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 in Singapore.
Meta Ads
Facebook & Instagram Ads Campaigns
That Actually Convert.for Singapore
Built for Singapore service brands competing in local and regional search. 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 in Singapore.
Get a Free Campaign Audit arrow_forward4.1×
Average ROAS
↓ 38%
Lower Cost Per Lead
2.8×
Lead Volume Growth
120+
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 in Singapore.
Typical Problems
- Everything dumped into one or two campaigns with no clear structure in Singapore
- Creative tested randomly instead of systematically
- Strangers, past visitors, and people being followed up with all mixed together in Singapore
- Budget changed too often, so Meta never finishes learning in Singapore
- No clear rules for when to spend more on an ad group or switch it off in Singapore
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 in Singapore.
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 in Singapore.
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 in Singapore.
Choosing the Right Audiences
We use three kinds of audience: new people chosen by interests and behaviour, your own visitors and customers, and lookalikes (people similar to your best customers). Results then tell us where to put more budget in Singapore.
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 in Singapore.
- 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 in Singapore.
- 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 in Singapore.
- 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 in Singapore.
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 in Singapore.
- Audience Layering: New audiences combine interests, behaviours, 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 in Singapore.
- 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 in Singapore.
- 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 in Singapore.
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
Answers for businesses in Singapore.
How much budget do I need to run effective Facebook and Instagram ad campaigns?
We generally recommend a monthly budget of a few thousand Singapore dollars 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 optimisation. 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?
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 in Singapore.
How long does the learning phase last and what should I expect?
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 optimisation, 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 in Singapore.
How do you structure creative testing for campaigns?
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 analyse 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 in Singapore.
What audience strategy do you use for prospecting versus retargeting?
For cold prospecting we combine detailed interest and behaviour 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 in Singapore.
How do you decide when to scale or pause an ad set?
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 in Singapore.
How do you handle frequency and creative fatigue?
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 in Singapore.
What kind of reporting do you provide?
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 customised to the questions that matter most for your business in Singapore.
How do you integrate Meta campaigns with other marketing channels?
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 in Singapore.
How do you stay compliant with Meta's advertising policies?
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 in Singapore.
What is your approach to bidding and budget management?
We test different bidding strategies including cost cap, bid cap, and value optimisation 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 in Singapore.
How do you measure success beyond platform-reported metrics?
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 in Singapore.
Can you work with our existing creative team or do we need to produce new assets?
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 in Singapore.
What happens if performance drops suddenly?
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 in Singapore.
How do we get started with a new Meta campaign?
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 optimisation. 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 in Singapore.
Ready to run Meta ads that actually convert?
Get a Free Meta Ads Audit arrow_forwardMarketing 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 in Singapore.
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 in Singapore.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type in Singapore.
Search and ads
IncludedSearch and ads aimed at people ready to enquire in Singapore.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them in Singapore.
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 in Singapore.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action in Singapore.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest in Singapore.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads in Singapore.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data in Singapore.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences in Singapore.
Certified and experienced
Certified where it matters. Accountable for the outcome in Singapore.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010 in Singapore.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓