Meta Ads
Meta Ads that hold their CPA when you turn the budget up
Most Meta accounts break at scale because they were built for testing, not spending. We rebuild the structure around consolidated learning, then feed it a creative pipeline that keeps costs flat as budget climbs.
Where it fits
Why this channel is won or lost
Meta is still the fastest place to find incremental demand for most consumer brands — and the fastest place to waste a budget. The difference is almost never the bidding. It is account structure, the quality of the signal going back into the platform, and how quickly you can replace a creative that has fatigued.
We run Meta as a single system: a small number of campaigns that hold their learning, a conversion signal that is server-side and deduplicated, and a creative calendar that ships new concepts every week rather than resizing the same one.
What we run
- Account architecture. Consolidated campaigns and Advantage+ shopping, sized so each ad set clears the 50-conversion learning threshold.
- Creative testing. Weekly concept tests with a clear hypothesis per variant — hook, format, offer, angle — not colour swaps.
- Signal quality. Conversions API with server-side deduplication, value-based events and a clean event hierarchy.
- Audience strategy. Broad-first prospecting with exclusion hygiene, plus retention and win-back for existing customers.
- Budget pacing. Daily pacing against a monthly commitment, with rules for scaling winners and cutting losers.
- Catalogue and feed. Feed cleanup, catalogue segmentation and dynamic formats for e-commerce accounts.
The work
How we run the account
- 01
Audit
We pull 12 months of account history, rebuild the CPA and ROAS picture at the ad level, and identify where spend has been going without return.
- 02
Rebuild
New structure, new naming conventions, tracking verified end to end. Nothing launches until an event fires correctly in test.
- 03
Launch
Prospecting live with three to five distinct creative concepts. Retention runs separately so it never flatters the blended number.
- 04
Scale
Budget moves on a fixed cadence against the target CPA. Creative refresh is scheduled, not reactive.
Deliverables
What you actually get
All of it stays yours, in your accounts, if the engagement ends.
Account rebuild
A documented structure you own, with naming conventions and a change log.
Creative brief pack
Concepts, hooks and scripts briefed for your studio or ours, refreshed monthly.
Tracking verification
CAPI and pixel checked event by event, with a match-quality baseline.
Weekly reporting
One dashboard, one number that matters, plus what we changed and why.
Questions
Meta Ads, answered plainly
The three things prospective clients ask us most about this channel.
For a paid social test with a defensible read, we suggest a minimum of CAD $6,000 to $10,000 per month for at least eight weeks. Below that, results are usually noise rather than signal, particularly for higher-priced products.
We brief and direct it, and we can produce it. Many clients keep production in house and use our briefs. Either way, creative is treated as the main performance lever, not a supplied asset.
Sometimes. If the tracking is sound and the history is clean, we optimise in place. If the event setup is wrong, a rebuild is faster than repairing it — we tell you which after the audit.
Related
Channels that usually run alongside
Google Ads
Search, Shopping, Performance Max and YouTube, structured so intent and discovery stay separate.
ExploreTikTok Ads
Native-first buying with a creative engine built for a platform that burns through assets.
ExploreTaboola & Native
Native discovery buying with aggressive publisher hygiene and landing pages that carry the weight.
ExploreTell us what the number needs to be
Send us the target and the constraints. We will tell you honestly whether we can hit it, and what it would take.