Facebook & Instagram advertising
Meta Ads
management for
the right enquiries.
Facebook and Instagram advertising for Australian B2B and service businesses. Creative testing, conversion tracking and CRM feedback focused on lead quality.
Melbourne-based. Working Australia-wide.
Illustrative campaign
Enquiry received Qualification pending in CRM
Before we build a campaign
Is Meta right for your business?
We assess your offer, creative and follow-up before recommending a campaign.
Buyer, offer and proof.
A clear offer. A reason to act.
Who it helps, what makes it credible and why someone would enquire.
- Buyer
- Offer
- Proof
Message, proof and formats.
Enough material to test different ideas.
Review the messages, images, video and proof available, then agree what needs to be produced.
- Message
- Formats
- Proof
Response, qualification and CRM.
A process beyond the form submission.
Agree who responds, what qualifies an enquiry and how outcomes will be recorded in the CRM.
- Response
- Qualification
- CRM
Select a factor to explore.
Creative strategy & testing
Find the message worth testing.
Explore how one service offer can become different ad ideas.
Illustrative creative, not campaign results.
Example: workplace fit-out
Angle 01 / Feed
Example business
Outgrown your workspace?
Explore your options →
Example business
A workspace built for what’s next.
Explore your options →
Example business
Show what you can substantiate.
Explore your options →
Message notes
The problem
- Hook
- A workspace your team has outgrown.
- Offer
- Workplace planning and fit-outs.
- Next step
- Explore a project conversation.
The outcome
- Hook
- A workspace planned around the team’s next stage.
- Offer
- Workplace planning and fit-outs.
- Next step
- Explore a project conversation.
The proof
- Hook
- Use a specific claim supported by evidence.
- Offer
- Show relevant, approved project details.
- Next step
- Explore a project conversation.
Illustrative layout. Replace with verified project evidence before advertising.
We compare response and lead quality before deciding what to develop next.
Lead quality & measurement
An enquiry is only the beginning.
See how we separate a received lead from a qualified opportunity.
Stage 01 / Received
A submission has arrived.
Capture the enquiry and its source before assuming it is genuine, relevant or qualified.
- Record status
- Awaiting review
- Source
- Record when available
- Qualification
- Not yet assessed
Receipt confirms a submission, not its quality.
Why it matters
A form submission is a starting point.
Preserve the submitted information, receipt time and available source details so the enquiry can be reviewed.
Missing source information remains unknown.
Stage 02 / Verified
Check whether the enquiry is genuine.
Review spam, tests, duplicates and usable contact details before assessing service fit.
- Spam and tests
- Review and exclude
- Duplicate records
- Identify and reconcile
- Contact details
- Check usability
Verification is distinct from sales qualification.
Why it matters
Clean records support clearer decisions.
Keep verification outcomes visible so invalid or duplicate submissions do not inflate the reported lead count.
A genuine enquiry may still be unsuitable.
Stage 03 / Qualified
A real fit for the service.
Agreed criteria help distinguish relevant enquiries from raw form submissions.
- Service fit
- Right service
- Location
- Within service area
- Buying need
- Relevant requirement
Illustrative criteria, agreed for each business.
Why it matters
Lead volume is not lead quality.
CRM feedback helps connect campaign decisions to what happens after the form.
No qualification assumed at submission.
Stage 04 / Sales outcome
Record what happened after qualification.
Track progression, won or lost status and timing, while keeping opportunity value separate from verified revenue.
- Progression
- Record the next stage
- Deal outcome
- Won, lost or still open
- Revenue
- Reconcile before reporting
Opportunity value is not confirmed revenue.
Why it matters
Commercial reporting needs complete records.
Connect campaign reporting to recorded business outcomes and disclose missing data or attribution gaps.
Calculate revenue metrics only from sufficient reconciled data.
Select a stage to explore.
Illustrative workflow · Attribution gaps disclosed
Scope & investment
Know what you’re paying for.
Management and media are separate costs.
Select a cost to explore.
Management includes
Campaigns · Agreed creative · Measurement
Scope and fee confirmed before launch.
Your media budget
Advertising spend in your own Meta ad account.
Paid directly to Meta, separately from our management fee.
Before you commit
Meta Ads questions. Straight answers.
The practical details behind Facebook and Instagram ad management.
Cost & scope
A scoped Meta Ads management fee, with media spend separate.
We quote a fixed fee for the work agreed in your proposal. Ad spend and paid software are additional, and our published fees are ex GST. We do not charge a percentage of ad spend.
Your proposal defines the inclusions, exclusions and any additional production or integration work. The initial 30-minute audit is free and does not include a report.
What to compare
Scope, deliverables, account access and reporting, alongside the fee.
Media budget
Budget for a useful test.
We recommend media spend after reviewing your offer, audience, service area, lead economics and follow-up capacity. There is no single starting amount that suits every business or guarantees qualified leads.
Agree the test, review points and limits before spending.
Explore our approach →Creative & deliverables
Agree the deliverables before launch.
Meta Ads management covers paid Facebook and Instagram campaigns. Your scope defines strategy, setup, copy, creative testing, optimisation, tracking and reporting, including who supplies the images, video and any landing pages.
Photography, video production, new landing pages and organic social posting are included only when specified in the proposal.
Explore creative testing →Lead quality
Review the enquiry process, not just the ad.
We review offer and audience fit, creative, the form or landing page, and follow-up. Separate spam, tests and duplicates from genuine enquiries, then assess qualification against agreed business criteria.
Where available and appropriate, recorded CRM outcomes inform campaign decisions. A cheaper form submission is not necessarily a better lead.
Explore the lead-quality journey →Measurement
Connect reporting to recorded business outcomes.
The measurement scope defines the events, source information and CRM stages we can track, and whether Pixel, Conversions API or other connections are appropriate. Check duplicate events and keep unknown sources visible.
Reconcile platform reporting with verified enquiries, qualification and recorded sales. Reporting methods can differ; disclose attribution gaps and keep opportunity value separate from verified revenue.
See how we measure lead quality →Testing & timing
Judge the evidence against an agreed test.
Agree the hypothesis, budget, review points and success measures before launch. The useful evaluation period depends on response volume, creative changes, conversion frequency and your sales cycle.
Early enquiries alone do not establish lead quality or profitability. If the evidence is insufficient, say so rather than declaring a winner or promising a fixed results deadline.
Account access
Keep business access clear from the start.
We first review the existing account and access setup. The intended arrangement is your business’s own Meta ad account, with appropriate partner permissions for campaign management.
Confirm ongoing access, asset rights and handover requirements in the proposal. Do not assume every licensed asset or platform dataset can be transferred without restrictions.
Engagement terms
Make notice and handover explicit.
Our published engagement model starts with a 90-day plan and specifies 30 days’ notice after that. Your proposal should clarify how notice, pauses, billing and handover apply to the work agreed.
Confirm the treatment of campaign access and creative files before work begins.
Read the engagement scope →Your next step
Find your next move on Meta.
Tell us what you sell and where your campaigns stand. We’ll discuss whether our approach fits.
A conversation about fit. No performance promises.
