Facebook and Instagram ad campaigns built around qualified enquiries rather than cheap clicks: lead forms with qualifying questions, Click-to-WhatsApp, matched landing pages, and Pixel plus Conversions API tracking. You work directly with the person running your ad account.
Campaign objective, audiences, locations and placements chosen for your offer. Placements that send junk leads, such as Audience Network for many lead campaigns, are controlled from day one.
Instant Forms with qualifying questions (budget, timeline, location, treatment or service), or a fast landing page when the decision needs more information than a form can hold.
Ads that open a WhatsApp chat with a prefilled message, plus an automated flow that asks the first questions and passes completed enquiries to your team or CRM.
Meta Pixel events, server-side Conversions API where it's supported, and deduplicated lead events, so Meta optimises toward real enquiries and not just form opens.
Ad copy, offer framing and creative briefs for static images and short videos, matched to what each audience needs to see before it enquires.
Budget moved toward ad sets that bring qualified leads, creatives refreshed before fatigue sets in, and a regular check with you on which leads actually turned into customers.
These are the kinds of campaigns currently running for clients and my own projects. Client results aren't published here without permission.
Invisalign and new-patient offer campaigns for a Mississauga dental clinic, each pointing to its own landing page with a short booking form, and the same offer shown on the clinic's website so the ad and the site match.
WhatsApp ad flows for an overseas-education consultancy that ask the qualifying questions inside the chat, then push each completed enquiry into the counselling team's CRM.
A lead campaign with a multi-question qualifying form and tiered lead events. The early leads showed Audience Network was sending low-quality submissions, so placements were tightened.
| Meta (Facebook & Instagram) Ads | Google Search Ads | |
|---|---|---|
| How people find you | Shown in feeds, Stories and Reels before they search | Shown when they search for the service |
| Best for | Visual offers, local promotions, consultations, remarketing | Urgent or high-intent needs ("emergency dentist", "hire WordPress developer") |
| Lead cost | Often lower per lead, but quality varies more | Often higher per lead, with stronger intent |
| What matters most | Offer, creative and qualifying questions | Keywords, negative keywords and landing page match |
If search intent is the bigger opportunity for your business, the Google Ads (PPC) management page covers that side. For organic posting and content rather than paid ads, see social media marketing.
Campaign planning and setup in Meta Ads Manager, audience and placement choices, ad copy and creative briefs, lead forms or a matched landing page, Meta Pixel and Conversions API tracking, weekly optimisation, and a regular review of lead quality with you. Ad spend is paid by you directly to Meta and is separate from the management fee.
Google Ads reaches people who are already searching for a service, so intent is higher and leads usually cost more. Meta ads reach people before they search, which works well for visual offers, local promotions and consultations, but needs stronger qualifying questions to filter out low-intent leads. Many businesses use Google for demand capture and Meta for demand creation and remarketing.
The usual causes are an Instant Form with no qualifying questions, automatic placements that include Audience Network, optimising for the cheapest lead instead of a qualified one, and no follow-up within minutes. Adding qualifying questions, controlling placements and sending conversion signals back to Meta normally improves lead quality, even if the cost per lead goes up.
The management fee is quoted after a free audit of your account, offer and budget. It's a flat monthly fee, not a percentage of ad spend, and there's no long lock-in contract. Results depend on your offer, budget and follow-up, so no fixed number of leads is promised.
Yes. Campaigns run in your own Meta Business portfolio and ad account. You add me as a partner, so you keep ownership of the account, the pixel, the audiences and all data if we stop working together.
Search campaigns for people already looking for your service, with conversion tracking and weekly search-term reviews.
Read more →Organic content calendars, Reels and page growth that support your paid campaigns.
Read more →The local SEO and website work behind the dental clinic whose offer campaigns are described above.
Read more →Send your website and a short note about your current campaigns. I'll reply within 24 hours with a free audit of your setup, tracking and lead forms.
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