Paid social · Facebook & Instagram
Meta Ads that move the bottom line.
Facebook advertising isn't a creative lottery. We run Meta Ads as a system — signal, structure, creative and profit control that compound month after month.
Most Meta accounts don't fail on the creative — they fail on the fundamentals. Leaky signal, a fragmented structure and decisions made on inflated numbers. We build the sequence right: clean data, a consolidated structure, a creative engine, and scaling steered on profit.
How we run Meta
Signal & foundation
Server-side tracking via CAPI with high Event Match Quality — the algorithm sees the real conversions, not half of them.
Account structure
A consolidated structure, so every ad set gets enough data to leave the learning phase and actually optimise.
Creative engine
Systematic testing of angles and hooks — winners scale, the rest die. A steady volume of new angles keeps the account fresh.
Advantage+ where it works
ASC and broad automation once the data is clean — modern signal strength beats hand-built detailed targeting.
Profit signal
Contribution margin sent back to Meta, so bidding chases profit instead of revenue.
Scaling on MER
We scale as long as blended efficiency holds — not off a flattering, attributed ROAS inside the account.
Structure built to scale
A few strong campaigns instead of dozens of starving ad sets. Consolidation gives each set enough conversions to leave the learning phase — so the algorithm actually optimises instead of guessing.
Campaigns
Advantage+ Shopping — prospecting
Active
Retargeting — 30 days
Active
Test — new angles
Learning
Old structure — 20 ad sets
Off
Creative test
running
The winners (highlighted) scale into the running campaign — the rest die.
Creative testing as the engine
Once structure and signal are in place, creative is the variable that moves the most. We test angles and hooks systematically — measuring hook rate and hold rate, not gut feel — and let the winners graduate into the scaling campaign.
Steered on profit, not on vanity
We don't chase a pretty ROAS in the ads manager. Your dashboard pulls together POAS, MER and contribution margin, so we scale as long as the whole machine makes money — and pull back when it doesn't.
Meta — profit overview
live
POAS
1.8×
+0.3
MER
4.0
+0.4
Contribution
+16%
MoM
The mistakes we clean up
Fragmentation
Too many ad sets, so none reach the learning threshold. We consolidate the signal, so the budget actually works.
Leaky tracking
The pixel alone loses data to iOS and ad blockers. We build server-side, so optimisation runs on clean numbers.
Chasing attributed ROAS
Meta's 7-day click / 1-day view inflates the number. We steer on MER and incrementality.
Want to go deeper into the craft? Read our Meta guide →
Facebook ads, Meta Ads — same thing.
Meta renamed Facebook Ads to Meta Ads in 2022, and the platform now covers Facebook, Instagram, Messenger and Audience Network from one account. Most people still say Facebook advertising, and that's fine — it's the same buy, the same auction and the same work. If you're looking for help with Facebook advertising or an agency to run it, this is the page.
Get started with Meta
From €975/moNo lock-inOne senior specialist owns your Meta end to end. Start with an audit — we look at the account and tell you honestly where the profit is.