Meta Ads Specialist

MY TRACK RECORD

Meta Ads is where Facebook and Instagram advertising are managed under one roof. The two platforms share the same system, but they behave differently: a creative that works on Instagram can flop on Facebook, and an audience that converts on Facebook can stay silent on Instagram.

The most common problem I see in Meta ads isn’t technical, it’s measurement. The pixel is missing pieces, conversion events are mapped wrong, or the Conversions API isn’t even active. When the system learns from bad data, budget stops flowing to the right audience. Fixing it usually starts not with changing the campaign, but with fixing the measurement.

Measurement first, then the campaign

Meta’s algorithm learns from the conversion signal you feed it. If the signal is broken, optimization is broken too — no matter how well you build the campaign. That’s why I start every job by verifying the pixel and Conversions API setup.

After iOS updates and browser cookie restrictions, server-side measurement (CAPI) isn’t optional anymore. If it’s not set up, you’re missing a chunk of your conversions entirely — which means you might be shutting down a campaign you think is losing money when it’s actually profitable.

Audience strategy: broad or narrow?

Meta’s direction in recent years has leaned toward broad targeting and trusting machine learning. But that’s not right for every business. If you’re working a narrow niche on a small budget, broad targeting can burn through your budget during the learning phase.

My approach: build a lookalike from your existing customer list, retarget people who’ve shown behavior on your site, and only open up broad targeting once you’ve built enough conversion volume. Sequencing matters here.

Creative now matters more than targeting

As targeting options have narrowed, the thing that actually differentiates results has become the image and copy. Of two ads reaching the same audience, one can convert three times better than the other. That’s why regular creative testing has become more important than campaign structure.

I don’t produce the creative myself — I design what gets tested, why a given variant wins, and what to try next round. If you or your designer handle visual production, the process moves a lot faster.

How we start: a free 20-30 minute initial call first, where we talk through what you want and what’s realistic. If it makes sense, I send scope and price in writing, then we begin. Reach me via the contact page.

Frequently Asked Questions

Do I need separate campaigns for Facebook and Instagram?

It depends. On a small budget, keeping both in one campaign and letting Meta distribute is usually more efficient. As budget grows and the two platforms’ performance diverges, splitting them starts to make sense. Splitting from the start usually hurts small budgets.

How long does Conversions API setup take?

Depends on your site’s infrastructure. Half a day with the right plugin on WordPress, a few days with your developer on a custom-built site. After setup, I always test it and measure match quality — setting it up isn’t enough, you need to confirm it’s actually working right.

How much budget should I start with?

There’s no honest fixed number to give — it depends on your product price and conversion rate. General rule: for Meta’s learning phase to complete, an ad set needs a certain number of conversions per week. We work this out together with your numbers in the initial call.

When will I see results?

The first two weeks are the learning and data-gathering phase — don’t measure and decide during this window. A meaningful evaluation usually needs 4-6 weeks. I say this upfront because calling it quits on day two and shutting down is the most common, and most expensive, mistake.