Facebook Ads

Why Facebook still earns its budget

Facebook has the broadest age range of any major social platform, which makes it the natural home for decision-makers who are not on newer apps every day: business owners, parents, homeowners, patients and professionals in their late twenties through their fifties. For local and service businesses that audience is the customer. A well-run Facebook account also gives you one asset that compounds: retargeting pools built from people who watched your videos, opened your forms, messaged your Page or visited your website.

Facebook Ads is bought through the same system as Instagram Ads, so the two are managed together under our Meta Ads service. This page covers what is specific to Facebook: placements, formats, funnels and the way its audience behaves.

Where Facebook ads appear

• Feed: the core placement, suited to offers, testimonials and explainers that need a little more text.
• Stories and Reels: full-screen vertical video for attention and reach, best with a strong first two seconds.
• Marketplace: useful for products and local listings where people are already browsing to buy.
• Search results and in-stream video: extra placements we test rather than assume.
• Messenger and WhatsApp destinations: click-to-message campaigns that start a conversation instead of a page visit.

Formats and funnels that convert

We choose the format by the buying decision, not by habit. High-consideration services (a procedure, a property, a course) usually convert best through a conversation, so we lean on Click-to-WhatsApp and Messenger. Quick enquiries such as a callback, a quote or a booking suit instant forms that keep the user inside Facebook, with a qualifying question or two to protect lead quality. E-commerce and catalogue businesses use carousel, collection and dynamic product ads with retargeting for people who viewed a product but did not buy.

Audiences: broad by default, precise where it matters

Meta’s delivery does best when it has room to find the right people, so we start broad on age and interests and let the creative and conversion signal do the selecting. Precision goes where it is genuinely valuable: location (a radius around your branch or project), exclusions (existing customers and recent leads), and retargeting (people who already showed intent). Interest stacks are tested, not trusted.

The follow-up is half the result

Facebook enquiries go cold quickly. A lead contacted within minutes is far more likely to answer than one contacted the next day, so we design the response path with you: who replies, in what tool, with what message, and what happens after hours. Where it helps, we set up automated first replies and route qualified leads to a person immediately.

Staying inside the rules

Facebook enforces advertising policies on health, finance, before-and-after claims and personal attributes. Clinics, labs and financial services need careful wording. We write and review copy and creative against current policy so campaigns are not repeatedly disapproved, and we keep your Page and ad account healthy.

Facebook Ads or Instagram Ads?

Most businesses benefit from both, but the mix should reflect who buys from you:

Question	Leans Facebook	Leans Instagram
Typical buyer	Broad age range, strong in the late twenties to fifties	Younger, visually driven audience
Best for	Local services, property, healthcare, education, community-driven offers	Beauty, fashion, food, lifestyle, showcase-style products
Creative style	Clear offer, testimonial, explainer	Short vertical video, strong visuals, creator content
Conversion path	Form or WhatsApp	Website, shop or Instagram DM

What to expect in the first 90 days

1. Weeks 1 to 2: account audit, tracking, Page fixes, first creative batch live.
2. Weeks 3 to 6: first winners identified, weak ads stopped, retargeting layers switched on.
3. Weeks 7 to 12: budget scaled behind stable cost per qualified lead, new creative concepts in rotation, lead quality reviewed with your team.

How to choose a Facebook Ads agency

Whoever you hire, these are the questions that separate a capable partner from an expensive one:

• Will they fix your Page and account setup before spending?
• Do they test lead forms against WhatsApp and Messenger funnels?
• How do they handle health, finance or claim-heavy wording within policy?
• Who owns the ad account and Business Manager? It should be you.
• What is the follow-up plan once a lead arrives?
• Do reports show cost per qualified lead, not just clicks and reach?