Meta Ads.

02 · THE BRIEFING

1. I
   When to consider it
   Your Meta views explode but your ROAS (what your ads return per euro invested) stagnates. Or your retargeting campaign (re-targeting visitors who already came) has been running on the same audience for six months without refresh. Creative fatigue costs more than a full audit.
2. II
   Why it matters
   Meta captures the discovery Google does not see. If the creative does not convert, you fund the algo more than your sales pipeline. CPM (cost per 1000 views) climbs when relevance drops, and you end up paying three times for the same lukewarm prospect.
3. III
   What you get back
   A clear split of the buying journey: top, middle, bottom of funnel. Creative tailored to each stage, not one single video served to everyone. ROAS reading per audience, not per fuzzy campaign.
4. IV
   How we run it
   We start by auditing the Meta Events Manager (the tool tracking your Meta conversions) and Meta CAPI (direct server link site → Meta) quality, before touching any audience. Meta Ads wired server-side, lookalike audiences built on real buyers. GA4 in parallel for cross-channel truth.
5. V
   What it unlocks
   A CPA (cost per conversion) you can read, not guess. Meta + Google coordination that stops double counting. Creative rotation paced by real audience fatigue signals, not gut feel.

We get back to you within the week · audit before any quote.

04 · WHAT WE WON'T WRITE IN AN RFP

Meta is a discovery channel. Not an echo chamber for your brand.

If the Meta ad does not convert within the attribution window, we cut the creative. No campaign running out of habit because it got likes. The right question before opening the channel: how many qualified prospects per month, and at which CAC (cost to acquire a new customer)? If the answer is fuzzy, we frame the goal before any creative production. The broader agency vs freelance vs in-house debate sits here.

• 01

  Top-middle-bottom funnel split

  Cold audiences for discovery (top of funnel), lookalike on real buyers (middle), retargeting calibrated on cart abandonment (bottom). Each stage has its creative, budget, and success indicator.

• 02

  Creative rotated when fatigue hits

  We track exposure frequency and click-through rate per segment. When fatigue hits, we swap the creative. Not before, not after. A creative that holds four weeks on a cold audience is rare.

• 03

  Clean server link to Meta

  Meta CAPI (direct server link site → Meta) wired to server-side tracking, 8+/10 matching quality on purchase events. The Meta algo learns better, your CPA drops, your retargeting hits real intent.

• 04

  Explicit Meta-Google coordination

  We compare what Meta vs Google vs GA4 each claim. We see who really pushes what. No more double counting. No more Meta claiming conversions that came from Google Search.

05 · THE PLAY-BY-PLAY

Four steps. Four weeks on average. Zero active creative cut.

1. 01

   We audit Events Manager and data quality.

   We look at Meta Events Manager (opens in a new window) quality, Meta CAPI (direct server link site → Meta) matching score, purchase and lead coverage. We measure audience fatigue per segment. Tools: Meta Events Manager Test Events, GA4 (opens in a new window) export to BigQuery (opens in a new window).

2. 02

   We freeze the funnel and the creative cadence.

   Target funnel plan, top-middle-bottom segmentation client-approved, creative rotation cadence frozen in writing. If an audience is too small for a solid lookalike, we say so. No sneak-in scope outside the quote.

3. 03

   We launch and wire the server.

   Launch per audience with fractional budget. Meta CAPI wired to GTM Server-Side (Google Tag Manager server link) or TAGGRS. Lookalikes built on real buyers, not page fans. We keep the old account live until the new one has found its footing.

4. 04

   We compare 30 days before vs after.

   A/B measurement on the same goals, same attribution window. Looker Studio (opens in a new window) dashboard wired to GA4 + Meta + server. Notion handover to your team or your media agency. Monthly review for three months.

07 · NOT YET FOR YOU IF

Three cases where Meta Ads is not the top priority.

• You refuse to touch server-side tracking.

  Without **Meta CAPI** (direct server link site → Meta) wired, matching quality falls below 6/10, the algo bids wrong, and 30 % of budget gets lost. We do not launch Meta seriously without laying down measurement first. Not the other way around.

• Your annual ad spend is under 25 k€.

  Below this threshold, the Meta algo does not exit learning phase and CPA (cost per conversion) stays unstable. At these volumes, we recommend a senior freelance half a day per week rather than a full mission with us. We would rather say it than walk you into the dark.

• You mix up reach and sales pipeline.

  No one on your side will read the monthly CAC reports to decide which creative to cut. If the real goal is brand awareness without performance pressure, the channel is not paid Meta Ads: it is regular organic content that will serve you better.

We look at your Meta campaigns. We tell you what converts, what fatigues, what overcharges.