Creative fatigue
A single ad left unrefreshed means rising costs and falling response.
Meta Ads
Facebook and Instagram: demand nobody is searching for yet.
In search you catch people who are already looking. In the feed you reach people who do not know you exist. It is a different logic: creative, audience and event accuracy do the work here, not negative keywords.
Especially suitable for products and services with a visual element and impulse demand.
Meta optimises delivery based on what you send it. If the algorithm learns from clicks it will bring clicks; if it learns from enquiries it will bring enquiries. Event setup therefore matters more than picking interests in targeting.
Why campaigns fail
Impressions yes, enquiries no.
One creative runs for months until the audience burns out on it. Events are tracked incorrectly, so the algorithm optimises for the wrong thing. Remarketing keeps serving the same ad to people who already bought.
Events do not arrive
Without Pixel and Conversions API the algorithm cannot see what became an enquiry.
Guesswork audiences
Broad interests without segmentation produce expensive, random impressions.
Scope of work
What is included in the service.
01
Account setup
Business account, access, billing details, domain verification.
02
Pixel and Conversions API
Events from both the browser and the server, so data is not lost to blockers.
03
Campaign structure
Split by stage: cold audience, engagement, remarketing.
04
Audiences
Lookalikes built from customers, behaviour-based segments, exclusion of existing buyers.
05
Creatives
Several variants per launch, refreshed regularly, in formats suited to feed and Stories.
06
Ad copy
A first line that stops the scroll and a clear next step.
07
Remarketing
Separate messages for people who viewed a product and people who abandoned a cart.
08
Analysis
Reports by creative and audience, not one number for the whole account.
Our approach
A proven path to the result.
- 01 Audit and access We review the account, events, past campaigns and landing pages.
- 02 Technical foundation Pixel, Conversions API, domain verification, test events.
- 03 Hypotheses We define which audiences and messages get tested first.
- 04 Launch and test Several creatives per segment while data accumulates.
- 05 Scaling We reinforce what works and refresh creatives on a regular cadence.
Numbers
How we measure the result.
CPL
Cost per enquiry by audience
CTR
Creative response rate by format
Freq
Frequency per person
Match
Event match quality between Pixel and server
FAQ
Questions we get asked most often.
The Pixel is code on your site that sends user actions to Meta: page views, add-to-cart, form submissions. Conversions API sends the same events from your server. Together they give a fuller picture, because some browser events are lost to blockers.
Usually three to five different variants per audience: different opening frames, different messages, different formats. A single creative gives the algorithm nothing to choose from and burns out faster.
Google works with existing demand: the person is actively searching. Meta creates demand: the person is scrolling and had no plan to buy. The path to a decision is longer and the creative matters more.
Yes, but the approach differs: for services, campaigns aimed at a message or a form usually work better than direct selling. It lowers the barrier to the first step.
We check the reason, prepare an appeal and at the same time fix whatever may have caused it: ad copy, the landing page, domain verification. Reinstatement cannot be guaranteed — that decision is Meta’s.
Either way works. We can take your existing material and adapt it to the formats, or produce creatives from your photos and video.
Services
What we can help with.
Let's talk
Describe the task — we will tell you how to solve it.
Even if you do not end up needing our services. One conversation, after which you have a clear next step.