META ADS// Meta Ads that reach the right people

Meta Ads rewards a fundamentally different approach than it did several years ago. Signal loss from Apple's privacy changes reduced how much conversion data Meta's algorithm could see directly, which is exactly why broad targeting now outperforms narrow targeting and creative quality matters more than audience micromanagement. That shift is old news by now, but plenty of accounts still haven't adapted. The best-performing Meta accounts today use broad audiences, lean on strong creative to do the targeting work, and use Advantage+ features selectively rather than switching everything over and hoping for the best.

Creative is the most important variable in a Meta Ads account. Two campaigns with identical budgets, targeting and objectives will produce dramatically different results if one has strong creative and one does not. The creative needs to stop the scroll in the first two seconds, communicate the core offer or value proposition clearly without sound (since most people watch with sound off), and give a clear reason to act. Video consistently outperforms static images when the first two seconds are compelling, but a well-designed static card will outperform mediocre video every time.

Retargeting is consistently the highest-return campaign type available in Meta Ads. People who have visited your website, engaged with your content or watched a significant portion of your video are dramatically more likely to convert than cold audiences. A well-structured retargeting campaign with the right message at each stage of the funnel, coordinating with prospecting campaigns to create a coherent experience, will produce ROAS of three to five times what cold audience campaigns achieve.

Attribution is a genuine challenge in Meta Ads. The default seven-day click, one-day view attribution window credits Meta with conversions that often happened for other reasons. We use a combination of Meta's attribution tools, Google Analytics and manual cohort analysis to understand the true contribution of Meta spend to revenue, which gives a more accurate picture of actual return than Meta's self-reported numbers.

We manage Meta Ads for businesses across the UK, including London, Manchester, Birmingham, Leeds, Bristol and Glasgow. We work across ecommerce, lead generation and brand awareness objectives, tailoring the campaign structure and creative approach to the specific goal and audience for each client.