The Minimal guides / Meta Ads
What makes a
Meta campaign
make sense?
The objective, the offer, the creative and what happens next all work together. Here's a straightforward look at advertising on Facebook and Instagram.
- No long contracts
- Clear and honest reporting
- Only what your business needs
The objective
Choose the action
you actually want.
A campaign optimised for clicks is asking the platform to do a different job from a campaign optimised for purchases or enquiries. Start with the business outcome, then choose the setup and measurement to support it.
- Define a valuable customer action
- Check that the action can be measured
- Use a destination that matches the ad
- Allow for the time it takes someone to decide
The creative
Make each test
answer a question.
Images, video, headlines and copy shape how people understand your offer. Useful testing compares clear ideas, gives them enough room to run and records what we learn.
- Show the product or service clearly
- Test benefits, messages and formats deliberately
- Match creative to the placement
- Use results to inform the next brief
Good to know
Meta Ads questions, without the jargon.
Clear answers. Always a good starting point.
Is boosting a post the same as running campaigns?
Boosting is a simpler way to promote a post. Ads Manager gives you more control over campaign objectives, structure, creative variations and reporting. The right approach depends on what you're trying to achieve.
What is remarketing?
Reaching people who have already interacted with your business, where the platform and consent settings allow it. That could include site visitors or people who have engaged with your content.
What are the Meta Pixel and Conversions API?
They are ways of sending event information to Meta. The Pixel works in the browser; the Conversions API can send events from a server or partner integration. Setup needs to consider event quality, duplicate events and consent.
Do likes tell me if an ad is working?
They tell you that people engaged with it. Whether the ad is doing its job depends on your objective and the actions that follow. An ad with fewer likes may still bring more useful enquiries or sales.
A good place to start
Let's see what your ads could do.
Tell us a little about your business. We'll take a look at your Google and Meta Ads, then walk you through what we'd change and why.