Meta & Instagram Ads
On Meta the audience is no longer the lever. The creative is.
Google catches the people already looking for you. Meta is the opposite: you have to stop someone who is scrolling and was not thinking about you. To do that today, the algorithm finds people better than any list — your real job is to give it the right signals and a creative that deserves two seconds of attention. We run Facebook and Instagram Ads as a Meta Business Partner, since 2016.
Meta & Instagram Ads
Every day your customer scrolls through 0 pieces of content.
Photos, reels, stories, memes, news, advertising. In among all of that, you have less than a second to stop the thumb. Being there is not enough: you need an idea that deserves that fraction of a second.
That is where we work — creative, targeting and the right message to the right audience — so that your ad is not one of the many being scrolled past, but the one people stop on.
01
WHY
WHY
On Google you answer a desire. On Meta you ignite one.
It is the difference that changes everything. Searches on Google catch a purchase intention that is already lit; Meta Ads wake a sleeping desire — weaker, but with far more emotional charge. It means that on Meta you interrupt someone who was not looking for you, and you have a couple of seconds to earn their attention before the thumb scrolls on. There, the winner is not whoever has the most “secret” audience: narrow, hand-built audiences saturate fast these days. The winner is whoever has the right creative and knows how to feed the algorithm the right signals. Creative has become the new targeting.
“Nobody counts the number of ads you run: they only remember the impression you make.”
— Bill Bernbach
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INSIDE BUSINESS MANAGER
WHAT WE MANAGE EVERY DAY
Not random buttons: the control room of the campaigns.
An illustrative representation: the names and figures are invented. In real life, we move budget towards what converts and stop the waste — while the campaign is running, not once the month is over.
Why your Meta Ads bring cold traffic and nothing else.
The mistakes are almost always the same. Audiences too broad with no funnel behind them, so curious people arrive who will never buy. Or the opposite: very narrow, hand-built audiences that saturate, and you end up talking to the same people, at an ever higher price. Creative made “to run an ad”, not designed for a moment in the funnel. Catalogs and feeds uploaded badly, which throw Shopping off completely.
And above all, the most expensive illusion: leaving everything to automation. Trusting total automation, with no control, is like throwing budget out of the window.
Creative is the new targeting. Genuinely.
With Advantage+ and broad audiences, Meta’s algorithm finds the right people better than any manual targeting — provided you give it two things. The first is signals: first-party data, clean conversion events, audience signals that tell it who you are actually after. The second, and decisive, is the creative: it is what does the targeting now, because it determines who the algorithm will decide to show the ad to.
So we do not test one graphic and leave it running for months: we produce reels, carousels and UGC and put them in A/B tests every week. The goal is not the like: it is the conversion.
META & INSTAGRAM ADS
The right audience, real sales.
SkinMedicSkinMedic
From an idea to more than 50 franchise clinics, with the ADAM method.
Terme di Torre CanneTerme di Torre Canne
Two audiences, one site. And 247 conversions at a CPA of €8.62.
Toshiba ClimaToshiba Clima
From impressions to leads: channels that stopped being a shop window.
Read the case →
CASE STUDY · LEATHER GOODS B2C
When Meta and Google stop fighting each other and start working together.
On Via Verdi — a leather goods brand — we did not treat the channels as sealed compartments. Google caught the people already searching; Meta and Instagram built the demand and brought back the people who had looked and not bought, with creative tested constantly. It is the funnel as it should be: Meta ignites and reminds, Google closes.
In the mix, on an annual basis, overall ROAS grew by 35% and cost per acquisition fell by 28% — not by isolating a channel, but by making them talk. As the founder put it: with us he spoke “the way he speaks to his accountant”. He trusted the numbers.
02
CHANNELS
WHAT WE MANAGE, AND HOW
From Advantage+ to server-side, in one strategy.
01
Advantage+ Shopping
The power of Meta’s automation for ecommerce, steered and fed with the right signals.
02
Catalog and Commerce Manager
Clean, optimized product feeds: without them, Shopping does not pay.
03
Prospecting and retargeting
We balance the people who do not know you and the people who already came by, without saturating either.
04
Data-driven creative
Reels, carousels and UGC A/B tested every week: past the like, the conversion.
05
Server-side tracking
Conversion API and Consent Mode v2, so conversions are not lost after iOS and ATT.
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The advantage
The creative is tested constantly and the audiences are rotated: we keep only what converts, nothing “smart” left running on its own.
03
POSTURE
WE FEED THE ALGORITHM. WE DO NOT SUBMIT TO IT.
Automation works for you only if someone steers it.
Meta’s algorithm is powerful, and it should be used — but it has to be fed well. We give it targeted audience signals, first-party data and cleanly tracked conversions, so it stops guessing. Then we keep our hand on budget, frequency and placement: prospecting versus retargeting, allocation by time of day and device (dayparting), managing saturation.
And the data has to tell the truth after iOS too: which is why we work with server-side Conversion API and Consent Mode v2, deduplicated against the Pixel. All tracked, because optimizing in the dark is the fastest way to waste budget.
TOOLS
Facebook Ads
Instagram Ads
Advantage+
Commerce Manager
Conversion API
Consent Mode v2
GA4
Lookalike
Retargeting
CRM
LIVE DATA · MCP
We optimize on live data, not on yesterday’s screenshot.
The trouble with most campaign management is that it lives in pieces: the spend figure in one dashboard, the conversions in another, the margin in the management system, the catalog somewhere else again. We put it all on the same wire. Through MCP we connect the ad accounts — Google Ads, Meta — to the sources that actually count: GA4, the CRM, the product catalog. So the analysis happens on real, current data, and we can ask “where did the ROAS go wrong this week, and on which products” and get the answer on the real numbers, straight away — not after three exports and half a day.
But the point is not the speed: it is optimizing on margin, not on the declared ROAS. By cross-referencing spend with the real margin per product and per channel, we know where the investment creates profit and where it only creates revenue. And the usual rule applies: MCP and AI accelerate whoever runs the campaigns, but the decisions and the changes are approved by a person. Never blind automation.
04
METHOD
THE METHOD, PHASE BY PHASE
Measure properly first, then spend.
01
Kick-off
Real objectives, tools, KPIs: ROAS for ecommerce, lead quality for lead generation.
02
Setup
Feed, Pixel and Conversion API, conversion events: measure properly first, then spend.
03
Campaign structure
Account structure, audiences, prospecting and remarketing logic.
04
Creative
Developing visuals, photo, video and copy built for the funnel, ready to test.
05
Continuous optimization
Weekly tests, frequency and saturation management, controlled scaling.
05
COMPARISON
TWO OPPOSITE WAYS OF SPENDING IT
Same Meta budget. Two opposite ways of spending it.
Creative-first
Audience-first (the old way)
The lever
The creative
The narrow audience
The targeting
Signals to the algorithm
Saturated manual lists
The creative work
Tested every week
One piece, for months
The tracking
Server-side CAPI
Pixel only, with gaps
The KPI
Conversions and ROAS
Likes and reach
06
RESULTS
WHAT ACTUALLY CHANGES
Creative that stops people, budget that works.
Creative that stops people
Reels, carousels and UGC tested constantly, not a single visual left running for months.
Audiences that do not saturate
Prospecting and retargeting balanced: no more talking to the same people over and over.
Data with no gaps
Conversion API and Consent Mode so conversions are not lost after iOS and ATT.
Budget that works
Frequency, placement and dayparting under control, not left to the algorithm.
We will tell you whether the problem
is the budget or the creative.
Send us read access to the account (or a report) and a few current creatives: we will run the free analysis and tell you where the budget is leaking — it is almost never the targeting, it is what you show and how you measure. And if the numbers say Meta is not the right channel for you at this moment, we will be the first to tell you. An ugly truth beats a pretty lie.
