What are the best practices for Meta creative and content strategy?
Make lots of it. A campaign needs several angles in several formats for each stage of the funnel, each looking like it belongs in the feed and saying one thing. We test them against each other and keep the ads that bring in leads or sales in your own records, not the ones with the most clicks.
Creative that works on Meta
Nobody opens Instagram to see an ad, so it has to earn a second look in the first second or two. And no single ad does that for everyone, which is why we plan creative in volume rather than polishing one hero ad.
What we aim for
- Several angles on the problem, the situation and the result, each tried in more than one format.
- Plain photos, short video and real people rather than a polished banner.
- One idea per ad, with a clear next step.
- Each size made properly (square, 4:5 for the feed, 9:16 for Stories and Reels) rather than one image cropped three ways. Our ad studio renders every size from one brief and checks the text fits before anyone reviews it.
Testing
Test different angles, not different colours. We judge each one on the leads or sales it brings in, which only works if the tracking is right first, so that comes before the creative. Ads that tire get replaced as part of the monthly work.
Matching the page
The landing page should say what the ad said. We build the pages alongside the ads, and it's one of the checks we run before a campaign spends.
Restricted categories
Meta restricts ads for health and similar services, so the wording, the targeting and the page all need care to stay inside its policies.
See our funnel management service and the Meta tool page.
Also worth asking
Other answers about the same tools.
What is paid marketing and how does it work?
Paid marketing means paying to put your business in front of people, usually through ads on Google, Meta or LinkedIn. You set a budget and an audience, and you pay per click or per thousand views. The hard part is knowing which ads bring customers.
What platforms do you use for paid marketing campaigns?
Google Ads and Meta (Facebook and Instagram), plus LinkedIn for B2B work. We use Microsoft Ads where a campaign needs it. Which ones we use depends on whether people search for what you sell.
How much should I budget for paid marketing?
Start from what a customer is worth to you and what a lead costs in your market. The budget then needs to be big enough to get meaningful conversions in a month, and small enough that you can afford to find out it isn't working.
Want a quick starting figure from your revenue and a growth goal? Try the budget planner.
What’s the difference between paid search and paid social campaigns?
Paid search (Google Ads) shows your ad to people typing a query. Paid social (Meta, LinkedIn) shows it to people browsing. Search catches demand that's already there, and social creates interest in something new.
How do Meta advertising platforms differ from Google Ads?
Google Ads shows your ad to people searching for something. Meta shows it to people by audience while they scroll Facebook and Instagram. If people already search for what you sell, start with Google. Meta reaches the people who aren't looking yet.
Still have questions?Talk to us
Bring your numbers.
We'll tell you if the spend makes sense.
- A 15-minute callYour goals, your challenges, and whether we're the right fit.
- A 1-hour discovery callWe dig into your numbers. Worth a hundred emails.
- A concrete planAds, a custom build or both, as a one-off project or ongoing.