Visual results
Beauty, aesthetics, fitness, interiors, photography, food. A before-and-after stops a thumb in a way a text ad cannot.
Meta Ads — Facebook & Instagram
Nobody searches for a service they have not thought about yet. Facebook and Instagram are how they find out it exists.
Facebook and Instagram are one advertising system — Meta Ads — run from a single Ads Manager account, with one pixel, one set of audiences and one budget deciding which feed an ad appears in. Treating them as two separate campaigns is how small budgets get split in half. Meta advertising also works differently from search: you are interrupting rather than answering, so the creative carries most of the weight, while setup and tracking decide whether any of it is measurable.
§01 Who this is for
When Facebook and Instagram are the right channel
New or unfamiliar offers
If you have to explain it before someone wants it, search cannot help — nobody searches for what they have not heard of.
Impulse and discretionary purchases
Treatments, classes, events, seasonal offers — decisions made in the feed rather than researched.
Retargeting, for almost any business
Showing a relevant ad to someone who already visited your site is among the most sensible advertising a small business can run.
And when it is not
If people are already searching for exactly what you sell, Google is usually the cheaper first move and Meta is better kept for retargeting. I have written about how to tell the two apart.
§02 What’s included
The work itself
- Facebook and Instagram campaign setup in Meta Ads Manager, inside your own Business Manager
- Audience strategy: interest and behaviour targeting, lookalikes, custom audiences and exclusions
- Retargeting the people who already visited your site or engaged with your posts
- Creative direction and ad copy built for the feed and for Stories and Reels, not repurposed print
- Meta Pixel and Conversions API setup, verified end to end
- Placement strategy across Facebook, Instagram and the rest of the Meta network
- Landing page or instant lead form, aligned with the ad that sent the click
- Ongoing testing of creative, audience and placement
- Reporting on spend, results and what is being learned
§03 How it runs
From first call to live
- 01
Offer and audience
What you are selling, who should see it on Facebook or Instagram, and whether Meta is the right channel at all.
- 02
Tracking first
Pixel and Conversions API set up and verified before any budget runs.
- 03
Test deliberately
A small number of real variables at a time, so results mean something.
- 04
Scale what works
Budget follows evidence, and the reporting shows you the same numbers I see.
§05 Further reading
Before you spend anything
Advertising · 7 min read
Google Ads or Meta Ads for a local business?
The difference is not budget or audience size. It is whether people already know they need what you sell — which decides the channel before anything else does.
Read it Advertising · 6 min readWhy running ads before fixing the landing page wastes money
Advertising buys attention. The page decides what that attention is worth — which is why fixing the page first is an order of operations, not a preference.
Read it Start here
Tell me what you are trying to sell
The first conversation is free and there is no obligation at the end of it. I reply within one business day.
Other services
Web Design & Development
Custom business websites, redesigns and landing pages — designed around how your customers actually decide.
What this involvesGoogle Ads
Search campaigns for people already looking for what you do — set up properly, tracked honestly, managed month to month.
What this involves