Meta Ads. Creative is the new targeting.

Yes — but the playbook has changed. The iOS changes hit pixel-based retargeting hardest. Advertisers who relied on narrow, pixel-only audiences saw costs spike and performance drop. The solution is first-party data infrastructure: Conversions API, CRM-matched audiences and strong creative that self-selects the right audience rather than relying on hyper-precise manual targeting. With the right setup, Meta is still one of the most cost-efficient paid channels available for both B2C and considered B2B purchases.

Conversions API (CAPI) is server-side tracking — it sends conversion events directly from your server to Meta, bypassing the browser restrictions that have degraded pixel tracking since iOS 14. The result is more complete conversion data, better attribution and — most importantly — better algorithm performance. Meta's AI needs accurate conversion signals to optimise delivery effectively. Without CAPI, you're giving it incomplete information and paying for the algorithm's confusion. We implement CAPI before launching any campaign.

Creative is the single most important variable in Meta performance — and has become more so as audience targeting has broadened. With Advantage+ campaigns, Meta selects the audience, placement and bid for you; what you control is the creative. The brands winning on Meta treat creative production as a continuous pipeline, not a one-off, and refresh hooks and formats weekly to keep CPMs low and CTRs high.

Both, depending on objective. Advantage+ Shopping and App campaigns generally outperform manual setups for e-commerce and app installs when creative variety and signal quality are in place. For lead gen, brand awareness or tightly-segmented B2B audiences, manual campaign structure still gives more control. We pick the right tool per objective rather than defaulting to either extreme.

Yes. Repurposing a 16:9 feed video as a 9:16 Reel almost always underperforms. Each placement has its own attention window, format constraints and viewer expectation. We brief feed creative, Reels creative and Stories creative separately — with shared messaging architecture but format-native execution. The cost of producing per-placement creative is repaid many times over in lower CPMs and higher CTRs.

We typically work with monthly Meta spend from €5,000 upward. Below that, Advantage+ doesn't get enough signal to optimise and creative testing isn't statistically reliable. Above €15,000/month is where full-funnel architecture (prospecting + retargeting + lifecycle) and weekly creative refresh start to compound — and where the channel's economics become genuinely predictable.

Both, depending on what you need. We always own creative strategy: hooks, messaging frameworks, format briefs and testing plans. We can produce static and short-form video in-house, or write detailed creative briefs for your in-house team, agency or UGC creators. For high-end production we brief your existing partner with a clear spec so nothing is left to interpretation.

We use AI in execution, not in strategy. Concretely: generating ad copy variants at scale, drafting UGC scripts, analysing engagement patterns across creative variants, spotting performance anomalies faster and modelling budget scenarios. Meta's own AI (Advantage+, automated bidding, dynamic creative) handles delivery. Creative direction, brand voice, audience strategy and budget allocation stay decisions you and we make together — AI accelerates the work, it doesn't direct it.