Facebook and Instagram Ads to reach people who aren’t searching yet
On Google you find people who’ve already named their problem. On Meta you create the want: showing the product to people who didn’t know they wanted it, and winning back those who visited and left.
Creative decides this channel, not targeting
For years the work on Meta was refining audiences. Today the algorithms find the right people on their own, and what separates a profitable campaign from a ruinous one is the ad itself.
So we spend the effort producing creative variants and testing them properly, instead of an afternoon playing with interest targeting the system will overrule anyway.
What we do on Meta
Scroll-stopping creative
Short video and stills built for the first second, which is all you get.
Structured testing
Several variants competing, with clear rules for when to kill and when to scale.
Catalogue sales
Dynamic ads wired to your catalogue, for ecommerce with many SKUs.
Basket recovery
Remarketing to people who visited, added to basket and didn’t finish.
Reliable measurement
Conversions API, so cookie loss doesn’t leave you flying blind.
Lead generation
Native forms or your own landing page, whichever converts better in your case.
Meta works brilliantly for some businesses and badly for others
If your product is understood at a glance and creates desire — fashion, interiors, food, courses, leisure — Meta usually performs. If you sell something people only buy when a specific urgency hits, Google is probably a better home for your money.
We’ll say so in the first conversation, rather than charging you a monthly retainer for a channel that doesn’t fit what you sell.
Good fit
Visual product, impulse or short-consideration purchase, broad audience.
Poor fit
Highly technical or emergency services, where search wins.
Natural complement
It usually performs better alongside Google than on its own.
Facebook Ads FAQs
Do you produce the video and images?
We can produce creative or work with what you have. In many sectors, content the business films itself on a phone with no production outperforms the studio ad — it reads as authentic.
What budget is needed?
Meta needs a certain weekly conversion volume to exit the learning phase. We estimate that minimum from your average order value and conversion rate, and if you can’t reach it we propose a different approach rather than burning your budget.
Does it still work with privacy restrictions?
It works, but measurement is harder than it was. That’s why we install the server-side Conversions API, which recovers much of the signal lost with the browser pixel alone.
Are Instagram and Facebook separate campaigns?
They’re managed from the same platform and it’s usually best to let the system distribute across placements. What we do adapt is the creative format per placement, because vertical and square ads don’t perform alike.
Does Meta fit your business?
Tell us what you sell and you’ll get an honest opinion before any proposal.