Meta Ads Management (Facebook & Instagram)
Facebook and Instagram Ads built around creative testing and tracking you can trust.
I run Facebook and Instagram Ads as one system: prospecting, retargeting and structured creative testing, with the Meta Pixel and Conversions API set up so Meta optimizes toward real purchases and leads. For one fashion and home decor store, website purchases grew 139% from the first three months to the next three.
40+
Client accounts managed
$12K+
Monthly ad spend managed
3.5+
Years agency-side PPC
| Metric | Baseline (first 3 months) | Results (next 3 months) | Change |
|---|---|---|---|
| Website purchases | 155+ | 370+ | +139% |
| Best cost per purchase | about $24.80 | $9.50 | lower by about 62% |
Where most Meta Ads budgets leak
Most Meta accounts I audit are not short on budget. They are spending it in the wrong places. These are the leaks I look for first.
- 01
Creative fatigue
The same ads running for weeks while frequency rises and results quietly drop.
- 02
Optimizing for the wrong event
Campaigns set to clicks or add to carts when the business needs purchases or qualified leads.
- 03
Audiences competing with each other
Overlapping ad sets bidding against each other and pushing up your costs.
- 04
Broken Pixel and CAPI setup
Missing, duplicated or poorly matched events, so Meta learns from bad data.
- 05
Retargeting taking credit
Ads shown to people who were already going to buy, reported as new sales.
- 06
Too many ad sets stuck in learning
Budget spread so thin that nothing exits the learning phase.
Meta Ads campaign types I manage
The mix depends on your offer, your margins and where your buyers spend time.
Sales campaigns
Drive purchases on your website or app, including Advantage+ sales campaigns.
Advantage+ · Purchase optimization · Value optimization
Prospecting
Reach new buyers who have never heard of you.
Broad targeting · Lookalikes · Interest testing
Retargeting
Bring back visitors, engaged users and past customers.
Website visitors · Engagers · Customer lists
Lead generation
Collect enquiries with Instant Forms or landing pages.
Lead forms · Qualifying questions · CRM sync
Catalog ads
Show the right products to the right people automatically.
Product catalog · Dynamic ads · Product sets
Messaging ads
Start conversations on WhatsApp, Messenger or Instagram Direct.
Click-to-WhatsApp · Messenger · Instagram DM
Creative testing that finds what sells
On Meta, creative does most of the targeting. The ad decides who stops scrolling. So I test creative in a structured way, one variable at a time, and scale only what proves itself on cost per purchase or cost per lead.
- 01
Hooks
The first 3 seconds or first line that makes people stop.
- 02
Angles
Price, problem, proof, comparison or lifestyle, tested against each other.
- 03
Formats
Static, carousel, video, Reels and UGC-style ads.
- 04
Refresh before fatigue
New creative rotated in when frequency climbs and click-through starts to drop.
I handle creative direction, testing plans and ad copy. Ad production can be done by your team or a creator, working from my briefs.
Who my Meta Ads management is for
- You are spending on Facebook or Instagram Ads but cannot tell what is actually driving sales.
- You need a prospecting and retargeting structure that does not compete with itself.
- Your creative has gone stale and results are declining.
- You want server-side tracking so your numbers hold up after iOS privacy changes.
E-commerce & D2C
Sales and catalog campaigns built around margins, ROAS and repeat purchases.
Lead generation & local services
Lead forms and landing pages tuned for lead quality, not just cheap leads.
SaaS & apps
Trials, sign-ups and paid conversions tracked through to revenue.
Agencies
White-label Meta Ads management behind your brand.
White-label PPC
What’s included in Meta Ads management
- Account audit: campaign structure, audiences, placements, events and creative fatigue.
- Meta Pixel and Conversions API setup or repair, with event deduplication and match quality checks.
- Prospecting, retargeting and sales campaign structure built around your funnel.
- Creative testing across static, carousel, video, Reels and UGC-style formats.
- Audience and placement testing to find where your budget performs best.
- Weekly optimization of budgets, bids, audiences and creative rotation.
- Clear reporting on ROAS, cost per purchase, cost per lead and creative performance, with what changed and why.
Tracking comes before scaling
Meta’s algorithm learns from the events you send it. If the Pixel misses purchases or counts them twice, Meta optimizes for the wrong people. Since iOS privacy changes, browser tracking alone misses a lot, so I set up the Conversions API to send events from your server as well.
The first thing I check in any Meta Ads audit is whether the purchases Meta reports actually happened.
- Meta Ad
- Click
- Landing Page
- Conversion
- Pixel + CAPI
- CRM / Backend
- Revenue
Setup can include the Meta Pixel, Conversions API, event deduplication, Event Match Quality checks, offline and CRM conversions, UTM tracking and GA4. Tracking & analytics
How I work
- 01
Audit
Week 1
Review the account, Pixel and CAPI events, audiences, creative and conversion path. Goal: know what is wasting budget and what is working.
- 02
Strategy
Week 1 to 2
Plan campaign structure, budgets, audiences and a creative testing roadmap around your margins and sales cycle.
- 03
Launch
Week 2 to 3
Fix tracking, build or restructure campaigns, and launch the first round of creative tests.
- 04
Optimize & Report
Ongoing
Weekly budget and creative work, monthly reporting on ROAS, CPA and revenue, and budget moved toward what works.
Results from Meta Ads accounts
Each figure links to the full case study, with dates, baselines and caveats.
When I’ll tell you not to spend more on Meta Ads
More budget does not fix a broken account. I will tell you if any of these apply:
- The Pixel or Conversions API is not tracking reliably.
- Every ad is fatigued and there is no new creative to test.
- Campaigns are still in the learning phase.
- The offer or landing page is not converting the traffic you already have.
- Lead quality is poor, even if cost per lead looks good.
- The margins do not support the current cost per purchase.
Meta Ads management pricing
Every plan starts with an account audit. Pick the plan that matches your monthly Meta Ads spend.
Prices in USD.
Launch
Businesses starting Meta Ads or fixing an underperforming account
Monthly ad spend
Up to $2,000
Management fee: starting at
$350/month
- Full Meta Ads account audit
- Meta Pixel and Conversions API setup
- Prospecting and retargeting campaign build
- Audience and placement setup
- Monthly creative testing round with ad copy
- Weekly budget optimization
- Monthly performance report
- Recommended
Growth
Brands with proven demand ready to scale on Facebook and Instagram
Monthly ad spend
$2,000 to $6,000
Management fee: starting at
$650/month
- Everything in Launch
- Structured creative testing every 2 weeks
- Advantage+ sales and catalog campaigns
- Lookalike and customer list audiences
- Event Match Quality and deduplication checks
- Landing page review and CRO recommendations
- Bi-weekly reports and a monthly strategy call
Scale
High-spend accounts across multiple products, offers or regions
Monthly ad spend
$6,000+
Management fee: custom, starting at
$1,250/month
- Everything in Growth
- Weekly creative testing and fatigue monitoring
- Offline and CRM conversion tracking
- Lead quality tracking for lead generation accounts
- Multi-region account structure (India, Australia, UK, US)
- Budget forecasting and allocation
- Weekly reports and priority WhatsApp/Slack support
Ad spend is paid directly to Meta and is not included in the management fee. Your campaigns run in your own Meta Business Manager and ad account. Final scope is confirmed after the audit.
Want a second opinion on your account?
Send me what you're running and where it's stuck. I'll tell you what I'd fix first, and whether I'm the right person to do it.