad dollar for that client.

Creative & Audience Testing

  • Systematic Creative Tests: We test one thing at a time, such as opening line, offer, or format, and wait until there is enough data to trust the result before naming a winner.
  • Audience Layering: New audiences combine interests, behaviors, and basic details like age and location. Warm audiences are people who watched half or most of a video, visited your site (grouped by how many pages they viewed), or engaged with your posts. Lookalikes are built from several lists of your best customers.
  • Placement Strategy: We test where your ads appear, such as the Feed, Stories, Reels, and partner apps, and put the budget where your offer brings in the most leads.
  • Frequency & Fatigue Monitoring: We watch how often each person sees your ads and swap in fresh ones before results drop, using automatic rules where we can.

Our Meta Campaign Process

01

Account & Campaign Audit

We analyze your current structure, creative performance, audience data, tracking setup, and past results to find quick wins and structural issues.

02

Strategy & Structure Design

We plan the campaigns with a clear goal for each stage, from new people to ready-to-buy, and a testing plan for ads and audiences.

03

Creative Development & Testing

We produce initial creative concepts, set up proper testing frameworks, and launch with enough budget to learn quickly.

04

Launch & Learning Phase

Campaigns go live with careful budget pacing. We monitor learning closely and make data-driven adjustments without disrupting the algorithm.

05

Weekly Optimization

Every week we review performance at the ad set and creative level, scale what works, cut what does not, and refresh creative to beat fatigue.

06

Scaling & Reporting

Once we have proven winners, we grow the budget step by step while protecting what you get back per ad dollar. You receive clear weekly reports tied to leads and revenue.

FAQ

Common questions

What to know before you get started.

How much budget do I need to run effective Facebook and Instagram ad campaigns? expand_more
We generally recommend at least $3,000 to $5,000 per month per market to properly exit the learning phase and gather reliable data. Lower budgets can work for very targeted tests or highly niche offers, but consistent scaling requires meaningful daily spend. We focus first on finding winning creative and audiences before recommending larger budgets. Most clients see the best results when they commit to at least 60 to 90 days of consistent testing and optimization. We set the exact recommendation during the audit, based on how strong your offer is and how crowded your market is.
Do you primarily use Advantage+ campaigns or structured campaigns? expand_more
We test both Advantage+ Shopping and Advantage+ Audience campaigns head-to-head against our manual structured campaigns. In many cases Advantage+ delivers strong results once we have good creative and audience data to feed it. We always run controlled tests with clear variables so we know exactly what is driving results for your specific offer and audience. For clients with very specific audience or creative requirements we often keep more structured control. The winner is always determined by your actual ROAS and lead quality data rather than platform defaults.
How long does the learning phase last and what should I expect? expand_more
The initial learning phase usually takes 7 to 14 days depending on spend volume and conversion rate. Early performance can be volatile while the algorithm gathers data. Most clients see stabilization and improving cost per qualified result within 30 to 45 days. Full optimization, including creative testing and audience refinement, typically takes 60 to 90 days to produce predictable, scalable results. We provide weekly reporting so you can track progress even during the early stages.
How do you structure creative testing for campaigns? expand_more
We launch structured tests where we change only one variable at a time such as hook, format, offer, or CTA. Each concept receives enough budget and time to reach statistical significance before we declare winners or losers. We tag every asset so we can analyze performance by hook type, format, and audience segment across campaigns. Winning creative is scaled while we continue testing new ideas in parallel. This disciplined approach prevents random guessing and produces clear learnings we can apply to future campaigns.
What audience strategy do you use for prospecting versus retargeting? expand_more
For cold prospecting we combine detailed interest and behavior targeting with high-quality lookalikes seeded from your actual converters. We test multiple lookalike percentages and interest layers to find the best combination. Warm and retargeting audiences are built from website visitors segmented by engagement level, video viewers at 50% and 95% completion, and people who engaged with your content. We maintain strict frequency caps and creative rotation so retargeting feels helpful rather than repetitive. Every audience has a clear purpose and is measured against specific goals.
How do you decide when to scale or pause an ad set? expand_more
We use clear rules based on cost per qualified lead, ROAS, and volume rather than vanity metrics. Ad sets that meet our performance thresholds for at least 3 to 5 days with sufficient spend are candidates for scaling. We increase budgets gradually, usually 20 to 30 percent at a time, while monitoring for performance degradation. Ad sets that miss targets after the learning phase or show clear fatigue are paused or have creative refreshed. We document every decision so the strategy is transparent and repeatable.
How do you handle frequency and creative fatigue? expand_more
We monitor frequency closely, especially in retargeting, and set rules to refresh or replace creative before performance drops. New creative concepts are always in testing so we have replacements ready. We also vary messaging and formats across the funnel so the same person does not see identical ads repeatedly. Frequency caps are applied at the campaign or ad set level depending on the objective. This proactive approach keeps performance stable even at higher spend levels.
What kind of reporting do you provide? expand_more
You receive weekly reports with key metrics, creative and audience performance, actions taken, and clear recommendations. Monthly we deliver deeper analysis including trends, testing results, and strategic recommendations. All reporting ties platform data to your actual leads, pipeline, and revenue through CRM integration. We include both the numbers and the "so what" so you can make fast decisions. Reports are customized to the questions that matter most for your business.
How do you integrate Meta campaigns with other marketing channels? expand_more
We use consistent UTM parameters and CRM tagging so we can see the full customer journey across Meta, Google, email, and other channels. Retargeting and nurture sequences are coordinated with email and SMS so prospects receive a consistent, non-repetitive experience. We often run cross-channel tests to understand how Meta performance changes when other channels are active. This prevents double-counting and helps allocate budget to the most efficient combination of channels. We review cross-channel attribution during monthly strategy sessions.
How do you stay compliant with Meta's advertising policies? expand_more
We review every ad, image, and claim against current policies before launch and maintain an approved asset library. We avoid prohibited categories, health claims, and before-and-after imagery that commonly trigger disapprovals. For regulated industries we use compliant language and required disclaimers. We monitor account health daily and have a fast process for appealing disapprovals when they occur. Clean, compliant accounts have significantly better delivery and lower costs.
What is your approach to bidding and budget management? expand_more
We test different bidding strategies including cost cap, bid cap, and value optimization depending on the campaign objective and data available. Budgets are allocated based on stage of funnel and expected efficiency, with cold traffic receiving the largest share for acquisition. We reallocate weekly based on cost per qualified result rather than last-click metrics. We avoid constant budget changes that disrupt the learning phase. The goal is stable, predictable performance that we can scale methodically.
How do you measure success beyond platform-reported metrics? expand_more
We connect Meta data to your CRM and sales system so we can track lead quality, opportunity creation, and actual closed revenue. Primary success metrics are cost per qualified lead and return on ad spend based on real pipeline rather than reported conversions. We also track creative fatigue, audience performance trends, and contribution to overall marketing mix. Every report includes both the platform numbers and the business impact numbers.
Can you work with our existing creative team or do we need to produce new assets? expand_more
We can work with your existing creative assets and team, or we can develop and produce new creative concepts in-house. Many clients prefer us to lead creative testing because we have established frameworks and can move quickly. We always align with your brand guidelines and voice. If you have strong internal creative we will incorporate it into the testing plan and give clear feedback on what is working. The focus is always on finding the combination that drives results for your business.
What happens if performance drops suddenly? expand_more
We monitor for sudden changes in cost, volume, or quality and investigate immediately. Common causes include creative fatigue, audience saturation, policy changes, or external market shifts. We have pre-planned refresh creative and audience adjustments ready to deploy quickly. We communicate the issue and our recommended actions within 24 hours. Most performance issues can be stabilized within a week when addressed proactively with the right levers.
How do we get started with a new Meta campaign? expand_more
We begin with a free audit of your current setup, offer, and past performance. From there we develop a custom strategy, creative concepts, and testing plan. Once approved we handle the technical setup, launch the campaigns, and manage the first 60 to 90 days of testing and optimization. You receive weekly reporting and have direct access to the strategist running the account. We move quickly but always with clear testing discipline from day one.

Ready to run Meta ads that actually convert?

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Marketing from $500 USD a month

Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.

Starting at

$500 USD per month

Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.

Get a Free Audit

What $500 a month covers

  • Pages

    Included

    Pages built around the searches your buyers actually type.

  • Search and ads

    Included

    Search and ads aimed at people ready to inquire.

  • Tracking

    Included

    Calls, forms and bookings tagged to the search, ad or page behind them.

Our team

The same people on the audit and on the work

Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.

Martin, Founder, strategy and audits

Martin

Founder, strategy and audits

Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.

Yoana, Social and app development

Yoana

Social and app development

Shapes social strategy and builds practical app experiences that turn attention into action.

Mike, SEO

Mike

SEO

Owns technical, local and content SEO so the right buyers find you when demand is highest.

Robert, Paid media

Robert

Paid media

Plans and manages paid search and social campaigns around qualified leads.

Elmer, Analytics

Elmer

Analytics

Connects tracking, attribution and reporting so decisions are based on revenue-quality data.

Dino, Design

Dino

Design

Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.

Certified and experienced

Certified where it matters. Accountable for the outcome.

Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.

Google AdsCertified
Google AnalyticsCertified
Google Tag ManagerCertified
Operating since 2010Proven experience