Discuss your growth

Meta advertising

Meta advertising where the creative does the targeting.

We plan, launch and manage Facebook and Instagram advertising with a structured creative testing program, clean conversion signals and an audience strategy that fits how Meta's delivery system works today.

Discuss your growth What's included

The thinking

Why it works this way

Meta's delivery system now does most of the targeting advertisers used to do by hand. With broad audiences, Advantage+ placements and automated optimization, the creative itself decides who sees an ad. A clear hook for a specific person finds that person.

That makes managing Meta mostly two jobs. One is producing a steady supply of distinct creative worth testing. The other is feeding the system conversion signals it can trust. Account settings still matter, just less than they used to.

What we do

What's included.

The work itself, in plain terms. Every engagement is scoped to what your accounts actually need.

  1. Creative strategy

    Angles, hooks and formats chosen to reach different motivations, not the same ad with a new headline.

  2. Structured testing

    A regular testing cadence that isolates concepts, reads results at the right level and moves winners into scaling campaigns without throwing away what the system has learned.

  3. Audience development

    Broad and Advantage+ audiences by default, with exclusions, customer lists and interest signals where they genuinely help. Lookalikes and retargeting where volume supports them.

  4. Prospecting vs. retargeting

    Most spend should find new customers. Retargeting gets a defined, capped role so it doesn't inflate results by claiming people who were already going to buy.

  5. Conversion signals

    Meta Pixel and Conversions API with deduplication, correct event priorities and values, so optimization targets real purchases, subscriptions or qualified leads.

  6. Placement-native formats

    Creative built for Reels, Stories and Feed with safe zones, captions and the right aspect ratio for each, rather than one asset stretched everywhere.

  7. Policy-aware execution

    Ads, landing pages and offers that state plainly what is being sold and what it costs. Accounts last longer when the advertising is straightforward.

Inside the account

What it looks like in practice.

The structure, tests and decisions behind a well-run account. The numbered notes explain why each line is built the way it is.

Meta Subscription app · United States Last 30 days

Campaign ASC | Prospecting | Purchase · Value optimization

Meta ad sets, Last 30 days
Ad setBudget / daySpendCPMHook rateCTRPurchasesCPAROASStatus
1PROS | Broad | Concept test | Wk 40 $6,000$171.0K$10.7532.0% 1.35%3,480$49.141.58× Testing
2PROS | Broad | Scale | Winners $38.0K$1.13M$11.4634.0% 1.41%26.1K$43.221.86× Scaling
PROS | Advantage+ audience | Scale $22.0K$641.0K$10.4732.0% 1.20%13.7K$46.791.69× Active
3PROS | LAL 1% payers | Holdout control $3,000$88.5K$12.8330.0% 1.12%1,610$54.971.48× Active
4RT | Engaged 30d | Capped at 8% of spend $5,500$161.0K$16.4328.0% 1.54%4,920$32.722.28× Capped
Total · 5 ad sets$74.5K$2.19M$11.3932.8%1.34%49.8K$43.961.80×1,660/day

Concept × hook test · hook rate and CPA vs. target

Concept H1H2H3
C01 Confession 0.82× 34% hook 0.88× 29% hook 0.74× 38% hook
C02 Demonstration 1.04× 27% hook 0.97× 31% hook 1.18× 25% hook
C03 Comparison 1.31× 22% hook 1.22× 24% hook 1.40× 21% hook
C04 Founder story 0.93× 30% hook 1.09× 26% hook 0.88× 33% hook

CPA at or under 0.90× target 1.20× or worse

The call

C01 wins across all three hooks, so the idea is working, not one lucky ad. It earns new voices and formats. C03 is retired after a diagnosis: the comparison read as an attack ad.

  1. New concepts enter a dedicated test ad set with its own budget, so testing never resets the learning in the scaling campaigns.
  2. Winners graduate as concepts, not single ads, with fresh hooks queued before the current ones fatigue.
  3. A small lookalike cell runs as a control to check whether broad delivery is actually finding better customers.
  4. Retargeting is capped as a share of spend, so it can't inflate results by claiming people who would have bought anyway.

Illustrative account · names generalized · not a specific client's results

From our test sets

How we'd test it.

Real campaign creative our team produced, organized the way we run tests: one variable changes, everything else holds, and a defined metric calls the winner.

Creator test

One product, his voice and hers.

Variable
The creator: a woman in the gym versus a man before leg day.
Held constant
Same pre-workout, the same three benefits (pump, focus, no crash), same setting.
How we call it
Thumb-stop rate, hold rate and CPA by creator. If both win, they scale in parallel to reach different buyers instead of competing for the same impressions.

Creator fatigue is the first thing to cap scale in fitness and supplements. A bench of proven creators keeps spend growing.

Why it works

    Transcript

    Angle test

    Same jar, different reason to buy.

    Variable
    The problem the product solves: camera-ready skin versus sun and salt damage.
    Held constant
    Same skincare product, the same UGC format and length.
    How we call it
    CTR and conversion rate by angle. Angles that convert become separate concepts with their own hooks; angles that only earn clicks get cut.

    Most products have several buyers with different reasons. Finding the reason that converts is worth more than polishing the ad.

    Why it works

      Transcript

      All test sets and work

      How we think about it

      Principles

      • Creative volume is a budget decision

        An account that can't afford to test can't learn. We size creative production to spend, not the other way round.

      • Read results by concept

        One ad's numbers are noisy. The pattern across a concept tells you what to make next.

      • Platform numbers are a starting point

        Meta's reporting includes view-through and modelled conversions. We compare it with what the business actually recorded.

      What you get

      Deliverables

      • Creative testing roadmap
      • Pixel and Conversions API audit and setup
      • Campaign structure for testing and scaling
      • Ongoing creative briefs and production
      • Weekly performance reads with next actions
      • Monthly learning summary: what worked, why, and what's next

      Where it connects

      It doesn't work alone

      See how everything connects on the Grid

      FAQ

      Meta Ads questions.

      Do detailed interest audiences still matter on Meta?

      Less than they used to. For most accounts, broad targeting with strong creative and good conversion signals performs as well as narrow interests or better. We still use exclusions and customer data, and we test interest audiences when there's a specific reason to.

      How many new ads do we need each month?

      It depends on spend and on how quickly ads lose effectiveness. Higher-spend accounts wear creative out faster and need more new concepts. We plan creative volume around your budget rather than quoting a fixed number.

      Can you run Meta ads in categories with strict ad review?

      Yes. Much of our experience is in verticals where Meta reviews ads, landing pages and offers closely, and some need prior approval. We build campaigns designed to pass review and keep the ad account healthy at scale, never to get around policy.

      Other services

      Let's look at your Meta Ads account.

      Share your goals, your channels and roughly what you spend. We'll reply with an honest view of where we'd start, or tell you if we're not the right fit.

      Discuss your growth See the work