What a Meta Ads plan covers
We start with your ad account, your pixel and Conversions API set-up, and the creative you have run so far: which ads sold, which audiences converted and what each result cost. Then we agree on a goal per campaign, in revenue, margin or qualified leads, and build the structure: prospecting to reach new buyers, retargeting for people who already know you, catalogue ads for your range and lead ads for B2B. Creative gets a fixed testing rhythm, and every month you see what worked and what we change.
What we do on Facebook and Instagram
Meta Ads covers Facebook and Instagram from one Ads Manager. We build the campaigns around your goal, whether that is online sales or leads:
Prospecting: reaching new buyers with broad targeting and strong creative, so Meta’s delivery system can find the people most likely to act.
Retargeting: ads for site visitors, video viewers and customers, with offers and messages that fit where they are in the purchase.
Advantage+ sales campaigns: Meta’s automated campaign for online sales, formerly called Advantage+ shopping campaigns. We use it where the conversion data is reliable.
Catalogue ads: Advantage+ catalogue ads show products from your catalogue, synced from Shopify, to people who viewed them or similar products.
Lead ads for B2B and services: instant forms that open inside Facebook or Instagram, connected to your CRM so leads reach sales straight away.
For New Fysic we built Facebook and Instagram campaigns for health-conscious buyers, with retargeting and continuous A/B tests on creative, formats and copy. For Kuyichi, Meta and Google campaigns in the Netherlands and Germany reached a ROAS of 30.
Meta Ads is one part of our marketing services. For search, see Google Ads.
Creative as the lever
With broad targeting, the ad itself does much of the work of finding the right people. That is why we spend more time on creative than on audience settings:
Formats per placement: vertical video for Reels and Stories, 4:5 or square for the feed, carousels for a range.
Testing: a fixed rhythm with one variable per test, such as hook, offer or visual, so we know what made the difference.
UGC and creators: short videos by customers or creators, briefed by us, that show the product in use.
Production: from shoot briefs to edits and variants, so you do not depend on one campaign shoot a year.
Brand rules: fixed guidelines for logo, colours, product display and tone, so speed never costs recognisability.
For Matt Sleeps we built an AI image workflow around the brand’s visual world. The blue palette, mattress proportions, quilted top and logo placement were fixed from the start, and the models were created from scratch. For two simultaneous campaigns, Holiday Pay and Evergreen, it produced angles, close-ups and wide shots in minutes, instead of weeks of planning, reshoots and usage rights negotiations after model buyouts had expired.
Measuring after iOS
Since iOS 14.5, Meta can measure website conversions from many iPhone users only in a limited, aggregated way, and browsers and ad blockers stop part of the pixel too. So we do not rely on the pixel alone (status October 2026):
Conversions API: sends events from your server, shop platform or CRM directly to Meta. Meta advises using it alongside the pixel, with deduplication so a purchase is not counted twice.
Aggregated Event Measurement: Meta now processes these events automatically. The old limit of 8 prioritised conversion events per domain no longer applies, and domain verification is no longer needed for event configuration.
Consent: we connect your consent banner (CMP) to the pixel and the Conversions API, so tags follow the visitor’s choice.
Event quality: in Events Manager we check how well each event can be matched, and add customer data such as an email address where consent allows it.
CRM data for B2B: leads can go back to Meta as qualified or won, so the campaign learns which leads matter. HubSpot can sync these events through the Conversions API.
We set this up together with your Shopify store or HubSpot portal, and check that the numbers in Ads Manager match your orders and leads.
Approach and collaboration
The work follows fixed steps, so you know what happens when:
Audit: account structure, pixel and Conversions API, event quality, creative history and frequency.
Set-up: measurement fixes, campaign structure, catalogue, lead forms and a first batch of creative.
First 90 days: weekly creative tests and budget shifts based on results, not on gut feeling.
Reporting: a monthly report in plain language on spend, revenue or leads and the next tests, plus a dashboard you can open at any time.
Who does what: we run the campaigns and brief or produce creative; you supply product information, approvals and feedback from sales.
Coordination: Meta, Google Ads and email in Klaviyo share conversion data and a calendar, so a new customer from Instagram gets the right welcome flow.
For financial adviser Auréus we optimised ad campaigns and conversion funnels together; leads rose by 340%. The ad account stays in your own Meta business account, and we work with partner access you can revoke at any time. Want the full picture? See all our marketing services.
Brands growing with our campaigns
Want more out of Facebook and Instagram?
Tell us what you sell, whether you want sales or leads, what creative you have and how conversions are tracked today. We reply with a first view on where the account can improve and what we would test first, and suggest a short call to walk through it.
