Facebook and Instagram campaigns from first touch to retargeting, with lookalike audiences.
Discipline: Paid Media
Working term: CAPI server-side tracking in place
Formats: ongoing monthly work or a single audit
Who you talk to: the senior lead, on every weekly call
The service
Our approach to Meta Ads (Facebook & Instagram)
Meta reaches Canadians across Facebook and Instagram in Feed, Stories, Reels and Explore. We plan campaigns for every stage, research audiences, develop creative, set up retargeting and grow reach with lookalikes, tuning everything from the ad to the landing page for conversions.
Inside a Meta Ads (Facebook & Instagram) engagement
The core work
Facebook and Instagram placements
Custom and lookalike audiences
Retargeting sequences
Also covered
Creative testing
Conversions API setup
How we keep the work accountable
Before work starts, we agree on the number that matters most to you. Each sprint is planned against it. You get a short recorded update every week and a dashboard you can open any time, and the senior lead joins every call.
A senior lead runs your account from day one
A recorded walkthrough each week and a shared reporting dashboard
We work inside the tools and CMS your team already uses
Target ranges written into the agreement before we begin
Our Process
Four stages of Meta Ads (Facebook & Instagram)
The same order every time: find the constraint, plan, deliver, then review. Here is what each stage involves.
01
Plan the creative tests
On Meta the ad itself does most of the targeting. We map angles, opening hooks and formats into a test grid before a dollar is spent.
02
Fix the tracking
The Conversions API runs server-side, with events and values set up properly. After Apple's privacy changes, this is what makes the reported numbers believable again.
03
Shape the funnel
Cold audiences, warm audiences and retargeting each get their own lane. The structure stays simple enough for the algorithm to learn from.
04
Feed the winners
New creative arrives on a schedule and strong ads get quick variations. That keeps fatigue from flattening results.
Meta’s delivery system uses your creative to find the right people, and ads fatigue quickly. That makes performance mostly a question of how many good ideas you test. We plan concepts and angles, produce regular variations across formats like Reels, Stories and feed and build on whatever wins. Campaigns for Quebec audiences get French creative written for that market.
A reliable creative pipeline is the biggest lever you have on Meta.
Testing of concepts, angles and formats
New variations produced on a schedule
Fast follow-up on winning ads
French and English creative where needed
02
How progress tends to build
Commercial terms usually move later than technical fixes
Measurement rebuild
Restore clear reporting after iOS changes
Apple’s tracking changes cut the signal Meta relies on, and decisions made on partial data waste budget. We set up the server-side Conversions API, clean event and value tracking with deduplication and reporting that blends platform data with your own sales numbers.
With reliable numbers you can see what is working and scale it.
Server-side Conversions API setup
Events, values and deduplication
Blended reporting against your sales data
Numbers you can make decisions on
03
Content velocity
Briefed, drafted, edited, shipped
Funnel & structure
Separate prospecting from retargeting
Two common mistakes waste money on Meta: mixing cold and warm audiences, and splitting the account into too many small ad sets. We set up a simple funnel with prospecting campaigns that find new customers and retargeting that brings back people who already showed interest. The structure is consolidated so each campaign gathers enough data to learn.
That combination gives the algorithm room to perform.
Prospecting and retargeting kept apart
Audiences planned to avoid overlap
Fewer, stronger ad sets
Reporting across the full funnel
Our working terms
What a Meta Ads (Facebook & Instagram) engagement includes
These are the terms your ad account runs on: how our fee is set, who owns the accounts, and what changes if we fall short of the target we agreed with you.
A named senior specialist leads each account
Progress shown in live Looker Studio dashboards
Measured on leads and revenue
CAPI
Server-side tracking in place
Monthly
New concepts in test
Cold to warm
Every funnel stage covered
Steady
Supply of fresh ads
FAQs
Before you sign: common questions
Straight answers on scope, timing and how we report.
Why do our Meta ads stop performing?
Audiences see the same ads repeatedly and stop responding, and on Meta the creative largely decides who sees your ad. The fix is a regular flow of new, tested creative.
How do you deal with iOS tracking loss?
We set up the server-side Conversions API, tidy up event and value tracking and report against your own sales data, so decisions do not rest on under-counted platform numbers.
Should we split audiences into many small groups?
Usually fewer is better. Too many small ad sets leave each without enough data. A consolidated prospecting and retargeting structure lets the algorithm do its job.
What matters most in Meta advertising?
Creative. Testing new angles and formats often and building on what works moves results more than any bid setting.
Tell us about the business and a senior specialist will get back to you within one business day. If starting with Paid Media looks like the wrong first step, we will say so and suggest what to fix first.
