Meta Ads
Social that sells.
Precision Facebook and Instagram advertising with audience segmentation and systematic creative testing.
Meta advertising works differently from search. Nobody on Instagram is looking for your product, so the creative has to do the work that intent does on Google. That makes Meta a creative testing business more than a targeting business, particularly since the platform now handles most audience decisions algorithmically. The brands that win are the ones producing enough distinct creative to keep finding new angles.
Does audience targeting still matter on Meta?
Less than it did, and less than most agencies pretend. Broad targeting with strong creative now beats narrow interest stacking in the majority of accounts we manage, because the delivery system finds buyers faster than a marketer can describe them. Where targeting still earns its keep is in exclusions and in retargeting: keeping existing customers out of prospecting campaigns, and treating warm audiences differently from cold ones. Everything else is usually better handled by giving the algorithm room.
How much creative do you need?
More than most businesses expect. A healthy account tests three to five new concepts per month, each with several variations in format and hook. Creative fatigue is measurable: frequency climbs, click through rate falls, and cost per acquisition follows within a week or two. The point of volume is not to produce more ads, it is to find the two or three angles that genuinely resonate, then scale those while the next batch is being tested.
What does a good Meta funnel look like?
Three stages, kept deliberately simple. Prospecting runs broad with the strongest creative and carries most of the budget. Retargeting catches site visitors and video viewers with offer led messaging and a much smaller budget, because the audience is small by definition. Retention speaks to existing customers about repeat purchase or upsell, usually through a catalog or email matched audience. Accounts that build seven stage funnels tend to starve every stage of the data it needs.
How do you measure it honestly?
Platform reported return on ad spend is optimistic, because attribution windows credit the platform generously. We compare it against blended figures: total revenue divided by total marketing spend across every channel. If blended return is flat while Meta reports a strong number, the platform is claiming credit for sales that would have happened anyway. That comparison is in every monthly report we send.
Everything in the Meta Ads package.
What US clients say.
“Wigital took our online store from 180,000 a month to just over 1.4 million in under a year. The SEO and content working together is what did it, not one or the other.”
“Our cost per lead on Google Ads dropped 60 percent while volume tripled. They found budget being wasted on searches we could never win and moved it somewhere useful.”
“The site they built is genuinely fast and it converts. Bounce rate fell 40 percent and sales were up 180 percent in the first quarter after launch.”
Meta Ads questions, answered.
Yes. Static, motion, and short form video are produced in house, which is why we can test at the volume the platform needs.
It can, for offers with a short consideration cycle or a strong lead magnet. Long enterprise sales cycles are usually a poor fit and better served by search and content.
Around 2,500 dollars per month in media gives enough conversion volume to learn from. Below that, results tend to be noise rather than signal.