Facebook & Instagram Ads Management

How it works

Meta Ads is the advertising platform covering Facebook, Instagram, and Audience Network — all managed from one place. That is the key difference from Google Ads: Google captures demand, reaching people already searching. Meta creates demand, putting your business in front of people who match your ideal customer profile before they know they need you.

We manage Facebook and Instagram ad campaigns for small and mid-sized businesses: audience research, creative strategy, campaign setup, Pixel configuration, and ongoing optimisation. Fixed monthly pricing. No percentage-of-spend billing.

When Meta Ads work best

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Visual products or services

Ads on these platforms are image and video led. Businesses with a visual component — products, food, interiors, fashion, events — have a natural advantage.

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Defined target audience

You sell to consumers and can define your ideal customer by age, location, interests, or behaviour. Meta's targeting lets you reach people Google can't.

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Retargeting warm audiences

People visited your site but didn't convert. Meta retargeting sequences are typically the highest-ROAS activity in any Meta account. If your customers are primarily searching actively, Google Ads is the stronger starting point.

What's included

Meta Pixel & Conversions API setup

The foundation of any Meta campaign is proper tracking. We install and verify the Meta Pixel and configure the Conversions API — the server-side tracking method that partially restores data lost to iOS 14 privacy changes. Campaigns built on bad tracking data optimise toward the wrong outcomes.

Audience research & targeting

Custom audiences from your existing customer data, website visitors, and video engagers. Lookalike audiences based on your best customers. Interest-based and broad targeting for prospecting. Audience strategy is what separates a campaign that scales from one that stalls.

Creative brief & ad copy

We develop the creative brief — formats, messaging angles, visual direction — and write the copy for each ad set. We test multiple creative variations systematically, not randomly, so we know what is driving results.

Campaign structure by objective

Awareness, traffic, leads, or conversions — each requires a different campaign structure and bidding strategy. We build campaigns matched to your actual business objective, not the objective that looks best in a report.

Retargeting sequences

Most first-time visitors do not convert. We build retargeting audiences and ad sequences for people who have seen your content, visited specific pages, or added to cart without purchasing.

Ongoing optimisation & reporting

Weekly creative performance reviews, audience refresh cycles, and budget reallocation toward what is working. Monthly plain-language reports covering spend, results, cost-per-outcome, and next month's priorities.

Meta Ads vs. Google Ads

Meta Ads

Create demand

Reaches people based on who they are, not what they are searching for. Higher creative requirement, longer warm-up, but access to audiences Google cannot target. Better for awareness, visual products, and retargeting.

You're already here →

Google Ads

Capture demand

Reaches people at the moment they are searching for what you sell. High purchase intent, lower creative barrier, typically faster results. Better for businesses with clear search demand.

See Google Ads management →

Frequently asked questions

They are the same thing. When Meta rebranded in 2021, the advertising platform was renamed from Facebook Ads Manager to Meta Ads Manager. It still covers Facebook, Instagram, and the Audience Network. Most people still say "Facebook Ads" — both terms refer to the same platform.

A practical starting budget for testing Meta Ads is $500–$1,000/month in ad spend — enough to generate meaningful data across two or three audience tests. Below $300/month, the algorithm does not have enough conversion data to optimise properly. Our management fee is separate from your ad spend, which you control directly in your Meta Business account.

Yes, with caveats. iOS 14 and later Apple privacy updates reduced Meta's ability to track user behaviour across apps and websites, which degraded some targeting and attribution accuracy. Proper Conversions API setup recovers a significant portion of the lost signal. Attribution windows are shorter and reported ROAS is lower than pre-2021, but the platform remains effective for most businesses when campaigns are structured correctly.

Yes. We manage both platforms independently or as part of a coordinated strategy. Many clients run Google Ads for search capture and Meta Ads for awareness and retargeting simultaneously. If you are considering both, get in touch and we will advise on where to start based on your budget and objectives.

It depends on your industry, creative quality, offer, and landing page. We do not quote guaranteed results because the variables are too significant. What we commit to: proper setup, systematic testing, honest reporting on what is and is not working, and continuous optimisation toward your actual business objective rather than vanity metrics.

Let's build campaigns that convert.

Tell us what you are selling, who you are trying to reach, and what you have already tried. We will give you a straight assessment of fit and scope.

Also considering search ads? See Google Ads management →