Meta advertising works on a different logic from search advertising. Google Ads catches the person who is searching right now for what you offer. On Facebook and Instagram, however, nobody is searching, they are scrolling: here the ad has to create the need. So on these two platforms everything hangs on three things: the creative, the audience and the measurement. Boosting a post is far less than that: it is not advertising, only spending.

That difference rewrites the expectations too. A Meta campaign rarely brings an order on the first day. First it wins attention, then remarketing closes the sale. If we only look at the last click, Meta always looks like an underperformer, even though it is often the channel that started the whole process.

The Meta Business Suite interface

What exactly we do

1. Measurement with the Conversions API. We wire in the Meta pixel and alongside it the server-side Conversions API connection, with event deduplication. Browser-side measurement is incomplete these days, and without server-side data the Meta algorithm optimises badly.
2. Building the audiences. Site visitors, cart abandoners, past customers, video viewers and the lookalike audiences built from them. This is the part that gives stable performance, not interest-based targeting.
3. Creatives in several versions. Image and video, with several text variants. In the Meta system the creative is the strongest performance factor, so we keep replacing and measuring it. We do the design work in house.
4. Catalogue and dynamic remarketing. For a webshop we connect the product catalogue, so the visitor sees again the product they already looked at. The accuracy of the catalogue feed is a development question, not a marketing one.
5. Daily management and a monthly report. We check how the spend is distributed, stop the weak ad sets and scale up the winners. At the end of the month we send a report you can actually read about what happened and why.

How this differs from a social media agency

• For us wiring in the Conversions API is a developer task. We do not rely on installing a plugin, we set up the server-side event sending. We do the same work on the Google side: server-side tracking.
• The product catalogue is built in house. In our own webshop system and in Magento 2 we produce the feed ourselves, so the price, the stock and the variant data are accurate. With a faulty catalogue, dynamic remarketing advertises the wrong price.
• Creative and development in one place. The ad and the landing page come from the same team, so the message does not break after the click.
• We plan together with search advertising. If a Google Ads campaign runs in parallel, we look at the data of the two channels together, not in separate reports.

When we do not recommend Meta advertising

Sometimes the money is better spent elsewhere. When that is the case we say so at the survey.

• If there is no proper measurement on the site, or the Conversions API cannot be connected. In that case the system optimises blind.
• If there is no usable visual material and no budget for producing creatives. Without a good creative, Meta advertising does not work.
• If you are after a narrow, specialist B2B audience that amounts to a few dozen companies nationwide. There, search advertising or direct outreach is more effective.
• If you expect a return in the first month. The testing phase cannot be skipped, and on this channel it is longer than on search.

Prices and terms

There are two items to reckon with. One is the ad budget, which you pay directly to Meta. The other is the management fee, which covers building the campaigns, testing the creatives and the daily optimisation. The management fee depends on the number of campaigns and the demand for creatives, so we quote for it after the survey.

There is no annual contract to tie you in; the management can be cancelled monthly. The ad account, the audience lists and the product catalogue stay yours. Write to us about what you would advertise and what material you have. The first review is free. If search advertising would be the better place for you to start, we will say that too.