Facebook advertising is not what it was five years ago, and most accounts are still being run as though it is. The old playbook — narrow interest stacks, one creative per ad set, a pixel firing in the browser and an ROAS number taken at face value — now fights against how the platform actually works. Meta's delivery system wants broad audiences, plenty of creative to choose between and clean conversion signal. Give it those and it performs. Withhold them and no amount of manual bid tinkering rescues the account.
Our Facebook ads management packages are built around that shift. We fix the tracking first, rebuild the account structure to give the algorithm room to learn, then run a continuous creative programme because creative is now the main targeting lever. Everything is reported on revenue and cost per acquisition, not impressions. We manage Facebook and Instagram campaigns for eCommerce brands, lead generation businesses, app publishers, local service companies and B2B firms across the USA, UK, Canada, Australia, Singapore and India.
When an account underperforms, the cause is almost always one of four things. Diagnosing which one saves months of budget, and it is the first thing our audit establishes.
No campaign structure survives a weak offer. If your price, shipping terms, guarantee or lead magnet is less compelling than the competitor appearing directly below you in the feed, the ads will underperform however well they are built. We will tell you when the offer is the constraint, and suggest what to test, even though that is a conversation most agencies avoid because it is not something they can bill for.
Creative is the targeting now. Meta decides who sees your ad largely by how people respond to the creative itself, which means the number of genuinely different angles you test each month is the single biggest driver of performance. Not variations of one image — different hooks, different formats, different problems being addressed. Accounts that ship four new concepts a month behave completely differently from accounts recycling last quarter's winner.
Browser tracking loses a meaningful share of conversions to privacy controls, ad blockers and cross-device journeys. If Meta cannot see the conversions you are getting, it optimises towards the wrong people and reports numbers you cannot trust. Conversions API with strong event match quality is not an optional extra any more; it is the foundation the rest of the account sits on.
Too many campaigns, too many ad sets and budgets split so thin that nothing exits the learning phase is the most common structural failure we see. Consolidation feels counter-intuitive — fewer ad sets, broader audiences, budget concentrated — but it gives the delivery system the conversion volume it needs to optimise. We restructure accounts around that principle and prove it with data rather than assertion.
We rebuild the account around your actual funnel: prospecting that reaches people who have never heard of you, retargeting sized to your real traffic volume rather than copied from a template, and retention campaigns for existing customers. Budgets are set so each campaign can accumulate enough conversions to leave the learning phase, and naming conventions are standardised so reporting is readable months later.
Meta's automated campaign products work well for some accounts and quietly cannibalise existing performance in others. We test them against your manual structure with proper controls instead of switching everything over because it is the newest option, and we watch for the overlap that makes automated campaigns look better than they are.
Each month we plan concepts against specific hypotheses — a new hook, a different objection, a fresh format — write the copy, brief or produce the assets, and run them in a structure where the winner is identifiable. Losing creatives are documented too, because knowing which angles your audience rejects is what makes the next round smarter.
We audit your event setup, implement or repair the Conversions API, deduplicate browser and server events, improve match quality by passing the right customer parameters, and verify that the values reaching Meta match what your platform actually recorded. Accounts arriving with broken or partial tracking often see their biggest single gain here, before any creative work starts.
For eCommerce accounts we manage the product feed, fix disapproved and missing items, set up collection and dynamic retargeting campaigns, and align catalogue segments with your margin structure so the algorithm is not spending your budget on your least profitable SKUs.
Custom audiences from site behaviour, purchase history and engagement, lookalikes where they still earn their place, and — the piece most accounts get wrong — proper exclusions so you are not paying to reach people who bought last week or leads already in your sales pipeline.
We do not silently accept a landing page that undoes the ad's work. Page speed, message match, form length and mobile layout are reviewed and fed back with specific recommendations, because the cheapest performance gain in most accounts is on the page rather than in the auction.
Every package includes the work below at every price point. What changes between tiers is creative volume, campaign complexity and how often we are in the account — never whether a core deliverable is present.
Before we spend anything, we audit the ad account, Business Manager permissions, pixel and CAPI setup, event mapping and historical performance. Tracking is corrected first, because optimising against bad data is worse than not optimising at all.
A documented plan: which campaigns run, what each is responsible for, how budget splits between prospecting and retargeting, what the target cost per acquisition is, and what the scaling triggers are. You approve it before anything goes live.
Concepts, copy and briefs delivered on a schedule rather than when performance dips. Static, video and UGC-style formats as appropriate to your category, with iterations on winners and clean retirement of fatigued ads.
Weekly work inside the account: budget shifts, ad rotation, audience adjustments, frequency and fatigue monitoring, and policy issue resolution. Changes are logged so any performance shift can be traced to what caused it.
Monthly reporting on spend, revenue or leads, cost per acquisition, ROAS as Meta reports it alongside your own platform numbers, creative-level results and what we are doing next. Where the two attribution sources disagree — and they will — we explain why rather than quoting whichever is flattering.
We work in your ad account and your Business Manager, never a hidden agency account. If the relationship ends, your pixel history, audiences, catalogue and campaign data stay with you. That is not a favour; it is the only arrangement a client should accept.
Tracking is fixed before spend, the build is approved before launch, and every month closes with the next month's hypotheses already written.
Full review of account history, structure, tracking and creative, benchmarked against your category. You get the findings whether or not you proceed.
Pixel and Conversions API implementation, event deduplication and match quality work, so every later decision is made on data that reflects reality.
Campaign architecture, audiences, exclusions and the first creative round go live against an agreed target cost per acquisition.
Structured creative rounds, controlled budget increases that avoid resetting the learning phase, and expansion into new placements or markets once the core is stable.
Monthly performance review with the next month's hypotheses attached, so the plan always moves forward rather than repeating.
Pricing depends on monthly ad spend, campaign complexity, how many markets you run and whether creative production sits with us. Management fees are quoted as a flat monthly retainer or a percentage of spend, agreed upfront — and your ad spend always goes to Meta directly from your own account.
For businesses proving the channel. One primary objective, a clean prospecting and retargeting structure, four new creatives a month, tracking setup included, and a monthly performance report.
Our most common plan. Full funnel structure across Facebook and Instagram, twelve creative concepts a month, Conversions API and catalogue management, weekly optimisation, landing page feedback and competitor monitoring.
For advertisers running significant budgets or several regions. Multi-account and multi-market management, continuous creative testing, incrementality and holdout testing to verify what the platform's attribution is claiming, a dedicated manager and quarterly strategy sessions.
The first month is usually about repair rather than growth: fixing tracking, consolidating structure and getting campaigns out of the learning phase. Real performance change typically appears in months two and three, once enough creative has been tested to find the angles your audience responds to, and compounds from there as the winning concepts are iterated. Across our engagements, accounts that arrive with broken signal and fragmented structure commonly see a substantial improvement in blended return on ad spend and a double-digit reduction in cost per acquisition within the first quarter.
Those are patterns, not promises, and anyone quoting you a guaranteed ROAS before seeing your account is guessing. Results depend on your margin, offer strength, average order value, creative supply and how competitive your category's auction is. If the audit shows your unit economics cannot support paid social at your current price point, we will say so rather than take the retainer.
Plenty of agencies start spending in week one because it looks like progress. We start with tracking and structure, because the accounts that scale are the ones where the data is trustworthy. It is a slower first fortnight and a much better first quarter.
Because creative is the lever that moves modern Meta performance, it is written into every package with a monthly number attached rather than left as a vague promise or billed as an extra each time performance dips.
Meta's reported ROAS and your own analytics will disagree, sometimes sharply. We report both, explain the gap, and for larger accounts run holdout tests to measure what the ads are genuinely adding. We would rather show you a smaller honest number than a flattering one you make decisions on.
Account management runs on your working hours, with campaigns built for the local auction, currency, seasonality and compliance rules of each market rather than duplicated from one region to another. Creative angles are adapted per market too, because what converts in the US often lands flat in the Gulf or Southeast Asia.
eCommerce brands that need catalogue ads and retargeting doing properly. Lead generation businesses — insurance, education, home services, finance — where cost per qualified lead matters more than volume. App publishers running install and event-optimised campaigns. Local service businesses in competitive city markets. B2B companies using paid social for demand generation alongside search. And in-house teams that need specialist help on structure and creative while keeping day-to-day control.
If you are spending a very small amount each month, a one-off setup and training engagement usually gives better value than a management retainer, since the fee would consume too much of the working budget — and that is what we will recommend.
Give us view access to your ad account and we will return an assessment within 48 hours: where budget is being wasted, what your tracking is actually capturing, how your creative volume compares with what your category needs, which structural issues are keeping campaigns in the learning phase, and what the first 30 days would target.
No obligation, and the findings are yours to keep whether or not you hire us.
Enough for the campaign to gather roughly fifty optimisation events a week, otherwise the algorithm never leaves the learning phase. What that costs depends entirely on your cost per acquisition: a business with a low CPA can start modestly, while a high-ticket lead generation account needs considerably more. We size it from your numbers at the audit rather than quoting a universal figure.
Yes. The management fee covers our work and is quoted upfront as a flat retainer or a percentage of spend. Ad spend is billed by Meta directly to your own payment method in your own ad account, so you always see exactly what went to the platform.
Yes, but differently. Detailed interest targeting matters much less than it did; broad audiences with strong creative and clean conversion signal now outperform tightly layered targeting in most accounts. The accounts struggling are usually the ones still running the pre-privacy playbook.
Different attribution models. Meta counts view-through and click-through conversions within its own window and across devices; your analytics platform typically uses last-click. Neither is lying. We report both and, for larger accounts, run holdout tests to measure the incremental contribution rather than arguing over dashboards.
Both, at the level each package specifies. We plan the concepts and write the copy in every plan, and can produce statics, edit video and direct UGC creators, or brief your in-house team if you prefer. Media buying without a creative pipeline stalls within a couple of months.
We handle appeals and work through Meta's review process, and more importantly we structure accounts to reduce the risk in the first place — verified business assets, policy-compliant claims and creative reviewed before launch. Restrictions are a real risk in regulated categories, and nobody should promise you immunity from them.
They do different jobs. Google captures people already searching for a solution; Facebook and Instagram create demand among people who were not looking. Most businesses past an early stage need both, weighted by margin and buying cycle. If budget only stretches to one, we will tell you which fits your model better.
We ask for an initial three months, because the first month is largely repair and the second is where testing begins to produce signal. After that it runs monthly. We would rather earn continuation than lock you into a year.
Find out what your current spend could be earning. We will look at your account, tell you where the budget is leaking and what the first 30 days would target — and if paid social is not the right channel for your economics right now, we will say that instead.
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