Facebook and Instagram Ads
Facebook Ads management by a specialist who also runs your Google Ads, so the two are judged on the same numbers
Meta campaigns for UK businesses that sell through enquiries and for online stores: Pixel plus Conversions API, deduplicated; creative tests on a schedule with one control; and lead quality or new-customer orders as the number reported, not the platform's own attribution.
Why Meta accounts disappoint in the UK
- Measurement broke in 2021 and was never repaired. Without the Conversions API, Meta sees a fraction of the outcomes and optimises towards the people it can still see. The first week of any engagement is tracking.
- Lead forms that produce leads nobody can reach. Instant forms with every field pre-filled generate volume at a low cost per lead and a sales team that stops answering them. Qualifying questions and a CRM connection fix most of it.
- Creative treated as a one-off. Three adverts launched in January and still running in June. Meta rewards fresh creative, and the only way to produce winners on purpose is a test schedule with a control.
- Attribution taken at face value. Seven-day click plus one-day view flatters every campaign. The report here uses the CRM or the order export, and the platform number is shown next to it for comparison.
What management includes
- Tracking. Pixel and Conversions API through Tag Manager (server-side where the volume justifies it), events deduplicated, Consent Mode v2 for UK visitors, and the CRM or the store feeding outcomes back. See conversion tracking.
- Structure. Few campaigns with enough budget to learn, broad or Advantage+ audiences where the signal is clean, interest and lookalike audiences where it is not yet, remarketing kept separate so it does not take the credit for everything.
- Creative programme. A monthly brief with hooks, formats and angles to test, produced by your designer or a studio, launched against one control, with winners scaled and losers retired on a schedule.
- Lead quality or orders. For lead generation, qualifying questions on the form and CRM stages fed back so Meta optimises towards sales-accepted leads. For stores, catalogue campaigns judged on new-customer orders from the store's data.
- One report with Google. Meta, Google and Microsoft in the same document, in pounds, with the same definition of a conversion across all three.
Lead generation and e-commerce, handled differently
Lead generation
Home and trade services, private healthcare, education, financial and professional services where the offer can be understood in a feed. The cost per qualified lead from the CRM is the number, and the creative is built around the problem the customer has today. PPC management →
Online stores
Catalogue and prospecting campaigns for new customers, remarketing for the rest, with platform-reported revenue reconciled against the store's own orders every month. E-commerce PPC →
Questions people ask before hiring
How much does Facebook Ads management cost in the UK?
A flat monthly fee set by scope, never a percentage of spend. Most Meta accounts are run alongside a Google account under one fee. Quoted in pounds, ex VAT. See pricing.
Do you produce the creative?
I write the copy, brief the angles and formats, and run the tests. Image and video production comes from your designer or a studio; I can recommend one.
Can you run Meta without Google Ads?
Yes, though for most UK businesses the two are better run together: Meta creates demand and Google catches the search it produces, and one person judging both removes the attribution argument.
What budget does Meta need to work?
Enough for the campaigns to leave the learning phase: in practice a few thousand pounds a month for lead generation, more for stores with a large catalogue. Below that, the money usually works harder on Search.
Do you handle Consent Mode and the Conversions API?
Yes. Both are part of the setup, through Tag Manager, with the same definitions used for Google and LinkedIn.
Related services
Tell me about the account
Spend band, site and what is not working. You get a straight answer on whether I can help, what I would do first and a price range. No proposal deck, no sales follow-up sequence.