Facebook & Instagram Ads ManagementCreative is the targeting.
Everything else is settings.

Rarely. With strong conversion signals, Meta’s broad delivery consistently matches or beats hand-built interest stacks, and narrow ad sets fragment budget so nothing exits the learning phase. We test it rather than assume, but consolidation onto broad targeting improves performance in most accounts we take over.

Considerably more than most brands produce — typically dozens of variations monthly rather than a few per quarter. Delivery needs variety to optimise against, and every asset decays with frequency. We build modular production so variations ship without a full shoot each time.

Usually creative fatigue. Frequency climbs, the same people see the same ads, response drops and cost per result rises. It reads as an auction problem but is almost always a creative supply problem, and it is fixed by production cadence rather than bid adjustments.

Yes. Browser-only tracking loses a substantial share of conversions, which means delivery optimises on partial data and reporting understates results. Server-side events with proper deduplication and high match quality typically improve both actual and reported performance.

Less than most accounts do. Retargeting reaches people who already decided, so it reports excellent returns while frequently adding little genuinely incremental revenue. A geo holdout settles it in a few weeks, and the result usually justifies moving budget into prospecting.

We produce it. Managing Meta without controlling creative means managing settings that are already close to optimal. We can work with your existing brand assets and guidelines, but the production and testing cadence needs to sit with whoever is accountable for performance.

Signal and structure fixes show within two to four weeks as delivery relearns. Creative testing compounds from the second month as the library of proven angles builds. Incrementality tests need a few weeks each, so a complete picture usually takes a quarter.