Meta ads, run by the people who make the ads.
Meta is where most of the money goes and where most of the waste happens, and the reason is the same in nearly every account we open: the budget is being asked to do a job the creative isn't feeding. The buying is a solved problem. What you put through it never has been.
Reach flattens inside about four days in the accounts we run, so the work has to be replaced before the audience is finished with it. Seven in ten of each week's ads build on a winner.
The creative is the targeting now
You no longer pick the audience. The platform reads the ad and decides who it suits, which means the only lever with real travel left is what you make. An account with three ads has told Meta three things about who might want this. That's the whole brief it has to work from.
An audience is done in days
In the accounts we run, an ad reaches most of the audience it's ever going to reach within about four days. The metrics decay slowly enough that it looks alive for another week or two, which is why plateaus get blamed on the algorithm. The ad didn't get worse. The audience got through it.
Five a week, seventy thirty
At least five new ads into the account every week on any retainer, whatever the spend. Seven in ten build on something already working, three in ten are new. The seven are where the money is. The three are how you find the next thing worth iterating on.
We start in your account, not in a brief
The cheapest ideas you own are already in there. Before anybody writes a concept we go through what has carried real spend over a real stretch, work out why each one worked, and build from that. The decision about what to make is a person reading an account.
When Meta isn't the answer
If your margin can't carry the cost of a new customer, more spend makes the problem arrive faster. If the product doesn't have demand yet, Meta will find you the few people who want it and then run out. Both of those are worth knowing before a budget goes up, and we'd rather say so on a call than find it in month three.
All of it, every month.
- The account audit first, before anything is made
- At least five new ads into the account every week
- Shoot days in the Richmond studio, with you there
- Weekly optimisation and creative tracking in Motion
- Monthly performance reporting against contribution, not platform return
- Full commercial licence, every asset yours
Ads we made, that carried spend.
The platform is the easy part.
A fractional creative strategist in your business, and the team that makes the work. For less than one hire.