Meta campaigns, measured as carefully as search.
Facebook and Instagram for lead generation and subscription products. The Conversions API runs through the same server container as everything else, creative is built in-house from what search data says people want, and budget moves to Meta only where reconciled cost per conversion earns it.
The creative loop
- Concept A · problem-first
- Concept B · proof-first · scaling
- Concept C · offer-led
- Concept D · comparison
Conversions API, done properly
Server events sent from the same container as Google, deduplicated against the pixel with shared event IDs, enriched with hashed customer data so event match quality stays high, and verified in Events Manager before a campaign is turned on. Lead events include the CRM stage where we have it.
Account structure
Few campaigns, consolidated ad sets, broad or Advantage+ audiences once the conversion feed is dense — and tight exclusions of existing customers so budget buys new revenue. Lead gen and subscription accounts get separate optimization events and separate reporting.
Creative from search data
Search terms are the clearest statement of what people want. Our creative briefs start there: the questions, objections, and comparisons that already convert in search become the hooks for static and short video ads, produced in-house in the formats Meta rewards.
Value optimization, when earned
Meta's value optimization needs dense purchase data to work. We start on the conversion event that predicts revenue, move to value only once the data supports it, and send the same values Google receives so cross-channel comparisons mean something.
Incrementality, not attribution
Meta's reporting and Google's reporting will both claim the same conversion. We judge Meta on what shows up in reconciled revenue when it is on versus off — geo holdouts where budgets allow, baseline comparisons where they do not — and cut it without ceremony if the lift is not there.
Arabic and GCC audiences
Arabic creative written natively, not translated, with right-to-left layouts and the cultural calendar — Ramadan, national days, the summer slowdown — built into the plan. UAE and Saudi audiences are run separately because they behave differently.
Paid social questions
Should we start with Meta or with search?
Usually search, because it captures demand that already exists and gives you the search-term data that makes Meta creative good. Meta comes in when search is near its ceiling or the product needs to be shown rather than found. We will tell you which applies.
Do you produce the creative?
Yes — static and short-form video, in English and Arabic, produced in-house. If you have a brand team, we brief them from the data and feed results back.
What about TikTok, LinkedIn, or others?
Meta is the paid social platform we run as a standing service. Others are considered case by case when the economics and the audience justify it, and we will say no when they do not.