Facebook & Instagram ads
Facebook and Instagram campaigns built around a business goal, with every lead or sale measured back to the ad.
- Built around your process
- Connects to your existing tools
- Grows as you grow
Ad set
- Objective
- Leads
- Audience
- Lookalike + retargeting
- Placements
- Feed, Stories, Reels
- Tracking
- Pixel + Conversions API
The problem
Boosting posts spends the budget without showing what it returned. Without Pixel and Conversions API tracking, Meta cannot learn who your buyers are, and neither can you.
- Posts are boosted, and nobody can say which one produced a sale.
- Ads reach a large audience that will never buy.
- The same creative runs for months after it stops working.
- The Pixel misses conversions, so reported results do not match sales.
Budget goes on reach and likes while the real cost of each customer stays unknown.
The solution
Facebook and Instagram campaigns built around a business goal, with every lead or sale measured back to the ad.
Campaign strategy
Objective, funnel stage, budget split and the result each campaign is judged on.
Audience strategy
Broad, interest, lookalike and retargeting audiences built from your own data.
Creative strategy and ad testing
Angles, formats and hooks tested against each other on purpose, not by chance.
Meta campaign optimisation
Budget, bidding, placements and Advantage+ settings adjusted on regular review.
Meta Pixel and Conversions API
Browser and server-side tracking, so conversions are recorded reliably.
Lead forms and CRM hand-over
Instant forms or landing pages, with each lead sent to your CRM in seconds.
Workflow
How it works
Where this service sits in the growth system
- 01 · AttractThis serviceReach people who are searching for, or likely to need, what you sell.
- 02 · TrackThis serviceRecord each visit, lead and sale against the channel that produced it.
- 03 · ConvertTurn visitors into enquiries, and enquiries into customers.
- 04 · RetainBring customers back with timely, relevant follow-up.
- 05 · GrowPut budget where the numbers show it returns the most.
We don't just run campaigns. We build measurable growth systems.
- 01
Goal
We define the result and what one result is worth to you.
- 02
Audience
Who should see the ads, and who should be excluded.
- 03
Creative
Several angles and formats are produced and launched together.
- 04
Track
Pixel and Conversions API record leads and purchases against each ad.
Optimise
Weak ads are stopped; budget follows cost per result.
Inside the work
What the work looks like
A · Image
Budget increasedB · Video
TestingC · Carousel
Paused
Deliverables
What you get
- Campaign structure in your own ad account
- Meta Pixel and Conversions API set-up, checked in Events Manager
- Audience set-up and exclusions
- Creative test plan and ad variations
- Lead delivery to your CRM or inbox
- Weekly and monthly reports with cost per result
Scope and price are confirmed in writing after a free call.
Tracking and measurement
How results are measured
Channels
- Google Ads
- Meta Ads
- Organic search
- Email and messages
Website and landing pages
Google Tag Manager
Tag management
Measurement
- GA4
- Google Ads conversions
- Meta Pixel + CAPIServer-side
- CRM
Reporting
Looker Studio dashboard
What we measure
- Leads, purchases and key actions sent by Pixel and Conversions API.
- Duplicate events removed, so each conversion counts once.
- Each lead's campaign, ad set and ad stored in the CRM.
- Creative results compared by angle and format, not only by ad.
Tools and technologies
- Meta Ads Manager
- Campaigns, audiences, budgets and creative tests.
- Meta Pixel and Events Manager
- Browser events and event quality checks.
- Conversions API
- Server-side events, sent through GTM server or a platform integration.
- GA4 and UTM tags
- What ad visitors do on your site.
- Looker Studio
- Cost per result next to leads and sales.
KPIs we report on
Cost per result
Spend divided by leads or purchases.
ROAS
Revenue from ads compared with ad spend, where sales are tracked.
Click-through rate
How often people who see the ad click it.
Lead-to-customer rate
How many ad leads become customers.
Frequency
How often the same people see an ad; an early sign of creative fatigue.
Targets are agreed after a baseline is measured. We report what happened, and we do not promise numbers.
Illustrative scenarios
How it looks in practice
- Real Estate
A developer advertises a new project to people in selected areas. The lead form asks budget and preferred unit, the lead reaches the sales pipeline in seconds, and Conversions API reports which leads became site visits.
- Restaurants & Hospitality
A restaurant tests three creative angles for a weekday offer: the dish, the price and the place. Orders from the ad are tracked, so the offer's real cost per order is known before more budget is added.
These scenarios show how the service applies in a business like yours. They are not client results.
Why Scale Lab IT
One method behind every project.
- BUILDCampaigns structured around a business result, not post reach.
- AUTOMATELeads reach your team the moment a form is submitted.
- SECUREAd accounts and data stay in your ownership, with controlled access.
- SCALESpend increases only where the cost per result holds.
Implementation
How the project runs
- 01Account and tracking auditWhat is set up, what is measured and what is missing.
- 02Campaign and creative planGoals, audiences, budget and the first creative tests.
- 03Tracking set-upPixel, Conversions API and events verified before launch.
- 04Launch and testingVariations run until the data shows which angle works.
- 05Review and scalingRegular reports; budget increased only where cost per result holds.
Common questions
Who owns the ad account?
You do. Campaigns run in your own Business Manager, and we work with partner access that you can remove at any time.
Why do we need Conversions API as well as the Pixel?
Browsers and privacy settings block part of what the Pixel sees. Conversions API sends the same events from the server, so Meta and your reports receive a more complete picture.
What budget do we need?
It depends on your market and goal. We recommend a starting budget large enough to test properly, and explain the reasoning. We do not promise a return on ad spend.
Do you make the ad creative?
Yes. Copy and visuals are produced for each test, using your brand guidelines and real product or project material.
Let's talk
Let's plan campaigns you can measure.
Tell us how you work today. We will reply with a clear next step.