Meta Ads: one platform included, extra platforms priced by spend.
Paid and AI ads is a full discipline, and your retainer includes one ad platform, fully managed. It is only running additional platforms alongside the first that adds a supplemental fee, set by that platform’s ad spend. Fixed up to £5,000 a month in spend, then it scales to a custom rate.
- Your retainer already includes one ad platform, managed. The fees below apply to each additional platform.
- Add a second or third platform (Google, Meta, Bing) and each one adds a fee, set by its own ad spend.
- The fee is fixed up to £5,000 a month in spend on a platform. Above that it scales to a custom rate.
- No setup fee, no markup on media. You pay the platforms directly. Three-month minimum.
You get every pound of media working to what a customer is actually worth, across Search, Shopping and Performance Max, with a senior operator on the account and no percentage markup on your spend.
You win the auction most advertisers ignore: cheaper clicks and an older, wealthier, more B2B audience on Bing, run to the same contribution-margin discipline as the rest of your spend.
Meta is where you create demand rather than only capture it: the right message to the right audience, before they are searching. We run Facebook and Instagram creative-first, testing angles against contribution margin and reading incrementality honestly, because the pixel over-credits retargeting for demand you already had. Media is paid directly to Meta, with no markup.
Every discipline is run by the person named on your account and reported the same way. Switch discipline above to see what each one actually involves, and where we have flagged a capability as emerging rather than running.
What Meta Ads involves
Model the economics
What a customer is worth and what you can pay to acquire one, so creative and audiences are judged against margin, not vanity ROAS.
Fix measurement
Clean, consent-aware conversion tracking, plus a read on incrementality so retargeting is not credited for demand you already owned.
Build the creative engine
Angles, hooks and formats built to be tested, the single biggest lever on Meta performance, and the one most agencies neglect.
Meta Ads, six things, in this order.
Model the economics
What a customer is worth and what you can pay to acquire one, so creative and audiences are judged against margin, not vanity ROAS.
Fix measurement
Clean, consent-aware conversion tracking, plus a read on incrementality so retargeting is not credited for demand you already owned.
Build the creative engine
Angles, hooks and formats built to be tested, the single biggest lever on Meta performance, and the one most agencies neglect.
Prospect first
Weight budget to cold demand generation, where the growth is, rather than hiding behind a warm retargeting audience.
Test, kill, scale
Creative tested in structured cycles; winners scaled, losers cut, without sentiment.
Reconcile to revenue
A blended performance read against your CRM every month, not the platform's self-reported conversions.
Buying intent is up for auction. Paid puts you at the front of it.
These are industry figures, not our own results, and we do not invent numbers. They show why intent-led paid can pay for itself where broad awareness spend does not. We manage to contribution margin, and no return is ever guaranteed.
Worth doing, and not worth doing.
Do this if
Do not bother if
What lands on your desk.
Four numbers, reported the same way every month.
Fixed at the start of the engagement so the reporting cannot be reshaped later to flatter the result. Whether they moved or not, they are in the report.
Contribution per pound spent
Margin generated against media invested, read blended rather than by the pixel's last click.
Cost per qualified lead or sale
What it costs to win a customer worth having, tracked across the quarter.
Creative win rate
How often tested creative beats the control, the engine that drives everything else on Meta.
Incrementality of retargeting
How much retargeting genuinely adds, so it is not credited for demand you already had.
Asked on every Meta Ads call.
Isn't Meta just for ecommerce?
No. Considered B2B and high-value consumer both work on Meta when it is run as demand generation with honest measurement, rather than as a discount machine.
Who makes the creative?
We brief and direct it, and can produce it or work with your team. Creative is the main performance lever, so it is led by a senior operator, not left to chance.
Do you charge a percentage of spend?
No. Media is paid directly to Meta and our fee does not scale with your budget.
How is this different from your Paid programme?
It is the Meta-specific version. If you also want Google or Microsoft, the Paid & AI ads programme runs them together to one margin model.
Do Facebook ads work for B2B?
Yes, when they are run as demand generation with honest measurement rather than as a discount machine. Considered B2B works on Meta by putting the right message in front of the right audience before they are searching, measured to contribution margin, not the pixel's last click.
How much do Meta ads cost?
Meta cost is set by your market and your creative, not a fixed rate. We judge it on contribution per pound spent, read blended against your CRM rather than the pixel, and pay media directly to Meta with no markup on your spend.