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$28M+ Revenue GeneratedFor our clients2,140+ Keywords — Page 1Google rankings$12M+ Ad Spend ManagedAcross channels2.5M+ Signups DrivenUser acquisitions87,200+ Leads GeneratedQualified pipeline
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Meta Ads Management Services

Turn attention on Facebook and Instagram into customer actions you can measure.

We'll reply with a written proposal: the work, what we need from you and an estimated timeline.

The hidden problems

Find where your Meta ad spend is losing tracking data, clear messages or good-quality customers

Meta campaigns go wrong when the state of your account, Meta's automation, its audience suggestions, ad versions, website and server tracking, landing pages and the quality of the customers you get are all squashed into one platform score.

  • Nobody has checked the live account

    Campaign planning starts without confirming who has which role in your Meta business portfolio, which Page and Instagram account are used, billing, restrictions, any special ad category and whether support is available.

  • Website and server tracking count the same sale twice

    The event names, IDs, times, values, currency, consent and retries sent by the Meta Pixel (tracking code on your site) and your server don't describe one clear business action.

  • Advantage+ is treated as one on/off switch

    Meta's automation for audiences, placements, budgets, ads and whole campaigns isn't split into suggestions, settings you control and changes that aren't allowed.

  • Ad files can't be learned from

    Openings (hooks), claims, proof, offers, formats, placements, creators and landing pages can't be compared across campaigns, because nothing labels them.

  • Ad approval is treated as permanent

    The ad you submitted, the live landing page, versions Meta created automatically, the account's status and later re-reviews aren't watched as separate things.

  • Meta's numbers hide customer quality

    Leads or purchases that Meta takes credit for are never checked against whether your team accepted them, how good they were, profit margin, refunds, repeat purchases or proof the ads caused extra sales.

Exactly what's included

What our Meta Ads management services can include

Softscotch first checks your live Meta ad account, your offer, the page people land on and your tracking. Then we build approved Facebook and Instagram campaigns around one clear customer action, such as a lead or a purchase. We write down what Meta's automation is and isn't allowed to change, organize what we learn from each ad, check the tracking from your website and your server, and watch how ads are delivered. We compare the results Meta reports with the leads and sales your team actually accepts. We never mistake Meta's credit for a sale (attribution) for profit, or for proof the ads caused extra sales.

Eight areas of work take you from live account and tracking checks and a review of competitor ads, through campaign and ad planning, launch controls and monitoring, to a report on lead and sale quality. Making ads, building landing pages, tracking setup and other specialist work are priced separately when they go beyond the agreed scope.

Your business and ad account starting point

Check your business portfolio, ad account, Page and Instagram account, billing, user roles, ad category, restrictions, past ad reviews, how to reach support and who can approve a launch.

Customer actions and tracking rules

Agree which website, server, CRM (customer database) and store actions count, the IDs, values, consent states, duplicates, corrections and whether your team accepts each lead or order.

Campaign setup and automation limits

Record the campaign goal (objective), where the action happens, the performance goal, budget, bid, audience, placements and what Meta's Advantage+ automation may change.

Ad ideas and where ads appear

Map hooks (the first seconds that grab attention), claims, proof, formats, creators, versions, safe zones (screen areas not covered by buttons), captions, landing pages and permission to use AI-generated versions.

Landing page and launch checks

Test the ad, its preview, the form or website path, that tracking is received, that your systems accept the result, ad review status, failures, rollback and pausing.

Day-to-day running and problem handling

Monitor delivery, Meta's learning phase, ad fatigue (people tiring of an ad), tracking quality, account problems, comments or feedback where relevant, and who to escalate to.

#1

Lead and sale quality report

Keep separate how ads were delivered, Meta's credit for results, results your team accepted, the money side, corrections and proof from controlled tests that ads caused extra sales.

Competitor ads and offer review

We look at the ads your competitors are running in Meta's public Ad Library, how they present their offer, proof and price, and where your offer stands out or needs work, before we spend your budget.

Why Softscotch

How we keep your ad account, ad decisions, tracking and customer value connected

Every piece of work can be traced from its source, through launch, what we saw, whether your team accepted the results, to the next decision and who owns it.

We check the live account before planning

Roles, Page and Instagram accounts, restrictions, billing and support status are checked before any campaign assumes we have access.

One customer action, one tracking ID

Website, server and your own records use matching names, IDs, values, consent and duplicate handling, so each action is counted once.

Automation choices stay visible

Meta's suggestions, strict settings, AI-generated versions, placements, budgets and human approvals are all written down.

What we learn from ads survives campaign changes

Fixed labels for each ad idea and version link the message to where it ran, the landing page and the quality of customers it brought.

Approval can change at any time

Submitted, approved, running, edited and re-reviewed ads each keep their dates, proof and a person who handles problems.

Customer quality beats cheap platform results

Results Meta takes credit for, leads or orders your team accepted, the money side and proof the ads caused extra sales are reported separately.

Service decisions

The 36 decisions behind careful Meta Ads management

The work covers account access, audience inputs, campaign structure, the limits of Meta's Advantage+ automation, ad ideas, placements (where your ads appear), landing pages, tracking quality, the money side of each customer and who looks after the account over time.

Limits and starting point
Broad, lookalike and combined audiencesCompare broad targeting, lookalike audiences (people similar to your customers) and combined approaches against your tracking data, market, exclusions, offer and budget, instead of assuming one method always wins.
Audience Network and Reels placementsConfirm which Facebook, Instagram and Audience Network (Meta's partner apps and sites) placements apply, then check the ad fits, the landing page quality, brand-safety needs and results for each placement before spending more there.
Audit and foundationCheck your business assets, user roles, billing, restrictions, campaign history, tracking health, the range of ads you have and your sales data before suggesting new spend or a new structure.
Campaigns and audiencesChoose how campaigns and ad sets are organized based on your goal, where the action happens, audience limits, usable budget and what Meta needs to learn, and write down any needless splitting before merging campaigns.
Hook and angle briefMap the offer angles you can back up, customer problems, proof, objections and calls to action, then adapt the opening and the order of information to each chosen placement.
Clean-up check and namingList active and past campaigns, ad sets, audiences, their delivery status and owners, then give them fixed names and IDs that will survive future changes.
Inputs and tracking IDs
Stopping the Pixel and Conversions API double countingLine up the website (Pixel) and server (Conversions API, a direct link from your server to Meta) versions of the same action with one event name and event ID, then test receipt, duplicates, value, currency, consent and retries.
Sending CRM and offline results back to MetaWhere you allow it and the data is good enough, send back accepted, qualified or later-stage customer results through Meta's supported tools, with fixed IDs, exclusions and rules for corrections.
Advantage+ and manual settings built around the offerChoose which Advantage+ (Meta's automated tools) and manual settings to use based on the offer, customer action, exclusions, location, budget and the ad results we can see in the live account.
Reels on Facebook and InstagramPrepare vertical video only when the placement and idea justify it, with phone-friendly framing, captions, a check of claims, usage rights, a matching landing page and a clear label for each version.
Platform and account status
Limits on Advantage+ automationIn the live account, separate each feature's automatic suggestions from the settings you can control, exclusions, changes Meta generates and the launch decisions a named person makes.
Marketplace placement and local-area campaignsLook at Facebook Marketplace and local-area targeting options only where the offer, where your customers are, eligibility, the landing page and your ability to serve that area support it.
Customer journey and landing pagesCheck that the landing page continues the approved offer, proof and next step, loads reliably on phones and records form, checkout or booking failures, without quietly rebuilding the whole page behind your back.
Too many overlapping campaignsFind duplicated audiences, budgets split too thin, unclear goals, settings that clash with each other and campaigns with too little data to support a sound decision to keep, merge, pause or rebuild them.
Making and running ads
System for labeling ad ideasLabel each ad by its idea, hook, claim, proof, format, creator, offer, placement and landing page, so what we learn from it survives later campaign edits.
Pixel, Conversions API, campaigns and ads reviewedReview the live account, website and server tracking checks, campaign settings, ad versions, previews, landing page paths and past results before approving anything new to go live.
Ads made for each stage of the buying journeyUse different ads or offers for people at different stages (new to you, interested, ready to buy) only where the audience, exclusions, permission to use the data, budget and customer journey justify a separate message.
Landing pages that match the adCheck that the page matches the ad's message and key claims, and check speed, phone layout, form length, errors, confirmation messages and tracking along the whole path after the click.
Controls and quality checks
Clean tracking and event match qualityAgree the customer action first, then fix how the Pixel or Conversions API sends it, removing duplicates, customer details used for matching, extra data, consent handling and whether your systems accept it. Event match quality is Meta's score for how well it can match actions to people.
Meta Ads for healthcareFor health-related offers, check Meta's current category and advertising restrictions, approved claims, which sensitive data must be left out, expert review, landing page content and local legal approval before anything goes live.
Controlled testingAgree one decision, what is being compared, inputs that stay the same, safety limits and when to stop, before calling any ad or campaign change a controlled test.
Table of what automation may changeRecord what the chosen Meta feature may widen, create or pick on its own, and where limits apply for brand, location, web links, audience, budget and human approval.
Improving and testing
Finding learning problems and ad fatigueTell apart weak tracking data, delivery split too thin, an audience that has seen too much, tired ads, policy problems and broken landing pages before changing budget or ads.
A tested grid of hooks, angles and formatsPlan a grid of ad ideas around the offer and how much we can produce, then compare hooks, proof, formats and placements using fixed ad labels and good-quality results, not just cheap clicks.
Building on what worksTurn a proven result into closely related new versions only after finding out which part of the idea, placement, audience and landing page evidence really supports the next test.
Merging campaigns and scaling upMerge campaigns only when it makes decisions and tracking clearer, and change budgets within agreed safety limits that consider delivery, tracking accuracy, lead quality, margin and risk.
Measuring results and value
Linking leads and sales to their qualityCompare the leads or purchases Meta takes credit for with whether your team accepted them, how good they were, sales, margin, refunds, repeat purchases and reporting delays, where that data is reliable.
Scaling and reportingReport spend and Meta's credited results next to agreed business measures, such as cost per accepted lead, cost to win a customer, order value, profit after ad costs and the share of new customers, where the data allows.
Report and growth planReview delivery, what the ads show, the cost Meta reports, customer quality, the money side and any open data limits, then set the next decision: keep, change, pause, test or grow.
When the Pixel and Conversions API disagreeMatch up website and server counts, event names and IDs, values, consent, rejected events, retries and the totals in your own systems before trusting any trend in results.
The money side of the next dollar spentLook at profit after costs, accepted customer quality and what the next dollar of spend is likely to bring, alongside Meta's CPA (cost per action) or ROAS (return on ad spend), before deciding to spend more.
Ownership and upkeep
Tracking health checksCheck that website and server tracking match, duplicates are removed, only allowed customer details are used, consent is respected, and watch rejected events and volume as often as agreed for the account.
Change and learning logLink every budget, bid, audience, product catalog and ad change to a dated reason, the result we expect, a safety limit and a follow-up decision.
Named people in chargeName the person who is responsible for access, business inputs, claims, ads, budgets, launches, monitoring, handling problems and any exceptions.
Version and change recordKeep a record of what changed, why, when, who did it, which campaigns or ads were affected and what evidence will decide the next step.
Agreed response times for upkeepAgree how quickly we respond, and who can pause ads, when tracking breaks, ads are rejected, spending looks wrong, data is out of date, Meta's policies change or a landing page stops working.
Research and implementation tools

Meta Ads tools we use, and what each one can really tell you

We name platforms and production tools only as examples of what we use. Before we rely on any of them, we check your access, your account, your region, usage rights and how each feature really behaves.

Look under the hood

Our Meta Ads audit: seven reviews that turn account and campaign gaps into a launch and learning plan

Each check ends with dated proof of what we found, a clear test of what "done" means, a list of exceptions and a named person who looks after it from then on.

Check 01 · Your business and ad account starting point

Your business and ad account starting point

Check your business portfolio, ad account, Page and Instagram account, billing, user roles, ad category, restrictions, past ad reviews, how to reach support and who can approve a launch.

The check ends with dated proof, the cases that passed, limits still open and the named person who owns the next step.

Business assets and accounts proveConfirm that the business portfolio, ad account, Facebook Page, Instagram account, product catalog or other chosen account is the right one and is owned by you.
Roles and who can launch defineRecord who can view, build, approve, publish, pay for, pause and escalate work, without anyone sharing personal logins.
Billing and usable budget buildCheck payment status, account spending limits, currency, time zone and the budget really available for campaigns before planning the launch date.
Restrictions and ad category riskReview restrictions on the account, the Page or Instagram account, the market and any special ad category (such as housing, jobs or financial products) that can change targeting, ads, review or delivery.
Ad review and support history sign-offRecord rejected or re-reviewed ads, open account problems and the support or appeal route available to you, all with dates.
Decision on each blocker decideFor every account item that blocks launch, approve a decision to keep, fix, replace, request access or wait, and name who owns the next step.
Check 02 · Customer actions and tracking rules

Customer actions and tracking rules

Agree which website, server, CRM (customer database) and store actions count, the IDs, values, consent states, duplicates, corrections and whether your team accepts each lead or order.

The check ends with dated proof, the cases that passed, limits still open and the named person who owns the next step.

What the customer action is proveDescribe the lead, purchase or other customer action in plain business terms before choosing the event name Meta will use.
Website and server IDs defineCheck that the website and server versions of the same action use matching event names and IDs, so Meta can remove the duplicate.
Value and currency buildCheck which actions carry revenue or another value, where that value comes from and how any refunds or corrections are handled.
Consent and data limits riskRecord the approved privacy notices, consent status, customer details allowed for matching and sensitive data that must be left out, for each tracking path.
Testing what is received and rejected sign-offTry realistic successful actions, double submissions, missing IDs, data that Meta rejects and late updates arriving from your own systems.
Linking to lead and sale quality decideSet out how an action Meta takes credit for links to accepted, qualified, sold, refunded or repeat-customer status in your systems, and where that link isn't possible.
Check 03 · Campaign setup and automation limits

Campaign setup and automation limits

Record the campaign goal (objective), where the action happens, the performance goal, budget, bid, audience, placements and what Meta's Advantage+ automation may change.

The check ends with dated proof, the cases that passed, limits still open and the named person who owns the next step.

Goal and where the action happens proveConfirm that the campaign goal, the customer action and the landing page or form match the job the campaign was signed off to do.
Who controls budget and bids defineRecord the daily or total budget, bid or cost limits, how much can change at once, who approves changes and who can pause in an emergency.
Audience inputs and exclusions buildCheck chosen locations, age or category limits, permission to use customer lists, exclusions and overlap between audiences before launch.
Placement and format fit riskMatch the chosen placements to usable image and video shapes, safe zones, captions, landing pages and brand-safety needs.
Limits on Advantage+ sign-offWrite down the live feature's suggestions, the settings you can control, changes Meta generates and human approvals, instead of treating automation as one switch.
Structure and learning plan decideApprove the campaign and ad set structure, with the reason for it, known tracking limits and the proof needed before merging, pausing or growing.
Check 04 · Ad ideas and where ads appear

Ad ideas and where ads appear

Map hooks (the first seconds that grab attention), claims, proof, formats, creators, versions, safe zones (screen areas not covered by buttons), captions, landing pages and permission to use AI-generated versions.

The check ends with dated proof, the cases that passed, limits still open and the named person who owns the next step.

Backing up offers and claims proveLink every important offer, product, customer review and factual claim to an approved source and the right reviewer for each market before production.
Labels for ideas and versions defineGive fixed labels to the angle, hook, proof, format, creator, offer and call to action, so comparisons still work after campaign edits.
Adapting ads for each placement buildCheck framing, cropping, how much text is on screen, safe zones, movement, captions and how long the ad can be read for, for each chosen placement and device.
Rights and disclosures riskRecord creator consent, original files, music or video licenses, permission to use reviews, paid relationships that must be disclosed, and any time or country limits.
Approving AI-generated versions sign-offKeep a human check of truth, likeness of real people, rights, accessibility, brand fit and platform disclosure, separate from any label Meta adds to versions it generates.
Queue of ad ideas to test decideApprove which ideas launch, which need fixing first and which next question is worth testing within the agreed amount of ad production.
Check 05 · Landing page and launch checks

Landing page and launch checks

Test the ad, its preview, the form or website path, that tracking is received, that your systems accept the result, ad review status, failures, rollback and pausing.

The check ends with dated proof, the cases that passed, limits still open and the named person who owns the next step.

Ad matches its preview proveCompare the approved text and files with Ads Manager previews across the chosen Page and Instagram account, placements, formats and calls to action.
Landing page matches the ad defineConfirm that the website or instant (in-app) page shows the same offer, price, proof, who qualifies, terms and next step as the ad does.
The customer path on phones buildTry page loading, form or checkout fields, form checks, error messages, confirmation, accessibility and the back button on a range of realistic phones.
Tracking path check riskRun realistic successful, duplicate, abandoned and failed actions through the website, server, Meta and your own systems' tracking checks.
Ad review status sign-offRecord submitted, in review, approved, rejected, running and re-reviewed status separately, each with the exact ad and landing page version involved.
Launch and rollback record decideKeep the approved ads, settings, budget, tracking checks, monitors, triggers for pausing, the approver and a safe way to roll back or swap in a replacement.
Check 06 · Day-to-day running and problem handling

Day-to-day running and problem handling

Monitor delivery, Meta's learning phase, ad fatigue (people tiring of an ad), tracking quality, account problems, comments or feedback where relevant, and who to escalate to.

The check ends with dated proof, the cases that passed, limits still open and the named person who owns the next step.

Delivery and spending pace proveTrack spend, reach, frequency (how often people see an ad), delivery and spending pace against the approved budget, without treating volume as customer value.
Learning problems defineTell Meta's "learning" labels apart from weak tracking, a structure split too thin, audience limits, tired ads and broken landing pages.
Tired ads and feedback buildReview delivery, frequency and response for each ad idea, plus relevant comments or customer feedback, with clear owners for privacy and community replies.
Tracking health checks riskWatch event volume, duplicate rate, value, rejections, consent status and whether website and server counts match, for changes that could mislead Meta's optimization.
Account and policy problems sign-offSend restrictions, billing failures, rejected ads, hacked access, landing page changes and serious spending surprises to a named owner with a clear way to pause.
Dated change record decideLink each budget, bid, audience, ad or landing page change to a reason, a safety limit, what it affected and a planned follow-up review.
Check 07 · Lead and sale quality report

Lead and sale quality report

Keep separate how ads were delivered, Meta's credit for results, results your team accepted, the money side, corrections and proof from controlled tests that ads caused extra sales.

The check ends with dated proof, the cases that passed, limits still open and the named person who owns the next step.

Results Meta takes credit for proveReport the leads or purchases Meta credits to your ads, with the time window and how they are counted, before making any claim about their quality.
Results your team accepted defineCompare Meta's numbers with what your own systems accepted, duplicates, fake or wrong contacts, cancellations, refunds and records we can't match.
Lead quality and sales buildLink accepted leads or orders to agreed quality checks, sales opportunities, sales and reporting delays, where privacy rules and IDs allow.
The money side riskLook at spend, cost to win a customer, order value, profit after costs, refunds and repeat purchases together, where your business data is reliable.
Limits of credit for results sign-offKeep Meta's credit, your analytics tool's credit and your CRM or store results separate, and say clearly where they can't be matched up.
Grow or pause decision decideApprove the next step (keep, change, pause, test or grow) based on delivery, tracking quality, customer quality and the money side, without calling Meta's credit proof that the ads caused extra sales.
Your type of business

The approach changes with your type of business

We fit the work to your audience, your level of risk, your data, usage rights, how often things change and your sales setup, while keeping the service focused on Meta ads.

Local

Local services

For local services, Meta advertising has to take into account location, service area, availability, who is responsible for replying and claims that fit the local area.

FocusStopping Pixel and Conversions API double counting; Sending CRM and offline results back to Meta; Advantage+ and manual settings built around the offer
MeasureAccount and ad policy status, Delivery and learning, Results by ad idea
Ecommerce

Online stores and direct-to-consumer brands

For online stores and direct-to-consumer brands, Meta advertising has to take into account accurate product details, stock levels, offer terms, returns, customer proof and profit margin.

FocusLimits on Advantage+ automation; Marketplace placement and local-area campaigns; Customer journey and landing pages
MeasureDelivery and learning, Results by ad idea, Tracking accuracy
Software

Software companies (SaaS)

For software companies (SaaS, software sold by subscription), Meta advertising has to take into account use cases, product proof, free trials, connections to other tools, how new users get started and ongoing subscription value.

FocusSystem for labeling ad ideas; Pixel, Conversions API, campaigns and ads reviewed; Ads made for each stage of the buying journey
MeasureResults by ad idea, Tracking accuracy, Lead and sale quality
B2B

Business-to-business (B2B) and professional services

For business-to-business (B2B) and professional services, Meta advertising has to take into account groups of decision makers, expert proof, checking lead fit, handover to sales and the long wait before results show.

FocusClean tracking and event match quality; Meta Ads for healthcare; Controlled testing
MeasureTracking accuracy, Lead and sale quality, Decisions and tests log
Health

Healthcare and wellness

For healthcare and wellness, Meta advertising has to take into account accuracy, privacy, who is eligible, customer reviews, sensitive claims and medical boundaries.

FocusFinding learning problems and ad fatigue; A tested grid of hooks, angles and formats; Building on what works
MeasureAccount and ad policy status, Delivery and learning, Results by ad idea
Regulated

Finance, insurance and legal

For finance, insurance and legal, Meta advertising has to take into account the rules in each region, approvals, required disclosures, sensitive data and terms that change.

FocusLinking leads and sales to their quality; Scaling and reporting; Report and growth plan
MeasureDelivery and learning, Results by ad idea, Tracking accuracy
Education

Education and training

For education and training, Meta advertising has to take into account course details, dates, who can join, enrollment, accessibility and claims about results.

FocusTracking health checks; Change and learning log; Named people in charge
MeasureResults by ad idea, Tracking accuracy, Lead and sale quality
Media

Publishers and media

For publishers and media, Meta advertising has to take into account who wrote what, clearly labeled paid content, rights, fast publishing cycles, corrections and original reporting.

FocusBroad, lookalike and combined audiences; Audience Network and Reels placements; Audit and foundation
MeasureTracking accuracy, Lead and sale quality, Decisions and tests log
Marketplaces

Marketplaces and directories

For marketplaces and directories, Meta advertising has to take into account value for both buyers and sellers, identity, listings, data quality and the same action being counted twice.

FocusStopping Pixel and Conversions API double counting; Sending CRM and offline results back to Meta; Advantage+ and manual settings built around the offer
MeasureAccount and ad policy status, Delivery and learning, Results by ad idea
Travel

Travel and hospitality

For travel and hospitality, Meta advertising has to take into account busy and quiet seasons, location, availability, booking value, cancellations and policy changes.

FocusLimits on Advantage+ automation; Marketplace placement and local-area campaigns; Customer journey and landing pages
MeasureDelivery and learning, Results by ad idea, Tracking accuracy
Industrial

Industrial and manufacturing

For industrial and manufacturing businesses, Meta advertising has to take into account product specs, what fits with what, distributors, proof and good-quality inquiries.

FocusSystem for labeling ad ideas; Pixel, Conversions API, campaigns and ads reviewed; Ads made for each stage of the buying journey
MeasureResults by ad idea, Tracking accuracy, Lead and sale quality
Membership

Memberships and communities

For memberships and communities, Meta advertising has to take into account each member's access level, ongoing value, moderation, renewals and member support.

FocusClean tracking and event match quality; Meta Ads for healthcare; Controlled testing
MeasureTracking accuracy, Lead and sale quality, Decisions and tests log
Clear ownership

Who does what in your Meta Ads management: what Softscotch runs, what we coordinate and what your team approves

What we do ourselves, what we coordinate with others and what stays in your hands are all spelled out clearly.

We handle

The agreed Meta advertising work: the proof behind it, the ads we produce and the checks that it works.

  • Your business and ad account starting point
  • Customer actions and tracking rules
  • Campaign setup and automation limits
  • Ad ideas and where ads appear
  • Landing page and launch checks
  • Day-to-day running and problem handling
We coordinate

The other people needed for an accurate launch that works.

  • Your Meta business and billing owners
  • Your brand, legal and policy reviewers
  • Ad strategy and production teams
  • Landing page and developer teams
  • Your analytics, privacy and CRM owners
  • Your sales, online store and finance owners
You keep

The business, legal, usage rights and launch decisions that stay with you.

  • The facts about your products, prices and claims
  • Special ad category and legal decisions
  • Control of budget and bids
  • Decisions on customer data and consent
  • What counts as a lead, an order and its value
  • Logins, launch, pause and appeal decisions
How it fits together

How Meta Ads management works: nine records that keep campaigns, tracking and next steps usable

Every piece of work stays usable, from the original proof, through the setup and the "it works" check, to reporting and ongoing upkeep.

Meta Ads Services

01
Record of broad, lookalike and combined audiences

Since Apple's iOS 14.5 privacy changes in 2021, broad targeting often works better when Meta gets clean tracking data and clear exclusions, though results vary by account.

02
Record of campaigns and audiences

A simpler structure with fewer, well-tested campaigns often does better than a dozen overlapping ad sets. We rebuild for clarity, enough data per campaign and clean reporting, then add Advantage+ where it proves useful.

03
Record of Pixel and Conversions API double-count fixes

Line up website and server tracking with shared event names and IDs, then test for duplicates, values and consent status.

04
Record of Reels on Facebook and Instagram

Short vertical videos are a major format on Facebook and Instagram. UGC (videos by real customers or creators), founder-led openings and remix-style edits can be cost-effective, especially when you test many versions, but results vary by account.

05
Record of landing pages and the customer journey

Even cheap ad views are wasted if the landing page doesn't match the ad. We tighten message match, page speed, form length and the steps after the click, so more paid visitors have a good chance to become customers.

06
Record of ads for each stage of the buying journey

People who already know you get their own ads and offers, and we watch how often they see them, instead of reusing an ad made for strangers.

07
Record of learning problems and ad fatigue

Tells apart weak tracking data, delivery split too thin, audiences that have seen too much, tired ads and problems after the click.

08
Record of reports and growth plans

We review wins, losses, overall ROAS (return on ad spend), CPA (cost per action), share of new customers, a ranking of the best ads and how saturated audiences are, then set the next 90 days of Meta Ads priorities.

09
Version and change record

Keeps what changed, why, when, who did it and what evidence supported it.

The connected growth engine

Media strategist

Owns campaign goals, where actions happen, the role of each audience, budgets, bids and decision rules.

Creative strategist

Owns the ad idea system, proof, formats, rights to original files, landing pages and ideas for fresh ads.

Platform operator

Owns live settings, ad review status, change history, delivery problems, pauses and support cases with Meta.

Tracking owner

Owns website and server tracking IDs, values, consent, duplicate removal, tracking checks and corrections.

Sales results owner

Owns whether leads or orders are accepted, their quality, margin, refunds, repeat purchases and reporting delays.

Rules and upkeep owner

Owns access, policies, handling problems, automation limits, reporting and ongoing upkeep.

One connected scope. Meta Ads Services is coordinated with the strategy, creative, experience, data and reporting it depends on, so responsibilities and handoffs stay visible in one written plan.

What to expect

Your Meta Ads campaign timeline, and the wider growth plan

Your Meta ads should reach an approved first launch quickly, then improve as we measure and learn. If we have access, budget, an approved offer, ads that are ready to use and a working landing page, we aim to launch the first campaign within the first week. This day-to-day work sits inside the six-month Softscotch growth plan shown below.

Meta ads, from launch to learning

Days 1–2

Agree the limits

Approve the customer job your Meta ads should do, what is left out, markets, owners and who makes decisions.

KPI Scope
Days 2–3

Customer actions and tracking rules

Agree which website, server, CRM and store actions count, plus IDs, values, consent states, duplicates, corrections and whether your team accepts each result.

KPI Rules agreed
Days 3–5

Ad ideas and where ads appear

Map hooks, claims, proof, formats, creators, versions, safe zones, captions, landing pages and permission to use AI-generated versions.

KPI Set up
Week 1

Launch the approved work

Launch only approved campaigns, with named settings, automation limits, ad versions, landing pages, tracking, budgets, monitoring, support and a person who can pause them.

KPI Go live
Weeks 2–4

Review what we see

Compare delivery, ads, tracking accuracy, results Meta takes credit for, accepted results and the money side, keeping what we saw, Meta's credit and proof of extra sales separate.

KPI First report
Months 2–3

Handover and upkeep

Assign owners for access reviews, policy watching, tracking checks, fresh ads, automation changes, problems, budgets, lead quality feedback and how often we report.

KPI Running smoothly

Our full growth plan (all services together), month by month

Month 1

Foundation and review

We review your whole website, where you rank and your competitors, agree how the site should be organized, and set up hosting, analytics (visitor tracking) and your GoHighLevel lead system. The first agreed pages start going live.

KPI pages live
Month 2

Build and launch

The site is built or rebuilt. Main, service and industry pages go live with on-page SEO, website labels and technical fixes. Your Google Business Profile is improved and lead follow-up automations are switched on.

KPI pages in Google
Month 3

Early rankings, paid ads start

More pages built from templates (programmatic pages) start going live, paid ads and email follow-ups are switched on for early leads, and Google adds your pages to its results as the first rankings usually appear.

KPI search terms ranking
Month 4

Momentum builds

Rankings often start climbing, visits from free search begin to rise, ad spending is tuned to the return it brings (ROAS, return on ad spend), and groups of related articles and links from other sites build your reputation with Google.

KPI visits from search
Month 5

Results start to show

Main search terms can move closer to page one, the first leads from free search often arrive, AI tools may begin to mention you, and testing improvements to your pages (CRO, conversion rate optimization) helps more visitors get in touch.

KPI leads from search
Month 6

Growth builds on itself

Pages that are working are protected and improved, template pages bring in visitors searching for very specific terms, and SEO, ads, email and automation work together to bring steadier leads and sales. Timing varies by market and competition, and no ranking is guaranteed.

KPI leads and sales
How we compare

Campaign decisions you can check, not a promise of the results Meta reports

This comparison is about proof and control over day-to-day work, not claims of being better than everyone else that nobody could prove.

The risk of using a different agency for everything
  • Starts with a generic to-do list
  • Assumes having access means being ready
  • Mixes up ad output with business results
  • Hides guesses about rights, disclosures or eligibility
  • Changes several things at once
  • Counts ad approval or delivery as customer value
  • Never tests what happens when things fail
  • Uses blended averages with no context
  • Stops at handing over files or a dashboard
  • Promises results nobody can control
vs
Softscotch
  • Starts with the decision your customer needs to make
  • Checks proof, rights, eligibility and access
  • Keeps ad production, delivery and business results separate
  • Keeps claims, permissions and disclosures in plain view
  • Records each change so its effect can be understood
  • Matches delivery with leads and sales your team accepted
  • Tests failure and recovery paths
  • Keeps the format, audience and market context
  • Ends with a next decision someone owns
  • Refuses to make promises we can't back up
The numbers

Results from Softscotch client work.

These totals come from work for Softscotch clients across search, paid ads, websites and lead generation, as published on softscotch.com. Past results don't guarantee future results.

$12M+Ad spend managed for clients
87,200+Leads generated for clients
2,140+Search terms ranked on Google's first page
$28M+Revenue generated for clients
Client case studies

All six Softscotch client stories.

Every Quick Story currently published on Softscotch.com, covering education, ecommerce, healthcare and SaaS. Stock photography represents each client industry; the figures are reported historical results and do not guarantee future performance.

Education consultant speaking with a prospective student Education Ads + local SEO
+183%leads

183% more leads for an education consultancy

WordPressQuora adsLocal SEO
The challenge

An education consulting business in India needed to build its digital presence and lead flow from scratch.

What changed
  • Built a new WordPress website
  • Used Quora ads to grow daily lead volume
  • Added Local SEO and community engagement
+183% leads25+ leads/day-38% bounce rate+273% new users
Bright modern home interior representing the home-solutions client Home solutions Shopify + SEO
+82%Shopify sales

Home-solutions ecommerce growth

ShopifyOrganic searchAmazon ads
The challenge

A home-solutions business was dependent on business-to-business (B2B) marketplaces, losing sales and recovering from a Google penalty.

What changed
  • Resolved the Google penalty
  • Revamped the website and online store
  • Improved organic visibility and Amazon campaign performance
+82% Shopify sales+147% organic+23% Amazon ROAS
Mother and baby representing the lactation-consultant client Health consultant $20/day
5/daybooked calls

Five booked calls a day for a health consultant

Facebook adsGoogle AdsLocal SEO
The challenge

A Houston lactation consultant needed to recover a malware-damaged website and rebuild local patient acquisition.

What changed
  • Rebuilt the hacked site and migrated it to secure hosting
  • Ran targeted Facebook and Google campaigns
  • Reached top-three local Google positions
5 calls/day$20 daily spend+87% local traffic+34% new users
Ecommerce owner preparing customer orders beside a laptop Ecommerce 10 months
+315%organic traffic

315% organic growth for an ecommerce site

Content strategyOn-page SEO
The result

Softscotch reports a 315% increase in ecommerce organic traffic over 10 months through focused on-page SEO.

What changed
  • Optimized product and collection pages
  • Improved the links between pages and the page addresses (URLs)
  • Made the site easier for Google to explore and better matched to what people search for
+315% organic10 monthsProductsCollections
SaaS team reviewing campaign data around a laptop SaaS platform Cold outreach
16%reply rate

9% close rate for a transcription SaaS

ProspectingSMTP
The challenge

A transcription platform needed a qualified prospect list and a reliable email-sending setup for outreach we managed.

What changed
  • Built a comprehensive prospecting list
  • Managed the cold outreach campaigns
  • Set up reliable email-sending servers (SMTP)
9% close rate16% reply rateSaaSManaged outreach
Healthcare professional consulting with a patient Healthcare 6 months
+182%organic traffic

182% organic growth for a healthcare clinic

HealthcareOn-page SEOOff-page SEO
The challenge

A clinic in a competitive location needed to build organic search visibility from the ground up.

What changed
  • Built the clinic's foundation for unpaid (organic) Google search
  • Combined on-page and off-page SEO
  • Reached top-five positions in Google Search
+182% organic6 monthsTop 5 Google
01 / 06
In their words

Teams that stopped leaving clicks on the table.

★★★★★

"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."

IM
Imtiyaz MominHairareus
★★★★★

"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."

AP
Aaron PaulsonBaby Pavilion
★★★★★

"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."

TM
Tabassum MithaniTRS Care
★★★★★

"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."

SH
Safiya HafiziSimply Lactation
★★★★★

"Softscotch is a great team to work with: transparent, reliable and genuinely invested in the growth of your company. They are good partners to have by your side."

MJ
Malvika JainCyclop
★★★★★

"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."

IM
Imtiyaz MominHairareus
★★★★★

"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."

AP
Aaron PaulsonBaby Pavilion
★★★★★

"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."

TM
Tabassum MithaniTRS Care
★★★★★

"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."

SH
Safiya HafiziSimply Lactation
No black box

You'll always know exactly what we changed.

Plenty of agencies go quiet after the audit and you never quite know what you're paying for. We do the opposite. You get a live view of every change and what it moved, in plain language you can act on.

Your delivery, at a glanceSample
Changes shipped12
Pages reviewed28
StartMidpointNow
Delivery activity✓ Up to date
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Live client dashboard

Every change, score and ranking in one place you can open any time, not a monthly PDF you wait around for.

This week, explainedSample
✓Titles updated
Ready for your review
SSSoftscotch weekly update
0:00
2:00
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Weekly video summary

A short screen-recorded video (Loom) each week walking you through exactly what shipped and what it moved, so nothing is a mystery.

The change is clearSample

Before

Titles30 / 100
Structure42 / 100
Content28 / 100

After

Titles84 / 100
Structure79 / 100
Content90 / 100
Same page. Reviewed changes.
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Before/after score per page

See the exact lift on every page we touch, not a vague "it's improving" you have to take on faith.

Your weekly reportSample
01
What shipped

Approved page updates are live.

02
What we learned

Product details need a review.

03
What happens next

Confirm the next priority pages.

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Plain-English reporting

Clicks, rankings and revenue, explained in words you can act on, instead of a wall of charts about how often you were seen (impression charts.

Your data. Your view.Sample
Organic search
StartMidpointNow
Sample report preview↗
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Reports on demand

Ask for any cut of the data whenever you need it and get it, no waiting for the end of the month.

Every step, visibleSample
  1. ✓
    Proposed

    Softscotch prepares the change.

  2. ✓
    Approved

    Your team gives the go-ahead.

  3. ✓
    Published

    Checked live and recorded.

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Ethical, transparent, always on

One accountable team, strictly white-hat (only methods search engines and platforms allow), no shortcuts and no surprises. Support whenever you need it.

One plan, full-stack access

One Softscotch plan gives you access to the full service stack, coordinated around your priorities.

You do not need a separate agency or retainer for every channel. Your plan can draw from search, paid media, web, ecommerce, outreach, automation, lead generation, messaging, content, creative and operations. The agreed scope sets what is active, in what order and at what capacity.

Pricing approach

One price for everything, not a stack of separate retainers.

You get one price for your whole marketing, not a separate retainer for every service. SEO, paid ads, your website, automations, cold email and newsletters, we run all of it as a single scope, so you get the most result for what you pay. Agencies sell each of these on its own, so the invoice climbs whether or not that line drives a single lead.

Bought separately, service by service

A different agency or retainer for each service. The bill stacks up fast, and keeps climbing whether or not each one moves a single lead.

SEO (technical, on-page, content)$2,000–3,500/mo
Local SEO+$750–1,500/mo
Programmatic SEO+$1,000–2,500/mo
CRO & landing pages+$2,000–3,500/mo
Paid ads (Google & Meta)+$2,500–4,000/mo
Marketing automations+$1,500–3,000/mo
Cold email outreach+$1,500–2,500/mo
Email marketing & newsletters+$750–1,500/mo
Website management & care+$750–1,500/mo
WordPress build & setup+$2,500–6,000 once
10 separate services$12,750–23,500/mo

Plus the one-off build, and a fresh contract, kickoff and onboarding delay for every new service you add.

All of it, one scope

We run your whole marketing as one engagement, so you get the most result for what you pay, not a pile of disconnected invoices.

  • SEO: technical, on-page, content, local and AI search
  • Template-built pages (programmatic SEO), links from other websites (backlinks) and authority
  • CRO and landing pages
  • Paid ads across Google and Meta
  • Automations, cold email and newsletters
  • WordPress build, setup and ongoing care
  • One team, one roadmap and one point of contact
  • Reporting tied to qualified leads and revenue
Everything above. One flat monthly fee.A fraction of the cost of the stack on the left
Plus free access to our own platforms
Post InstantlyVerified WidgetsTrending FunnelsBrands for CreatorsDarnItSEOGoHighLevel

Priced to your site after the audit. No sticker price, and no per-service creep.

What shapes your quote
Site sizePage count, templates and how much of the site actually needs work.
Market competitionHow hard the terms you want to win are, and who you are up against.
Content needsHow much new writing, rewriting and production the plan calls for.
Build complexityYour website platform (CMS, the system you edit your site in), your other tools and how involved the changes are to make.
Final pricing comes after the audit, once we have seen the four things above on your actual site. You get a written scope and a fixed quote before any work begins: no lock-in, no surprise line items, and no upfront number that ignores your market.
Request a custom scope
Questions, answered

Questions to ask before Meta Ads management begins

These answers are honest about the limits set by Meta, usage rights, the law, your data and results before any work starts.

Filter
What is included in Meta Ads management services?

The agreed work can include checking your business and ad account, a review of competitor ads and offers, agreeing customer actions and tracking rules, campaign setup and automation limits, a system for ad ideas and placements, landing page and launch checks, day-to-day running and problem handling, and a lead and sale quality report. The first audit confirms which deliverables, systems, markets and owners go into your signed proposal.

When is Meta Ads management a good fit?

It fits when your business has Meta accounts in good standing, a clear offer and landing page, ads you can use, customer actions you can measure after the click and people who can approve data, claims, budgets and launches.

What access do you need for Meta Ads management?

We need roles in your business portfolio and ad account, your Page and Instagram account, billing and restriction details, your offer and claims, audience inputs, ads and their usage rights, landing pages, website and server tracking, sales results, budgets and named approvers.

Which account conditions do you check before Meta Ads management starts?

We check the live business portfolio, ad account, Pages and Instagram accounts, payment, market, any special ad category, campaign goal, where the action happens, automation and support status before planning a setup.

How do consent, rights and disclosures affect Meta Ads management?

The Pixel, Conversions API, data sets, customer lists, CRM and store tracking can involve personal data and different legal duties in each market. You approve the legal basis, privacy notices, consent, supplier terms and which sensitive data is left out.

What evidence do you record before changing our Meta Ads setup?

We record the account and ad review status, campaign settings, automation controls, lists of ads and their rights, previews, tracking checks, whether your systems accepted results, results Meta takes credit for, lead quality and dated change records.

How do you measure Meta Ads results?

Reporting can cover account and ad policy status, delivery and learning, results by ad idea, tracking accuracy, lead and sale quality, and a log of decisions and tests. Every number keeps its source, what it is out of, its time window, what is left out, its owner and its limits.

Does an approved ad, an ad view or a result Meta takes credit for prove business value?

No. Being allowed to run, passing review, being shown, a result Meta credits to an ad, an accepted lead or purchase, profit and extra sales the ads truly caused are all different things.

How do you keep what you see separate from real tests?

Platform reports and before-and-after comparisons only show what happened. To show that ads caused a result, you need a clear idea to test, steady tracking, a fair split or a held-back group that sees no ads, safety limits and agreed rules for reading the results.

Do you carry out the approved Meta Ads work?

Yes, within the written scope. Softscotch builds or sets up the approved work, coordinates the named people and tools it depends on and checks that what went live is correct. Related specialist work keeps its own owner.

Where do people stay in control of Meta Ads management?

People approve claims, ad categories, audiences, exclusions, AI-generated ads, budgets, customer data, landing pages, launches, appeals and pauses. Automation only works inside the limits you sign off.

Can you guarantee results from Meta Ads?

No. Softscotch doesn't guarantee ad approval, delivery, finishing Meta's learning phase, lead quality, purchases, return on spend or extra sales caused by ads. We are responsible for the agreed proof, setup, live checks and reporting, while how Meta delivers ads and the effect on your business are outside any agency's control.

How long does the first Meta Ads cycle take?

This page shows an example twelve-step cycle. Your proposal states the real timing once we know your access, volume, what the work depends on, ad review times, risks and who can approve launches.

How is Meta Ads management priced?

Pricing follows the workload confirmed in the audit: data sources, markets, accounts, ad versions, systems, permissions, hands-on setup, reviews, reporting and upkeep. Your ad spend, platform fees, publisher costs and other outside charges are separate.

Does Softscotch give legal approval for our Meta Ads work?

No. Softscotch puts in place written checks for Meta's rules, usage rights, privacy, accessibility, disclosures and claims, while you and qualified lawyers keep the legal judgment and final approval for each market.

Which work is outside Meta Ads management?

Ongoing Facebook and Instagram-only management, audits with no ongoing management, Advantage+ consulting, full ad production, rebuilding your tracking, building landing pages and legal review are separate unless named in your proposal.

How do you handle our source files, personal data and account logins for Meta Ads?

Our access plan uses approved sources, only the access each person needs, named owners, limits on how long data is kept and steps to remove access. You approve who handles data, the legal basis, licenses, supplier terms and limits on sensitive data.

What happens after the first Meta Ads launch?

The handover records versions, checks that passed, open risks, monitoring, triggers for fresh ads, who handles problems and the next decision. Any trial of automated ads or budgets depends on approved inputs, strict settings, tracking quality checks, monitoring and a person who can approve launches and pause them. No approval or result is ever presented as permanent.

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