Facebook and Instagram Ads Management
I plan, create and test your Facebook and Instagram ads using the questions your buyers already search, then bring back the visitors your SEO earns with ads that continue the same conversation. Results are judged on your own sales and lead data, not only on Meta's dashboard.
Pixel and Conversions API checked in week 1. Ads, copy and creative made by me.
- 6+ years of experience
- 30+ clients served
- Completed Koray's Topical Authority course
Signs your Meta ads need work
- You boost a post now and then, with no real plan.
- Ads worked for a month, then costs rose and results fell.
- Meta reports more sales than your store records.
- You get plenty of form leads, but most never answer the phone.
- Your ad account was restricted and nobody can tell you why.
- Google sends you visitors, and nobody follows up with them.
- The same image ad from last year is still running.
What Meta ads do that search can't
Search catches people who are already looking. Meta reaches people who aren't, so the ad has to create interest, and the purchase often comes days later, through a Google search. That is why I run Meta ads to feed your search, organic or paid, and why both channels are read together. In last-click reports, Meta can look weak while it drives the brand searches that search ads then take credit for.
Creative is what decides who sees your ad
Meta now automates most targeting, so the ad itself decides who sees it. I test concepts, not small details like colors or single words. A concept is a reason to buy: a fear removed, a comparison, a demonstration, a customer story or an objection answered.
The strongest angles come from your search data. The questions in your topical map are the doubts buyers have, and each one becomes an angle, answered on a page that already exists. Reviews, sales calls and support emails add more. When the same phrase shows up in all three, it goes in the first line of an ad. Winning concepts often carry over to TikTok.
Advantage+ with guardrails
Advantage+ campaigns choose audiences, placements and creative combinations automatically. With solid tracking they can match or beat manual setups. Without guardrails, they spend in the wrong places. My standard controls:
Your customer list defines existing customers, so prospecting budget doesn't go to people who already bought.
Unsafe placements are excluded.
Every automatic creative change is reviewed, because automated edits can break policy or your brand rules.
Campaigns optimize for purchases or qualified leads, not page views, once there is enough volume.
Pixel and Conversions API, set up properly
- Pixel
- Records what people do in the browser
- Conversions API
- Sends the same events from your server or store platform, so ad blockers and short cookie lifetimes lose less data
- Deduplication
- A shared event ID, so Meta counts each sale or lead once
- Event Match Quality
- Meta's score for matching events to people. Hashed email and phone are added where your privacy policy and consent allow
- CRM stages
- For lead businesses: contacted, qualified and booked are sent back, so campaigns learn to find customers, not form fills
Bringing back the visitors your SEO earned
Someone who read a page answering a specific question is a warm visitor. I group retargeting audiences by your site's topics, so the ad continues the conversation. A reader of estate planning articles sees a short video from a will-drafting attorney. A reader of climate-controlled storage guides sees the nearest facility that offers it.
Meta restricts audiences built on sensitive topics such as health, debt or criminal matters. Audiences are built from neutral page groups, and sensitive wording is kept out of the URLs the Pixel reads.
Special Ad Categories and restricted products
- Special Ad Categories
cover housing, employment, financial products and services, and social issues, elections or politics. These ads must be declared, and targeting by age, gender, ZIP code and many interests is limited.
- Kratom
is not accepted. Coded wording risks your whole business account.
- CBD
can be advertised only with certification and Meta's written approval, to adults, where local law allows. THC products are not accepted.
- Law firms
can advertise. Immigration or civil rights ads may count as social issue ads, which need identity authorization and a "paid for by" disclaimer.
- Movers, self storage and jewelry
usually fall outside the categories, but storage bundled with a rental can touch housing, and jewelry financing can touch financial products.
- No personal claims about the viewer.
Ads address the topic, never the person's health, finances or record.
Policies change, so every product and offer is checked against Meta's current rules before launch.
How results are measured
Meta's own attribution can include sales that would have happened anyway. I compare its numbers with your store or CRM, and use holdout tests or Meta's conversion lift studies when spend is large enough to give a reliable answer.
What you receive
Business Manager, Pixel events, domain verification and policy history, checked before spend rises.
Concepts, hooks and formats for each test round, tied to your buyers' search questions.
Static, carousel and video ads sized for each placement and checked against policy.
Visitors grouped by the topics they read.
Spend, cost per result and sales from your own systems, plus the next tests.
How it works, step by step
Audit and access
Days 1 to 3I review Business Manager, the ad account, the Pixel and policy history. You add me as a partner and share read access to your store or CRM.
Tracking and policy
Week 1Pixel and Conversions API set up or repaired, domain verified, policy rules confirmed.
Angles and creative
Weeks 1 to 2Search data, reviews and sales questions become angles and briefs. You send product photos and footage, or give team time for filming.
Launch tests
Weeks 3 to 4Prospecting and retargeting go live with a small set of distinct concepts, judged on cost per qualified result.
Scale and refresh
MonthlyWinners get budget and new variations, weak concepts are cut, and new tests start before ads wear out.
Ways to work together
Launch and test
For new brands or restarts.
Tracking and Conversions API, policy check, the first two rounds of creative tests and handover notes.
Monthly management
New concepts every month, audience and budget management, a monthly report read alongside your SEO data, and direct email access.
Creative briefs for your team
For in-house designers or editors.
Angle research from search data, static and video briefs, and a review of finished ads before launch.
Are Meta ads right for you?
A good fit if you
- sell something people buy after seeing it in use
- have SEO traffic to bring back
- have photos, video or customer stories
- judge results by sales and qualified leads
- run a local service with a clear offer and area
Not a good fit if you
- sell products Meta prohibits
- expect one ad to run for months without new creative
- won't share sales or CRM data
- need every sale traced to a single click
Meta ads by industry
- Movers:
reach readers of checklists, cost guides and route pages, then retarget with trust-focused creative: real crews, trucks, license numbers and reviews. The search side is my Moving Company SEO work.
- Self storage:
target the life moments that create storage needs, such as moving, renovating or downsizing, and show unit sizes visually. The search side is my Self Storage SEO work.
- Jewelry:
catalog ads from the same product feed as Google Shopping, with lab-grown and metal wording that follows FTC guidance. The search side is my Jewelry SEO work.
- Law firms:
for planned needs like wills and business formation, never emergencies, with no promised outcomes. The search side is my Law Firm SEO work.
- CBD and kratom:
CBD ads run only once certification and Meta's approval are in place. Kratom brands rely on search and owned channels like email, not Meta ads. The search side is my CBD SEO and Kratom SEO work.
More on each: the industries I work in.
Facebook Ads questions
Do I need separate ads for Facebook and Instagram?
Not separate campaigns. One campaign serves both apps, but I supply every size: vertical video for Stories and Reels, square or portrait images for Feed, with text kept clear of the app's buttons.
Meta restricted my account. What now?
Find the reason in Account Quality and fix the cause before you appeal. I review the history, fix or remove ads, confirm verification and two-factor security, then request a review with a short, factual explanation. New accounts opened to get around a restriction make it worse.
Is boosting a post the same as running ads?
No. Boosting is a simple version with one post and limited goals. Ads Manager gives conversion goals, structured tests, exclusions and proper measurement.
Lead forms or website traffic?
It depends on what a lead is worth. Instant forms bring more, cheaper leads, often of lower quality. I usually test both and judge them by how many leads become customers.
How long before you judge an ad?
Long enough for it to leave the learning phase. A spend or event threshold is set before launch, so decisions follow rules, not one bad day.
Do you make the ads, or do I need a designer?
I write the copy, plan the concepts and build static and carousel ads. Video works best with real footage from your business, so I send a shot list for phone filming and edit the clips.
Can I target my existing customers?
Yes, with a customer list. Emails or phone numbers are hashed before matching. You need proper consent under your privacy policy and local law.
Do you work like a Facebook ads agency?
You get the work an agency delivers (strategy, creative, tracking and reporting) from one consultant who does it all. No account managers sit between you and the person running your ads.
Should I run Meta ads while my SEO is new?
Yes, if you have a clear offer and a page worth landing on. Meta doesn't need rankings and can bring early traffic and email sign-ups while your pages grow.
Find out what your Meta ads are missing.
Book a free 30-minute call. We go through your site and your ad account together, and I show you the 3 fixes that matter most.