Meta Ads: Facebook & Instagram
Facebook and Instagram campaigns built on creative testing and lead quality, so your budget goes toward real customers.
Is this for you?
A good fit if
- Products and services people buy on impulse or because someone recommended them
- Lead generation businesses getting lots of form fills from people who never buy
- Brands with a strong visual story
Not the right fit if
- You can't produce new ads regularly
- Your sales team is slow to follow up on leads
- You need to reach people who are searching right now. Start with Google
How I do it.
-
Pixel and Conversions API
The pixel and Conversions API set up so Meta learns from real sales and qualified leads.
-
Audience and offer
Broad targeting with clear offers, tested in Arabic and English.
-
A steady flow of creative
New ideas, hooks and formats on a regular schedule, judged on the cost of each qualified result.
-
Lead quality feedback
Feedback from your sales team or CRM sent back to Meta, so it looks for more good leads.
What you get.
- Pixel and Conversions API setup
- Campaign structure
- Ad ideas and copy
- Testing calendar
- Lead quality feedback setup
- Monthly report
The details.
Meta still has the widest paid reach in Egypt and is a reliable way to find new customers across the Gulf. What changed is that measuring it stopped being easy.
Since Apple limited tracking on iOS, pixel data from the browser under-reports, and Meta fills the gap with estimated conversions. Accounts that never adapted are optimising on a signal that’s partly made up. Accounts with a properly deduplicated Conversions API setup have a real cost advantage over competitors who don’t.
What the work covers
- Conversions API set up on the server and deduplicated against the pixel
- Event match quality: the score most accounts ignore, which directly affects delivery
- Campaign structure with new customers, retargeting and repeat customers properly separated
- Audiences (broad, interests, lookalikes) tested, not assumed
- A system for testing ads, which is what really moves results on Meta
- Arabic ad copy written for each market, not translated
- Catalogue and dynamic product ads for online stores
- Attribution settings, compared with your own sales numbers
- Tracking how often people see each ad and when an ad gets stale
- Incrementality tests when the budget justifies them
The ads matter more than the targeting
Meta’s targeting has been getting more automated for years. In practice, that means the ads themselves now explain most of the difference between two accounts selling the same product at the same price.
Different ideas, not small variations
Twenty colour versions of one idea is one test. Five really different angles is five tests. Most accounts do the first and wonder why nothing improves.
Arabic written for each market
Egyptian and Gulf audiences respond to different tone, humour and dialect. One formal Arabic version for all three markets does worse in all three.
Ads go stale faster than you think
In small markets people see the same ad many times quickly. Planning new ads in advance works better than reacting once costs have already gone up.
Test properly
One change per test, enough budget to get a clear answer, and a written note of what you learned. Most accounts test all the time and learn nothing.
Related services
Common questions.
Why are my Meta leads poor quality?
Usually the form is too easy to fill, and Meta is learning from "someone filled a form" instead of "someone bought". We change both.
Instagram or Facebook?
Meta picks placements well when the creative works on both. We adjust by market and audience.
Do you run WhatsApp ads?
Yes. Click-to-WhatsApp campaigns, with tracking of which chats turn into sales.
Your next move.
Tell me where things are now and where you want them to be. I reply within one business day, in Arabic or English. If I'm not the right person for it, I'll say so.