Meta & Instagram Ads
Facebook and Instagram ads that sell, not just reach.
Get a free audit →Meta Ads reach people before they have started searching. That makes Facebook and Instagram very good at two jobs Google cannot do well — introducing a product nobody is looking for yet, and bringing back people who visited your site and left without buying.
We plan, build and run Meta campaigns for Canadian e-commerce brands and local businesses on the same flat monthly fee as our Google work. No percentage of ad spend, no minimum spend commitment, and creative production included rather than billed as an extra.
What's included
- Meta Pixel and Conversions API set up properly. Browser tracking alone loses a large share of events to ad blockers and privacy settings; server-side tracking through the Conversions API recovers much of it. Without both, you are optimising on partial data.
- Full campaign build across prospecting, retargeting and retention, structured so the algorithm has enough volume in each to actually learn.
- Audience strategy — lookalikes from your customer list, interest and behaviour targeting for cold traffic, and website and engagement audiences for retargeting.
- Ad creative production. Static images, carousels and short-form video adapted for feed, Stories and Reels, because a single square image does not work across all three placements.
- Structured creative testing. New hooks and formats tested against current winners on a regular cycle, since on Meta the creative is the targeting.
- Catalogue and Advantage+ Shopping campaigns for e-commerce, including product feed setup and troubleshooting.
- Weekly reporting on spend, results and cost per result, plus a monthly strategy call on Growth and Scale plans.
Our approach
Creative is the targeting now
Meta’s targeting has become progressively more automated, and broad targeting with Advantage+ now beats hand-built interest stacks in most accounts. What that means practically is that the biggest lever left is the creative itself. The ad decides who Meta shows it to, because Meta finds more people who behave like the people who responded.
So the work is mostly creative work. We produce and test hooks, formats and angles continuously rather than building one set of ads and letting them run until they fatigue. When an account plateaus on Meta, it is almost always creative fatigue rather than a targeting problem, and the fix is new creative, not another audience.
Tracking first, always
Before any campaign goes live we make sure events are being recorded properly. That means the Meta Pixel on the site, the Conversions API sending events server-side, event matching quality checked, and, for e-commerce, the product catalogue connected and error-free.
This matters more on Meta than on Google. Meta’s optimisation depends entirely on receiving clean conversion signals, and browser-only tracking loses a substantial share of them to ad blockers and privacy settings. An account running without the Conversions API is asking the algorithm to learn from a fraction of what actually happened, and it will spend accordingly.
How we structure an account
Three layers, each doing a different job. Prospecting reaches people who have never heard of you, usually broad with strong creative doing the sorting. Retargeting brings back site visitors, video viewers and people who engaged with the page but did not convert. Retention goes to existing customers for repeat purchase and cross-sell, which for most e-commerce brands is the cheapest revenue in the account and the most frequently ignored.
Budget splits across these depend on where you are. A new brand with no audience to retarget puts nearly everything into prospecting; an established store with steady traffic often gets its best returns from the retargeting and retention layers.
What the first 90 days look like
Weeks one and two are setup: tracking, catalogue, account structure, and the first round of creative. Weeks three to six are the learning phase, where campaigns exit Meta’s learning period and early creative winners emerge. Cost per result is usually volatile here and reading too much into week three is a mistake. From week seven onwards the account settles and the work becomes scaling what works and replacing what has fatigued.
We are being deliberately non-specific about numbers on this page because we do not yet have a Meta case study we can show with verified figures. When we do, it will go here with the real numbers attached, the same way our Google Ads page quotes a real account. We would rather leave a gap than fill it with a plausible-looking average.
What it costs
Meta Ads are included on the Launch plan at $500/month as your single channel, or alongside Google Ads on Growth at $800/month and Scale at $1,200/month. Creative production is included. Your ad spend goes directly to Meta, and our fee does not move with it.
Frequently asked questions
Should I run Meta Ads or Google Ads?
Google captures people already searching for what you sell, so it usually wins for services people look up when they need them, such as repairs, emergencies and professional services. Meta creates demand rather than capturing it, so it tends to win for products people did not know they wanted, and for retargeting. If your budget only stretches to one, we will tell you which fits your business during the free audit.
What is the minimum budget for Meta Ads?
Around $1,000 to $1,500 a month is where campaigns get enough conversion volume to exit the learning phase and optimise sensibly. Below that it is possible but slow. The algorithm needs roughly 50 conversions per ad set per week to work well, and a small budget takes a long time to get there.
Do you make the ad creative?
Yes, and it is included rather than billed separately. We produce static images, carousels and short-form video adapted for feed, Stories and Reels. If you have brand assets or product photography we will work from those; if you do not, we will work with what we can produce.
How often should creative be refreshed?
Most accounts need new creative every two to four weeks once spend is meaningful. Creative fatigue shows up as rising cost per result and falling click-through rate while nothing else has changed. On Meta this is the normal rhythm of the channel rather than a sign something is broken.
Does the iOS privacy update still affect Meta Ads?
Yes, though less than it did in 2021. Browser-side tracking still loses a meaningful share of events. The practical answer is the Conversions API, which sends conversions to Meta server-side and recovers much of what the pixel misses. We set this up on every account as standard.
Can you run ads on Instagram only?
Yes, though we usually advise against it at the start. Facebook and Instagram share an ad system, and letting Meta place ads across both typically produces a lower cost per result than restricting to one. If Instagram is genuinely where your customers are, we will weight toward it, but we will test rather than assume.
Who owns the ad account and the pixel data?
You do. Campaigns run inside your own Meta Business Manager with us added as a partner, so the ad account, the pixel and every audience built from your data stay with you if we stop working together.