Service 09 — Meta Ads
Reach the people who were never going to search for it.
Facebook and Instagram campaigns for demand you have to create rather than capture — built from writing you have already published, and aimed at the people who read it.
Covered here
- Account setup & audit
- Creative from your own library
- Audiences & retargeting
- Lead forms & conversions
- Creative testing
- Consent-aware tracking
Search catches demand. Social creates it.
Search only finds people who have already worked out what to type. Plenty of good businesses sell something their buyers have not yet named — a problem people live with rather than research.
That is what paid social is for here: putting something genuinely useful in front of a defined audience who did not ask for it, and being interesting enough that they stop.
Your library is your ad library.
Most businesses running Meta ads invent creative from nothing while their best-performing writing sits unused. The piece that quietly earns links and shares is usually the strongest ad the company owns.
So campaigns are built from what already worked: the argument inside a pillar page, the checklist people saved, the mistake list somebody cited. And the people who genuinely read it become the retargeting audience — a far better signal than everyone who once loaded a page.
Small, honest tests.
Two or three angles at a budget you can afford to lose, judged on enquiries rather than engagement. Anything producing only likes gets turned off without ceremony.
Reporting says which creative produced conversations, what each one cost, and what we would try next. No screenshots of reach.
What you get
Deliverables, named plainly.
Account and tracking setup
Business Manager, conversions API and consent handling configured properly — or the existing setup audited and fixed.
Creative built from your pages
Static and short video adapted from writing that already performs, with copy variants per angle.
Audiences worth having
Retargeting based on reading behaviour and enquiries, not a single all-visitors list.
Test log and reporting
Every angle tested, its cost per enquiry, and a written recommendation each cycle.
How it runs
The order the work happens in
- 01
Inspect what is running
Account, tracking, audiences and past creative — what worked, and what never had a chance.
- 02
Mine the library
Take the published pieces with the strongest reaction and turn their arguments into ads.
- 03
Test angles
Three distinct angles at a modest budget, run long enough to be judged on enquiries.
- 04
Scale the survivor
Put budget behind what produced conversations, and feed what people responded to back into the writing.
Questions
About meta ads
Yes — static and short video built from your own material. Where a proper shoot is genuinely needed we will say so rather than stretching stock imagery over it.
Works well with
What usually runs alongside this
Meta Ads
Think meta ads is where you should start?
Send the situation in a few sentences. If a different service would help more, we will say that instead — it costs us nothing to be straight with you.
- A written reply from the person who would do the work
- No pitch deck, no discovery call before a first opinion
- If we are the wrong fit, we will say so and point elsewhere