Meta Ads (Facebook & Instagram) Management

iOS 14.5's App Tracking Transparency dramatically reduced the conversion signal available to Meta's algorithm — reported attribution dropped 30-50% across most accounts as iOS users opted out of tracking. The fix is two-fold. First: Conversions API configured properly so Meta receives server-side conversion signal that bypasses browser tracking restrictions. Second: blended attribution measured outside Meta (via GA4, Triple Whale, or similar) so budget decisions are made against real performance rather than degraded Meta-reported numbers. We handle both during onboarding.

Yes, CAPI is necessary for any serious Meta advertising in 2024 and beyond. Pixel-only accounts receive significantly degraded conversion signal due to browser tracking restrictions and ad blockers — Meta's algorithm has less data to optimise against, attribution under-reports actual performance, and scaling becomes inefficient. Conversions API via Stape, Zaraz, or direct server-side implementation restores the signal Meta needs. The setup pays for itself within weeks on accounts of any meaningful scale.

More important than audience targeting since iOS 14.5 and the algorithm shift to broad targeting. The accounts scaling profitably on Meta in 2024 are typically running 5-10 fresh creatives per week — testing hooks, formats, angles, and durations systematically. Accounts running the same 3 creatives for months see CPM creep, CTR drop, and CPA inflate as ad fatigue accumulates. Creative production needs to be a continuous operational process, which we either coordinate with your in-house team or deliver via our content marketing strategy and social media management services.

Highly dependent on category, margins, and customer LTV. DTC consumer brands with strong margins might target 2-4x ROAS on Meta (lower than Google Ads because of broader, less-intent-driven traffic). Lead-gen businesses measure CPA against LTV — a £30 CPA for an £800 LTV customer is excellent. New accounts start lower and improve as the algorithm learns. We agree realistic targets during onboarding based on your real economics, not industry benchmarks that don't account for your specific business.

Both options. For brands with existing creative teams (in-house or contracted), we provide creative briefs, performance feedback, and a testing roadmap so creative production aligns with what's actually working in-platform. For brands needing creative production support, we coordinate with our content marketing strategy and social media management services or with creative partners we've worked with successfully. Creative volume and variety are the biggest performance lever — we'll be honest about what level of production cadence your scaling targets require.

Together as Meta — that's how the platform works. Ads run across Facebook, Instagram, Audience Network, and Messenger placements through unified campaigns, with placement-specific creative variants where format matters (vertical for Stories and Reels, square for Feed, etc.). Performance differs by placement and we report on it, but the strategic management is unified rather than split into separate 'Facebook ads' and 'Instagram ads' budgets.

Meta works for B2B but typically for awareness, retargeting, and middle-funnel objectives rather than direct cold-lead generation (LinkedIn usually wins for B2B prospecting at higher intent). Common Meta roles in B2B funnels: warming up audiences for retargeting, retargeting LinkedIn visitors with case study content, brand awareness in target accounts, and webinar registration. For B2B businesses, we typically recommend Meta as part of a multi-channel strategy alongside our LinkedIn Ads and B2B Marketing service rather than as the primary acquisition channel.

Most accounts hit a scaling ceiling where adding budget produces less-than-proportional revenue increase — CPM rises, CPA inflates, and ROAS deteriorates. We avoid this through three protocols. First: scale winners gradually (20-30% budget increases) rather than doubling and breaking the learning phase. Second: maintain creative freshness so audience fatigue doesn't accumulate. Third: track marginal ROAS rather than blended ROAS — knowing that the last £1,000 of spend is at 1.5x ROAS even when the account average is 3x is what determines whether you can keep scaling profitably or need to step back.

Honestly, below £3,000-£5,000/month ad spend, the math on management fees becomes tight — we'd often recommend running it in-house with audit and consultation support rather than full management. Above £5,000/month spend, dedicated management typically pays for itself through performance improvement and the elimination of common errors. Above £20,000/month spend, the management complexity (creative production cadence, attribution accuracy, scaling protocols) justifies a more senior management approach. We're honest about which model fits your spend level during discovery.