Meta ads and paid social management
Meta advertising is the channel most businesses run badly and quietly keep paying for. The platform will happily spend your budget and report a healthy looking number back to you. Whether that number represents customers who would not otherwise have arrived is a different question and it is the one we care about.
We run Facebook and Instagram advertising for established UK businesses, with particular depth in hospitality, leisure, food and drink and multi-location operators.
Who this suits
- You are selling something people decide on emotionally or visually: a meal, a booking, an experience, a product.
- You have existing demand you want to grow or seasonal peaks you need to fill.
- You have more than one location or more than one offer running at a time and coordinating them has become a job in itself.
What usually goes wrong
Structure grows by accretion.
Every new offer becomes a new campaign, nothing gets turned off and the account ends up with forty ad sets competing against each other for the same audience.
Creative goes stale quietly.
Performance decays but spend stays constant, so the decline looks gradual rather than urgent. The same three images run for six months.
Measurement is taken on trust.
The pixel fires, Meta reports conversions and nobody checks those against what the booking system actually recorded. On most accounts we look at, the gap is significant.
Multiple locations become an admin problem.
Building the same campaign twelve times by hand means it gets built late, inconsistently or not at all.
What we do
- Account structure
- Campaigns organised around commercial objectives and audiences, not around whatever was being promoted that month. Clear separation between prospecting and retargeting so you can see what each is doing.
- Audience strategy
- Building and maintaining the audiences that matter, including customer lists, engaged audiences and lookalikes where they still earn their place.
- Creative production and testing
- Covered in the next section.
Launch, optimisation and reporting
- Campaign build and launch
- We build Meta campaigns through our own system rather than by hand, which means a twelve location campaign takes a fraction of the time and arrives consistent. Every build is reviewed by a person before anything goes live.
- Ongoing optimisation
- Budget, audience, placement and creative decisions made against performance, with the reasoning recorded.
- Reporting
- In Holisticly, alongside Google, email and your ecommerce or booking data.
Creative
Creative is the largest single lever in Meta advertising and the one most agencies quietly leave to the client. We produce it.
- Static and video ad creative
- Campaign concepts and copy variants for testing
- Creative built for each placement rather than one asset stretched across all of them
- Original footage and photography where a campaign needs it, shot by our content team
See Six by Nico, Brownings and GOALS for examples across hospitality and leisure and ecommerce.
We test properly: enough variants to learn something, running long enough to be meaningful, with the result recorded so we are not retesting the same idea in six months.
How we measure it
| What Meta reports | What we verify |
|---|---|
| Platform attributed conversions | Conversions confirmed in your booking system or ecommerce platform |
| Reported return on ad spend | Return calculated against revenue your own systems recorded |
| Channel performance | Channel contribution separated from overall business performance |
These are two different numbers and treating them as one is how businesses end up with badly overstated returns. If your revenue grew and the ads also grew, that does not on its own prove one caused the other. We will tell you what the evidence supports and what it does not.
What we need from you
- Admin access to your Meta Business Manager, ad account and pages
- Access to your booking system or ecommerce platform so we can verify conversions independently
- Your existing brand assets and any creative you already own
- A named person who can approve creative and offers
Timelines
- 01
Week 1
Access granted and account audit completed.
- 02
Week 2
First campaigns live.
- 03
Weeks 2 to 4
Creative production if we are shooting new material.
- 04
Week 4
First meaningful performance read.
Common questions
Talk through your account
Book a call or start with the Growth Audit for an independent read first.