What Meta Ads management includes
You give me a budget and a definition of a good lead or sale; I take responsibility for the Business Manager setup, tracking, campaign structure, audiences, ad copy, creative briefs, testing, budget allocation, policy compliance and reporting. The retainer covers Facebook, Instagram, Messenger and WhatsApp placements, so a lead campaign can add retargeting or click-to-WhatsApp ads without a new engagement.
Not included: the ad budget, which Meta bills to your ad account (or which I invoice in rupees through the boost service if you cannot pay Meta directly); video and graphic production, for which I write the brief; and landing page builds, which sit under PPC landing page design.
Who should hire a manager rather than boost
Boosting works for a restaurant announcing tonight’s special. It stops working when you need enquiries at a predictable cost, when you have more than one audience or product, or when the ads have to be tied to a Pixel event so Meta can find buyers rather than likers. If your account has history, start with a Facebook Ads audit; if it is new, the Facebook Ads setup service builds it properly and you can decide on management after the first month.
The monthly rhythm
- Week 0: tracking and baseline. Pixel and Conversions API checked in Events Manager, deduplication confirmed, event match quality raised, domain verified. This is the Pixel and Conversions API setup step and it is not optional.
- Weekly: budget and delivery. Spend moves toward ad sets hitting cost-per-lead targets. Ad sets stuck in learning or limited by audience size are merged or rebuilt. Frequency is checked on warm audiences.
- Weekly: creative performance. Each ad’s cost per result, hook rate and click-through rate are reviewed; losers are paused with a written reason; the next test is briefed.
- Fortnightly: new creative in. New angles, formats or Nepali and English variants enter the test structure, so there is always a challenger to the current winner. Creative production follows the process under Facebook ad creative and copywriting.
- Monthly: report and plan. Cost per lead or purchase, ROAS where values exist, frequency, creative winners and what changes next month, in a dashboard plus a short written summary.
- Quarterly: structure review. New products, seasons and audience saturation are folded into the campaign architecture.
Decisions I make on your behalf
Objective and event. Lead campaigns optimize for a lead event or an instant-form completion, message campaigns for conversations started, sales campaigns for purchase with value. Engagement and reach objectives are used only for the top of a funnel with a defined job.
Broad versus detailed targeting. On accounts with clean Pixel data and enough conversions, broad targeting with strong creative usually beats stacked interests. On new accounts or narrow niches, interest and lookalike audiences carry the first weeks. I test both and let cost per lead decide.
When to scale. Budgets rise in steps of roughly a fifth at a time on ad sets that hold their cost per lead, so learning is not reset.
When to switch off. An ad set that has spent several times the target cost per lead without a lead is paused and diagnosed, not left to “exit learning”.
What you receive
- A live dashboard with spend, results, cost per result and frequency by campaign and month.
- A monthly written summary of changes, winners and next steps.
- Creative briefs and a record of every test and its outcome.
- Ownership of Business Manager, the ad account, the Pixel and the page, in your name.
Mistakes I fix in most inherited accounts
- Campaigns set to traffic or engagement when the goal is leads.
- Ten ad sets of a few thousand people each, all competing for the same users.
- Pixel firing “Lead” on page load rather than on form submission.
- Retargeting audiences that include people who already bought.
- Payment failures and policy flags left unresolved until the account is restricted.
Pricing
Management is a fixed monthly fee separate from ad spend, set by campaign types, markets and creative volume; ranges are on the Meta Ads packages and pricing page. Every engagement starts with a free Meta Ads audit so the fee reflects what your account needs, and the full list of Meta Ads services is on the hub.