Meta's targeting is largely automated now. What still separates accounts is how many genuinely different creative angles you can feed it, and whether your tracking survives the privacy changes of the last few years.
The old levers moved. Most accounts did not.
Broad targeting with strong varied creative beats narrow targeting with three tired assets. Accounts still spending their effort on audience layering are optimising a lever that barely moves.
Without the Conversions API, browser-side tracking misses a real share of conversions. The algorithm then optimises on a partial picture, which costs more than the missing reporting does.
In-platform attribution is measured by Meta, on Meta's terms. Taken at face value against your CRM, the numbers rarely reconcile, and the gap matters when deciding budget.
Someone who has never heard of you and someone who abandoned a cart need different messages. Running one creative set across both wastes the warm audience and confuses the cold one.
Tracking, creative supply and honest reporting, in that order.
Server-side tracking so the algorithm learns from a complete picture, with events deduplicated against the pixel rather than double counting.
A steady supply of distinct angles, static and video, tested properly. Volume of genuinely different concepts is the main lever available in this channel.
Cold, warm and retargeting separated with messaging and offers that fit each, and budget split with intent rather than by habit.
Paid traffic dies on a bad page. I build and iterate the landing pages the campaigns point to, so the conversion path is one system instead of two vendors blaming each other. Fixed scope, tied to the campaigns, not open-ended web design.
A Looker Studio dashboard tied to your real conversion data, plus a written read on what changed and why. No 40-tab spreadsheet, no vanity metrics, no 'impressions are up' as a headline.
Meta's reported numbers are always reconciled against your own source of truth. When they disagree, and they will, you get told rather than shown the flattering one.
Some engagements have verified public numbers. Others are longer-running or confidential roles where I can speak to scope and approach but not exact percentages. I would rather show you the real mix than invent a case study.
Roughly $20K per month in Google Ads spend, in a market with $45 to $80 CPCs.
Ongoing role as Senior Paid Media Manager, leading strategy and a growing paid media team in a heavily regulated industry.
I go through the account, the tracking and the conversion path and tell you what is actually broken. You get the findings whether or not we work together.
Tracking, conversion actions and structure get corrected first. Optimising on top of bad data just makes you confidently wrong.
Campaigns, ad copy, audiences and landing pages built around how your buyers actually search.
Weekly optimisation against the metric that matters to your business, with a monthly written read on what moved and what is next.
Long-form writing on this topic from the blog.
Either. I can produce and iterate static and video variants, or work from your brand assets if you have a design team. What does not work is running the same three assets for six months.
For some motions yes, particularly retargeting and high-volume lower-ticket offers. For long-cycle enterprise sales it is usually a supporting channel, not the primary one. Your data decides.
Handled with the Conversions API plus server-side tagging, which recovers a good share of what browser-side tracking loses. It does not restore perfect attribution, and nobody can.
Yes, and it is usually better, because the cross-channel picture is where most of the misattribution hides when two vendors each report their own numbers.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
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