Meta Ads that create demand, not just collect it.
Facebook and Instagram advertising across prospecting and retargeting, with audience strategy and structured creative testing.
Common problems I fix
Retargeting getting credit for demand prospecting created
Creative fatigue without a testing plan
Overlapping audiences competing with each other
Pixel data that doesn’t match real sales
Budget split without regard to funnel stage
What’s included
Prospecting
Reaching new audiences at a sustainable cost and filling the retargeting pool.
Retargeting
Converting warm audiences with messages that answer the reasons they didn’t buy.
Audience strategy
Structuring audiences so campaigns don’t bid against each other.
Creative testing
Testing one variable at a time (hook, format, offer) so you learn what actually works.
Budget by funnel stage
Setting spend by the job each stage does, not by which one reports the best ROAS.
Tracking
Meta Pixel and Conversions API set up so the algorithm learns from real conversions.
How it fits
Meta and search do different jobs: social creates demand, search captures it. I plan them together so you’re not paying twice for the same customer.
From Audit To Scale.
Every engagement follows the same sequence. Nothing scales until the data behind it is trustworthy.
01
Audit
Account, tracking, website, funnel and data analysis.
02
Diagnose
Find where performance is being restricted or spend is being wasted.
03
Strategize
Build a data-driven acquisition and conversion strategy.
04
Optimize
Improve targeting, messaging, campaigns, landing pages and tracking.
05
Scale
Scale what works while maintaining efficiency.
Questions about Meta Ads
Should I spend more on prospecting or retargeting?
Retargeting usually reports a better return, but it’s limited by how many people prospecting brings in. The right split depends on your audience size and how much demand already exists.
Do you produce the creative?
I define what to test and why, write the briefs and copy, and work with whoever produces your creative.
Can Meta work for lead generation?
Yes, if lead quality is measured, not just lead volume. Instant forms are cheap but often need qualifying questions or CRM feedback.
What access do you need?
Business Manager and ad account access, your Pixel or Conversions API setup, and GA4.
Other services
Let’s find where your revenue is leaking.
Tell me about your account, your site and your goals. I’ll tell you honestly where I think the opportunity is.