Question 1

What does a Meta ads agency do?

Accepted Answer

A Meta ads agency runs the Facebook and Instagram account that decides who a brand pays to reach and what it shows them: campaign structure, the product catalogue behind dynamic ads, the conversion signal the platform optimises against, budget allocation between prospecting and retargeting, creative strategy and production, and the weekly work of reading results and cutting waste. The strategic part is deciding what to optimise towards. The automation handles the arithmetic.

Question 2

How much does Meta ads management cost?

Accepted Answer

Agency fees are usually a percentage of spend or a flat monthly retainer. Ours is quoted after an audit rather than from a rate card, because an account spending £10,000 a month on one product and an account spending the same across four hundred are not the same job. The fee is separate from the ad budget, which is paid to Meta from your own account.

Question 3

Is Meta ads still worth it for eCommerce?

Accepted Answer

For most consumer brands, yes, and for a reason that has nothing to do with the platform being fashionable: it is still the largest place to create demand for a product nobody is searching for yet. What has changed is what the work consists of. Targeting is largely automated, so the advantage has moved to creative volume, signal quality and the economics you are willing to accept. Brands that judge it on last-click alone usually conclude it stopped working, then find their search and marketplace performance falls with it.

Question 4

What is the difference between Meta ads and Facebook ads?

Accepted Answer

Nothing, in practice. Meta is the company and Facebook is one of its placements, so the same account buys Facebook, Instagram, Messenger and the Audience Network. The words are used interchangeably because the rename happened faster than the vocabulary did, and an agency that runs Meta ads is running Facebook and Instagram ads.

Question 5

Do you run Instagram ads as well?

Accepted Answer

Yes, from the same account and usually within the same campaigns, with placements chosen per creative. Instagram is not a separate channel with a separate plan; it is a set of placements that reward a different edit of the same idea. The commonest waste on Instagram is one square asset stretched across Reels and Stories it was never designed for.

Question 6

Our results dropped after the tracking changes. Can that be recovered?

Accepted Answer

Usually a large part of it. Most of what was lost is signal rather than demand: browser tracking misses a material share of events, and the platform can only optimise towards what it can see. Conversions API sending server-side events, correct parameters, deduplication against the pixel and honest purchase values recover much of it. What does not come back is the certainty of last-click attribution, which is why measurement moves to blended reporting and incrementality tests.

Question 7

Should budget move between prospecting and retargeting?

Accepted Answer

It should be sized to the traffic that exists rather than set to a ratio. Retargeting can only spend against an audience the prospecting created, so an account that over-funds it reports a flattering ROAS while paying repeatedly for people who were going to buy anyway. When retargeting frequency climbs and revenue does not, the money belongs at the top.

Question 8

Do you handle creative production?

Accepted Answer

We handle the strategy, the iteration and the production through our media team, and we work with a brand's own creators and studio where they have one. What matters more than who makes it is that enough distinct angles are made: an account testing four variations of one idea is not testing, and it is the commonest reason a good account stops improving.

Question 9

How long before Meta ads work?

Accepted Answer

Waste usually comes out in the first month and shows up immediately. Structural changes need a fortnight or so of stable spend before the numbers mean anything, because every significant edit costs the campaign its learning. A fair read on whether the account is on a different trajectory is about ninety days, and anybody promising a verdict sooner is reading noise.

Question 10

What ROAS should we expect?

Accepted Answer

There is no number worth quoting, and an agency that gives you one before seeing your margins is guessing. The target follows from contribution margin, repeat rate and what the business needs the channel to do: a brand at 70% margin with strong repeat purchase can grow profitably at a ROAS that would bankrupt a brand at 25% with none. We work the target out from your economics and then report against it.

Question 11

Can you work with our existing agency or in-house team?

Accepted Answer

Yes. Some engagements are a full takeover, some are the Meta half of an account where the in-house team runs search, and some are an audit and a plan somebody else executes. What does not work is two teams editing the same account without one of them owning the structure, so we agree that first.

Question 12

Do we keep ownership of the ad account?

Accepted Answer

Always. We work inside your Business Manager with the access the work requires, and the account, the pixel, the catalogue and the audiences stay yours. If the engagement ends, nothing has to be rebuilt and no data leaves with us.

Question 13

What does Facebook ads management include month to month?

Accepted Answer

Campaign and budget management, creative planning and iteration, catalogue and product set maintenance, audience and exclusion work, event and tracking checks, weekly reads of what changed, and a monthly report on contribution margin rather than on platform ROAS. The unglamorous half is the half that compounds: exclusions kept current, catalogue errors cleared, learning phases not reset by needless edits.

Question 14

What is a minimum sensible budget for Meta ads?

Accepted Answer

Enough for the conversion event to happen often enough for the algorithm to learn from it, which for most eCommerce brands means a daily budget that can produce a handful of purchases a day rather than a handful a week. Below that, results swing so much that no test can be read and money is spent buying noise. The exact figure follows from the product's price and conversion rate, which is why an audit precedes any number.

Question 15

How many creatives do you need each month?

Accepted Answer

More than most brands are producing, and the number matters less than the spread. Ten assets that are one idea in ten aspect ratios give the auction nothing to choose between; five genuinely different angles, each cut for the placements that matter, give it a real decision. For an account of any size we would expect a steady flow of new angles every month rather than a quarterly batch.

Question 16

Do you run ads for lead generation as well as eCommerce?

Accepted Answer

Yes, though the work is different enough to say so. Lead generation is judged on lead quality and what happens after the form, so the account has to be tied to the CRM and optimised towards qualified leads rather than submissions. Optimising towards raw form fills is the fastest way to buy a great cost per lead and no revenue.

Question 17

Can Meta ads work for a new brand with no data?

Accepted Answer

Yes, and the early weeks look different. With no pixel history there is nothing to build lookalikes from, so the account starts broad, leans harder on creative, and optimises towards an earlier event until purchases are frequent enough to optimise on directly. The first month is buying information as much as revenue, and a plan that does not say so out loud is selling optimism.

Question 18

How do you decide what to test next?

Accepted Answer

From the evidence the business already has. Reviews and support tickets say which objection stops the purchase; search terms say what language buyers use; the account's own history says which angles have never been tried. Tests are queued against those rather than against a list of platform features, and one variable moves at a time so the answer means something.

Question 19

What is Advantage+ and should we use it?

Accepted Answer

Advantage+ is Meta's automated shopping campaign: it takes a broad audience, a creative pool and a budget, and makes the targeting and placement decisions itself. It works well with a clean conversion signal, a real catalogue and enough creative, and it wastes money quietly when the existing-customer budget cap is left wide open and the account has nothing to compare it against. We run it as part of an account rather than as the whole of it.

Question 20

How do you stop retargeting from taking credit for everything?

Accepted Answer

By sizing it to the audience that exists, excluding recent buyers, watching frequency, and reading the account blended rather than campaign by campaign. When a retargeting campaign reports a very high ROAS and total revenue has not moved, it is being paid for sales that were going to happen. A holdout test settles the argument in a fortnight.

Question 21

Do you need access to our Shopify or store platform?

Accepted Answer

Read access is enough for most of it and makes the work materially better: the catalogue, the real order values, the return rate and the repeat rate all live there, and none of them can be inferred accurately from the ad platform. Where a server-side event setup is involved we work with whoever owns the store's code rather than around them.

Question 22

What happens in the first thirty days?

Accepted Answer

An audit in the first week, the waste stopped in the second, structure and tracking corrected through the third, and the creative pipeline started immediately because it has the longest lead time. Spend is not increased until the signal is trustworthy: scaling an account that is optimising towards the wrong event just buys more of the wrong thing.

Question 23

Will our results drop while you rebuild the account?

Accepted Answer

There is usually a fortnight where performance is noisier, because significant structural edits reset a campaign's learning and that is the cost of changing anything. We sequence the work so the account is never rebuilt all at once, keep the best-performing campaigns running while their replacements learn, and say in advance which week is likely to look worst.

Question 24

How is this different from a general digital marketing agency?

Accepted Answer

We only work with eCommerce brands, and we run the marketplaces as well as the ad accounts. That matters on Meta specifically because a Facebook or Instagram campaign frequently converts on Amazon rather than on the brand's own site, and an agency that cannot see the marketplace half will report that the campaign failed. Judging channels in isolation is the commonest way a growing brand cuts the spend that was working.

Question 25

Do you work with brands outside the UK and US?

Accepted Answer

Yes. Most of our clients sell into several markets, and the account structure follows the economics rather than the map: markets with different margins, delivery costs or return rates are separated so one cannot hide inside another's average.

Question 26

What reporting will we get?

Accepted Answer

A monthly report built around contribution margin, blended acquisition cost and what changed, with the platform's own figures beside them as context. Plus a live view you can open whenever you like. Nothing is reported that nobody can act on, and the report says what did not work as plainly as what did.

Meta ads management for eCommerce brands

What’s included in Meta Ads

Facebook and Instagram campaign management

Advantage+ shopping campaigns

Catalogue and dynamic product ads

Creative strategy and testing

Audience and retargeting strategy

Conversions API and event quality

Measurement and attribution

Instagram advertising

Creator and partnership ads

Landing page and post-click work

Account audit and takeover

Reporting on profit, not platform metrics

How it works

Audit the account and the signal

Fix what is losing money quietly

Rebuild the structure around one question each

Build the creative pipeline

Test, read and iterate weekly

Report on what the business banked

How the fee works

Frequently asked questions

Conversion Rate Optimization

Creative & Media

Google Ads

Guides on Meta Ads

Meta One for Businesses: What the Four Plans Include, and Which One a Brand Needs

Meta's Creator Marketing Hub: What Changed for Partnership Ads on 15 September 2026, and How a Brand Should Use It

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