Facebook and Instagram ads
Meta ads management, for offers that suit it
Facebook and Instagram reach almost everyone, which is both the appeal and the risk. For some offers Meta ads are the cheapest way to start a conversation. For others they buy attention from people who will never become customers.
- Peer-reviewed releases
- NDA before your first call
Meta will spend any budget you give it
Meta’s delivery system is very good at finding people who will click, watch and fill in a form. Left to optimise for the cheapest lead, it finds the people most willing to tap a button, who are not always the people most likely to buy.
What changes the result is what the system learns from. A pixel and the Conversions API reporting real outcomes, lead forms that ask one qualifying question, creative made in enough volume to test, and an audience large enough for the system to learn in.
That is how we run Facebook and Instagram ads, in accounts that stay in your name. The checklist below is the one we would use on any account, including our own proposals.
- 01
The offer
Something a scrolling buyer can say yes to in a minute.
- 02
The signal
Real outcomes reported back through the pixel and the Conversions API.
- 03
The creative
Enough variations to test, refreshed before they wear out.
What we do
Meta ads management services
Six parts of the work across Facebook, Instagram and Messenger placements.
- 01
Account and tracking setup
Business Manager, pixel and Conversions API configured so Meta receives real outcomes, not only page views.
- 02
Audience strategy
Broad targeting where the signal is strong, custom and lookalike audiences built from your own customers where it is not.
- 03
Creative production and testing
Images, short video and copy produced in batches, tested against each other, and replaced before performance fades.
- 04
Lead forms and landing pages
Instant forms with a qualifying question, or landing pages when the decision needs more than a minute.
- 05
Remarketing
Reaching people who visited your site or engaged with your content, often the most efficient Meta spend for a B2B company.
- 06
Reporting in outcomes
Spend, qualified leads and sales by campaign, read monthly, beside the platform’s own numbers.
Formats
Meta ad formats and when each fits
Meta offers many formats. A B2B or growth company usually needs three or four, chosen by what the buyer has to do next.
| Format | Fits best when | Watch out for |
|---|---|---|
| Lead ads (instant forms) | The offer can be accepted in a minute, such as a guide, a call or a demo | Low-intent leads unless the form asks a qualifying question |
| Short video | The product or the problem is easier to show than to describe | Creative that wears out within weeks |
| Carousel | Several services, features or case examples in one ad | Cards that try to say everything and say nothing |
| Remarketing | Reaching people who visited your site or engaged with your content | Audiences too small to deliver without a large site |
| Conversion campaigns | The action happens on your site and the pixel and Conversions API report it | Optimising for an event that is not a real outcome |
For most B2B offers we start with remarketing and one lead offer, and add cold audiences only once the leads prove good.
Before you spend
What to check before paying anyone to run Meta ads
Seven checks for any Meta ads engagement, including ours. If most of them fail, the honest advice is to fix them before buying management.
- 01The offer can be accepted quickly, such as a demo, a guide, a trial or a consultation, rather than a decision that needs a committee.
- 02The pixel and the Conversions API report real outcomes, not only visits.
- 03The ad account and Business Manager are in your name.
- 04The lead form asks at least one question that separates buyers from browsers.
- 05Someone follows up every lead within a day, because Meta leads cool quickly.
- 06There is budget to produce and test creative, not only to buy impressions.
- 07The audience is large enough for the system to learn, or there is a customer list to build from.
If you already have a strong offer, clean tracking and someone who can make creative every week, running Meta ads in-house is a reasonable choice. We will say so.
Who should run it
Run it yourself, hire a freelancer, or an agency
The honest version, since the most visible answer to this question online is to do it yourself.
- 01
Yourself
Fits a clear offer, clean tracking and someone who can make and test creative every week. Many small accounts are best run this way.
- 02
A freelancer
Fits a working account that needs a steady hand on budgets and creative testing, on one platform.
- 03
An agency
Fits when tracking, creative production, lead forms and landing pages all need building together, or when Meta is one channel among several.
- 04
Agency, then yourself
A common path: an agency rebuilds the tracking and the testing routine, then hands over a documented account.
Proof
Rated by the clients who have worked with us
Our reviews live on Google and Clutch, where we cannot edit them. Read them before you talk to us.
When Meta ads are the wrong channel
Three cases where we would point you elsewhere:
- 01
The buyer is a committee
Large, considered B2B purchases are rarely started from a feed. Search and LinkedIn reach the people who make those decisions more directly.
- 02
Nobody follows up the leads
Meta leads are easy to generate and quick to go cold. Without same-day follow-up, the spend is wasted.
- 03
There is no creative budget
Meta performance depends on fresh creative. Buying management without the means to make it rarely works.
Where Meta does pay is an offer people can say yes to quickly, and for remarketing to people who already know you.
How we work
From tracking to outcomes
The same five stages we use for every engagement, with notes where Meta ads change a stage.
Discovery
We map your workflows, systems, and constraints with the people who use them every day, before anything is scoped.
For Meta ads: the tracking check and a look at the offer, before any spend.
Scope and plan
You get a scope, a timeline, and a price that hold. Architecture decisions are made and documented before code starts.
Build in stages
Senior engineers deliver in planned stages, with working software demonstrated at every step, not a reveal at the end.
For Meta ads: creative produced in batches and tested, not launched all at once.
Launch
Data migration, training, and a production cutover planned around your operations and your calendar, not ours.
Run and improve
The team that built your system stays on it: monitoring, support, and the next improvements on one roadmap.
For Meta ads: creative refreshed on a schedule, results read against qualified leads.
Industries
Sectors we work with
The sectors where we already know the buyers and the offers that start conversations.
Fintech
SaaS & Startups
Ecommerce & D2C
Healthcare
Real Estate
Education
Logistics
Professional Services
FAQ
Questions buyers ask about Meta ads management
What is Facebook ads management?
Facebook ads management, now usually called Meta ads management, is the ongoing running of ads across Facebook, Instagram and Messenger: tracking, audiences, creative, testing, budgets and reporting.
Do Facebook ads work for B2B companies?
For some offers. They work best for something a buyer can accept quickly, such as a guide, a demo or a consultation, and for remarketing to people who already know you. For large committee purchases, search and LinkedIn usually work better.
How much does Facebook ads management cost?
It depends on the number of campaigns and markets, and on how much creative is needed. We do not publish prices. Ask any agency to separate its fee from your ad spend and from the cost of creative.
Should I run Meta ads myself or hire an agency?
Run them yourself if you have a clear offer, clean tracking and someone who can make and test creative every week. Hire help when one of those is missing, or when the account needs rebuilding first.
What is the Conversions API?
A way of sending conversion events from your server directly to Meta, alongside the browser pixel, so outcomes are still reported when browsers block tracking. It is one of the first things we check.
Who owns the ad account?
You should. The ad account and Business Manager should be in your name with the agency given access. We work that way.
How do Facebook ads work?
You choose an objective, such as leads or sales, set a budget and supply creative, and Meta’s delivery system shows the ads to the people it predicts are most likely to take that action. What it learns from is what you report back, which is why tracking matters more than targeting.
How much should we spend on Meta ads?
Enough for the system to learn, which means enough results each week for it to find a pattern, and no more than the leads can pay back. A short test with a capped budget answers this better than any rule of thumb.
What makes a good Meta lead?
One that answered a qualifying question on the form and was followed up within a day. Meta leads cool quickly, so the follow-up is as much a part of the result as the ad.
Do you run Instagram ads too?
Yes. Instagram placements run from the same Meta account, and the creative is adapted to each placement.
Start with the offer,
not the audience
Tell us what you want people to say yes to. We will check whether Meta is the right place to ask, and what the account needs first.
