Facebook and Instagram advertising
Facebook advertising, with Instagram alongside it, still reaches more people than anything else, and Meta still rewards good creative more than clever targeting. Most inherited accounts have the targeting tuned to death and the creative untouched for a year. The work does it the other way round.
The work
What Facebook advertising involves
Creative that belongs in the feed
Anything that looks like an advert is scrolled past. Native creative is produced for each placement, in the ratios the platform actually serves, with enough variants to learn something within a fortnight.
Audiences built from your own data
Customer lists, site visitors and video viewers first, lookalikes second, interests last. The Conversions API is installed and checked rather than relying on the browser pixel alone, because a large share of events are otherwise lost.
Structure that lets the platform learn
Too many small ad sets starve each other of data and never leave the learning phase. Campaigns are consolidated rather than fragmented, and the urge to switch things off in the first week is resisted.
Questions
Common questions
How much budget do we need?
Enough for the platform to exit the learning phase, which usually means a meaningful daily budget on few ad sets rather than a small one spread across many.
Does iOS tracking still affect this?
Yes, and it is why the Conversions API matters. Browser side tracking alone now misses a significant share of conversions.
How often should creative be refreshed?
Before performance drops, which for most accounts means every three to six weeks. Frequency and declining click through are the early signals.
Should we boost posts instead?
Boosting is a blunt tool with limited targeting and reporting. It is fine for reach on a well performing organic post and poor for anything you want to measure.
Services
Related to Facebook advertising
Instagram advertising
Instagram ads designed for Feed, Stories and Reels, with creative that matches the content around it and campaigns aimed at the right audience.
Paid social media
Paid social campaigns across Meta, LinkedIn and TikTok, with audiences built on evidence and creative made for the feed, managed to a clear cost per result.
Social media graphic design
Social posts, adverts and templates designed for the phone, sized for every platform format and built so your own team can keep producing on-brand content.
Social content production
Photography, video, graphics and captions produced in efficient batches and made for each platform, giving your accounts a steady supply of quality content.
Retargeting
Retargeting set up by what visitors did on your site, with frequency caps and exit rules that turn return visits into sales without annoying anyone.
Lead generation
Lead generation measured on customers won, not form fills: the right audience, a simple way to enquire and a fast follow-up process that converts.
Start a conversation
Send over your current spend and cost per result. You will get a clear answer on whether the ceiling is your creative, your audience or your offer.
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