Meta Ads Management

Facebook and Instagram ads built around margin, not revenue

Meta gives you the largest social audience in the world and the most sophisticated targeting and bidding algorithms in consumer advertising. Most brands waste it by optimising for purchase revenue instead of purchase margin, running creative until it fatigues, and losing attribution signal to iOS privacy changes. We fix all three.

Get a Meta Ads Audit

See Full Paid Media Services

2.9B

Monthly active users across Meta platforms

37%

Average CTR lift with Reels-first creative strategy

70%

Attribution signal recovered with Conversion API

3-4x

ROAS improvement from margin-based bidding

Meta Ads Services

Full-funnel Facebook and Instagram. One integrated account.

Meta advertising requires three things to work: clean audience segmentation, fresh creative on a consistent schedule, and server-side attribution that survives iOS restrictions. We deliver all three.

Prospecting Campaigns

Top-of-funnel campaigns to reach new audiences who match your best customers. We build prospecting using Advantage+ audience (Meta's AI targeting), interest and behaviour stacks, and lookalike audiences sourced from your highest-value customers, not just any purchaser.

Lookalike audiences from LTV-weighted customer lists
Interest and behaviour targeting for cold audiences
Advantage+ Shopping Campaign architecture for ecommerce
Geographic and demographic refinement by market

Retargeting and Retention

Bottom-of-funnel campaigns for visitors, add-to-cart abandoners, past purchasers, and lapsed customers. We build retargeting audiences with precise time windows, suppression lists to avoid wasting spend on recent purchasers, and creative sequences that advance the conversation.

Website visitor segmentation by page and time window
Add-to-cart and checkout abandonment sequences
Past purchaser cross-sell and upsell campaigns
Win-back campaigns for lapsed customers

Instagram Shopping

Product catalogue campaigns that put your products directly in the Instagram Shopping tab, Stories, and Reels. We manage the product feed, set up the catalogue, configure dynamic product ads, and optimise by product margin rather than revenue.

Product catalogue setup and ongoing feed management
Dynamic product ads with audience-based creative
Instagram Shopping tab and checkout configuration
Product-level ROAS segmentation by margin category

Reels and Video Creative

Reels is the highest-engagement format on Instagram and Facebook. We brief, review, and test Reels creative against static creative for every campaign. Hook rate and hold rate are our primary creative metrics. If the first three seconds do not perform, we test new hooks before adding budget.

Reels creative brief and hook testing framework
Hook rate and hold rate optimisation
UGC and brand content testing framework
Creative fatigue monitoring with auto-refresh triggers

Conversion API (CAPI) Implementation

iOS 14 and subsequent privacy changes broke pixel-based attribution across Meta. Conversion API sends conversion events from your server rather than the browser, recovering 60-70% of lost attribution signal. We implement CAPI via GTM server-side or direct API integration.

CAPI via GTM server-side or direct API
Event deduplication between pixel and CAPI
Enhanced matching with hashed customer data
Attribution window configuration by campaign type

Margin-Based Bidding

Optimising for purchase revenue ignores product margin. A 3x ROAS on a 20% margin product and a 3x ROAS on a 60% margin product are very different outcomes. We implement custom conversion values based on product margin, so Meta's algorithm optimises for profit, not top-line revenue.

Custom conversion value mapping by product margin
Profit ROAS calculation and target setting
Product exclusion for negative-margin items
LTV-weighted bidding for subscription products

How We Work

Four stages. Attribution, audiences, campaigns, creative.

Step 01

Attribution first. fix the data before spending

Before we change a single campaign, we audit your pixel setup, CAPI configuration, and event deduplication. If your attribution data is wrong, every optimisation decision will be wrong. We spend the first week making sure the data layer is clean. This is not glamorous, but it is the work that determines whether month three looks like month one.

Step 02

Audience architecture. build the segmentation layer

We build the full audience stack: customer lists segmented by LTV, retargeting windows by funnel stage, lookalike audiences from your best customers, and suppression lists to prevent wasted spend. This architecture becomes the operating system for every campaign we run.

Step 03

Campaign launch. clear funnel stages

Top-of-funnel prospecting with fresh creative. Mid-funnel retargeting with educational content. Bottom-of-funnel retargeting with direct offer. Each stage has a distinct audience, creative brief, and optimisation objective. We launch with a creative testing matrix and rotate based on hook rate and hold rate data.

Step 04

Creative cadence. refresh before fatigue hits

Creative fatigue is the number one reason Meta accounts plateau. We monitor frequency and creative performance weekly, brief new creative variations before fatigue sets in, and maintain a rotation library so the algorithm always has fresh material to work with. Monthly creative review and quarterly full refresh.

DTC Ecommerce Case

From 1.8x ROAS to 4.2x after margin-based bidding and CAPI implementation.

The Challenge

A DTC skincare brand was running Meta Ads with a reported 2.4x ROAS. After iOS 14, their attribution dropped significantly and they believed their ROAS had fallen to 1.8x. They were about to cut Meta budget. What actually happened: their pixel was severely under-reporting, and they were optimising for revenue on products with 25% gross margin while their highest-margin SKUs were getting almost no ad spend.

Our Solution

Implemented Conversion API with server-side GTM container. Attribution signal recovered 67% of previously lost events. Rebuilt bidding using custom conversion values weighted by product margin. Shifted 60% of budget toward the four SKUs with 65%+ gross margin. Rebuilt the creative strategy around short-form Reels with direct product demonstrations, replacing the existing brand lifestyle creative.

Results Achieved

4.2x

Profit ROAS improvement

Up from 1.8x effective

67%

Attribution signal recovered

Via CAPI vs pixel-only

+134%

Revenue from high-margin SKUs

Month 3 vs baseline

+89%

Creative hook rate improvement

Reels vs static baseline

FAQ

Meta Ads management: frequently asked questions

Conversion API is the primary fix. We implement CAPI via server-side Google Tag Manager or direct API integration, configure event deduplication between pixel and CAPI, and enable enhanced matching with hashed customer data. This typically recovers 60-70% of attribution signal lost to iOS privacy changes. We also configure the right attribution window for your business model: 7-day click for most ecommerce, 1-day click for impulse purchases.

Reels consistently outperform static images on both Facebook and Instagram for cold audiences. The key metrics are hook rate (percentage of viewers who watch past 3 seconds) and hold rate (percentage who watch past 15 seconds). For retargeting, carousel and collection formats outperform Reels because engaged users want to browse products. We test across formats and let data drive the allocation.

We monitor frequency per audience and CPM trends weekly. When frequency exceeds 3 for a cold audience or CPM increases more than 20% over two weeks, we flag for creative refresh before performance drops. We maintain a creative brief template that makes it fast for your team to produce new variations, and we rotate creative on a fortnightly cycle for high-budget campaigns.

Both, depending on account size and data volume. Advantage+ Shopping works well for ecommerce accounts with high purchase volume because Meta has enough signal to optimise effectively. For smaller accounts or newer products, manual campaign structures give us more control over budget allocation and audience testing. We start with manual, collect data, and migrate to Advantage+ once we have enough conversion signal.

Our Meta Ads management retainers start at clients spending $3,000 per month in ad budget. Below that level, there is not enough data volume for the Meta algorithm to learn effectively across multiple campaigns. For smaller budgets, we recommend starting with one or two campaigns rather than trying to cover the full funnel.

Fix Your Meta Attribution First

We start with data, not ad spend.

If your Meta attribution is broken, every dollar you spend is going into a black box. We fix the data layer before touching the campaigns.

Free pixel and CAPI audit
Attribution recovery estimate
Written Meta Ads strategy within 48 hours