Turn your ad spend into a growth engine your board actually believes in.
Facebook and Instagram ads should build your pipeline, not just eat your budget. We plan, build and manage Meta campaigns that earn their place in next year's spend.
For Marketing Leads, Founders & In-House Teams Running Paid Social
You don't need another agency chasing vanity metrics.
Whether you're justifying ad spend to a board that scoffs at the line item, a founder watching money disappear into Ads Manager with no clear return, or the only person in the building who understands the account, the pressure to make Meta ads actually work sits with you.
We run full Facebook and Instagram ads management end to end: strategy, creative, targeting, spend and reporting, so you're not stitching together a freelancer here and a dashboard there. And you'll actually understand what's happening to your money each month. We start by understanding your target audience properly, and where brand awareness actually turns into lead generation, not just more impressions.
Why Teams come to us?
“Our ad spend went up and nobody can tell me why.”
We break spend increases down by ad campaigns, cost per result, audience saturation and seasonality, not just a bigger invoice with no story behind it.
“I inherited an ad account I didn't build or trust.”
We audit what's already running before touching a thing, keep what's working, and explain in plain English why the rest needs to change.
“Every report is clicks and reach, never sales.”
We tie every campaign back to leads, bookings or sales, not just impressions, so you've got a number your board actually cares about. We track conversion rates properly, not just clicks.
“I don't have time to be our own media buyer.”
We run the account day to day, creative, targeting, ad formats and bid strategies included, so paid social stops being the thing you never quite get to.
The Gecko Way™
Our approach to successful projects
Before we touch your ad account, we get under the bonnet of what's already there. That means pulling apart your existing Meta Ads Manager and Business Suite setup, checking your pixel and Conversions API are actually firing correctly, and working out what your last agency (or your own team) was really measuring. We ask the questions that matter commercially: what's your actual cost per lead or sale, what's the board being told, and what number would make this project a clear yes next time round. If you've never run Meta ads before, we start from your website, your customers and your competitors instead, so nothing gets built on a guess. Either way, that first pass is effectively a full account and funnel audit, not a quick skim of your dashboard.
With the groundwork in place, we look at where the real opportunity sits. That means a proper look at what your competitors are running on Facebook and Instagram, which audiences are underused, and which of your existing creative is actually pulling its weight versus quietly wasting spend. We're honest here, if a campaign structure or audience set isn't working, we'll say so rather than optimise around a bad foundation.
This is also where we agree the metrics that matter for your business specifically, cost per qualified lead, return on ad spend, or a booked call, not a generic dashboard of vanity numbers nobody in your building actually reads. This stage is where the real audience strategy and campaign objective get set, informed by a bit of actual customer psychology rather than a template. We build in structured testing and creative testing from the start, because that's where performance marketing genuinely begins, not in the strategy deck.
This is where campaigns, creative and copy get built, not just briefed. We write ad copy and design creative that matches how your actual customers talk and think, not stock templates recycled across every account we run. Audiences, budgets and campaign structures get built to test properly rather than guess broadly, so we learn what's working within weeks, not months. Every account is built to survive a Meta algorithm update or a platform change, because we've seen plenty of accounts that only ever worked by accident.
You'll see drafts and structure before anything goes live, so nothing spends your budget as a surprise. Depending on the goal, that might mean Carousel Ads, Video Ads, Dynamic Product Ads pulling straight from your product feed, simpler Dynamic Ads where there's no catalogue to pull from, or Lead Ads that keep someone inside the platform rather than losing them on landing pages that never quite load properly.
Once campaigns are live, you get reporting that actually tells you something, not a screenshot of Ads Manager with a paragraph bolted on. We translate cost per result, frequency, and audience saturation into what it means for your business this month, and what we're doing differently next month because of it. If something's underperforming, you'll hear that from us before you spot it yourself. And if you need to explain a number to your board or your finance team, we'll help you build that explanation, not just hand you a spreadsheet and wish you luck.
That includes cost per click, cost per thousand impressions and the analytics and insights behind them, not just the numbers that are easy to pull straight from Ads Manager. If we spot performance drops or budget pacing running hot or slow against the month, you'll hear about it before it becomes a problem, and we'll always tie it back to revenue impact rather than a vanity number. Where conversion rate optimisation on your own landing page would move the needle faster than another ad tweak, we'll say so. We build genuinely data-driven campaigns off the back of all this, adjusting because of what the numbers say, not because a month's gone by.
Your ad account stays yours, full access, no lock-in through a platform only we can see. If you ever want to bring media buying in-house or move to another agency, you can, with a proper handover and nothing held hostage. Most clients stay because the reporting's honest and the results hold up, not because leaving would be painful. We keep testing new formats and placements as Meta rolls them out, and we'll tell you plainly when something's not worth chasing yet, because filtering out the noise is as much our job as running the campaigns themselves. Your account also stays inside the wider Meta Platforms ecosystem rather than a walled garden only we can open, whoever ends up running it.
What's Included in Meta Advertising Management
Facebook Ads Management
Full management of your Facebook advertising, from campaign structure and audience research through to daily budget and bid decisions. We build campaigns around your actual customers, not broad interest-based guesses, and structure ad sets so we can tell early which audiences and creative are working.
That includes ongoing bid and budget adjustments as results come in, competitor monitoring so your cost per result doesn't creep up unnoticed, and a proper testing plan for creative and copy rather than running the same three ads until they wear out.
Reporting is built around the number that matters to your business, cost per lead, cost per sale or return on ad spend, not just reach and impressions. That covers proper bidding strategies and ongoing bid optimisation inside Facebook Ads Manager, full campaign management day to day, and using Meta's own targeting systems and audience filters properly rather than leaving an account on broad targeting because nobody's had time to refine it.
Instagram Ads Services
Instagram often needs a different creative approach to Facebook, even inside the same campaign, and we build for that rather than duplicating one set of assets across both. That means content built for Reels, Stories and feed placements specifically, working with your existing brand assets or building fresh creative where needed, and audience targeting that reflects how people actually behave on Instagram versus Facebook.
We manage placements, budgets and creative rotation to keep performance from dropping off as an audience sees the same ad too often, and report back on what's actually converting on Instagram specifically, not folded into one combined number that hides which platform is doing the work. Proper Instagram advertising also means paying attention to feed optimisation specifically, since a scroll-stopping asset in-feed needs different pacing and framing to a Reels or Stories placement.
Campaign Strategy & Audience Targeting
Before any campaign goes live, we build the targeting and structure around your actual sales funnel, not a generic template. That means custom audiences built from your existing customers and website visitors, lookalike audiences where you've got enough data to support them, and a campaign structure that separates cold audiences from warmer retargeting rather than lumping everyone into one ad set.
We map this against your sales cycle, a quick-decision purchase needs different structure to something with a longer consideration period, and adjust the split between awareness and conversion spend as results come in, rather than setting a strategy once and leaving it running unattended.
This is also where full-funnel strategies come together properly, using Meta's targeting features and Audience Network placements to reach people at different stages rather than retargeting the same warm list on repeat. We treat audience and offer strategy, and the wider social strategy behind it, as one decision, not three separate documents nobody reads.
Ad Creative & Copywriting
We write and design the actual ads, not just the strategy behind them. Copy is written to match how your customers actually talk about their problem, not generic sales language that could sit on any account. Creative is built specifically for each placement, a static image for feed, a properly cut video for Reels and Stories, rather than one asset squeezed into every format.
We test variations properly, different hooks, different formats, different offers, and retire what isn't working quickly rather than letting fatigued creative quietly drag down your results while nobody's watching closely enough to notice. Our creative team builds a proper creative strategy before producing anything, whether that means working with UGC creators or handling social creative production in-house. We retire anything showing creative fatigue before it drags your results down.
Conversion Tracking & Reporting
None of this works without knowing what's actually converting, so we start by getting your pixel and Conversions API set up properly, checking events are firing correctly and matching what your CRM or booking system actually records. Reporting comes back in plain English, what happened, why, and what we're changing because of it, rather than a raw export from Ads Manager.
We flag tracking issues before they quietly cost you a fortnight of bad data, and build reports around the metric that matters to your business specifically, whether that's cost per lead, return on ad spend, or a specific number your board wants to see. That starts with proper Facebook Pixel and pixel setup work, checking event validation so every action Meta receives actually matches something real, plus server-side tracking where cookie loss is cutting into your data.
Where you've got a CRM integration in place, we make sure lead data flows back into it properly, without a dozen third-party tools bolted on that nobody maintains.
Ongoing Optimisation & Testing
Meta ads aren't a set-and-forget job, so we treat optimisation as ongoing work, not a one-off setup. That means regular reviews of what's working, retiring tired creative before performance drops off, testing new audiences and formats as Meta rolls them out, and adjusting budget towards whatever's actually converting rather than spreading spend evenly out of habit.
We keep an eye on platform changes and algorithm updates too, so your account doesn't quietly lose performance because of something outside your control that nobody flagged to you in time. Every new creative or audience goes through proper A/B testing before we commit real budget to it, and keeping creative velocity high enough that fatigue doesn't creep in unnoticed matters just as much.
Meta leans more on machine learning every year to decide who sees what, so we test into the AI-enabled features it rolls out rather than ignoring them.
What's Included in Meta Advertising Management
Facebook Ads Management
Full management of your Facebook advertising, from campaign structure and audience research through to daily budget and bid decisions. We build campaigns around your actual customers, not broad interest-based guesses, and structure ad sets so we can tell early which audiences and creative are working.
That includes ongoing bid and budget adjustments as results come in, competitor monitoring so your cost per result doesn't creep up unnoticed, and a proper testing plan for creative and copy rather than running the same three ads until they wear out.
Reporting is built around the number that matters to your business, cost per lead, cost per sale or return on ad spend, not just reach and impressions. That covers proper bidding strategies and ongoing bid optimisation inside Facebook Ads Manager, full campaign management day to day, and using Meta's own targeting systems and audience filters properly rather than leaving an account on broad targeting because nobody's had time to refine it.
Instagram Ads Services
Instagram often needs a different creative approach to Facebook, even inside the same campaign, and we build for that rather than duplicating one set of assets across both. That means content built for Reels, Stories and feed placements specifically, working with your existing brand assets or building fresh creative where needed, and audience targeting that reflects how people actually behave on Instagram versus Facebook.
We manage placements, budgets and creative rotation to keep performance from dropping off as an audience sees the same ad too often, and report back on what's actually converting on Instagram specifically, not folded into one combined number that hides which platform is doing the work. Proper Instagram advertising also means paying attention to feed optimisation specifically, since a scroll-stopping asset in-feed needs different pacing and framing to a Reels or Stories placement.
Campaign Strategy & Audience Targeting
Before any campaign goes live, we build the targeting and structure around your actual sales funnel, not a generic template. That means custom audiences built from your existing customers and website visitors, lookalike audiences where you've got enough data to support them, and a campaign structure that separates cold audiences from warmer retargeting rather than lumping everyone into one ad set.
We map this against your sales cycle, a quick-decision purchase needs different structure to something with a longer consideration period, and adjust the split between awareness and conversion spend as results come in, rather than setting a strategy once and leaving it running unattended.
This is also where full-funnel strategies come together properly, using Meta's targeting features and Audience Network placements to reach people at different stages rather than retargeting the same warm list on repeat. We treat audience and offer strategy, and the wider social strategy behind it, as one decision, not three separate documents nobody reads.
Ad Creative & Copywriting
We write and design the actual ads, not just the strategy behind them. Copy is written to match how your customers actually talk about their problem, not generic sales language that could sit on any account. Creative is built specifically for each placement, a static image for feed, a properly cut video for Reels and Stories, rather than one asset squeezed into every format.
We test variations properly, different hooks, different formats, different offers, and retire what isn't working quickly rather than letting fatigued creative quietly drag down your results while nobody's watching closely enough to notice. Our creative team builds a proper creative strategy before producing anything, whether that means working with UGC creators or handling social creative production in-house. We retire anything showing creative fatigue before it drags your results down.
Conversion Tracking & Reporting
None of this works without knowing what's actually converting, so we start by getting your pixel and Conversions API set up properly, checking events are firing correctly and matching what your CRM or booking system actually records. Reporting comes back in plain English, what happened, why, and what we're changing because of it, rather than a raw export from Ads Manager.
We flag tracking issues before they quietly cost you a fortnight of bad data, and build reports around the metric that matters to your business specifically, whether that's cost per lead, return on ad spend, or a specific number your board wants to see. That starts with proper Facebook Pixel and pixel setup work, checking event validation so every action Meta receives actually matches something real, plus server-side tracking where cookie loss is cutting into your data.
Where you've got a CRM integration in place, we make sure lead data flows back into it properly, without a dozen third-party tools bolted on that nobody maintains.
Ongoing Optimisation & Testing
Meta ads aren't a set-and-forget job, so we treat optimisation as ongoing work, not a one-off setup. That means regular reviews of what's working, retiring tired creative before performance drops off, testing new audiences and formats as Meta rolls them out, and adjusting budget towards whatever's actually converting rather than spreading spend evenly out of habit.
We keep an eye on platform changes and algorithm updates too, so your account doesn't quietly lose performance because of something outside your control that nobody flagged to you in time. Every new creative or audience goes through proper A/B testing before we commit real budget to it, and keeping creative velocity high enough that fatigue doesn't creep in unnoticed matters just as much.
Meta leans more on machine learning every year to decide who sees what, so we test into the AI-enabled features it rolls out rather than ignoring them.
""I like that we catch a tired ad before the client's even seen the numbers dip, so their board never gets an unpleasant surprise."
Steph Swift, Marketing Manager at Gecko
Paid Social Case Study
We ran Facebook and Instagram ads for [Client Name], a [industry] business struggling to turn ad spend into qualified leads. After rebuilding their account structure, creative and tracking, cost per lead dropped and their sales team started getting leads worth chasing instead of clicks that went nowhere. The results gave their marketing lead a number she could finally defend to the board.
Metric: 87% reduction in cost per lead Linked case
It depends on your ad spend and how much campaign, creative and reporting work is involved, so we won't quote a number without understanding your account first. What we won't do is give you a vague range and firm it up later, once we've looked at your goals and current setup, you'll get a clear management fee you can take to your board with confidence. We're always working towards lower customer acquisition costs, not just a lower cost per click, since a cheap click that never converts isn't actually cheap.
We work with a range of budgets, but we'll always tell you honestly if your spend is too low to test properly or hit the goals you've set. There's no point us taking on an account and quietly hoping it works, we'd rather have that conversation upfront than let you find out three months in.
Both platforms sit inside Meta, but audiences behave differently on each, so we build creative and targeting for Instagram's format, Reels, Stories and feed, rather than reusing Facebook assets straight across. You'll get reporting that shows how each platform is actually performing, not one blended number that hides which one is doing the work.
Early signals on audience and creative performance usually show within the first few weeks, but a proper read on cost per lead or return on ad spend takes longer, particularly if your sales cycle isn't a same-day decision. We'd rather tell you that now than promise a fast win and have you disappointed a month in.
Yes, and we'll audit what's there before changing anything. If parts of it are working, we keep them. If your tracking's broken or your targeting's off, we'll explain plainly what's wrong and why, rather than starting from scratch just to make the account look like ours.
You'll get monthly reporting in plain English, not a raw export from Ads Manager, and we'll flag anything that needs your attention before you spot it yourself. If a campaign's underperforming, that's not something you'll find out at the end of the month.
Your ad account is yours from day one, full access throughout. If you decide to move it in-house or to another agency, we'll hand everything over properly, structure, learnings and all, rather than making that difficult on the way out.
We agree that with you before anything goes live, cost per qualified lead, return on ad spend, or a specific number your board or finance team needs to see, rather than defaulting to reach and impressions because they're easy to report. That's also where we differ from a lot of Meta ads agencies and Facebook ads agencies, who tend to treat paid media as one isolated line item. We build proper campaign architecture and performance-led optimisation as core Meta ads management work, tied to your wider customer acquisition and business growth goals rather than run in a silo, and you'll deal directly with the people actually running your account, not a rotating cast of media buyers you never speak to.
Book a Paid Social Consultation and we'll take a look at your current account, or your goals if you're starting from nothing, and talk through what a proper Meta advertising setup would look like for your business.
