Facebook and Instagram advertising

We manage Facebook and Instagram ads in Meta Ads Manager, where a single campaign structure can cover several placements, audiences and ad formats. We start with the business goal and how results will be measured, then build the campaigns, ad creative and tests, and optimise them using the data we gather.

One advertising system, several placements

In Meta Ads Manager, a single campaign can run on Facebook, Instagram and Meta's other available placements. Automatic Advantage+ placements can spread delivery across them according to the selected optimisation goal. That doesn't mean campaigns always have to be combined. We choose the structure based on the audience, the format, the data and what needs to be controlled or tested in each campaign.

What we can use in Meta campaigns

Audience building

Depending on the campaign and the available settings, we target by location and demographics and use detailed targeting, custom audiences and Meta's automated audience expansion.

Remarketing

If the relevant data and user consent are in place, we can build audiences from website visitors, customer lists or people who have interacted with you on Meta, and reach them again.

Lookalike audiences

We can build a lookalike audience from a suitable source audience, and Meta then looks for people with similar characteristics. We treat it as one audience signal to test, not as a guaranteed source of results.

E-commerce integration

For online stores, we can connect the product catalogue, run catalogue ads and set up tracking for purchases and other key actions.

Lead forms

Meta lead ads let you collect leads through forms on the platform or send people to your website, depending on the process and the campaign objective.

How can Meta advertising work for your business?

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How we work

Goal and audience definition

We define the campaign's business goal, which actions count as valuable and which audiences it makes sense to reach or test.

Tracking set-up

We configure the Meta Pixel and, where it is justified and technically possible, the Conversions API. We test the events and allow for the effect of consent on the available data.

Ad creation

We produce copy, visuals or video to suit the campaign's formats and create variants we can compare.

Launch and A/B testing

We launch the campaigns and, if there is enough data to draw sound conclusions, run controlled comparisons of audiences, messages, creative or other elements.

Optimisation and scaling

We review delivery, budget, audiences, creative and the conversions we can measure. We base any budget increase on the data and the business goal, rather than scaling up automatically after every short-lived improvement.

We start with a measurable goal

Before the campaign starts, we agree what will count as a result and how we will measure it. After launch, the data helps us see which creative, audiences and placements deliver the most valuable results. How quickly we can draw reliable conclusions depends on the budget, the audience, how often conversions happen and the quality of the data.

Frequently asked questions

What budget do you need to start advertising on Meta?

There is no universal starting budget. It comes down to the size of the audience, the campaign objective, how long the ads run, the competition and how much data is needed to make decisions. Before launch, we recommend a budget that is proportionate to what is being tested and to your business goal.

How soon will we see results?

Advertising data starts to build up once the campaign launches, but the results can only be assessed when there are enough events and conversions. What counts as enough can vary widely from one business to another. That's why we don't promise in advance that the cost per lead will settle within a set number of weeks.

Will our ads also appear on Instagram if we don't have a profile there?

Whether your ads can appear on Instagram without a profile there depends on the chosen ad format, the identity the ad is published under and Meta's current requirements. Before the campaign starts, we check how your Facebook Page, Instagram account and business portfolio are set up and recommend how to connect them to the ad account correctly.

Who creates the ad visuals?

We can produce ad design, animation, short-form video and copy ourselves or work with your existing materials, depending on the scope of the project. We set out the required formats and the amount of creative work in the proposal.

Related services

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