Facebook and Instagram collect data from users on the platforms – from types of content consumed to interests and behaviours, even websites engaged with (if the Facebook Pixel is in place). This data can then be used by advertisers as means to reach audiences and achieve marketing objectives.

Like any digital advertising campaign, Facebook Ads are charged on a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) basis. When you choose to invest marketing budget in Facebook and Instagram Ads, the cost of running ads is made up of advertising spend (on the Facebook platform) and strategy, set-up, and campaign management – and, if needed, creative production. In order for a Facebook Ads campaign to be effective, and appropriately set your expectations, we recommend allowing for a minimum of $2,500 plus GST per month investment including management and advertising platform costs. We’ll provide a transparent quote, tailored to your needs, that shows exactly what you’re getting and how we’re going to do it. Not sure if you’re ready to outsource Facebook Ads management? Read our blog with 17 questions to ask before questions.

We recommend getting started with an ad spend of $1,000 per month for Facebook and Instagram Ads. This is so that our specialists have enough budget to rapidly test, learn and optimise and determine what works (so we can hit that sweet spot). We can work with smaller budgets but the speed in which we get results will be throttled. Facebook Ads budgets can be scaled up and down as necessary in relation to your advertising objectives – for example: if your ROAS (that’s return on ad spend) is above expectations, we may recommend to increase ad spend to achieve even more sales.

Whatever your objective: conversions, leads, awareness, or traffic – there are no guarantees when it comes to results. And anyone who tells you there is, is not telling the whole truth. Facebook and Instagram Ads, like any marketing activity, is influenced by a myriad of factors. It would be irresponsible for us to guarantee you something that is heavily influenced by external factors – many of which are beyond the scope of work we provide and out of our control (ahem: global pandemics, Facebook changing their platform rules, Apple limiting tracking, and even your website not being properly optimised or it crashing). Our team will stay abreast of the latest practices and make optimisations and recommendations in order to achieve better results within your campaign. And if things aren’t working, we’ll tell you – because we’d rather see your marketing succeed overall than desperately cling onto a channel or activity that isn’t working.

We’ll be transparent in our reporting, always. How? We’ll provide you with real-time data and results through a Google Data Studio Dashboard tailored specifically for you – and available for you to look at at any hour of the day. We’ll then send you a weekly performance update via email, covering off any important points. Then, monthly we’ll deliver you your monthly report, that we’ll then cover off in a 1-hour meeting.

During our check-ins, we’ll take you through your reports which includes actions taken, results achieved, insights generated, and recommended actions. At the three month mark, we’ll send a three-month review report and then jump on a call – the perfect time to see where we’ve been together, and where we’re going next.

As a general rule, after completing a Facebook Ads strategy and campaign plan, it takes around 12 weeks to move through the launch and learn process into optimising and scaling your Facebook Ads. With this in mind, we ask for an initial four month commitment in order to give our Facebook Ads specialists time to work through our proven process and determine what works for your brand. We run our Facebook Ads management services on a retainer basis with a four month initial commitment on a 12 month agreement. For example, with a Facebook Ads service, typically, we’d spend the first month on the strategy for your service (where we build the plan). We’d then move into the management of your service for three months (where the strategy comes to life, we turn the ads on and we spend time testing and continuously optimising). After this four month commitment is up, we then ask you to give us 30 days’ notice if you wish to exit the agreement at any time before the 12 months is up.

When you work with us we grant you the licence to use our IP – aka our secret sauce, our experience, our ideas and our strategies. This works in a similar way to music licences where the artist can licence the use of a track, but the user does not own it. Essentially we give you permission to use our thinking and strategies but not permission to on-sell them or allow another third-party to utilise them. As for physical outcomes such as Facebook Ads creative, including copywriting and creation of visual assets, these are yours to own upon receipt of payment.

Look. You can. But we don’t recommend it. While boosting does allow you to reach a wider audience, it doesn’t give you anywhere near the amount of precision targeting or control over performance that strategic Facebook Ads campaign configured via Facebook Ads manager does.

We recommend allowing around 12 weeks to reach optimum performance. As a guide, our first four weeks are what we like to call the ‘launch and learn’ phase where our team will be working through a whole bunch of data-informed marketing hypothesis. From there, we take our learnings and move into the optimise and scale phase in weeks 5-12 where we ideally hit the sweet spot where we can maintain or seriously start to scale performance with increased investment.