Facebook and Instagram ads

A Meta Ads agency plans, runs and measures your paid campaigns on Facebook and Instagram. With us that is four steps: an audit and a goal, setting up the account and the tracking, a launch with tests of visuals and audiences, and weekly optimisation with a monthly report. The ad account stays in your name and we work with access. Meta advertising is one part of digital marketing, and it can also be ordered on its own.

A boost is an ad with the fewest settings: you pay for a post that is already live to reach more people, with a short list of goals and a simplified audience. A campaign built in Ads Manager picks an objective — sales or leads — plus audiences, placements and formats, and the pixel reports what it brought in orders, not in views. A boost is enough for a message with a short life, such as an event in two days; money meant for sales goes through a campaign. The glossary has more on the boosted post.

Facebook ads for an online store start with set-up: the ad account, Meta Pixel and the product catalogue. From scratch, set-up takes one to two weeks before the first sales — as it did for Demetra Shoes. An established store gains from reworking its current campaigns: at Alesimo, sales grew 220% in two months. A new store has no past visitors to remind, so its first campaigns look for new buyers. If people already search for your product by name, start with Google Ads.

The first data arrives within days of the ads going live: which visuals get the clicks and what one enquiry costs. The campaign for 123Vans&Trucks brought in 180+ enquiries in under a week, and Paleti Market saw enquiries grow within two weeks. When the account, the pixel and the catalogue are built from scratch, the first one or two weeks go into set-up. An established store moves more slowly: at Alesimo the growth was measured after two months.

Start with Google Ads if people already search for what you sell and type it into Google. Start with Facebook and Instagram ads if the product has to be seen first: a new store, a new brand, a product nobody is searching for yet. Most stores end up running both: Google catches demand that already exists, Facebook creates it. We begin with one channel and add the second once the first has shown what one enquiry costs.

Four things: access to your page and your Meta ad account — if there is no ad account, we open one in your name; your own card on the account, so the budget is paid straight to Meta; photos or videos of the products — if you have none, we shoot them; and access to the website, to connect Meta Pixel and the catalogue. We also need a person who answers enquiries within the working day: a campaign whose enquiries go unanswered is spent budget.

The account is yours: it is opened in your name and we work with access you can revoke at any time. The campaigns, the audiences and the whole history stay in it, so the next agency starts from your data rather than from zero. You pay the budget yourself, straight to Meta; our fee is for the work and is separate. The ad money never passes through us.

Yes. Campaigns are targeted by country and language, and the ads are written in the language of the market. For Paleti Market we run lead campaigns in Bulgaria and Romania, with videos in Romanian for Romania; Skink’s ads run in English and Polish. Each market is tested on its own, because a message that sells in one country does not always sell in the next.