Service / 15
Facebook and Instagram Ads should be the most measurable channel in your stack. We architect accounts around your funnel, set the Conversions API up before any spend, and run a creative testing programme that keeps compounding instead of stalling at month three.
What it unlocks
Built for ecommerce and lead-gen accounts that have outgrown a freelancer and want senior eyes on every brief, not juniors templating someone else's framework against your data.
Capabilities
Engagement rhythm
Audit account and tracking health
Rebuild structure and CAPI
Launch creative testing programme
Scale winners, prune losers
What we do
Campaign, ad-set and ad-level structure built around your actual funnel: cold prospecting, warm engagement, hot remarketing each get their own budgets, creative briefs, and KPIs. Not one-campaign-fits-all. The algorithm has clean signal to optimise against, your reporting separates demand creation from demand harvesting, and budget decisions stop being guesswork.
Lookalikes built from real customer LTV data. Interest stacks where targeting still earns its keep. Broad targeting where the algorithm has proven it can find buyers. Custom audiences from your CRM, Shopify, or WooCommerce. We test audiences against revenue, not click-through, so the survivors actually pay back.
Hooks, angles, formats, statics versus video, polished versus UGC, all tested in parallel and continuously across cold and warm. Briefs and ad copy are ours; production scope (video edits, motion design, UGC creators) is separate so quality stays high. Winners scale into dedicated ad sets, losers come out fast, new angles cycle in monthly.
Server-side tracking via the Conversions API installed before any spend, not bolted on after launch. ATT and iOS 14 made first-party signal essential. CAPI events from your store, CRM, and offline conversions feed Meta cleanly so Ads Manager reflects what your store is actually recording, not a 40 percent degraded version of it.
Weekly delivery against the metric that decides whether the channel keeps its budget: revenue per Rand spent, with margin context. We surface what changed, why, and what the test pipeline says about next month, before you have to ask. No screen-scraped PDFs and no jargon-stuffed dashboards.
Either we work with your in-house creative team, or we plug in production partners (UGC creators, video editors, motion designers) on a separate scope. Creative quality is the single biggest lever on Meta today, and pretending you can run scale on the same three statics from launch is how budgets stall in month four.
How an engagement runs
Full review of Ads Manager: account structure, Pixel and CAPI health, audience setup, creative performance, attribution, and where spend is leaking. We tell you what is working, what is broken, and whether Meta is even the right channel for your business. No commitment past the call.
Conversions API deployed cleanly to your Shopify or WooCommerce store, Pixel events audited and cleaned, audiences rebuilt from real customer data, account structure restructured around your funnel, baseline reporting tied to revenue. Most accounts find recoverable signal in this phase alone.
Creative testing programme runs continuously across cold, warm, and hot stages. Winners scale into dedicated ad sets and get the budget. Losers come out fast. New angles, hooks, and formats cycle in monthly. This is the compounding work most retainers do not actually do.
Every 90 days we step back: which audiences pay back, where creative is fatiguing, what the funnel data is telling us about messaging, where next quarter's budget should sit. You get a real plan from a real human, not a templated deck.
The lay of the land
The reason most Meta accounts underperform is not that the platform is broken. It is that the fundamentals were skipped. Tracking gets installed wrong, so the algorithm optimises against unreliable signal. Audiences get built from interest stacks the previous agency inherited from a template. Creative gets refreshed once a quarter, so by month three the same two videos are still running and CPMs have crept up 40 percent. Reporting talks about ROAS but no one ties it back to revenue, never mind margin.
Meta Ads today rewards three things: clean first-party signal (CAPI installed properly before any spend), a creative testing programme that actually compounds (not monthly batches), and senior eyes on the account (not a junior managing twelve clients off a checklist). Get those right and the channel pays back. Get any one of them wrong and you will spend twelve months wondering why.
Our retainer is structured around what compounds. Senior account managers run every brief. The Conversions API is set up as a default, not as a post-iOS-14 upsell. Creative tests run continuously rather than in monthly drops. And we treat the ad and the landing page as one experience, because a R45 click that hits a slow PDP is the same as a R45 click no one made.
FAQ
No. The management fee covers account structure, audience strategy, ad copy, creative briefing, the testing programme, and reporting. Actual production work is sourced separately. Either we work with your in-house creative team, or we plug in trusted UGC creators, video editors, and motion designers on a scoped production fee. Keeping production separate keeps quality high and your in-house team in control of the brand.
Around R20,000 per month in media. Below that, ad sets struggle to exit Meta's learning phase (which needs roughly 50 conversions per ad set per week to optimise), creative testing cannot compound enough to declare winners, and the reports read like noise instead of signal. If your budget is below R20k per month, the honest answer is that you would see better results from organic, SEO, or a single Google Ads campaign first.
Tracking, Conversions API, and account restructuring land in weeks 1 to 2. The first set of testing creative ships in week 3. Statistically meaningful winners typically appear from month two onwards. Meaningful aggregate revenue lift compounds from month three. Anyone promising you results in week one is either getting lucky off a baseline that was broken, or telling you what you want to hear.
Yes. Meta is one platform now: Facebook, Instagram, Messenger, and Audience Network all run through Ads Manager and share the same delivery system. We optimise placements based on where your audience actually converts, which varies by category. For most ecommerce, Instagram drives the bulk of cold prospecting and Facebook does the warm and remarketing heavy lifting. Lead-gen accounts often skew the other way.
Conversions API is set up as default before any spend, not as a post-launch upgrade. CAPI sends events server-side from your Shopify or WooCommerce store, your CRM, and your offline conversions where applicable. That dramatically improves signal quality after App Tracking Transparency, fills the gaps the Pixel cannot see, and means Ads Manager actually reflects what your store recorded, not a degraded estimate of it.
Continuous, not monthly batches. The testing programme runs all the time across cold, warm, and hot stages, typically 3 to 6 active tests per audience, refreshed as winners and losers declare. We do not send creative briefs in monthly drops because that is how creative fatigue gets baked in. New angles, hooks, and formats cycle in weekly.
Not as part of the Meta Ads retainer. That covers Facebook and Instagram (the Meta family) only. TikTok and LinkedIn are different platforms with different optimisation models, audiences, and attribution behaviour. We can set up and run them on a separate scope if it is a fit for your funnel, but we will not bolt them onto a Meta retainer for free, because that is how clients end up with two channels run badly instead of one channel run well.
Both. The Meta playbook differs significantly between the two, so we structure the engagement differently. Ecommerce accounts get catalogue ads, dynamic creative, and ROAS-tied reporting. Lead-gen accounts get instant-form and Click-to-WhatsApp campaigns, with CRM-side CAPI events so lead quality (not just lead volume) becomes the optimisation target. If you run both motions, we run both, just with the right setup for each.