08 — Meta ads
Where the creative does the targeting.
Nobody on Facebook is looking for you. The ad has to do the work of finding the right person, and the creative is what does it. Interests and audiences are a distant second.
What we run on
- Meta
The problem
The report says reach. Reach does not tell you whether anybody rang, and nobody can connect the two.
Mid scroll
Nobody on Facebook is looking for you.
So the creative has to do the work the targeting does everywhere else. The right ad finds the right person.
Meta ads
Nobody on Facebook is looking for you.
Search catches people already hunting. Social has to find them mid-scroll, which makes the creative do the work the targeting does everywhere else.
The difference
01
They are not searching, they are scrolling
So you cannot wait to be found. The ad has to stop somebody who was not thinking about you.
- Interrupt, not intercept
The approach
02
Broad targeting, narrow creative
One campaign, one ad set, deliberately wide. Twenty two creatives do the segmenting instead of the settings.
- The right ad finds the right person
The build
03
Every concept at three aspect ratios
A missing ratio is a missing placement. Twenty seven statics, produced three times each.
- Feed, story, reel
- 81 files for one campaign
The result
04
$221.14 down to $92.34 a lead
Same sixty days as the search work. Both channels tracked into the same database.
- Down 58 percent
The creative is the targeting.
Everything else is just delivery.
MID SCROLL
The creative is the targeting.
One campaign, one ad set, deliberately wide. Twenty two creatives do the segmenting instead of the settings.
What you get
- 01
Creative written and shot for the person you actually want.
- 02
Enough variations to learn something, tested against each other.
- 03
One campaign structure, not eleven overlapping ad sets.
- 04
Conversion tracking wired to a real enquiry.
- 05
Won jobs sent back, so the platform optimises toward customers.
Sixty days, one client
$221.14 a lead, down to $92.34.
$221.14 →
$92.34
Social cost per lead
27
Statics, three ratios each
58%
Reduction in cost per lead
Verified in the client's own accounts
How it runs
01
One session working out who the ad has to speak to.
02
We build the creative and the tracking together.
03
We run it, cut what loses, and put budget behind what works.
Where we run
The platforms your customers are already on.
The creative is the targeting.
Everything else is just delivery.
Book a call
Show us what you already have.
One conversation. No deck, no pitch.
- 01We find the bottleneck. In time, in lost jobs, or in your own week.
- 02You get it in writing. What we would build, what it changes, what it costs.
- 03You decide. If it is not worth it, you still keep your system written down.
Also
- Websites
We build websites that do the two jobs marketing sites are supposed to do. They get found, and they turn a visitor into a lead.
- CRM builds
A CRM out of the box is a demo. Configured properly it runs the business. We do the configuration.
- Google Ads
Search is the only channel where the customer tells you what they want before you spend anything. We build the account around what they type, not around what sounds good in a meeting.