Facebook & Instagram Ads Management

Your ads and your website are one job, not two

Most local Facebook advertising is split between two companies. An agency runs the ads. Somebody else built the site. Neither one can finish the other's work.

So the ad points at a homepage nobody set up for it. The tracking is half done, because finishing it means touching a website the ad agency has no login for. A change that should take an hour waits three weeks on somebody else's calendar.

We build, host and maintain your site. There is no second company to wait on. That isn't a claim about how much we care. It is just what having the keys lets us do.

One thing worth knowing up front: Facebook and Instagram run on the same ad system, so one setup covers both. And unlike search ads, these reach people before they go looking for you.

See the sites we build and host →

You own the ad account. Not us.

We ask you to open your own Meta business account and add us to it as a partner. Your business owns the ad account, the pixel and every audience built on it. We just hold a key.

This matters more than it sounds. Ad accounts and pixels generally cannot be moved to a different business account later. Side by side:

Opened under the agency

Their name is on the account, the pixel and the audiences. Leave, and none of it comes with you. You start from nothing - no spend history, no audiences - and those took months and real money to build.

Opened under you

Change who runs the ads and you lose nothing. The account, the spend history and every audience stay exactly where they were - with you.

It is safer, too. Meta restrictions spread across a business account. Somebody else's bad week should not be able to reach your ads.

Owning it does not mean doing it. We do the setup and we run it. You just hold the title. If we are doing our job you stay because it is working, not because we are sitting on your account.

What it costs - and the numbers, in writing

Most of this gets left out until after the invoice.

• Below about $1,000 a month in ad spend, Facebook never gets enough data to settle down, and you end up making decisions on noise. If your budget isn't there yet, we will say so instead of taking it.
• If your customers take weeks to decide, give it about 90 days before the numbers mean anything. The first month is mostly the platform learning who your buyers are.
• We agree what counts as a win before launch - qualified inquiries or booked consultations. Not raw lead count. Not impressions or likes, which pay nobody.
• Ad spend goes on your card, straight to Meta. It doesn't pass through us and we don't mark it up.

• $1,000/mo minimum worthwhile ad spend below that, decisions run on noise
• 90 days before the numbers mean much if your customers decide slowly
• $0 markup on your ad spend your card, straight to Meta

Our pricing is in a four-page document, so you don't have to ask for it. What setup costs, what management costs each month, what we suggest you put behind the ads, and how the fee changes as your budget grows.

It also lists what we handle, what we need from you, and the point where we would tell you to wait instead.

View or download the pricing sheet (PDF) →

A lot of your results never get reported

Facebook picks who sees your ads by watching who buys. It learns from the calls and form fills your website reports back to it. Take that report away and it is guessing.

Three terms first, in plain English.

The pixel

A small piece of code on your website. It tells Facebook when a visitor fills in your form. It runs inside the visitor's browser.

Conversions API

The same message, sent from your website's server instead of the visitor's browser. Nothing on the visitor's end can block it.

Retargeting

Ads shown to people who already visited your website. Usually the cheapest ads you can buy, because these people already know your name.

The pixel gets blocked constantly. Apple asks every iPhone owner whether an app may track them, and most say no. Safari blocks it by default. Ad blockers block it. Third-party cookies are going away.

Across the industry, a browser-only setup is commonly said to lose somewhere between a fifth and two fifths of the conversions it should be reporting. The exact share depends on who your customers are.

Two things go wrong when that happens. Facebook learns from a bent picture of who your buyers are, so it spends your money on the wrong people. And the campaign looks like it is failing when it isn't - which is how ads that were working get switched off.

The Conversions API is not a checkbox. Somebody has to wire it into the server your site runs on, and then keep it running.

It does not replace the pixel. The two run together. Both send the same event with the same ID, so Facebook counts it once instead of twice. The server copy fills the holes the browser copy leaves.

For us that is a routine afternoon on a server we already run. For an agency holding only a Facebook login, it is a request filed with somebody else's web developer. That is usually where it dies.

The whole path, from the ad to your phone

Because we own the build and the hosting, all of this is one job with one company on the hook:

• A landing page built for that campaign, not your homepage
• A form with qualifying questions in it, so you get fewer junk inquiries
• Pixel and server-side tracking, installed and checked
• Your domain verified with Meta, so Facebook trusts your site
• Retargeting audiences built from people who already visited you

Retargeting is usually the cheapest and best-converting audience you can buy, and it only exists if the site-side tracking is right. It is the first thing a split setup loses.

Ads that build proof as they run

Most local advertisers hit the Boost button. That is a stripped-down ad with poor control over who sees it and over what you are asking Facebook to go get.

The rest build ads in Ads Manager that start empty every single time. New ad, no likes, no comments, nothing.

We post to your Page first, then run that same post as the ad. Every like, comment and share lands on one post and stays there. Run it to four audiences and the proof pools instead of splitting four ways.

So a stranger seeing you for the first time sees an ad other people already reacted to. That is worth more than anything we could write in it.

You probably already have the pictures

Most owners think paid social needs a video budget. Usually it doesn't.

If you have had professional photos taken, we can start there. Most business photography is shot wide, and wide is the wrong shape for nearly every spot worth buying. We recrop to a tall 4:5 for the feed and a full-height 9:16 for Reels and Stories, then cut stills into motion - carousels and transitions that read as video while someone scrolls.

That work is unglamorous, and it is most of the job.

We will also show you how to shoot usable footage on your phone. In the trades that often beats polished brand video, because it looks like the actual work.

Is this you?

This service is a good fit if:

• You have boosted posts before and can't say what you got for it
• Your ad person and your website person are two different companies
• You have good photos of your work sitting on a hard drive
• Your customers take weeks to decide, and you want to stay in view

We've built this for

• Trades & Home Services
• Construction
• Restaurants & Catering