Meta Ads
Meta ads, run by the people actually in your account.
We've run Facebook and Instagram ads since 2012, for apps, fintech, ecommerce and education brands on every inhabited continent. You get senior people in your ad account, not an account manager relaying messages.
How we run Meta Ads
Creative does the targeting
Since iOS 14.5, lookalike audiences and detailed targeting have lost most of their edge. On most accounts we run broad targeting and let the creative pick its audience. That only works when the creative earns a click-through rate around 2%, so that's where most of our effort goes. We make the ads ourselves, bring in a designer when a project needs one, or brief your team if you have one.
One variable at a time
We build ads as templates and change one element per test: the face, the hook, the headline or the offer. Variabilized advertising is how we found the Trump effect for Ground News, and it's how we know which part of an ad actually moved the number.
Exits written before launch
Every test gets a kill rule before it spends a dollar: an impression threshold, a click-through floor and a cost ceiling, with the cheapest checks first. Losers die fast, and the budget goes to winners.
Optimize for the event that pays
Installs, clicks and cheap leads flatter dashboards. We optimize as deep in the funnel as volume allows: registrations instead of installs for Canva, identity verification instead of installs for UGLYCASH, marketing-qualified leads for Jenfi. Never link clicks or engagement: here's why.
Tracking Meta can trust
Before scaling, we check that the Conversions API is live, Event Match Quality is 7 or higher, and Meta's numbers roughly match your backend. If they don't, that's the first fix, because Meta can't optimize toward sales it can't see.
Lead forms with purposeful friction
For lead generation, we often skip the landing page and use instant forms with five to seven real questions. Fewer people finish, and the ones who do are worth calling. It halved Jenfi's cost per lead in Vietnam while raising the qualified rate.
A creative bench, not a scramble
Creative fatigue is a when, not an if. We keep fresh ads ready before frequency climbs, because for Ceremony Matcha, image ads roughly doubled in cost per purchase once frequency hit 4.
Proof
- Canva230,000+ registered users in French-speaking markets, for as little as $0.03 each
- Ground News$0.25 US installs in 2020, then $0.75 in the UK for two years
- JenfiCost per lead halved in Vietnam with purposeful friction
- eCowHidesROAS from about 7x to 15x in three months, from structure, existing creative and copy
- UGLYCASHFirst fundings 43% cheaper by optimizing for identity verification
- PASCO ScientificCurriculum-timed lead generation for science teachers
- Ceremony Matcha4.4x blended ROAS across Meta and Google
- Mei L'ange4.7x ROAS for Mei L'ange swimwear, with ads built from product mockups instead of photo shoots
- 4ever MintsAbout 4.5x ROAS for a breath mint, where a plain product shot beat an expensive agency shoot
- AltiumAbout 2,460 software trial leads across nine markets and three languages
- CreativiUA record 3x ROAS for a craft-course platform after switching to statics, when 95% of rivals ran video
When Meta is the right channel, and when it isn't
Right for
Meta creates demand. It's the right channel when your product can be shown, demonstrated or felt in a few seconds of scrolling, and when you can measure a real outcome after the click. It works for apps, consumer brands, subscriptions and consumer lead generation.
Wrong for
It's the wrong first move when your tracking is broken, when nobody can produce new creative regularly, or when Meta can't see the sale. For Vivee Home, we paused Meta until purchases were tracking properly, rather than keep paying for guesses.
What it costs
$5,000 to $25,000 a month, plus a one-time $5,000 setup. One fee covers every channel we run.
One time. Every channel, tracking, funnel and creative, with a ranked action list.
No retainer. A senior second opinion for your team, buyer or agency.
Full details, a fee calculator and terms are on the pricing page.
Questions
Do you run Facebook and Instagram together?
Yes. Meta runs both from one ad account, and most campaigns use both, with creative made for the placements that convert. For Ceremony Matcha, that was Instagram Stories first, then Reels.
How much do I need to spend on Meta ads?
Enough for Meta to see about 50 optimization events per ad set per week, or the algorithm never finishes learning. For full management, our fee starts at $5,000 a month, so it makes most sense from about $50,000 a month in spend. Under that, start with the $5,000 audit or consulting hours.
Do you make the creative?
Yes. We make ads ourselves and bring in graphic designers when a project needs them. If you already have a creative team, we'll brief them instead.
Can you improve an account that's already profitable?
Often, yes. Accounts tend to erode rather than break: overlapping audiences, a winning ad switched off, copy that stopped working. For eCowHides, consolidating audiences that were bidding against each other, finding the best of its existing creative and rewriting the copy took ROAS from about 7x to 15x in three months.
Further reading: Meta Ads Audit: A 6-Phase Framework to Cut Wasted Spend · Meta & Google Ads in 2026: Creative Is the New Targeting · How to Choose a Facebook Ads Consultant: What to Ask · How to Choose a Meta Ads Agency You Won't Regret · Facebook Ads Agency Selection: How to Avoid the B-Team. Other channels: Google Ads · TikTok Ads · Reddit Ads. Also: all paid media · app install ads · ad account audit. Comparing options? Agency vs. in-house vs. freelancer.
Want to see what this looks like for your account?
Book a free 30-minute consultation and we'll tell you what we'd change first. Want to know what it costs before we talk? Our pricing is public.
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