Paid Social
Facebook & Instagram Ads That Track Revenue
Social ads work differently than search. People are not actively looking for your service — you are interrupting their feed. The job is to reach the right person at the right moment with the right offer.
We build Meta campaigns that generate trackable leads with Conversion API setup to maintain attribution despite iOS changes. Every month we connect social leads to revenue, not just engagement metrics.
What We Manage
Meta advertising focused on conversions and revenue, not vanity metrics.
Lead Generation Campaigns
Facebook and Instagram lead forms that capture contact information directly in-platform. Frictionless conversion for mobile users.
Audience Targeting
Custom and lookalike audiences built from your customer data and website visitors to reach people most likely to convert.
Conversion API Setup
Server-side tracking that maintains attribution accuracy despite iOS changes. Essential for accurate ROAS reporting on Meta.
Retargeting
Re-engage website visitors and past customers with relevant offers. Keep your brand visible throughout the consideration period.
The Meta Funnel: Awareness to Conversion
Effective social advertising requires a full-funnel approach. Different campaign objectives serve different stages of the customer journey.
Goal: Awareness
Tactics
Broad interest targeting, video views, engagement campaigns
Key Metrics
Reach, frequency, video completion rate
Goal: Consideration
Tactics
Retargeting video viewers, page engagers, website visitors
Key Metrics
Click-through rate, landing page views, lead form opens
Goal: Conversion
Tactics
Retargeting visitors, lookalike audiences, lead form campaigns
Key Metrics
Cost per lead, lead quality, ROAS
What We Track
Social media metrics can be misleading. Likes and reach do not pay the bills. We focus on numbers that connect to revenue.
- Lead form submissions tied to campaigns
- Phone calls from social ads
- Website conversions attributed to social traffic
- Cost per lead by campaign and audience
- Lead quality and close rates when available
- Monthly ROAS analysis
Platforms We Manage
Both platforms managed through Meta Ads Manager with unified Conversion API tracking and revenue-based reporting.
iOS Privacy Changes: What We Do About It
iOS 14+ changes broke Meta's pixel tracking for many advertisers. The Conversion API is the solution. Here is how we address each problem.
The Problem
Pixel-only tracking underreports conversions
Our Solution
Conversion API sends events server-side, bypassing browser restrictions
The Problem
iOS users opted out of tracking by default
Our Solution
CAPI captures conversions even from opted-out users
The Problem
Attribution windows shortened to 7-day click / 1-day view
Our Solution
Server-side data helps recover conversions that fall outside shortened windows
The Problem
Retargeting audiences shrank post-iOS 14
Our Solution
First-party data from your CRM and email list supplements pixel audiences
Creative Formats That Work
Creative is the primary performance lever in social advertising. The algorithm distributes budget — creative determines whether people stop scrolling.
Single Image
Direct response offers, product showcases, service promotions
Video (15-30 sec)
Brand story, before/after demonstrations, testimonials
Carousel
Multiple services, product collections, step-by-step processes
Lead Form
High-friction offers where removing landing page increases conversion
Story / Reel
Mobile-first placements, younger demographics, organic-feeling content
Frequently Asked Questions
Yes. Both platforms are managed through Meta Ads Manager. We run ads across both and optimize based on where your audience engages and converts. Placements are tested and adjusted based on cost per result data.
Ready to Talk Social Ads?
Text me to discuss your social advertising goals and whether Meta is the right channel for your business.