Meta Ads: Facebook and Instagram campaigns that create demand
On Google you find people already looking for you. On Meta you reach people who do not yet know you exist — and bring them back when they are ready to buy. We set up campaigns, creative and tracking, including the server-side kind.
The hook
Meta is not
"Google but social".
It is the confusion that wastes more budget than any other.
Google captures demand that already exists
The person is searching
They type "warehouse management software" because they have a problem and are looking for the answer. You make sure they find you. → Google Ads
Meta has to create the demand
The ad interrupts something else
Nobody opens Instagram thinking about business software: the ad has to earn attention in the first second and cannot ask for the sale straight away.
Creative matters more than targeting
The algorithm finds the audience on its own. What it cannot do is make a dull ad interesting.
Different stages need different messages
Someone who has never heard of you should not be treated like someone with a full basket.
Not all the results land inside Meta
Many people search your name on Google after seeing the ad: looking only at the Meta dashboard understates what is working.
What we run
The campaigns
we actually set up.
Few clear campaigns, budget concentrated rather than spread thin.
Cold audience campaigns
Reaching people who do not know you, with a message that starts from their problem rather than your catalogue. This is what builds the pool everything else works on.
Retargeting
People who visited the site, watched a video, opened the form without sending it. Different behaviour gets different messages.
Custom and lookalike audiences
Built from your real data: existing customers, contact lists, your highest spenders. This is where connecting the CRM to the platform changes the results.
Lead campaigns
Native forms or dedicated landing pages, depending on what you sell. Native forms bring more contacts of lower quality: we say so up front and add qualifying questions to filter.
Creative and formats
Stills, vertical video, carousels. We test several versions of the same message instead of betting on the one the team likes most.
Instagram and Facebook together
With control over where the ad appears: some placements consume budget and never convert, and they get switched off.
The technical part
What decides
whether campaigns work.
Since 2021 browser-side tracking loses data: cookie blocking, iOS, refused consent. Meta sees only part of the conversions, optimises on incomplete data, and your campaigns get worse on their own. The answer is technical: send events from the server instead of the browser.
Server-side events
From your site, your store or your back office, deduplicated against the pixel events.
Compliant consent
Consent mode and cookie banner as GDPR requires. Server-side tracking is not a way around consent, and anyone selling it that way is exposing you.
Offline conversions
If the sale closes by phone or on site, we send it back to Meta so the algorithm learns from real customers, not from submitted forms.
Landing pages built by us
Fast, consistent with the ad, measured. We do not send paid traffic to the home page.
FAQ
Before you ask.
It depends on your sector and what your audience costs. The practical rule is that you need enough budget for at least one campaign to exit the learning phase: spreading it across five small campaigns produces no usable data.
Yes, with different expectations. It will not close a complex sale: it builds awareness, brings top-of-funnel contacts and returns people who already visited. For B2B we usually pair it with lead generation.
We set it up. On some formats — especially video shot in your workshop, factory or on site — your own material works better than any graphic: in that case we tell you exactly what to film.
Yes. We work in your Business Manager with partner access. If you leave us you keep the account, the audiences and the history: they are an asset built over time and should not follow the agency.
Because Meta also claims conversions it merely influenced. In our reports we separate what the platform says from what your analytics and your back office show. Less flattering, far more useful for deciding budget.
Is your Meta account running with nobody able to say what pays?
Give us read access: we will send you what is misconfigured, which events never arrive and where the budget is going. Free, and the document stays yours.
ISO 9001:2015 certified
Written requirements, tracked changes, a defined path for every issue.
Benefit Corporation
Goals written into the bylaws, an impact report every year.
Listed on MePA
The Italian public sector e-procurement marketplace.
