Meta Ads

Facebook + Instagram run as one engine.

Campaigns built on Advantage+ where it works, manual structure where it doesn't. Budget allocated via CBO, creative variants tested in parallel, placements cut when they underperform. Nothing left running on default.

Campaign structure · CBO

€150/day budget

Sales · Purchase ROAS

€150

Ad set

Broad

7.2M reach

€78/d

Ad set

Lookalike 1%

2.1M reach

€47/d

Ad set

Retargeting

184K reach

€26/d

6 creative variants · dynamic rotation

Placement optimised per format

Feed

Square / 4:5 · Organic-feeling creative wins

Reels

9:16 · Hook in 1s · Sound-on native

Stories

9:16 · Tap-through quick · CTA bottom

The full Meta stack

Campaign objectives we run and when we pick them.

Sales

Best fit

For ecommerce and SaaS trials. Advantage+ Shopping where catalog is set up. Purchase event as primary, with ROAS / AOV diagnostics alongside.

DTC, ecommerce, direct online purchase

Leads

Best fit

Instant Forms for high-volume / low-friction, website leads with Meta Pixel for higher-intent B2B. Both use CAPI for iOS 14.5+ attribution.

B2B services, coaching, real estate

Engagement

Best fit

Rarely a primary objective — used for warming cold audiences before running Sales or Leads against retargeting pools.

Community / brand content with follow-up

Awareness

Best fit

Reach + Brand Awareness for launches and local businesses. Useful for top-funnel when you're also running branded search capture.

New launches, local visibility pushes

App Promotion

App installs with in-app event optimisation. Requires SKAdNetwork setup plus Meta SDK event mapping — we handle both.

Traffic

Almost never. Landing page views without a downstream event are vanity. We switch clients off Traffic objectives in nearly every audit.

The tracking layer

Pixel + CAPI, aggregated events, proper deduplication.

Since iOS 14.5, pixel-only accounts lose 15–40% of conversions to attribution gaps. We fix it — not by hoping Advantage+ figures it out, but by actually wiring server-side events.

Pixel only

~60–75%

of conversions attributed. iOS ATT opt-outs, browser privacy, ad blockers silently eat data.

→

CAPI + dedup

Pixel + CAPI

~92–97%

attribution recovered via server-side events with event_id deduplication. Advantage+ optimises with better signal.

event_id parity

Same ID fired client-side (pixel) + server-side (CAPI). Meta dedups automatically.

PII hashing

Email, phone, external ID all SHA-256 hashed pre-transmission. GDPR-safe.

Aggregated events

8 priority events ranked per domain. Primary conversion always priority 1.

How we test creative

Creative is 70% of Meta performance. We test it systematically.

Concept

5–8 angles

Problem/solution, testimonial, UGC, founder story, category education — run narrow in one ad set each.

Winning angle

1–2 winners

At 5× spend-to-CPA, we can pick which concepts have legs. Losers cut fast to stop budget leak.

Variants

4–6 per angle

Same angle, different hooks, edits, CTAs, thumbnails. Isolates what specifically drives performance.

Refresh

Weekly

Meta creative fatigue hits at 4–6× frequency. New variants launched in rolling batches, not massive refreshes.

The honest bit

What we'll tell you that most agencies won't.

Meta is bad for some businesses

High-consideration B2B with long sales cycles, regulated sectors (finance, health), <€1k AOV with thin margins — Meta may never clear CPA. We'll tell you before taking the retainer.

Creative is the ceiling, not targeting

Spending weeks optimising audiences on bad creative is lipstick-on-pig. We'll push back on fixing the wrong layer.

€50/day doesn't give real signal

Meta needs ~50 conversions per week per ad set to optimise. If your CPA × 50 > weekly budget, we set expectations: consolidate campaigns or scale spend.

Advantage+ isn't magic

It's great for some accounts, bad for others. We test it against structured manual campaigns rather than trusting Meta's default.

Frequently asked

Meta Ads questions.

For meaningful signal: €1,500–€3,000/month across creative production + spend for most Irish SMBs. Below that, Meta can't optimise and results get erratic. We'll tell you straight if we think your budget won't work.

Both options available. We have an in-house motion team for UGC-style ads, product videos, static carousels. For brands with existing creative, we repackage and iterate. Creative retainer is separate from ad management.

Week 1–2: account setup, tracking wiring, first creative batch live. Week 3–4: first data-driven optimisations. Weeks 5–8: scaling winners, cutting losers. Weeks 9+: predictable CPA/ROAS if targeting and creative are in sync.

Yes, when clients have them. Meta in-platform attribution is enough for most SMBs. For ecommerce above €50k/month ad spend, first-party post-purchase attribution surveys and MMM give a clearer picture — we integrate both.

Related services

Pair with Meta Ads

Instagram Ads

IG-specific creative strategy

Facebook Ads

FB-specific audience plays

Remarketing Campaigns

Cross-channel audience pools

Share your ad account. We'll audit it free.

View-only access to Meta Business Manager and we'll return a 30-minute Loom walking through what's leaking budget, what's working, and what we'd change in the first 30 days.