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Meta Ads — across Facebook and Instagram — give you access to one of the most sophisticated audience targeting systems available in advertising. But that sophistication is only valuable when the account is set up to use it properly.
Meta Ads account setup creates the right foundation. Pixel installation, custom audiences, campaign objectives, ad set structure and conversion events — all configured correctly from the outset, so your campaigns can be measured accurately, optimised effectively, and scaled with confidence.
Meta Ads account setup is the process of creating and configuring a Meta Business Manager account and ad account to run campaigns on Facebook and Instagram. It includes installing the Meta Pixel, setting up custom audiences, configuring the campaign structure, connecting the relevant pages and assets, and verifying that conversion events are tracking correctly.
You need this when your business serves more than one local area and you’re not sure how to allocate your marketing budget most effectively across locations, when some locations are significantly more visible or well-reviewed than others without an obvious explanation, or when you’re planning to open new locations and want to understand the local competitive landscape before you invest.
This service includes a multi-location marketing audit, performance comparison across locations, identification of disparities in visibility, reputation or commercial performance, and a set of location-specific and portfolio-wide recommendations. Delivered as a multi-location analysis report with a prioritised action plan.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
The configuration of a Facebook and Instagram advertising account through Meta Business Manager — covering pixel installation, audience creation, campaign structure, ad creative setup, conversion event configuration and integration with your website and CRM.
The Meta pixel is a piece of code installed on your website that tracks the actions visitors take after clicking a Meta ad. It records purchases, form fills, page views and other events — giving Meta the data it needs to optimise delivery and enabling retargeting of website visitors.
Meta Ads is organised into campaigns (objective), ad sets (audience, budget, placement) and ads (creative). The audience lives at the ad set level, meaning a single campaign can serve different audiences with different creative simultaneously.
Awareness, Traffic, Engagement, Leads, App Promotion and Sales are the main campaign objectives. Choosing the right objective is important because it determines how Meta’s algorithm optimises delivery.
Core audiences (demographic, interest and behaviour targeting), custom audiences (website visitors, customer email lists, video viewers, page engagers) and lookalike audiences (people similar to your best customers) are the three main audience types.
Through the Meta Pixel Helper browser extension, which shows whether the pixel is firing correctly on each page and whether conversion events are being recorded accurately. An incorrectly configured pixel is one of the most common causes of poor Meta campaign optimisation.
Facebook Feed, Instagram Feed, Facebook and Instagram Stories, Reels, Messenger, Audience Network and Facebook Marketplace are among the placements available. Automatic Placements often delivers the most efficient results by allowing Meta to optimise across all.
Meta’s algorithm needs approximately 50 conversion events per week to optimise effectively. The budget required depends on your cost-per-conversion. Too low a budget keeps the account in a learning phase it can’t exit, which degrades performance.
Both are served through Meta Ads Manager. Instagram skews younger and more visual; Facebook has a broader demographic reach. Most accounts benefit from running on both, with creative adapted for each platform’s format and audience behaviour.
A properly configured account including pixel installation, audience creation, campaign structure and initial creative setup typically takes one to two weeks. Campaigns also go through a learning phase when launched, during which performance data is less reliable.