Strategy and structure
Campaigns split by objective — reaching new people, returning visitors, selling to existing customers. Each with a different message.
On Meta nobody is looking for you. The person is scrolling their feed and you appear between a friend’s photo and a news item. That changes everything: the first second decides whether you are read at all, and creative matters more than targeting.
Meta’s algorithm now finds the audience itself, provided it receives a correct signal about what success is. So our work is distributed differently than it was years ago: less manual interest stacking, more attention on creative, the offer and the quality of conversion data.
Because of browser restrictions, pixel-only tracking now misses a large share of conversions. We set up the Conversions API so Meta receives complete data and optimises toward real results rather than half of them.
What it includes
Creative
Images, video and copy made for the feed, not repurposed from a brochure. We test variants, because creative is the strongest lever here.
Targeting and audiences
Custom audiences from your own data, lookalikes, and remarketing based on site behaviour.
Pixel and Conversions API
Server-side tracking alongside the pixel, so conversions are not lost to blocked browser scripts.
Testing
Systematic comparison of creative, messaging and audiences. Decisions come from data, not from opinions about what looks better.
How it runs
01 — Measurement setup
Pixel, Conversions API and events. Without these, campaigns optimise blindly.
02 — Creative and offer
We produce the first batch of creative and settle exactly what the ad offers.
03 — Launch and learning
Campaigns go live and pass through a learning period. No abrupt changes are made during it.
04 — Scaling
Winning combinations get more budget, losers are stopped. Creative is refreshed before it burns out.
What We Do
01
Campaign structure
02
Audience targeting
03
Creative production
04
A/B testing
05
Conversion tracking
Ideal For
·E-commerce
·Lead generation
·B2C companies
·Product launches
FAQ
Usually one of three reasons. The creative does not stop the scroll — it looks like an ad and gets skipped. The offer is not specific enough to justify the interruption. Or tracking is incomplete and the algorithm is optimising toward the wrong signal. An audit starts by establishing which of the three it is.
We produce the ad creative — editing, graphics, copy, format adaptations. Where an on-location shoot is needed we arrange that too, but it is scoped separately because it depends on location and product.
It works, but with different expectations. B2B decisions are slower and rarely close from one ad. On Meta, B2B usually performs on softer objectives — audience building, content, remarketing to people who already visited. If you expect direct sales from a cold audience, Google is usually the better fit.
When the data shows frequency rising while results fall — that is, the same people have seen the ad enough times. There is no universal interval: with a small audience that happens in weeks, with a large one it can hold for months. We watch the metric rather than changing on a calendar.