Media & Performance
Meta Ads
We run your Instagram and Facebook ads on clean event data and a steady creative testing cycle, so results don't hinge on one lucky ad.
The problem
Your Meta ads work for a few weeks, then fall off, and you never quite learn why.
The usual reaction to a slump is to rebuild audiences or shift budget. That made sense when targeting was a manual craft. With Advantage+ handling most delivery, the ad itself now does much of the targeting.
So the weak points moved. Creative fatigue sets in when a few ads keep reaching the same people. Signal loss sets in when a thin Conversions API setup leaves Meta blind to part of your sales.
Both get blamed on an algorithm update. Both can be diagnosed inside the account.
You may recognize this
- Frequency climbs while click-through and conversion rates slide together.
- One or two aging ads carry most of the spend.
- Event Match Quality is weak, or browser and server events double count.
- Instant forms fill up, but sales struggles to reach those people.
How we work
Fix the event pipeline
Pixel and Conversions API run together, with deduplication confirmed through event IDs. We improve match quality and build consent handling in from the start.
Consolidate the structure
Fragmented ad sets starve each other of data, so we merge them. Catalog and volume decide where Advantage+ Sales fits and where manual campaigns earn their place.
Test concepts, watch fatigue
A creative matrix separates angle, format and hook across Reels, static and UGC. Frequency, hook rate and CPM per ad tell us when to refresh.
Check incrementality
Conversion Lift studies or geo holdouts estimate how much reported revenue would have arrived anyway.
What we deliver
- Pixel and Conversions API implementation plan
- Event and deduplication validation report
- Monthly creative test plan with briefs
- Fatigue tracker by ad and concept
- Incrementality test design and readout
How we measure
- Cost per new customer: strips out sales to people who already buy from you.
- Hook rate and hold rate: separate weak openings from weak offers.
- Frequency and CPM trend by creative: an early warning for fatigue.
- Incremental conversions from lift tests: the closest read on what the ads caused.
An online apparel brand
Illustrative scenario: An apparel brand has leaned on one video for months, and costs rise with frequency. A review finds no Conversions API and newer ads repeating the same message. The team repairs event data first, then plans tests around the different reasons people buy.
Common questions
Should we move everything to Advantage+?
With steady volume and a clean catalog, it is a sensible baseline. Launches, regional limits or separate treatment of existing customers can justify other campaigns. An A/B test in your account settles it.
How many creatives do we need each month?
Spend sets the pace, since larger budgets wear ads out faster. A few truly different ideas teach more than dozens of resized images.
Are instant forms better than sending people to our site?
Forms lower friction and often intent too. Compare the two routes on leads that reach sales, since raw volume will always favor the form.
Before we work together, let's think together.
Requests are answered by the founder.