Enough creative in rotation to keep learning.
Meta accounts stall for a boring reason: not enough new creative. The algorithm needs variety to learn from, and most advertisers give it three ads, watch performance decay over six weeks, and conclude the channel stopped working. Combined with attribution that has quietly under-reported since the iOS privacy changes, you get a channel that looks worse than it is and gets cut.
This is for you if
- You sell something with visual appeal and a short enough decision to make impulse plausible
- Performance was good, then decayed, and nothing obvious changed
- Your reported return on ad spend does not match what you see in your own order data
- You can produce or approve new creative regularly, several pieces a month rather than one a quarter
It isn't, if
- You sell a considered B2B product with a six-month cycle. Meta can support that, but it should not be your first channel; look at B2B marketing instead.
- Creative approval takes six weeks through a brand committee. The channel runs on iteration and that pace starves it.
- You want one ad that runs all year. That is not how the auction works, and pretending otherwise wastes your budget slowly.
What actually happens.
- 01
Fix tracking first
Server-side conversions through the Conversions API, deduplicated against the pixel. Without it the platform optimises on partial data and your reporting understates the channel.
- 02
Structure for the learning phase
Consolidated enough to exit learning, segmented enough to be readable. Twenty ad sets each starved of data is the most common way to spend a budget and learn nothing.
- 03
A creative cadence, not a campaign
A standing rhythm of new concepts and variants, with a rule for when a fatigued ad comes out. Creative is the main lever on this platform; everything else is adjustment.
- 04
Retarget by behaviour
Sequenced by what someone actually did, whether they viewed, added, abandoned or bought, rather than one audience of everybody who ever visited, shown the same ad for ninety days.
What you get
- Audience and campaign structure built for the algorithm's learning phase
- Server-side conversion tracking, so iOS attribution loss stops flattering the report
- A creative testing cadence with enough variants to produce a winner
- Retargeting sequenced by what someone actually did, not by one catch-all audience
Built with
- Meta Ads
- Conversions API
- GA4
- Shopify
- Creative testing
The outcome
A cost per acquisition that holds when you increase the budget.
Facebook and Instagram campaigns with enough creative in rotation to keep learning after the first week.
Get a free consultationScope and a fixed price before anything is committed. No obligation to proceed.
No dark periods. No surprise invoices.
A structured engagement from the first call to launch, so you always know what is happening and what it costs.
Week 1 · Discovery
Scope & fixed price
Then, every week after
A working demo.
The ones people actually ask.
Do you make the creative?
We produce static and short-form video, and we work with your assets and brand where they exist. For higher production work we bring in a specialist rather than pretending in-house is the same thing.
Our tracking has been broken since iOS 14. Can that be fixed?
Substantially. Server-side conversions recover a lot of what the browser lost, and matching against your own order data closes most of the rest. Perfect attribution is not coming back for anyone.
What budget makes sense to start?
Enough for each ad set to gather conversion data weekly, which usually means a few thousand a month rather than a few hundred. Below that the account never exits learning and no one can tell what worked.
Should we run Google Ads as well?
Often, and they do different jobs: search captures existing demand, Meta creates it. If the budget only stretches to one, we will tell you which fits your product rather than which is a larger engagement.
Often bought alongside
Social Media Management
A calendar somebody keeps, content that sounds like your company, and replies that go out the same day.
B2B Marketing
Demand generation for a six-month sales cycle: content, outbound, and the attribution to prove which half worked.
Custom SaaS Development
Multi-tenant platforms built to hold up under real customers, real load, and real compliance requirements.
All services · Working on your own career instead? Career services for engineers
What is the most expensive thing your team still does by hand?
Tell us, and we'll tell you honestly whether software can fix it, and roughly what it would cost. No pitch deck.