Paid Social / Meta Ads

Nobody opens Instagram intending to buy a boiler. Paid social works differently to search: you are interrupting people, so the creative has to earn the click before anything else can happen. Get that wrong and no amount of targeting saves the campaign; get it right and Meta will find you customers you did not know existed.

Creative first, always

On Meta, the ad itself does most of the targeting. The platform shows your ad to more of whoever responds to it, which means the image, the video and the first line of copy are the campaign. I plan creative in batches, test versions against each other properly, and retire the losers without sentiment. Expect me to ask for real photos and real faces from your business; they beat polished stock in almost every test I have run.

Full-funnel, not just "boost post"

A working account usually has three layers: prospecting to people who fit your customer profile, retargeting to people who visited and did not enquire, and occasional brand moments for the local area. The Boost button gives you none of that structure, which is why boosted posts collect likes and little else. I build the structure once, then feed it.

Tracking before spending

Meta can only optimise toward what it can see, so the pixel and conversion API are set up and verified before the first pound goes out. Reporting covers reach and engagement because you will ask, but it leads with the number that matters: enquiries or sales, and what each one cost.

What it costs, honestly

Most local service businesses see meaningful results starting between £300 and £1,000 a month in ad spend; e-commerce usually needs more headroom to test. Budgets are agreed before launch and you can change them any month. Your ad account stays in your name, my access can be revoked in a click, and if the numbers say paid social is not your channel, I will say so and point the budget somewhere better.