Strategy and campaign structure
A small number of well-fed campaigns, planned before launch. Fewer campaigns with more data beat lots of small, fragmented ones.
- Meta
- PPC
- Meta ads
Meta ads management
Facebook and Instagram ads that bring in customers, not just likes.
We plan, build and manage Meta campaigns around leads and revenue, alongside your search advertising.
- 4+ years
- Average client relationship
- 4.9 / 5
- Rating on Clutch
Trusted by Australian brands since 2014
Why Meta accounts stall
Meta changed how its ads work. Most accounts have not caught up.
Meta ads used to reward tinkering. You picked narrow interest audiences, adjusted budgets every few weeks and tried to fix performance inside Ads Manager. That approach now works against you.
Meta’s system makes most delivery decisions itself. Interest targeting only guides it. The creative you supply, the conversion data you send back and how stable you keep the campaign decide the result. Change things too often and the system cannot learn.
So we do more of the thinking before launch: tracking, structure, offer and a real range of creative. Then we test through new ads, not constant restructuring. We set out the detail in Meta Ads in 2026: what changed and how to make them work.
Performance now comes from better inputs, not more controls.
What's included
Everything a Meta account needs to perform.
Facebook and Instagram, run by the same team as the rest of your paid media ↗
Creative direction and testing
Several concepts, formats and copy angles per campaign, built to work across every placement. Creative now does most of the work targeting used to do.
Audiences and first-party data
Broad targeting where it performs, guided by your customer lists, lead databases, email subscribers and website visitors.
Remarketing
Ads for people who have already visited your site or enquired, so interest built by search and social is not wasted.
Conversion tracking
Clean, reliable conversion signals set up before we scale spend. Meta can only find more of the right people if it knows who converted.
Reporting on outcomes
Reports on leads, cost per acquisition and revenue, alongside your other paid channels. Not reach and likes on their own.
Published client results
Meta as part of a paid plan that works.
Both programmes included Facebook advertising alongside search. Every number comes from a published One Egg case study. All paid social case studies ↗
Not-for-profit and government · Google Ads, Paid social
892%Google Ads conversion rate (2.44% to 24.20%)
214%increase in site visitors
Record digital growth for Cockatoo Island and Sydney Harbour’s landmark sites.
Read the case study
Legal · Google Ads, Paid social
+65%lead volume within 6 months
−50%cost per customer acquisition
Search, social and TikTok for one of Australia’s fastest-growing law firms, across three markets.
Read the case studyHow we work
Set it up properly. Then let it learn.
Meta is less forgiving of weak fundamentals than it used to be. We get the inputs right before we ask for more budget.
- 01
Learn
Audit the ad account, the tracking and the offer. Work out what a lead or sale is worth.
- 02
Plan
Decide the funnel, the campaign structure and the budget before anything goes live.
- 03
Fix the foundations
Conversion tracking, audiences from your own data and landing pages that match the ad.
- 04
Build the creative
Multiple concepts, formats and copy angles, so Meta has real options to test.
- 05
Launch and let it learn
Stable budgets and few changes while the system gathers data.
- 06
Test and scale
Improve through new creative, not constant restructuring. Add budget to what works.
Where Meta fits
Search captures demand. Meta builds it.
Google is for people who are actively looking for what you sell. Meta is for people who are not looking yet. That makes it the right channel for a new product, a brand few people know, or a service buyers need to warm up to.
Conversions rarely come straight from a cold audience. We plan Meta across the funnel: awareness to introduce the brand, consideration to build trust, then conversion campaigns and remarketing to capture people who are ready.
It works best next to search, not instead of it. Many of our clients run Meta with Google Ads, and B2B clients often add LinkedIn ads to reach specific job titles. One team manages all of it under one PPC management plan, so budget moves to whichever channel is producing leads.
New to the platform? Our Facebook and Instagram advertising guide covers the basics.
What clients say
Straight from our clients.
From two clients whose paid programmes include Facebook advertising.
★★★★★
“Aside from being very pleasant to work with, their professionalism and responsiveness stand out.”
Head of Marketing and Engagement, Harbour TrustVerified review on Clutch ↗ ★★★★★
“They have been instrumental in crafting a cutting-edge marketing campaign strategy. Working with One Egg we have been able to significantly grow our customer base.”
Anthony LieuMarketing Director and Lawyer, LegalVision From the blog
Related articles.
Questions
Meta ads questions, answered.
If yours isn't here, ask us on the call.
Yes. Facebook and Instagram are bought through the same Meta ad account, so we plan and manage them together. Where each ad appears is decided by placement and by how the creative performs, not by running two separate strategies.
They do different jobs. Google Ads reaches people who are actively searching for what you sell. Meta reaches people who are not searching yet, which makes it better for building demand and for remarketing. Many accounts need both, run as one plan. See our Google Ads management page for the search side.
They can, usually as part of a wider plan. Meta is useful for remarketing to people who have already visited your site and for building awareness with business owners. If you need to reach people by job title, company size or seniority, LinkedIn ads are often the better fit.
Access to your ad account and tracking, a clear picture of what a lead or sale is worth, and creative inputs: images, video and several headline and text options using different angles. Customer lists and lead data help too, where you have them.
Meta now makes most delivery decisions automatically. Creative matters more than detailed targeting, broader audiences tend to outperform narrow ones, and frequent changes stop campaigns from learning. We explain it in plain terms in Meta Ads in 2026: what changed.
It depends on what a customer is worth and how many conversions the campaigns can generate for Meta to learn from. Smaller budgets can still work, but only with strong creative and realistic expectations. We will tell you honestly if the budget does not fit the goal.
No. There are no lock-in contracts. Our average client relationship is over four years.
Get started
Are your Meta ads paying for themselves?
Whether you run Facebook and Instagram ads in-house or with another agency, we will give you a clear, honest picture of what is working and what is wasting money.
- A real conversation with a senior paid media specialist, not a salesperson.
- Specific to your account, your creative and your goals.
- No obligation. No lock-in. 100% confidential.
Prefer to talk? 1300 490 147