Everything your business needs on Facebook and Instagram

01

Website development and landing pages

Paid traffic punishes slow, vague pages. Before we spend a dollar on Facebook or Instagram, we make sure the destination can convert. For some clients that means a complete website: structure, copy, design and build. For others it is a set of focused landing pages that sit next to the existing site and are built for one campaign objective each.

Every page we build is mobile-first, because most Meta traffic arrives from a phone, often inside the Facebook or Instagram in-app browser. We keep load times low, keep forms short, and place the primary call to action where a thumb naturally lands. Each page is wired for measurement from day one: the pixel fires standard events with parameters, the Conversions API receives the same events server-side, and GA4 sees the whole session.

We keep ownership simple. The domain, hosting account and source files are yours. We maintain the pages as part of the monthly roadmap, and improvements from our conversion rate optimization work ship on a regular cadence.

02

Platform account setup and registrations

Most accounts we inherit were created in the wrong order: a personal ad account with no Business Manager, a Page not linked to Instagram, two pixels firing at once, a payment method that belongs to a former employee. We set everything up cleanly, in your company's name, so you own it and nothing breaks later.

We create or restructure the Business Manager (now presented as a business portfolio inside Meta Business Suite), add the ad account with your payment method and billing threshold, connect the Facebook Page and Instagram professional account, verify the domain, and create the dataset that holds your pixel and Conversions API events. If you sell products, we set up Commerce Manager and a catalog with a feed that updates on a schedule. We complete business verification and apply for Meta Verified for business when it fits, because verified businesses tend to move through reviews and support with less friction.

Security is part of setup. Two-factor authentication on every user, roles limited to what each person needs, partner access for our team instead of shared logins, and a recovery path documented so a lost phone never means a lost account.

03

Campaign strategy and launch

Strategy on Meta in 2026 is less about finding a hidden audience and more about matching the right campaign type to your goal, feeding the system clean data, and giving it enough creative variety to learn. We write that plan down before launch, and we review it with you in the weekly meeting before anything goes live.

For e-commerce we usually start with Advantage+ shopping campaigns backed by a catalog and a small number of strong creative concepts, then add prospecting and retention structures as data accumulates. For service businesses we compare lead ads with instant forms against website conversion campaigns, and often run both to see which produces leads that actually book. For B2B and SaaS we build lead and nurture flows with conversion events that reflect qualified pipeline, not just form fills.

Budgets are set so each ad set can exit the learning phase within a reasonable window, and we decide in advance when to move from lowest cost bidding to cost caps or bid caps. Launch happens in stages: tracking first, one campaign, then the rest once events are confirmed in Events Manager.

04

Creative production

On Meta, creative is targeting. The delivery system finds the people who respond to each ad, so the range and quality of what you put in determines who you reach and what you pay. We produce Reels-first video, static images and carousels designed for the placements that matter: Instagram Reels, Facebook Reels, Feed, Stories and Explore.

Each monthly batch starts with research: your reviews, your competitors' ads in the Meta Ad Library, the objections your sales team hears. From that we write hooks and scripts, then produce vertical 9:16 video with captions for sound-off viewing, product-focused statics, and carousel sequences. We run structured tests with distinct concepts rather than near-duplicates, and we switch on Advantage+ creative enhancements only when they help a given ad. Winners get iterated, losers are retired, and nothing is allowed to fatigue quietly.

Production is flexible. We can edit your existing footage, film products shipped to our studio, or run a short remote recording session with your team and turn it into a month of ads.

05

Ongoing management and optimization

After launch, the work becomes a weekly discipline. We check the account every business day, and we make deliberate changes on a schedule so the learning phase is not reset by constant tinkering. Big edits happen once a week, small ones only when something is clearly broken.

Our routine covers budgets (consolidating into fewer, larger ad sets when volume allows), bidding (moving to cost caps once results are stable), audiences (removing overlap, refreshing exclusions, testing lookalikes against broad), placements (checking where results come from and whether Advantage+ placements need an exclusion), creative rotation (retiring fatigued ads, promoting winners) and account health (account quality, disapprovals, policy changes, payment issues). Every change goes into a log you can read at any time.

We also watch the things that quietly ruin accounts: frequency creeping up on a small audience, a pixel that stopped firing after a site update, a billing threshold that paused delivery over a weekend. Catching these early is most of what separates steady accounts from volatile ones.

06

Tracking and analytics

Meta can only optimize toward events it can see. When tracking is incomplete, campaigns look expensive and the delivery system learns from the wrong people. We treat measurement as infrastructure, built once, checked monthly, and fixed the same day when something breaks.

We install the pixel through Google Tag Manager, deploy the Conversions API server-side (through your platform's native integration where available, or a tag manager server container), and deduplicate events with shared event IDs so nothing is double counted. In Events Manager we configure the standard events your funnel needs, such as ViewContent, AddToCart, InitiateCheckout, Purchase, Lead and Schedule, pass the customer parameters that raise event match quality, and set event priorities for aggregated event measurement. GA4 runs alongside so you have an independent view, and we reconcile both monthly against your CRM or store orders.

For lead-based businesses we go a step further and send qualified lead and closed sale events back to Meta from the CRM, so campaigns optimize toward revenue rather than form submissions.

07

Reporting dashboards with plain-language commentary

You should never need to open Ads Manager to know how your money is working. We build a dashboard that joins Meta, GA4 and your sales data, then we write what it means in language an owner or a finance lead can act on.

The dashboard updates daily and shows spend, results, cost per result, return on ad spend or cost per lead, and the trend by campaign, creative concept and placement. Each month you receive a written report: what we tested, what we learned, what we changed, and what the roadmap holds for the next thirty days. We also explain attribution settings, such as 7-day click and 1-day view, and show how Meta's numbers compare with GA4 and your back end, so nobody is surprised by a gap.

08

Weekly meeting with every client

Every client has a fixed weekly meeting with the people who run their account. Not an account manager relaying messages: the strategist who wrote the plan and the specialist who made the changes.

Calls run 30 to 45 minutes. We review results, agree on decisions, collect approvals for creative and budget, and set the plan for the week. You receive notes the same day with owners and dates. Between meetings we are reachable by email during business hours, Monday to Friday, 9am to 6pm ET. Once a quarter we add a longer planning session to revisit goals, seasonality and the roadmap.

09

Blog and content generation

Paid traffic is stronger when your site has substance behind it. People who click an ad often look around before they buy or book, and a site with real answers converts better than a single lonely landing page. We write articles and page content for your site that address the questions your buyers ask before they purchase.

Topics come from your sales conversations, search demand and the comments on your ads. Each piece is written for a reader, formatted for mobile, and connected to the landing pages your campaigns use, so retargeting audiences built from readers are worth something. We can also produce the organic posts for your Facebook Page and Instagram account so the profiles people check before buying look alive and consistent with the ads.

10

Conversion rate optimization

Improving conversion rate lowers cost per result without touching the ad budget, and it compounds with every campaign you run afterward. CRO is where we turn Meta's post-click data into page improvements.

We study how paid visitors behave using GA4 and, where permitted, session recordings, then form hypotheses and run structured tests: headline and offer framing, form length, proof placement, page speed, checkout steps, mobile layout. Each test runs long enough to read, is documented with its result, and feeds the next month's roadmap. When traffic is too low for a clean split test, we run sequential tests and read them conservatively rather than claiming a winner from noise.