Facebook and Meta ads
Stage: Be bookedFacebook and Meta ads
Facebook and Instagram campaigns that scale: creative testing, audiences, Conversions API setup and weekly optimization toward real leads and sales.
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Campaigns · last 12 weeks
Cost per qualified lead$34
High-intent search46%
Meta prospecting26%Retargeting14%Broad and wasted14%Qualified leads a month162Wasted spend14%Return on ad spend3.8x
Illustration. Share of monthly spend by campaign type.Trusted by partner brands
Why it matters now
Reach is easy, results take testing
Meta can reach almost anyone, and ad prices keep rising. Accounts that win feed Meta clean conversion data and a steady supply of new creative.
Then
Interest targetingMany ad setsManual tweaksClicks
Advertisers picked interests and split budgets into dozens of ad sets.Now
Broad targetingCreative varietyConversion signalsLeads and sales
Meta finds the audience. Creative and conversion data decide whether it finds the right one.What’s included
Everything a campaign needs to scale
Six parts of every Meta program.
How we do it
Five steps, one owner
Part of your first 90 days. Every step has a date, an owner and something you can see.
Week 1Account and tracking auditReview structure, spend, search terms and conversion tracking, and agree targets.You get an audit with quick wins
Week 1 to 2Fix measurementSet up or repair conversion tracking, offline conversions and CRM links.You get numbers you can trust
Week 2 to 4Rebuild campaigns and audiencesRebuild what is wasting budget and launch the new structure.You get a cleaner account
Week 3 to 12Creative testsTest creative, audiences and landing pages, and move budget to what wins.You get tested winners
Every weekOptimize and reportAdjust bids, budgets and tests, and report cost per lead and revenue.You get a Monday report
What moves results
Creative is the new targeting
With automated targeting, the ad itself decides who sees it and who responds. We test new creative every week and keep the winners running.
- Step 1: HypothesisOne idea per test: hook, offer, format or audience
- Step 2: LaunchFresh creative into a test budget
- Step 3: ReadCost per lead and quality after enough spend
- Step 4: ScaleWinners get budget, losers get cut
How we measure it
Every week, tied to revenue
Spend, leads, pipeline and revenue by campaign, from Meta and your CRM and your CRM, in one weekly report, next to your organic search results in Surface.
Weeklybudget and bid reviews1report with paid and organicCRMleads tracked to revenue
- Cost per lead and cost per qualified lead
- Return on ad spend and revenue
- Conversion rate by landing page
- Spend by campaign against target
Your options
Four ways to run Meta ads
Run it in-house, use a freelancer, hire a channel specialist, or run it with your search partner.
One team, no handoffs
Facebook Advertising works best with the rest of search
The same team runs every service that feeds AI answers, so nothing waits on another vendor.
Questions
What people ask about Facebook Advertising
What does Meta ads management include?
Conversions API setup, account structure, creative testing, audiences, lead quality and retargeting across Facebook and Instagram.
Do you make the creative?
Yes. Our team writes, designs and edits static, carousel and video ads, and can work with your brand team.
Why are our Meta leads low quality?
Usually because Meta is optimizing to form fills, not qualified leads. Sending CRM outcomes back fixes much of it.
Should we use Advantage+ campaigns?
Often yes, with the right exclusions and creative. We test it against your current setup before switching.
How much budget do we need?
Enough for each campaign to reach a stable number of conversions a week. We size this with you in the first audit.
What is the minimum engagement?
We work in 90-day blocks with a 6-month minimum.
The full guide · 9 min readMeta ads strategy: how to run Instagram and Facebook campaigns that scale
How to structure Meta campaigns, test creative and send back the data that improves lead quality.
- 01Tracking with Conversions API
- 02Simple structure
- 03Creative testing
- 04Improving lead quality
Get more from Meta
Talk to a partner about a review of your Meta campaigns and tracking.