Facebook & Instagram Ads Management
Run Facebook and Instagram ad campaigns built around good-quality leads and sales, not just clicks.
We'll reply with a written proposal: the work, what we need from you and an estimated timeline.
Your ads can be running and still bring in the wrong results.
Before asking you to spend more, we check whether your campaigns reach the right people, track the right action and bring in leads or sales your business can actually use.
You're paying for clicks that don't turn into useful leads or sales
The campaign is chasing a cheap action inside Meta, such as a click or page view, instead of the customer action your business actually values.
The dashboard shows conversions your team can't confirm
Meta, your website and your CRM (customer database) disagree, so nobody knows which leads, orders or revenue are real.
Meta's automation is making decisions nobody checked
Audience, placement, budget or ad settings expand on their own without clear limits, approvals or a quick way to switch them off.
The same ads keep running with no real plan for what to try next
New versions get made without knowing which message, proof, offer or format should be tested next.
Interested people get lost after they click
A slow page, a weak form, the wrong product, a missed call or a slow reply from sales wastes interest the campaign has already paid for.
Average ROAS hides lead quality, returns and profit
The account looks healthy in Meta's ROAS (return on ad spend) figure, while poor-fit leads, canceled orders, refunds or delivery costs make spending more a bad decision.
What our Facebook and Instagram ads management covers.
Softscotch plans, launches and manages Facebook and Instagram ad campaigns around the customers, leads or sales your business actually needs. We handle the campaign plan, who sees your ads, the ads themselves, tracking, the landing page or lead form people reach after clicking, testing and reporting. Then we use the quality of your leads and sales, not just platform numbers, to decide what to improve or spend more on. Your ad spend and any outside production costs are listed separately, and no result is guaranteed.
Your written proposal confirms the accounts, markets, campaigns, number of ads, tracking work and approvals included in your plan.
Strategy, offer and account setup
We confirm who you want to reach, what you want them to do, which offer to promote, what budget is available and whether the account is ready to run safely.
Tracking and real business results
We check the Meta Pixel (tracking code on your website), the Conversions API (tracking sent from your server) where it fits, forms, checkout and feedback from your CRM, so campaign decisions use reliable customer results.
Campaigns, audiences and budgets
We choose the campaign goal, how to reach the right audience, exclusions, placements, budget and Meta automation settings that suit your market and the data available.
Ads made for Facebook and Instagram
We plan the message, offer, proof and format, then prepare the agreed images, videos and copy for Feed, Stories and Reels.
Landing pages, forms and product catalogs
We check what happens after the click, including the mobile page, form, message flow, product information, how leads are passed on and how fast sales replies.
Launch, testing and ongoing improvement
We run checks before launch, watch the live campaign, refresh ads, test changes that matter and increase, hold or reduce spend based on agreed evidence.
Reporting, account ownership and handover
You get reports in plain English, a record of every change and continued ownership of your accounts, data, source files and access.
Competitor ad research
We look at the ads your competitors are running in the Meta Ad Library (Meta's free public list of active ads), noting their offers, messages and formats. This helps us find angles that make your ads stand out, without copying anyone's work.
We manage the whole path, from the ad to the lead or sale.
Campaigns, ads, tracking, landing pages and feedback from sales are managed together, so decisions are based on real business quality, not just activity inside Meta.
Campaigns start with a real business goal
We define the customer, offer and the result that counts before choosing the campaign objective or asking for more budget.
Tracking is checked before spend grows
We compare Meta's conversions with your website, CRM or online store, so decisions aren't based on broken or double-counted tracking.
Meta's automation stays under control
We write down what Meta can expand or create, what must stay fixed and who can approve or switch off a change.
Ad tests teach you something useful
We organize ads by the message, proof, offer and format being tested, so the next decision about your ads is easier to make.
We aim for good-quality leads and sales
When the data is available, leads you can reach, booked calls, closed sales, refunds and profit margin matter more than the cheapest conversion inside Meta.
Your accounts and data stay yours
You keep ownership and access, get the working files and change history, and can carry on with your own team or another partner.
What we check before we ask you to spend more on ads.
These checks cover the offer, account, tracking, audiences, ads, customer journey, testing, reporting and safety steps behind a campaign you can rely on.
The platforms we use to run and measure your Facebook and Instagram campaigns.
We work across Meta, your website, analytics, CRM (customer database) and online store tools. The exact setup depends on your business and the systems you already use.
Seven checks protect your budget before campaigns grow.
We use these checks to find weak offers, broken tracking, unsuitable ads, lost leads and unsafe account settings before they cost you real money.
Are Facebook and Instagram ads right for what you're selling?
We confirm the customer, offer, goal, budget and account access before changing campaigns or spending more.
Having an ad account that's running doesn't prove the channel, offer or budget is right for your business. We write down the starting point and flag anything that should be fixed before launch.
Do the conversions Meta reports match real leads and sales?
We follow typical customer actions from the ad to your website, form, checkout or CRM (customer database).
A green "active" status inside Meta doesn't prove every conversion is real, counted once or useful. We compare Meta's records with the systems your business uses to deliver and sell.
Are the campaigns, audiences and budgets set up for the right job?
We give every campaign a clear purpose and stop needless complexity in the account from making your ads perform worse.
Meta's options change by account, country and campaign goal. We review the live settings, write down what Meta automates and keep important limits visible.
Are the ads clear, believable and ready for each place they appear?
We organize the ideas being tested and prepare the agreed images and videos for Facebook Feed, Instagram Feed, Stories and Reels.
More ad files don't automatically teach you more. We link each version to a message, piece of proof, offer, audience and landing page, so the next decision about your ads is a useful one.
Can an interested person take the next step without getting lost?
We follow the customer through the landing page, form, message, checkout or product catalog and into your follow-up process.
Ads can't fix a broken page, an out-of-stock product, a confusing form or slow replies from your sales team. We find those problems and give each one an owner before spending more to send people there.
Do the results support a decision about ads, audiences or budget?
We separate useful evidence from the normal ups and downs of the platform before changing a campaign or spending more.
Meta decides how your ads are shown, and the way it credits sales to ads (attribution) isn't perfect. We agree what each test must answer, how much evidence is enough and what would make us stop or change direction.
Will problems be found quickly, and will your team stay in control?
We set up the launch checks, monitoring, reporting, approvals and handover process before the first campaign cycle ends.
A well-built campaign can still fail because of a wrong link, an expired offer, a rejected ad, broken tracking, a product catalog issue or a surprise automatic change. We decide who responds, and how, before it gets expensive.
From scattered ads to campaigns your business can understand and improve.
The account is spending money, but your business can't clearly link campaigns to useful leads, sales or next steps.
- Campaigns have no clear business jobOld campaign and ad set (group of ads with shared settings) structures keep running even after the offer, market, budget or customer decision has changed.
- Meta's conversion number is accepted without checkingWebsite, server and CRM records aren't compared for duplicates, value, timing, consent or the quality of leads and sales.
- More ad files replace a real plan for your adsNew versions launch without deciding the message, proof, offer, placement or business decision they're meant to test.
The first campaigns launch with an agreed goal, checked tracking, clear limits on Meta's automation and ads made for the places they'll appear.
- Each campaign has a clear purposeThe goal, audience, budget, ads, conversion action and landing page all support one written business decision that everyone can see.
- Automation has visible limitsYour team can see what Meta may expand or create, what stays fixed, who approves it and how it can be switched off.
- The customer path is checkedAds, forms, landing pages, product catalogs, lead routing and conversion records are tested before spend grows.
Decisions about ads, budget and campaigns use customer quality, business value and a clear record of what changed.
- Lessons from your ads can be reusedYour team can see which message, proof, offer and format brought the most useful response, not just which file spent the most.
- Budget increases have business limitsGood-quality leads or sales, profit margin, refunds, team capacity, payback time and uncertainty sit next to the results Meta reports.
- Your business stays in controlAccounts, source files, definitions, reports, change history, instructions and access stay usable by your own team.
Facebook and Instagram ads for your type of business: the plan changes with what you sell and how customers buy.
An online store purchase, a booked appointment, a good-quality sales lead and a membership sign-up each need different campaigns, tracking and follow-up.
Online stores and direct-to-consumer brands
Connect product discovery, ads, landing pages, purchases and repeat buying, without assuming every order Meta takes credit for was profitable or caused by the ads.
Shops and businesses with many locations
Coordinate in-store, online and location-specific offers without showing the wrong branch, product, price or stock.
Home and local services
Look past cheap form submissions by connecting service area, how many appointments you can take, how fast you reply, which leads are a good fit and jobs actually won.
Business-to-business (B2B) and professional services
Plan for longer sales cycles, and keep deals the ads influenced separate from sales that actually closed.
Software companies (SaaS)
Connect leads, demos, free trials, product use and paid subscriptions, instead of aiming only for the easiest sign-up.
Subscription and membership businesses
Balance new sign-ups with trial quality, renewals, cancellations, how long members stay, delivery costs and what customers expect.
Education and training
Connect programs, start dates, lead quality and enrollments, while respecting limits on age, claims, financing and student support.
Travel and hospitality
Coordinate destinations, properties, dates, availability, prices and booking value across seasonal ads and changing availability.
Healthcare and wellness
Use only approved data for education or appointment campaigns, while you stay in control of claims, targeting, privacy and clinical decisions.
Finance, insurance and legal
Build campaigns around approved products, markets, required legal wording and Meta's special ad category rules (stricter targeting limits for ads such as financial products, jobs and housing), without banned targeting or claims you can't back up.
Marketplaces and online platforms
Keep buyer, seller, provider and other sign-up paths separate, so one mixed conversion number doesn't hide which side of the marketplace needs help.
Nonprofits, events and communities
Connect awareness, sign-ups, donations, membership and attendance, while respecting targeting rules, claims and how much follow-up your team can handle.
What Softscotch handles and what your team approves.
We manage the agreed campaign work. You keep ownership of your accounts, budget, customer data, claims and final business decisions.
The campaign work included in your written scope.
- Review the offer, account, access, current campaigns, ads, tracking, landing page or lead form and any customer-quality data available
- Plan and build the agreed campaigns, audiences, exclusions, budgets, placements and Meta automation settings
- Plan the ad messages and prepare the agreed images, video and copy for Facebook Feed, Instagram Feed, Stories and Reels
- Check the Meta Pixel, the Conversions API where it fits, forms, checkout, feedback from your CRM and product catalog matching included in the scope
- Launch, monitor, test, refresh ads, manage budgets, record every change and send reports as often as we agreed
- Keep your team informed and hand over the accounts you own, files, tracking definitions, reports and access
Work that affects results but needs your people or another specialist.
- Work with your sales team to define lead quality, follow-up stages, response time and which results should guide campaign decisions
- Work with your website or online store owners when landing pages, forms, checkout, catalog data, stock or product information must change
- Coordinate bigger video shoots, creators, animation, illustration or large volumes of ad production that go beyond the number of ads agreed in your scope
- Coordinate developers or data owners when tracking, CRM, app, data warehouse or server work is bigger than the included setup
- Coordinate accessibility, translation, legal, privacy, finance, security and compliance reviews where your business needs them
- Escalate Meta restrictions, account recovery and support issues that depend on Meta itself or on an admin of an account your business owns
You keep the final say on business, budget, account and customer data decisions.
- Approve the customers, markets, offer, prices, products, service areas, capacity, maximum budget and campaign goal
- Own the Meta business portfolio, ad accounts, Facebook Page, Instagram account, website domains, product catalog, billing, recovery and security access
- Approve how customer data, consent, customer lists and sensitive or regulated information may be used
- Approve claims, testimonials, promotions, deadlines, rights to images and video, landing pages and any message customers will see
- Provide the lead, sales, refund, margin, capacity and other business information used to judge quality and whether to spend more
- Name the people who can approve, block, pause or restart campaigns and make urgent business decisions
How your Facebook and Instagram ads connect to the rest of your growth plan.
Your campaigns work better when the offer, ads, website, tracking, sales follow-up and reporting all support the same goal.
Facebook and Instagram Ads Management Services
The customer, the offer, the lead or sale that counts, budget, capacity and the reasons Facebook and Instagram belong in the plan.
The accounts you own, Facebook Page, Instagram account, billing, recovery, permissions and the people responsible for approvals.
The Meta Pixel, the Conversions API where it fits, forms, checkout and CRM or sales stages used to compare Meta's reports with real results.
The goal, structure, audience sources, exclusions, placements, budget, bidding and limits on Meta's automation for each campaign.
The messages, proof, offers, images, videos and copy prepared for Facebook Feed, Instagram Feed, Stories and Reels.
The page, form, message, checkout, product catalog, lead routing, response time and delivery steps that follow the click.
The ad, audience, offer and landing page tests used to decide whether spend should go up, stay the same, change direction or stop.
The check before launch, approvals, the first-day review, alerts, pause rules, fixes and the change history that together protect the account.
Reports in plain English, agreed definitions, known limits, next steps, source files, account access and instructions your team can keep.
The connected growth engine
Keep the promise made in the ad going on the page, and make the next step easy on a phone.
Show which clicks became leads you could reach, booked calls, purchases or other useful results.
Produce the messages, proof, images and videos needed to keep campaigns fresh and relevant.
Reply quickly, check whether each inquiry is a good fit and move suitable prospects toward a sale.
Catch people who search for you after seeing your brand, and strengthen the wider plan for winning customers.
Connect paid ads with website, sales and revenue information, so priorities are decided together.
One connected scope. Facebook and Instagram Ads Management Services is coordinated with the strategy, creative, experience, data and reporting it depends on, so responsibilities and handoffs stay visible in one written plan.
Launch in the first week, then improve using real customer data.
When account access, budget, an approved offer, usable ads and a working landing page or lead form are ready, we aim to submit the campaign to Meta within three to five business days. Meta then reviews the ads before they run. The second timeline shows how paid ads fit into the wider six-month Softscotch growth plan.
Facebook and Instagram ads, launch and the first 90 days
Access, goal and offer
We confirm the business result you want, the offer, market, budget, who owns the accounts, access to your Facebook Page and Instagram account, current results, the ads you already have and how many responses your team can handle.
KPI Launch inputs agreedTracking and the path to conversion
We check the conversion action, the Meta Pixel and Conversions API data available, the lead form or checkout path, how leads reach your CRM, consent and the landing page. Serious breaks are fixed or kept out of the campaign before any money is spent.
KPI Conversion path checkedBuild, approve and launch
We set the campaign objective, where the conversion happens, audience, exclusions, budget and placements, prepare the first mix of ads for Feed, Stories and Reels, run the final checks and submit the approved campaign to Meta.
KPI Campaign submittedDelivery and tracking check
As soon as Meta approves the ads, we check they're running, how fast budget is being spent, which ads are showing, placements, links, forms, that tracking data arrives and that leads or orders come through along the real path.
KPI Campaign live and checkedEarly results and first refresh
We avoid needless edits that would restart Meta's early learning phase, watch delivery and cost, compare Meta's conversions with your CRM or sales quality and release the first refresh of ads based on the evidence.
KPI First results reviewTest, refresh and grow spend
We test one meaningful change at a time, refresh tired ads and then increase, hold or pause spend based on good-quality results, the cost of each extra result and the limits recorded with each decision.
KPI Spend decision recordedOur full growth plan (all services together), month by month
Setup and first launch
We review your website, tracking, customer path and current marketing, set the first priorities and launch the approved Facebook and Instagram campaign while the wider growth plan is being built.
KPI first campaign liveBuild and improve
We improve the most important landing pages, website basics, lead routing and follow-up, release the first refresh of ads and start the agreed SEO, content and automation work.
KPI customer path improvedDo more of what's working
Paid campaigns keep learning while the team expands the ads, search, content, email or outreach work that the first evidence across channels shows is useful.
KPI channels learningStrengthen results
We fine-tune spend, ads, landing pages, search visibility, content and follow-up around the customers and offers showing the strongest real demand.
KPI good-quality demandTurn more visitors into customers
We fix the biggest remaining gaps across the ad, website, lead handling, sales follow-up and keeping customers, then record which changes justify further spending.
KPI conversion prioritiesPlan the next growth cycle
We review six months of evidence across paid ads, search, website, content, email and automation, keep the useful systems running and agree what to grow, fix, test or stop next.
KPI next plan agreedHow we compare with basic Facebook and Instagram ad management.
We don't stop at launching ads and sending a monthly report. We connect spend to the ads themselves, tracking, the quality of leads or sales and the next business decision.
- Builds campaigns before confirming the customer, offer, goal and how many sales your team can handle
- Keeps an inherited account setup even when it no longer helps anyone make a useful decision
- Assumes tracking is right because a conversion shows up inside Meta
- Aims for form submissions without checking which leads can be reached or are a good fit
- Lets Meta's automation expand audiences, placements or ads without clear limits
- Uses one ad file across Facebook Feed, Instagram Feed, Stories and Reels
- Makes more ad versions without deciding what each one is meant to test
- Blames ad fatigue without checking the offer, audience, tracking or landing page
- Raises budget based on average ROAS (return on ad spend) while ignoring refunds, profit margin and capacity
- Sends a monthly report without a clear history of changes, next step or account handover
- Starts with the customer, offer, the result that counts, budget, capacity and a written scope
- Splits campaigns and ad sets only when that protects a market, budget or test decision
- Checks that website, server and source records describe the same real customer action
- Links new leads to later CRM or sales stages when the approved data is available
- Writes down what Meta can automate, what must stay fixed and how changes are switched off
- Prepares and previews ads for Facebook Feed, Instagram Feed, Stories and Reels
- Organizes ads by message, proof, offer, format, audience and what we want to learn
- Checks delivery, audience, offer, tracking and what happens after the click before calling it ad fatigue
- Uses good-quality leads or sales, refunds, profit margin, capacity and uncertainty to guide the budget
- Keeps accounts owned by you and provides the files, history, reports, instructions and access
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.
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 Ads + local SEO
183% more leads for an education consultancy
WordPress
Quora ads
Local SEOAn education consulting business in India needed to build its digital presence and lead flow from scratch.
- Built a new WordPress website
- Used Quora ads to grow daily lead volume
- Added Local SEO and community engagement
Home solutions Shopify + SEO
Home-solutions ecommerce growth
Shopify
Organic search
Amazon adsA home-solutions business was dependent on business-to-business (B2B) marketplaces, losing sales and recovering from a Google penalty.
- Resolved the Google penalty
- Revamped the website and online store
- Improved organic visibility and Amazon campaign performance
Health consultant $20/day
Five booked calls a day for a health consultant
Facebook ads
Google AdsA Houston lactation consultant needed to recover a malware-damaged website and rebuild local patient acquisition.
- Rebuilt the hacked site and migrated it to secure hosting
- Ran targeted Facebook and Google campaigns
- Reached top-three local Google positions
Ecommerce 10 months
315% organic growth for an ecommerce site
Content strategy
On-page SEOSoftscotch reports a 315% increase in ecommerce organic traffic over 10 months through focused on-page SEO.
- 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
SaaS platform Cold outreach
9% close rate for a transcription SaaS
Prospecting
Cold email
SMTPA transcription platform needed a qualified prospect list and a reliable email-sending setup for outreach we managed.
- Built a comprehensive prospecting list
- Managed the cold outreach campaigns
- Set up reliable email-sending servers (SMTP)
Healthcare 6 months
182% organic growth for a healthcare clinic
Healthcare
Off-page SEOA clinic in a competitive location needed to build organic search visibility from the ground up.
- Built the clinic's foundation for unpaid (organic) Google search
- Combined on-page and off-page SEO
- Reached top-five positions in Google Search
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."
"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."
"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."
"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."
"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."
"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."
"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."
"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."
"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."
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.
Live client dashboard
Every change, score and ranking in one place you can open any time, not a monthly PDF you wait around for.
Ready for your review
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.
Before
After
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.
Approved page updates are live.
Product details need a review.
Confirm the next priority pages.
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.
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.
- ✓Proposed
Softscotch prepares the change.
- ✓Approved
Your team gives the go-ahead.
- ✓Published
Checked live and recorded.
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 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.
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.
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.
Plus the one-off build, and a fresh contract, kickoff and onboarding delay for every new service you add.
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
Priced to your site after the audit. No sticker price, and no per-service creep.
Facebook and Instagram ads management FAQs: questions business owners ask.
Clear answers about whether it's a fit, launch timing, budget, ads, tracking, reporting, ownership, pricing and results.
What is included in Facebook and Instagram ads management?
The work can include an account review, competitor ad research, campaign strategy, audiences, budgets, planning the ads and producing an agreed number of them, checks on the Meta Pixel (tracking code on your website) and Conversions API (tracking sent from your server), a review of your landing page or lead form, launch, testing, ongoing improvements and reporting. Your proposal confirms the exact accounts, markets, campaigns, number of ads, tracking work, approvals and what's not included.
Are Facebook and Instagram ads right for every business?
No. The channel needs a suitable audience, offer, customer value, budget, ability to keep making ads and a working path from the ad to the sale. We may recommend fixing the offer, website, tracking or sales follow-up first if launching straight away would waste money.
Do you audit an existing account before taking it over?
Yes. We review ownership, access, billing, campaigns, audiences, ads, tracking, landing pages or lead forms, product catalogs and current reports. We also check the offer, the customer, how many sales your team can handle and the quality of leads or sales before deciding what should change.
How quickly can the first campaign launch?
When account access, budget, an approved offer, usable ads and a working landing page or lead form are ready, we aim to submit the campaign within three to five business days. Meta's ad review, account restrictions, policy issues, tracking fixes or slow approvals can make it take longer.
What advertising budget do we need?
There's no sensible minimum that suits every business. The budget has to fit your market, goal, the cost of winning a customer, the ads you have, how many sales your team can handle and how much data is needed to make a useful decision. Ad spend is paid directly to Meta and is separate from the Softscotch fee, unless your proposal says otherwise.
Do you create the ad images, videos and copy?
The work can include ad strategy, briefs, copy and an agreed amount of image and video work or resizing for each placement. Bigger shoots, creators, animation, illustration, large numbers of ads and paid rights to use content are listed separately. We prepare approved ads for the Facebook and Instagram placements included in the campaign.
Do you improve the landing page or lead form too?
We review the page, form, message flow or checkout, because campaign results depend on what happens after the click. Small agreed changes can be included. A bigger redesign, development project or ongoing program to turn more visitors into customers is planned as part of the wider Softscotch scope.
Do you set up the Meta Pixel and Conversions API?
We can review, set up and test the tracking included in your proposal. The Pixel is tracking code on your website; the Conversions API sends the same events from your server. Where the same action is sent from both, we check that Meta counts it once, not twice. Bigger server, app, CRM or data engineering work is quoted separately, and the Conversions API doesn't let you skip privacy rules.
Can you use our CRM or sales data to improve lead quality?
Possibly, when your account, data permissions and systems allow it. We can tell apart a new inquiry, a lead you can reach, a booked appointment and a closed sale, and use approved feedback for reporting or to help Meta find better leads. We don't promise that sending this data will produce a particular result.
Do you use Meta Advantage+ automation?
Advantage+ is Meta's set of automated campaign features that can choose audiences, placements, budgets or ad versions for you. We use these features when they fit the campaign goal, the data available and how much control you need. We write down what Meta may automate or only suggest, what must stay fixed and how expanded settings or AI-made changes can be reviewed or switched off. What's available depends on your live account.
Can you manage catalog and product ads?
Yes, when they're part of the agreed work. We review who owns the product catalog, products, versions, prices, stock, links, images, rejected items, product groups and how website activity matches catalog items. Bigger online store or product feed platform changes may need extra building work.
Do you manage instant forms, calls and message campaigns?
They can be included. Instant forms are lead forms that open inside Facebook or Instagram. For each path, we agree the questions, privacy notice, how leads reach you, duplicate handling, who gets each lead, response time and how leads are qualified. When quality data is available, we don't judge success only by the cheapest form submission.
How do you test ads, audiences and offers?
Before a formal test, we define the decision, the one meaningful thing being changed, what it's compared with, budget, main measure, quality checks, how long it runs and when to stop. Meta doesn't spread spend evenly across every ad, so normal campaign delivery isn't always a fair test. Small tests may not give a clear answer.
How do you decide when to refresh ads or increase budget?
We look at delivery, reach, frequency, response, lead or sales quality, recent edits, whether the audience has seen the ads too often, tracking, how strong the offer is, landing page results, profit margin and capacity. A falling click rate alone doesn't prove ad fatigue, and a strong average ROAS (return on ad spend) doesn't automatically justify spending more.
What will we see in the reports?
Reports show spend, delivery, changes to campaigns and ads, the conversions Meta credits to your ads and the website, CRM or sales results we can see. We explain where the numbers disagree, what's still uncertain and what should happen next. Meta's credit for sales is never presented as proof of profit or proof that the ads caused the sale.
Who owns the ad accounts, customer data and creative files?
Your business should own the Meta business portfolio, ad accounts, Facebook Page, Instagram account, billing and customer data. Your proposal states which source files and production rights are included. We keep access under named users and provide the agreed files, reports and handover information.
How is Facebook and Instagram ads management priced?
Softscotch prices your complete growth plan, rather than adding a separate monthly fee for every service. The quote reflects the accounts, markets, number of campaigns and ads, tracking, landing page or catalog work, approvals, testing and reporting needed. Ad spend, software and outside production costs are listed separately.
Do you guarantee ROAS, leads, revenue or ad approval?
No. Results depend on demand, your offer, price, product, ads, tracking, competition, Meta's systems, Meta's ad review, what happens after the click, delivery and how well sales are followed up. Meta can reject or restrict ads and change its features at any time. We write down our assumptions and limits, but we don't guarantee ad approval, ROAS (return on ad spend), profit, leads or revenue.