Meta Ads
Facebook and Instagram campaigns that reach people like your customers and bring back the site visitors who didn’t get in touch.
Meta can’t reliably find people by job title, so the ad has to do the filtering. Creative that names the buyer and the problem in the first seconds turns away the wrong people before you pay for their lead. Meta then learns from who responds and who your sales team qualifies. Retargeting shows people who read your pricing page the next step, not the opening ad.
For Founders and heads of growth at B2B companies that sell to founders, small businesses or practitioners, and at any company that needs to retarget its site visitors.
You need this when
- 01
Lead ads bring plenty of names and almost no buyers.
- 02
You retarget everyone who visited, including your own staff and job applicants.
- 03
The same few ads have run for months, and results have faded.
What’s included.
Audiences
Lookalikes and custom audiences from your CRM customer list, site visitors and video viewers, with customers and staff excluded where you hold the data.
Prospecting and retargeting
Separate campaigns for reaching new people and for bringing back visitors, with frequency watched so retargeting doesn’t wear out.
Lead forms that qualify
Instant forms set to Meta’s higher-intent type, which adds a review screen, with questions that screen out non-buyers and a direct sync to your CRM.
Conversions API and CRM stages
Server-side events through the Conversions API, plus CRM stages sent back so campaigns can optimise for the leads that go on to qualify.
Creative rotation
New ads from each creative batch tested against the current winners across Feeds, Stories and Reels, with hook, angle and format logged.
How it runs.
First creative batch in 2–3 weeks, campaigns live from week 3, and about 3 months of data before the channel is judged.
- 01 · Review
We review the pixel, Conversions API, audiences and the last 90 days of creative and lead quality.
- 02 · Connect
We fix events and connect CRM stages, so Meta can see which leads qualified.
- 03 · Launch
We split campaigns into prospecting and retargeting and launch the first creative batch.
- 04 · Rotate
Each week we compare new ads with the current winners by placement, and replace ads whose frequency is climbing while results fall.
Deliverables
- Account and pixel audit
- Audience map with exclusions
- Prospecting and retargeting campaign structure
- Conversions API and CRM stage setup
- Lead forms connected to your CRM
- Creative test log
Works with
What buyers ask.
Does Meta work for B2B?
It works when you can reach your buyer by who they are and what they care about rather than by job title: founders, owners, practitioners and people who already visited your site. For narrow enterprise roles we’d put budget into search and Microsoft first, and the growth plan says why.
Why are our Meta leads so poor?
Meta finds more of whatever it’s told to count. If that’s a form submission, it finds people who submit forms, including those who tap through autofilled details without reading. Qualifying questions and CRM stages sent back change what it counts.
Have you run Meta Ads before?
Yes, for Melodio, a consumer web app we designed and built, alongside TikTok. For B2B the audiences and offers change; the way we test creative doesn’t.
Pairs well with
In-Feed and Spark Ads built from creator-style video, tracked to your CRM.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.