Meta ads management
On Meta, creative variety decides the outcome more than targeting does; a single image fatigues within days.
The platform's targeting now finds the audience by itself; the variable actually in the advertiser's hands is the content shown. Click-through on an image repeated to the same audience falls quickly and cost rises. Being able to produce new variants continuously therefore does more good than fine-tuning targeting.
Video and static images do different jobs: video suits introduction and explanation, while a static image delivers a clear offer faster. Separating them by purpose, rather than racing them inside one campaign, makes it visible which format works at which stage.
We do not treat creative production as separate from the ad account. Because design and video come from the same team, producing a new variant requires no separate supply chain; when a campaign fatigues it can be refreshed without waiting.
What it covers
- Platforms
- Facebook, Instagram, Messenger, Audience Network
- Formats
- Single image, carousel, video, Reels, collection
- Audiences
- Interest/behaviour, custom, lookalike
- Measurement
- Pixel, Conversions API, event matching
Related services
Frequently asked
How many creatives should we start with?
Starting with a single image does not reveal which message works. Beginning with a few clearly different approaches and scaling the winner produces results faster than testing minor variations of one image.
Why is the Conversions API needed?
The browser-based pixel misses a share of events because of ad blockers and privacy settings. Server-side sending reduces that loss so optimisation runs on more accurate data.
Is boosting an organic post enough?
It works as a quick start but stays limited: an organic post is written for followers, while an ad reaches people who do not know you. The two rarely speak the same language.