Meta Ads Management

Social media marketing builds your organic presence: strategy, content and community. Meta Ads buys targeted reach and measures it in leads and sales. Many clients combine them, but they are different jobs with different metrics.

Iryna Nechaieva, Peretz Agency's marketing strategist, SMM specialist and targetologist, who also writes our series on Meta Ads budgets, the learning phase and cost per lead.

Meta's formal minimum is $1 a day, but that buys almost nothing. There is no single right budget: it depends on the campaign, the product, the market and what a lead is worth to you. In the US, $10 to $20 a day is too little for a campaign to learn anything; lead generation there usually starts from about $50 to $100 a day per ad set. In markets where clicks are cheaper, a smaller budget can work. We set the figure after the audit, from your target cost per lead. Ad spend is paid to Meta directly, separately from our fee.

The first period after launch is the learning phase, when the algorithm is still finding the right people. We judge campaigns once they have enough data, not after the first few days.

Yes. For local businesses we target by location and exclude areas you do not serve, so the budget is not spent on people who cannot become customers.

Common causes are audience fatigue, a weak offer, tracking gaps and a structure that keeps resetting the learning phase. We diagnose the cause before recommending more budget.

Both, depending on the goal. Lead forms are faster; a landing page usually brings better-qualified leads. Either way, we set up tracking so every lead is counted.

Leads, cost per lead, spend, lead quality feedback from your team, and what we tested and learned, not vanity metrics.

Yes, in most cases. Meta recommends running the Conversions API alongside the Pixel: the browser reports what it can, and your server sends the same events directly. Both must carry the same event ID and event name, so that Meta removes duplicates arriving within 48 hours; otherwise one lead is counted twice. Setting up and checking the Pixel and the Conversions API is part of Meta Ads management.

Yes, when the volume allows it. Meta's Conversions API for CRM accepts later lead stages from your CRM, and the Conversion Leads goal then optimizes for leads more likely to convert. Meta's requirements: Instant Forms only, at least 200 leads a month, data uploaded at least once a day, and a target stage reached within 28 days by 1% to 40% of leads. Below that volume we compare campaigns by the share of their leads that reached a sale in your CRM.

They count different things. Meta credits a conversion to an ad inside an attribution window, a set number of days after a click or a view, and may count a lead that your team later rejects; the CRM records a deal when it actually closes. The two never match exactly, so our reports show both side by side, and decisions about budget are made on what reached a sale in the CRM.

Yes. Ads about housing, employment and financial products and services fall into Meta's special ad categories: the age range stays at 18 to 65+, gender and ZIP code targeting are not available, any chosen location needs at least a 15-mile radius in the US and Canada, and lookalike audiences are not offered. The rules apply to businesses based in the US and to ads reaching the US, Canada or Europe, so we plan audiences around them before launch.

Yes. We start with an audit of the account and its tracking: the Pixel and Conversions API, events, past results, the change history, the budget structure, the spending limit and who holds admin rights and receives billing notices. Typical findings are constant small edits that keep resetting learning, Pixel and Conversions API events without deduplication, and an objective that does not match the goal. We write down what we found before changing anything.

The fee is $1,000 a month or 15% of ad spend, whichever is higher. With up to about $6,667 of monthly ad spend the fee is $1,000; at $10,000 of spend it is $1,500. The ad budget itself is paid to Meta directly and is not part of our fee. The final price is set after a strategic session, and its $500 is credited toward the work.

PERETZ.agency runs Meta ads on Facebook and Instagram for businesses in Seattle, Bellevue and the Eastside, with targeting that can stay inside the area you serve. Management costs from $1,000 a month, or 15% of ad spend, whichever is higher.