Objective and conversion event
Leads, Sales or Traffic changes who Meta shows the ad to. The wrong choice is the most common expensive mistake.
Meta Ads specialist
A Meta Ads specialist for service businesses
Facebook and Instagram can fill a pipeline or burn a budget. The difference is creative that shows real work, an offer worth responding to and tracking that tells you which leads were any good.
- 687 Meta leads at £17.01 on one home improvement account
- Creative that pre-qualifies the lead
- Written to Meta's health and special-category policies
40+Campaigns launched
5,000+Leads generated
£1m+Ad spend managed
Edward Eaton runs every account personallyShort answer
A Meta Ads specialist builds and manages campaigns on Facebook and Instagram. For service businesses the work is mostly lead generation: choosing the right objective, building audiences and offers, producing creative that shows the job and the result, and tracking whether the enquiries turn into customers. Meta finds people before they search, so the quality of the creative and the offer decides almost everything.
What a Meta Ads specialist controls
Meta takes more of the targeting decisions away from the advertiser each year. What is left to control matters more.
Creative
Finished work, a real person, a clear offer. The ad does the qualifying so the form does not have to.
Offer
A free survey, a consultation, a fixed-price assessment. What you ask for decides the lead quality.
Tracking
The Pixel and Conversions API, so Meta learns from real conversions and not only from clicks.
Retargeting
Bringing back people who watched, visited or started a form. Often the cheapest enquiries in the account.
Policy
Health, wellbeing and personal-attribute wording gets ads rejected, so copy is written to the rules first.
A real Meta Ads result
From the same media wall installer account, running alongside Google.
687 leads from £11.7K of Meta spend: £17.01 each, using finished-install creative and a free consultation offer.
When Meta is the right first move, and when it is not
Meta is not a replacement for Google. It does a different job.
Start with Google instead when
- People already search for what you sell and demand is steady
- The job is urgent and needs a phone call within the hour
- You have no creative, photos or proof to show yet
Meta works well when
- The purchase is visual or considered: kitchens, extensions, treatments, venues
- Demand has to be created before anyone searches
- You can show finished work, a team or a clear offer
Go deeper on Meta Ads
Meta Ads management
The full service: creative, audiences, offer, tracking and reporting.
Meta Ads consultant
One consultant, not a rotating team.
Events and ticket sales
How a workshop sold out at 4.69x return.
What clients say
Five stars, from the people it was done for.
★★★★★"Edward is an expert in his field and has only brought a driven attitude to provide quality results."
★★★★★"It was a pleasure working with Edward on our project. We were new to Google Ads and he walked us through it step by step, with insight that would have taken us a while to figure out. We'll definitely be using Edward again."
★★★★★"Eddy was the man. He answered all my questions and was very knowledgeable."
Common questions
What does a Meta Ads specialist do?
Plans, builds and manages Facebook and Instagram ad campaigns: objectives, audiences, creative, offers, tracking and reporting, aimed at enquiries and sales.
Are Meta lead forms or landing pages better?
Lead forms give more volume at lower cost and lower intent. Landing pages give fewer, better leads. The right mix depends on how much qualifying the sale needs.
How much should I spend on Meta Ads?
About £500 a month is a practical floor for a service business, because Meta needs enough conversions to learn from.
Do you run ads for health and beauty businesses?
Yes, within Meta's health and personal-attribute policies. Wording is written to the rules first.
Why do Meta results swing week to week?
Delivery, audience fatigue and auction pressure all move. Read trends over weeks, not days.
Want a Meta Ads specialist on your account?
Send a few details about your business and current spend. You will get an honest view of what is realistic and what we would do first, usually within one working day.
Before you send
We're a fit if you're already generating business, can handle more leads, and have a monthly ad budget of £500+ (£1,000+ recommended). We ask for a 3-month minimum so the work has time to compound.