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 iOS privacy changes. Interest stacking and micro-targeting no longer work the way they did. What works now is broad 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's Included
Pixel & 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 & testing
Ad concepts, hooks, static and video creative tested systematically. Creative is the biggest lever on Meta.
Copywriting
Primary text, headlines and CTAs written for each audience temperature.
Retargeting sequences
Cart abandoners, page viewers and past customers brought back with the right message.
Reporting & scaling
Clear ROAS reporting and a structured approach to scaling winners without breaking them.
How It Works
Offer & Audience Research
Understanding your customer, 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
Small, 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 u2014 for businesses with a clear offer and good creative. What no longer works is lazy targeting and a single boosted post. The platform rewards volume and quality of creative more than clever audience settings now.
I handle strategy, hooks, copy and static creative. For video, I can either direct your existing footage or work with a videographer. User-generated style content from real customers consistently outperforms polished studio work.
Most industries, yes. Meta restricts or bans ads for certain categories u2014 some financial services, health claims, adult products and a few others. I will flag any policy risk before you commit.
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 alone.
Want to talk about Meta Ads (Facebook & Instagram)?
Free consultation, honest advice, and a clear scope before you commit to anything.