The reason your last campaign did not work
Facebook and Instagram ads are the same system with two surfaces, and a campaign that underperforms on both usually fails for one of three reasons — only one of which is the ad account.
The tracking was wrong, so every optimisation decision after that was made on fiction. The landing page was the company homepage, which asks a stranger who clicked one specific promise to go find it themselves. Or the offer was not an offer — it was a description of the business with a contact form under it.
Meta's delivery system is good at finding people who will do the thing you asked it to optimise for. If it cannot see conversions reliably, or the page loses them, it optimises for the wrong thing very efficiently.
Most of the ad accounts we take over belong to businesses in Gujarat selling across India, where budgets are tight enough that a month of spend against a broken conversion event is felt immediately.
What we set up before any money moves
There is a foundation stage, and we do not skip it because a client is impatient to be live. Spending into a broken measurement setup is how a Facebook or Instagram ads budget disappears with nothing learned.
- Business Manager, ad account and pixel configured properly, with the Conversions API where it earns its place.
- Conversion events defined against real business actions — a qualified enquiry, a call, a purchase — not a page view.
- A landing page built for the specific promise the ad makes, or a hard look at the existing one first.
- Audience strategy: who is worth reaching, which exclusions stop you paying twice for the same person, and where retargeting genuinely helps.
- Creative direction with enough variation to actually learn something, rather than one image and a caption.
Managed against a number, not an impression count
Reach and impressions are inputs. The number we manage against is cost per qualified lead, or cost per sale where the purchase happens online and we can see it. That holds whether the spend is on Facebook, Instagram or split across both.
That means creative gets tested and retired on evidence, budget moves toward what is working while the learning phase is respected rather than fought, and audiences get narrowed or widened based on what the data says instead of what feels safe in a meeting.
You get a report you can read without a glossary: what was spent, what it produced, what we changed and why, and what we are testing next.
We will tell you when ads are the wrong answer
Paid social is rented attention. Facebook and Instagram advertising works well for a clear offer aimed at a definable audience, and badly as a substitute for a business having something to say.
If your margin cannot absorb a realistic cost per acquisition, or the conversion path is broken upstream of the ad, we will say so before taking a management fee. That conversation costs us a retainer occasionally and it is still the right call — a campaign pointed at a weak page mostly buys an expensive lesson.