Facebook ads. Built as campaigns, not boosted posts.
A Facebook ad can bring in an enquiry, a call or a message, but only when the campaign is set up for that result and the result is tracked. We build campaigns in Meta Ads Manager, in an ad account your company owns, and install the Pixel and Conversions API before the first dollar or pound is spent.
What it looks like
A feed ad with a link bar and a button.
A Facebook feed ad has text above the image, the image or video itself, and a bar with your domain, a headline and a button. The button comes from Meta's fixed list, such as Get quote, Book now or Send message.
- Meta recommends 4:5 images at 1440 x 1800 pixels for the feed.
- Meta suggests a headline of up to 27 characters and 50 to 150 characters of text above the image.
- Unless placements are narrowed, the same ad can also run on Instagram.
Spotted a slipped tile after the storm? We inspect roofs across Leeds within 48 hours and send a photo report with a fixed written quote.
- Campaign objectives
- 6
- US Facebook ad reach
- 198 million
- UK no-ads subscription
- £2.99 a month
- Facts checked
- 7 Nov 2026
What you get
What we do in your Facebook account.
You pay Meta for the ads from your company card, in an ad account you own. Our fee is for managing it and does not rise with your spend.
Account and tracking
The ad account is opened in your company's name and you stay its owner. Tracking goes in before the first ad, so the campaign learns from real enquiries from day one.
- An ad account in your company's name
- Currency and time zone chosen at setup
- Meta Pixel on the site and Conversions API from the server
- Events for enquiries, calls and purchases, each counted once
- Domain verified in Business Settings, events checked in Events Manager
Campaigns
Meta offers six objectives: awareness, traffic, engagement, leads, app promotion and sales. The objective decides who Meta shows the ad to, so we pick it by the enquiry or sale you want, not by likes.
- An objective tied to an enquiry or a purchase
- Advantage+ campaigns where the account has enough conversions
- Manual campaigns where you need control over the audience
- Your own audiences: site visitors, customers, contact lists
- Existing customers left out of new-customer campaigns
Leads and messages
An enquiry does not have to start on your site. A form can open inside Facebook, and an ad can start a conversation in Messenger or WhatsApp.
- Instant Forms with questions that screen out time-wasters
- Phone number checks by SMS code, where Meta offers them
- Ads that open Messenger or WhatsApp
- Conversation starters and an automatic first reply
- Leads sent to your CRM or inbox
Creative and reporting
The same image works less well on the same audience after a few weeks. So new versions are ready before the cost per enquiry starts to climb.
- Two or three versions of each ad
- 4:5 images for the feed and 9:16 for Stories and Reels
- Copy that passes Meta's advertising standards
- Cost per enquiry, and how many enquiries become work
- A monthly report with a recommendation for what comes next
Comparison
The Boost button and an Ads Manager campaign.
Plenty of businesses only ever advertise by pressing Boost under a post. It is quick, but it gives you fewer choices than a campaign built in Ads Manager. Boost is fine when you want more people to see a post. For enquiries and sales we build a campaign.
| What differs | Boosted post | Ads Manager campaign |
|---|---|---|
| Starting point | A post already on your Page | A new ad that never has to appear as a post |
| Objective | Simplified goals | Six objectives and a choice of the event to track |
| Audience | A pick of audiences saved earlier | Build your own and lookalike audiences, with customers excluded |
| Ad versions | One post | Several versions of copy and creative in one campaign |
| A/B testing | Not available | Built in |
| Placements | Limited choice | Placements picked by hand, plus block lists |
| Hours of the day | No choice of hours | Ads only on the days and hours you set |
How it runs
From account to first enquiries.
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Week 1
Account and tracking
We check the ad account, the Page and the domain, install the Pixel and Conversions API, and send a test enquiry from the site.
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Week 2
First campaigns
One campaign for enquiries or sales, and one for people who have already visited the site. It starts on the budget we worked out together.
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Weeks 3 - 6
Learning
We do not touch the campaign every day, because a significant edit sends it back into learning. Versions that spend without bringing enquiries are switched off.
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Ongoing
Upkeep
New ad versions, a lead quality check with your sales team and a monthly report.
Who this is for
Who it works for, and who it does not.
It makes sense if:
- You sell to people in a defined area, from one city to a whole country
- Your offer can be explained with one image and one sentence
- Enquiries come by message, call or form, and someone handles them the same day
- You can give the campaign at least six weeks to learn
It does not make sense if:
- You expect sales from day one, with no time for the campaign to learn
- All you want is more likes and followers
- Nobody would follow up form leads, so they would sit for days
One Meta campaign can run on Facebook and Instagram at once, so we rarely run Facebook on its own. Meta said that from 1 July 2026 ads shown to people in the UK carry a 2% location fee on top of the ad cost, so we build it into the budget. Everything on this page was checked on 7 November 2026.
Frequently asked questions
Questions about Facebook ads.
Why not just press Boost?
You can, when you want more people to see a post. Boost is built around a single post, offers simplified goals and has no A/B test. For enquiries and sales you need an Ads Manager campaign, where you choose the event to track and the audiences to exclude.
Which campaign objective should we use?
The one that matches the job. Leads for enquiries, sales for purchases on your site, and traffic only while tracking is not ready yet. Engagement brings likes and comments rather than enquiries, so we do not use it for selling.
Are Instant Form leads worse than website leads?
They can be, because Facebook fills in the name, email and phone number from the profile, so sending takes no effort. We add a question or two that need a little thought, switch on SMS phone checks where Meta offers them, and optimise for lead quality once there is enough data. Then we check the leads with your sales team, rather than just counting them.
Can an ad open a WhatsApp chat?
Yes. An ad with a messaging goal opens a conversation in Messenger, Instagram Direct or WhatsApp. If you choose several destinations, Meta sends each person to the app they are most likely to reply in. For WhatsApp you need a business number linked to your Facebook Page and someone who replies quickly.
What are special ad categories?
Ads for housing, employment and financial products and services, and ads about social issues, elections or politics, must be declared. For the first three, Meta then limits targeting: no choice of gender, no lookalike audiences, ages fixed at 18 to 65+, and a minimum radius of 15 miles in the US and Canada, or 15 km in Europe. Since January 2025, financial products and services has replaced the old credit category.
Can we run political or issue ads in the EU?
Not on Meta. Since 6 October 2025 Meta has not delivered political, electoral or social issue ads in the EU, citing the EU's new regulation on political advertising. Organic posts are not affected. In the US these ads still run, once the advertiser is authorised and the ad carries a Paid for by disclaimer, and they stay in the public Ad Library for seven years. Elsewhere the rules depend on the country, so we check them before any issue campaign.
Does the UK no-ads subscription shrink our audience?
Only by the people who take it. Since September 2025, UK users have been able to pay Meta £2.99 a month on the web, or £3.99 on iOS and Android, to use Facebook and Instagram without ads. Everyone who stays on the free version can still be reached with personalised ads. In the EU, Meta also committed to offering a less personalised ads option from January 2026.
Should we trust Advantage+ campaigns?
When the account has enough conversions, Advantage+ has something to learn from. A campaign only gets the Advantage+ label when Advantage+ audience, budget and placements are all on, so Meta decides who sees the ad, where, and how the budget is spent. If conversions are few or you need control, we start manually and add automation once the data is there.