01
The pixel is lying to you
Missing events, duplicate conversions, no Conversions API. Meta optimises towards whatever it can see — and if what it sees is wrong, it will confidently spend your budget on the wrong people.
Meta Ads
Meta Ads managed for cost per lead, not vanity metrics
Reach, impressions and engagement are easy to buy and easy to put in a report. What matters is what a qualified enquiry costs you and whether that number is going down. I run Facebook and Instagram campaigns against that one measure.
- Conversion tracking verified before any spend
- Creative direction included
- Flat fee — never a cut of your budget
The real problem
Most Meta Ads accounts are not broken. They are unmeasured.
Before you raise the budget, it is worth knowing whether the account can even tell you what is working.
02
The landing page undoes the ad
A strong ad pointing at a slow, unfocused page is an expensive way to buy bounces. The click is the cheap part; the page decides whether it was worth paying for.
03
One creative, held far too long
Meta’s delivery is driven by creative. A single ad running for weeks stops working long before the reporting makes that obvious, and the budget keeps going out regardless.
A campaign is not an ad. It is an offer, a creative, a landing page and a tracking setup — and it performs at the level of whichever one is weakest.
Scope
What Meta Ads management covers
Everything from the tracking underneath to the creative on top — because the account only works if all of it does.
Account and tracking setup
Business Manager, ad account and pixel configured properly, with Conversions API and server-side events so conversions are still measured when browser-side tracking is blocked.
Offer and campaign strategy
What we are advertising, to whom, at what stage of intent, and what a lead is actually worth to you. Campaign structure and budget follow from that rather than from a template.
Audience and targeting
Interest, lookalike and custom audiences built from your own data where it exists, with the exclusions that stop you paying twice to reach the same person.
Creative direction
Concepts, hooks, copy and format direction across static, carousel and video — with enough variation for the algorithm to have something meaningful to choose between.
Landing page alignment
The page the ad points at is treated as part of the campaign. Message match, load speed and form friction all get checked before a single ad goes live.
Optimisation and reporting
Weekly reviews of what to scale, cut or refresh, and a monthly report in plain language: spend, leads, cost per lead, and what changed to move it.
Process
How campaigns get built and scaled
Audit and track
Review the existing account if there is one, then fix the measurement layer. Nothing launches until conversions are being recorded correctly.
Build
Campaign structure, audiences and a first round of creative, pointed at a landing page that matches what the ad promised.
Launch and test
Controlled spend while delivery learns, testing angles against each other rather than changing five things at once.
Scale
Budget moves towards what produces qualified leads, creative is refreshed before fatigue bites, and the losers get cut without sentiment.
How it works
You pay Meta for media. You pay me for the work.
Ad spend goes directly from your card to Meta. I never take a cut of your budget, which means I have no incentive to tell you to spend more than you should.
Management is month to month. If the campaigns are not working and I cannot fix them, you should be able to stop without an exit conversation — that constraint is deliberate.
Management
Flat monthly fee
Priced on account complexity, not as a percentage of how much you are willing to burn.
Minimum spend
Budget needs room to learn
Delivery needs enough conversions to optimise. Too small a budget and you are paying for noise.
Commitment
Month to month
No annual contract. Stop when it stops being worth it.
FAQ
Questions people ask before hiring
How much should I spend on Meta Ads?
Enough for the campaign to get out of the learning phase, which means enough conversions per week for Meta’s delivery system to optimise on. Below that threshold you are not running a campaign, you are buying random impressions.
The right number depends on your cost per lead and what a customer is worth to you. We work it out from those figures, and I will tell you plainly if your budget is too small for this to be worth starting.
How quickly will I see leads?
Usually within the first week — though the first week is not the number to judge anything by. Campaigns spend their opening days in a learning phase where cost per lead is unstable and often high.
The meaningful read comes at two to three weeks, once delivery has settled and there is enough data to tell a genuinely winning creative from a lucky one.
Do you charge a percentage of my ad spend?
No. Management is a flat monthly fee based on how much work the account actually needs.
A percentage model pays the manager more when you spend more, which is a bad incentive to place between you and your budget. Your ad spend goes straight to Meta on your own payment method — it never passes through me.
My ads used to work and then suddenly stopped. What happened?
Usually one of three things: creative fatigue, a tracking break, or a saturated audience. The most common is creative — Meta’s delivery is heavily creative-driven, and an ad that performed for three weeks can stop earning delivery quickly.
The second most common is a silent tracking failure after a website change, where the pixel stops firing correctly and Meta starts optimising on bad signals without telling anyone. Both are diagnosable in an audit before you spend anything more.
Can you run ads if I do not have a landing page?
I would rather build one first. Sending paid traffic to a homepage is the single most common reason a technically competent campaign produces expensive, low-quality leads — the visitor arrives with one specific intent and has to hunt for the thing the ad promised.
A focused landing page usually pays for itself in reduced cost per lead inside the first month of spend.
Ready to Grow?
Want to know what your leads should cost?
Send me your account or your offer. I will tell you what is realistic for your market and whether your current setup is capable of measuring it.