Google captures existing demand. Meta creates it. Facebook and Instagram ads let you put a compelling offer in front of precisely the people most likely to want it, then follow them through a structured funnel until they convert.
The platform has changed enormously since the iOS privacy updates. Interest stacking and micro-targeting no longer work the way they did. What works now is broader targeting with strong creative, clean server-side tracking through the Conversions API, and a funnel that warms cold audiences rather than asking strangers to buy immediately.
What Has Changed Recently
Meta has moved most accounts toward Advantage+ campaigns, where the algorithm handles placement, budget distribution and much of the targeting. That shifts the work almost entirely onto creative volume and tracking quality — the two things Meta cannot automate for you. Accounts that win now are the ones shipping a steady stream of new hooks and formats each month, with the Conversions API properly configured so the algorithm has accurate signal to learn from.
What's Included
Pixel and Conversions API setup
Server-side tracking that survives iOS restrictions and ad blockers, so Meta can actually optimise.
Full-funnel campaign strategy
Cold awareness, warm consideration and retargeting campaigns that work together instead of competing.
Audience building
Lookalikes from your customer list, website visitors, video viewers and engagers, layered by funnel stage.
Creative direction and testing
Ad concepts, hooks and formats tested systematically. Creative is the single biggest lever on Meta.
Copywriting
Primary text, headlines and calls to action written for each audience temperature.
Retargeting sequences
Cart abandoners, page viewers and past customers brought back with the right message.
Advantage+ campaign management
Advantage+ shopping and lead campaigns set up with the right signals, exclusions and creative variety so automation works in your favour.
Reporting and scaling
Clear return-on-ad-spend reporting and a structured approach to scaling winners without breaking them.
How It Works
Offer and Audience Research
Understanding your customer, their objections, and what makes your offer worth stopping the scroll for.
Tracking Foundation
Pixel, Conversions API and event mapping verified before launch.
Creative Production
Multiple hooks and formats built for testing — not one ad and hope.
Test Phase
Controlled budgets to find the winning creative and audience combinations.
Scale Phase
Budget consolidated behind winners, with fresh creative fed in continuously to fight fatigue.
Frequently Asked Questions
Yes, for businesses with a clear offer and good creative. What no longer works is lazy targeting and a single boosted post. The platform now rewards the volume and quality of your creative far more than clever audience settings.
I handle strategy, hooks, copy and static creative. For video I can either direct your existing footage or work with a videographer. Content shot on a phone by a real customer consistently outperforms polished studio work on Meta.
Most industries, yes. Meta restricts or bans ads in certain categories — parts of financial services, health claims, adult products and a few others. I will flag any policy risk before you commit to anything.
Your ad spend depends on your audience size and how competitive your category is, and my management fee depends on how many campaigns and creatives are involved. I will quote both clearly after we discuss your offer and target area, so there is nothing open-ended.
If people already search for what you sell, start with Google. If you are creating demand for something new or visual, start with Meta. Most businesses eventually benefit from both, and they perform better together than either does alone.
Want to talk about Meta Ads (Facebook & Instagram)?
Free consultation, honest advice, and a clear scope before you commit to anything.