Service 04
Search captures people who already know they have a problem. Facebook and Instagram reach the much larger group who have not thought about it today. That is a different job, and it is won on the offer and the creative, not on audience settings.
The order that matters
Meta's algorithm has quietly taken over most of what agencies used to bill for. Detailed interest stacking, lookalike layering and manual bid tuning matter far less than they did in 2019. What decides the account now is what you are offering and how you say it.
Nobody opened Instagram to book a consultation. The offer has to be worth interrupting a scroll for: a specific outcome, a low-risk first step, and a reason to act now that is not a countdown timer. We spend the first week on this, with you, before anything is designed.
Three seconds decides whether the ad is seen. We work in concepts, not variations: a customer problem shown literally, a before and after, a founder talking to camera, a price stated plainly on screen. Each concept is a separate bet with a separate reason to exist.
Consolidated campaigns with enough budget to exit the learning phase, broad prospecting rather than fifteen small interest audiences fighting each other, and a retargeting window that matches how long your buyers actually take to decide.
What is included
Fit
Meta is the channel most often sold to businesses that should not be running it. Three honest tests before you spend anything.
High-consideration services with a strong visual before and after, new offers with no search volume yet, local businesses whose competitors have not touched social, and B2B software launching a category that nobody is searching for by name.
Questions
They work when the offer is easy to say yes to and the value is obvious in three seconds: a free assessment, a fixed price first visit, a specific problem named on screen. They work badly as a straight substitute for search when someone already knows they need a plumber in the next hour.
We direct it and produce static and simple motion assets in house. For video that needs a shoot we either brief a producer or, more often, coach your team to shoot it on a phone, and we edit the footage in house. Rough footage from inside the real business consistently outperforms polished stock.
Three to five genuinely new concepts a month in most accounts, not thirty variations of one image. Meta handles variation on its own now. The scarce input is new ideas about why somebody should care, and that is what we work on with you.
Platform-reported numbers overstate results and always will. We set up the conversions API, keep a self-reported source question on your enquiry form, and watch blended cost per lead across every channel together. That combination is less precise than the old pixel and considerably more honest than any single dashboard.
Next step
On the free call we look at your current ads, your creative, your landing page and your offer, then say plainly whether Meta is worth your budget this quarter or whether search should take it instead.