Meta Ads that turn Facebook
and Instagram into enquiries.
Facebook and Instagram ads with creative shot at your business, fed with the data that tells Meta who your clients are, and judged on the enquiries, sales or bookings they bring in.
Meta now chooses most of the audience itself. It has removed many of the targeting options advertisers once set by hand, and its AI decides who sees each Facebook and Instagram ad from the creative and the conversion data it is given. The accounts that do well are the ones that give it better ads and better data.
Meta Ads is one of the three platforms we manage as part of Paid Social, alongside LinkedIn and TikTok. We plan and run each account from Norwich, for businesses across Norfolk and further afield.
The creative does the targeting now.
With Advantage+ audience switched on, Meta treats your audience settings as suggestions and finds the people itself. What it learns from is the ad: who stops, who watches, who taps through. So we test creative the way a search account tests keywords, several ads against the same audience, with the weakest replaced each month.
The firm limits stay with you: where the ads run, the minimum age, and who never sees them, such as existing clients.
What Facebook and Instagram ads management covers.
Not every account needs all of it. The plan sets out which parts yours does, and why.
Campaign structure
Fewer, larger campaigns, organised by what each is asked to do, so each one has enough results to learn from.
Pixel and Conversions API
The Meta Pixel on your site and the Conversions API from your server, set up together so every enquiry reaches Meta and is counted once.
Lead ads
Instant forms that open inside Facebook or Instagram with contact details filled in, plus the questions that separate serious enquiries from the rest.
Creative for each placement
Reels, Stories, feed video, stills and carousels made by our content team for where they will be seen, rather than one ad resized.
Audience limits and suggestions
The firm limits set, location, minimum age and who to exclude, with your customer lists and site visitors given to Meta as a starting point.
Retargeting
Back in front of people who watched a video, visited the site or opened a form, with an ad written for what they have already seen.
CRM feedback
Where the lead volume is there, which leads became clients is sent back from your CRM, so Meta looks for clients rather than form fills.
Special Ad Categories
Job, housing and financial services ads declared correctly, so they are approved and run within Meta’s rules.
The first three months.
What happens, and when, from the day the work begins.
Tell us where you’re goingConnect.
Week one.
The ad account, Pixel and Conversions API are set up or checked in your name, and the audience limits are agreed with you.
Nothing spends until tracking is confirmed.
Make.
Weeks two and three.
Our content team makes the first set of ads, several for each audience, in the formats each placement needs.
You approve every ad before it runs.
Learn.
Weeks four to eight.
Campaigns go live and Meta’s learning phase runs. Budgets are held steady while delivery settles, and the weakest ads are replaced.
The first monthly report shows what each ad brought in.
Scale.
Month three onwards.
Budget moves to the ads and audiences bringing in enquiries at the target cost, and new creative is tested each month.
The budget grows only where clients, not clicks, follow.
Meta Ads, in practice.
All Projects
Questions about Meta Ads.
What does Meta Ads management include?
Campaigns on Facebook and Instagram, the Meta Pixel and Conversions API, audiences, lead forms, creative made by our content team, monthly creative tests, bids and budgets, and a monthly report on the enquiries, sales or bookings the ads bring in.
Is Meta Ads the same as Facebook Ads?
Yes. Facebook ads and Instagram ads are both run from Meta Ads Manager, and one campaign can appear on both, as well as on Messenger and Meta’s partner apps. Most people still call them Facebook ads.
Can we still target by interests?
As suggestions, yes. With Advantage+ audience, which Meta applies to most new campaigns, interests, ages and lookalikes guide the system rather than limit it. The firm limits that remain are location, minimum age, language and the custom audiences you exclude. Detailed targeting exclusions were removed in 2025.
Should we use lead forms or our website?
Lead forms usually bring in more enquiries at a lower cost, because the form opens inside the app with contact details already filled in. Website enquiries are often fewer but more considered. We usually test both, and keep the one that produces more clients, not more forms.
Do we need professional video?
Not always, but it helps. Our content team films and photographs your business during a Content Visit and edits it for each placement. Clear footage of your own work and your own people often does better than polished stock imagery.
How much should we spend on Facebook ads?
Enough for Meta to learn. Each ad set needs a steady flow of results before its delivery settles, so the plan sets the budget from the number of enquiries, sales or bookings the business needs, rather than a round number.
Who owns the ad account and the Page?
You do. The ad account, Facebook Page, Instagram account and Pixel stay in your own Meta business account, billed to you by Meta, and we are given partner access to manage them. If you ever move on, they stay with you.
Can you advertise jobs on Facebook and Instagram?
Yes. Job ads are declared as an employment Special Ad Category, which can limit some targeting options, so the campaign relies on location and on creative that speaks to the people you want to hire.
How is it priced?
Every engagement has a defined scope and a stated fee, agreed in writing before any work begins. Tell us where you’re going and we’ll tell you what it would involve.
Alongside Meta Ads.
All of Paid SocialReady to talk about your next stage of growth?
Tell us where you’re going. We’ll tell you, candidly, whether we’re the right agency to take you there.
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