META ADS BUILT AROUND REAL BUSINESS GROWTH.
Meta is one of the strongest platforms for creating demand, scaling ecommerce brands and generating leads. The difficult part is understanding how much of the reported result is genuinely new and useful to the business.
What Meta Ads management includes
I manage Facebook and Instagram campaigns across ecommerce and lead generation, with the structure adapted to the business rather than copied from a generic playbook.
- Account and campaign structure
- Prospecting, remarketing and customer strategy
- Budget allocation and testing plans
- Creative analysis and briefing
- Lead-form and website conversion campaigns
- Pixel, event and attribution checks
- Reporting across platform results and wider business performance
Creative is part of performance
Meta performance is heavily influenced by the offer and the creative. Media buying cannot compensate for weak messaging indefinitely. I analyse what is winning, identify the angles worth developing and give clear feedback your creative team can use.
I am not a graphic designer, but I can help make sure creative production is guided by performance evidence rather than random requests for “more ads”.
Looking beyond reported ROAS
Meta can claim conversions that would have happened through another channel, from an existing customer or after a view that had limited influence. That does not make the platform useless. It means it should be judged alongside total revenue, MER, new-customer performance, margins and the wider sales picture.
Ecommerce and lead generation
For ecommerce, I look at contribution to total growth, new-customer acquisition, product margins and the relationship between creative, offer and landing page. For service-business lead generation, the focus extends beyond cost per lead into quality, qualification, follow-up and the sales outcomes that follow. Meta can create demand before somebody starts actively comparing providers, but that only matters if the enquiries are commercially useful.
Lead generation in practice
“I was struggling to find guests for my podcast. Layton recommended running targeted ads on Facebook and Instagram, and I was shocked by how effective they were. He managed to find more high-quality guests in a couple of days than I had through an entire month of personal outreach. Best of all, the cost per lead was around 69p. I’ll 100% be using this strategy again and wish I’d asked Layton for help much sooner.”Oli Corse Founder, Wisdom of the Ages
Frequently asked questions
Do you make the ads?
I can brief concepts, angles and variations, and I can assess what the account is telling us. Final design and production normally sit with the client or a creative partner.
Do you work with both ecommerce and lead generation?
Yes. They require different campaign, creative and measurement approaches, and I structure the work accordingly.
Can you fix the Meta Pixel and conversion tracking?
I can review and improve the setup across the Pixel, events, GA4, GTM and Conversions API support where appropriate.
Do you only work with UK businesses?
No. I am British and work remotely with businesses across the UK, USA and globally.
READ THE RELATED META ADS GUIDES.
Detailed guides for business owners who want to understand the numbers and trade-offs before making a decision.