Meta Ads Instagram and Facebook
Facebook and Instagram ads show your ad to people you have described: by city, age, interests or actions on your website. We build the audiences, prepare the creatives and copy, set up the pixel with its events and run your campaigns in Meta Ads every month.
01 Definition
Targeted ads are the ads in the feed, in Stories and in Reels that only people with the traits you set can see. You describe who should see the ad, and the system finds such people among its users.
In search, people say for themselves what they need. On social networks they aren't looking for anything: they scroll the feed between other things. So the order of work is different here: first stop the eye, then explain why it matters to the person, and only then send them to the site or into a direct message.
We work in Meta Ads. It is one ad account for Instagram and Facebook, so a campaign can run on both networks at once or on just one. Ads on TikTok and LinkedIn we set up on request.
02 Scope
We usually start with three groups. Cold: people who don't know you. We pick them by city, age and interests, or leave it to Meta's algorithm to find people similar to your buyers. Warm: people who watched your videos, saved your posts or messaged you. Hot: site visitors and those who put an item in the cart and didn't buy.
Each group needs its own message. The first has to be told who you are. The last only needs a reminder.
A creative is the image or video a person sees in the feed. For each audience we prepare several versions in two formats: one for the feed and a vertical full-screen one for Stories and Reels. We assemble them from your photos and videos. A real video from a workshop usually stops the scroll better than a banner with a stock picture.
If there's nothing shot yet, we write a script for a short video that you can film on a phone.
For every creative we write the primary text, a headline and the button label. The feed shows only the first lines, so the point goes at the start. Meta rejects ads that hint at a person's personal traits ("Are you overweight?", "Tired of debt?"), so we write from the product, not from the reader's problem.
A writer drafts the copy and an editor reads it. If you run the campaigns yourself, you can order it separately as ad copywriting.
The pixel is a piece of Meta code on your site. It tells the ad account what a person did after the click: viewed a product, added it to the cart, submitted a form, bought. Without it the system learns from clicks, and the people who click and the people who buy are often different.
We install the pixel, set up the events and check that each one fires. When needed, we connect server-side event sending (the Conversions API), so you don't lose data to ad blockers. If the ads lead to direct messages, we count the conversations started.
03 Example
A pottery studio in Portland sells weekend workshops. The studio is made up, and this is a teaching example. It shows how the ads differ for people who see you for the first time, the second time, and those who have already visited the site.
Who. Women and men aged 23–40 in Portland with an interest in ceramics, handmade crafts and leisure.
What. A 15-second video: a lump of clay turns into a cup. The text: "Your first cup in two hours. A workshop for people who have never sat at a potter's wheel."
Where to. The page with the schedule and the price.
Who. People who watched the video or opened the studio's profile in the last month.
What. A carousel of work by past participants and answers to doubts: "I can't draw," "What if it doesn't work out."
Where to. Direct messages, with a "Send message" button.
Who. Visitors to the schedule page in the last two weeks.
What. A photo of the studio and one line: "Four spots left for Saturday."
Where to. Straight to the booking form. We show it for no longer than a week, so it doesn't become annoying.
The ages, interests and copy are invented for the example. What is real is the sequence: three audiences, each with its own creative and its own next step. Which one you start with depends on whether you already have followers on your profile and visitors on your site.
04 Choosing
Both bring people to your site, but at different moments. Social ads find those who aren't searching yet. Google Ads answers those who have already typed a query into Google.
Often you need both. Google Ads management collects the demand that is ready, and social ads bring back people who visited the site and didn't buy, and introduce you to new ones. If there is only one budget, we start with the channel where your buyer is closer to a decision.
05 Schedule
The launch takes 5–7 days. The next three weeks go to finding out which audiences and creatives work and which only use up impressions.
| When | What we do | What you see |
|---|---|---|
| Week 1 | Brief, access to the ad account, the pages and the site. We install the pixel and events. We prepare audiences, creatives and copy. | The campaign structure, creatives and copy for approval |
| Week 2 | Launch. Meta reviews the ads, usually within a day. In the first days the system learns: it shows the ads to different people and looks for those who respond. We touch nothing without need. | First impressions, clicks and inquiries; the figures are still unstable |
| Week 3 | We compare audiences and creatives. We switch off what collects impressions without actions and move the budget to where an inquiry is cheaper. | A short message: what we switched off, what we kept and why |
| Week 4 | We prepare new creatives to replace the ones the audience is tired of. We turn on ads for people who have already interacted with the campaign. We write the report. | The monthly report and a plan for the next month |
06 Limits
Social ads end with a click or a direct message. Whether it becomes an order depends on what the person sees next: a page with a price and a clear button, or a profile whose last post is a year old.
That's why before launch we look at where the ads will lead and tell you what is worth fixing. And we ask you to answer messages from the ads within an hour during business hours. The longer the pause, the fewer people remember what they asked about.
07 Pricing
Management starts at $900 a month, and setup is part of the first month. You pay the budget for impressions to Meta directly, by card in your own ad account. For example, a budget of $1,500 plus the $900 management fee comes to $2,400 a month. The budget here is hypothetical; we work yours out after the brief.
| Service | What's included | Turnaround | Price |
|---|---|---|---|
| Facebook and Instagram ads | Audiences, creatives and copy, launch, optimization, report | launch in 5–7 days | from $900 / month |
| Google Ads management | Campaign structure, ads, tracking, optimization, report | launch in 5–7 days | from $900 / month |
| Social media management | Content plan, 12 posts, stories, profile setup, report | monthly | from $1,200 / month |
| Ad copy | Several headline and body variants sized for each platform | 2–3 days | from $0.28 / word |
| Video scripts | Concept, timed script, voice-over text | 3–4 days | from $350 / script |
The number of products and audiences that need separate campaigns. Who prepares the creatives: whether you have your own photos and videos or the clips have to be edited. Where we send people: to a site with the pixel, to direct messages or to a form inside Instagram. And how often the ads need refreshing: more often for a store with new arrivals than for a studio with a single course.
Meta's algorithm needs data: an ad set should ideally collect about 50 target actions a week, or it stays in trial mode. If an inquiry is expensive and the budget is small, we optimize for a simpler action, such as adding to the cart or starting a conversation.
If you plan to run the campaigns yourself afterward, order one month: from $900. We set up the account, the pixel, the audiences and the ads, launch them, spend three weeks tuning them and hand everything over with an explanation.
08 Getting started
Tell us what you sell, where and to whom, and add a link to your profile or site. Within a business day we'll reply with a price and say whether it makes sense for you to start with social ads. We fix the price and the scope of work in writing before we begin. You pay half upfront and the rest after the monthly report. Payment is by bank transfer against an invoice.
09 Questions
There are two costs. Management: from $900 a month, paid to us. The budget: whatever you decide, paid to Meta directly. The platform barely limits how low the budget can go, but with very small amounts the algorithm doesn't have time to learn, and the month goes on guesswork. We name the amount that makes sense to start with in your field after the brief.
Yes. The ads can lead to direct messages, to a messenger or to a lead form inside Instagram and Facebook. For inexpensive products and local services that is often enough. One drawback: without a site there's no pixel, so you have less data on what the person did after the click.
The button launches a simplified campaign: one post, one audience, minimal settings. In the ad account you can choose the goal (inquiries or purchases, not just reach), split the audiences, compare creatives and see the cost of a result for each. For a one-off announcement the button is enough. For steady sales it isn't.
No. We answer for who sees the ads, how the ad looks and whether the results are counted correctly. Whether a person buys also depends on the price, the page and how quickly they get a reply. That's why before launch we look at the whole path and tell you where it might break.
You don't need thousands, but the profile has to be alive. A person coming from an ad often opens your profile first, and if the last post is a year old, they leave. Before launch we ask you to have at least nine recent posts, a filled-in bio and current contact details. If you don't have time for that, we can run the profile: see social media management.
Most often because of the text or the image: a promise of results, before-and-after photos in health and weight loss, a hint at a person's personal traits. We rework such an ad as part of management. Some topics, such as medicines, financial services or gambling, have separate restrictions; we warn you about them at the brief.
We do, from your materials. Images, carousels and simple videos made from existing footage are part of management. Filming with a camera operator isn't in the price: either you film it yourself from our script, or we quote it separately.
On request. Our main work is in Meta Ads, meaning Instagram and Facebook. If your buyers are on TikTok or LinkedIn, we'll discuss it at the brief and tell you honestly whether we take it on.
Impressions start once the ads are reviewed, usually within a day. In the first week the algorithm works out whom to show the ads to. You can tell whether an audience and creative combination works after two to three weeks, and the ads as a whole are worth judging after the first full month.
10 Related
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