Campaign strategy
The job of the spend: new demand, remarketing, or a specific offer. One job per campaign beats a muddled account.
Facebook Ads · Instagram Ads
Meta ads aimed at leads and sales — not at keeping the ad account looking busy.
I set up and improve Facebook and Instagram campaigns with a conversion goal, an audience you can explain, and creative you can test. I will not promise guaranteed results. If the landing page cannot close, we talk about the page before we talk about scale.
What the work includes
Facebook and Instagram can create demand quickly. They also burn money when the account is messy and the page was never built for the click. The work below is how I keep the spend honest.
Campaign structure
Clean naming, sensible ad sets, and room to test without duplicating chaos. Structure is how you learn.
Audience targeting
Who should see this, based on the offer — not the widest possible net because “the algorithm will find them.”
Retargeting
Follow-up for people who already showed intent, with a message that matches what they saw.
Creative testing
Hook, offer, and format as variables. We change one thing at a time when we can, so a winner is actually a winner.
Lead campaigns
When a form is the right ask. Instant forms can work; they still need a follow-up process.
Conversion campaigns
Traffic to a page built for the click. Pixel and events set up so optimisation has a signal.
Campaign optimisation
Kill fatigue, shift budget, rewrite the loser. Reports that say what we changed and why.
How a Meta engagement usually runs
01
Check the destination
Offer, page, tracking. If this is weak, ads only make the problem more expensive. Website work may come first.
02
Build the account logic
Campaigns, audiences, and a testing grid you can describe in a sentence.
03
Launch small
Enough spend to get a read. Not a splash that burns the month before anyone looked at creative.
04
Optimise in public
You should see what paused, what scaled, and what is next. Connect to organic social so the brand matches.
Offers that can convert now
A clear service, product, or lead magnet and a page that asks for something specific. Ads cannot invent a sharp offer.
Demand while SEO compounds
Paid is often the bridge. It is a poor substitute for a site nobody can use — and a useful one when the site is ready.
I will not “just boost a post.” Boosting a random organic post trains the account to optimise for cheap clicks. Conversion campaigns need a conversion event and a matching landing experience.
Related
FAQ
Ads questions
Enough to learn. If the budget cannot support a few creative and audience tests, we should wait or fix the offer first.
I work on campaign logic, testing, and performance. Creative can come from your team or a designer; the ads still need a clear offer and a destination that matches.
Not always. Retargeting works when the audience is large enough and the message is specific. Blanket remarketing of a weak page just reminds people they were unimpressed.
If you are ready to spend on Meta, let’s see if the page can take it.
Send the offer, the current site, and any live ads. I will tell you whether to launch, fix the destination, or wait.