Meta Ads, run on server-side signal and structured creative testing.
Meta creates demand your search campaigns capture later. We run Facebook and Instagram acquisition for subscription and e-commerce brands with two convictions: the Conversions API is not optional, and creative testing needs a framework — structured iteration against a hypothesis, not "test everything and see".
What we manage
Advantage+ shopping
Meta's automated shopping campaigns, fed with clean catalogues, correct value signals, and existing-customer exclusion budgets set from your retention data — not left at defaults.
Advantage+ app campaigns
App install and in-app purchase optimisation with SDK plus server-side event streams, and event prioritisation designed around your actual monetisation moment.
Targeting philosophy
Broad-first, with interest and lookalike layers used as tests rather than defaults. Modern Meta delivery finds your customer from the creative and the conversion signal; targeting narrows only when data argues for it.
Creative testing framework
A weekly cycle: concept hypotheses → variant matrix (hook × format × proof) → controlled cost caps → verdicts logged in a creative ledger. Winners scale; learnings compound instead of evaporating.
Retention & remarketing
First-party audience syncs for winback and upsell flows, with frequency governance so remarketing supports LTV rather than annoying your best customers.
Incrementality thinking
Platform-reported ROAS overstates Meta's contribution. We run periodic holdout and geo-based checks so scaling decisions rest on incremental CAC, not attribution flattery.
CAPI first, pixel second.
The browser pixel alone now misses a substantial share of conversions to tracking prevention, ad blockers, and iOS privacy changes. We implement the Conversions API server-side — from your backend or through server-side GTM — with event deduplication keyed on event IDs, so the pixel and CAPI streams reinforce each other instead of double-counting.
Event match quality is treated as a managed metric: hashed emails, phone numbers, and click IDs are passed with every event, and we monitor EMQ scores per event type monthly. For subscription businesses, purchase events fire from the payment webhook — the moment money actually moves — rather than from a thank-you page the user may never see.
Above the platform layer, Meta reports into the same blended CAC and payback model as your other channels, with platform-attributed and modelled-incremental views shown side by side. When those two diverge, that is a finding — and we investigate it rather than reporting whichever number looks better.
Who it's for
D2C subscription products, e-commerce brands with visual products and healthy first-order margins, consumer apps, and any business whose category demand must be created rather than captured. Meta is usually the first platform we recommend for products people don't yet know to search for.
It demands a real creative supply — if your team cannot produce or commission fresh assets on a steady cadence, we address that pipeline first, because no amount of media buying compensates for stale creative.
Frequently asked questions
Do you produce the ad creative?
We design the testing framework, write briefs and hooks, and manage the iteration cycle. Production runs through your in-house team, your creators, or production partners we brief directly — whichever your budget and volume support. What we never do is run performance media on a static creative library.
Is CAPI really necessary if the pixel is installed?
Yes. The pixel alone under-reports meaningfully in privacy-restricted environments, which both misleads reporting and starves delivery optimisation of signal. CAPI with proper deduplication recovers most of it. It is typically the highest-ROI technical task in a Meta account.
Why does my platform ROAS disagree with my bank account?
Because platform attribution claims credit for conversions that would partly have happened anyway, and windows overlap across channels. This is why we maintain a blended view and run incrementality checks — the honest number sits between platform-reported and last-click, and knowing where changes how you scale.
How often should creative be refreshed?
It depends on spend concentration and audience size — fatigue is a function of impressions per person, not calendar weeks. Our ledger tracks frequency and cost trends per concept and retires assets on evidence, typically keeping a rolling set of two to four active concepts with fresh variants entering weekly.
Can Meta work for B2B or higher-ticket products?
Often, if the funnel is built for it: lead magnets or trials as the optimisation event, offline conversion feedback when deals close, and patience with longer payback windows. We model that economics case before recommending spend.