Anthony McGrath

Home › Services › Facebook and Instagram ads

Meta ads

Facebook and Instagram ads that sell

Meta ads reward strong creative and accurate data. You get both: campaigns kept simple so the algorithm can learn, a steady supply of creative tests, and Conversions API tracking so Meta optimises for real sales, not just clicks.

Get your ads reviewedWhat's included
  • 22 years in digital marketing
  • Hands-on: you work with me, not a junior
  • UK, US, Dubai and Australia

By Anthony McGrath · Updated

What does Facebook and Instagram ads management involve?

Facebook and Instagram ads management covers campaigns, creative, audiences, tracking, lead ads and reporting. The biggest lever on Meta today is creative. Anthony McGrath does the work himself, with 22 years in digital marketing, for businesses in the UK, the US, Dubai and Australia.

Best for
Businesses spending, or ready to spend, on paid ads and wanting profit, not clicks
What you get
Campaigns, Creative, Audiences, Tracking, Lead ads, Reporting
First step
Audit: your account, tracking and landing pages checked, with a plain-English list of what is wasting money.
Where
The UK, the US, Dubai and Australia, working remotely across time zones
Who does the work
Anthony McGrath, hands-on, with 22 years in digital marketing

What works on Meta now

The biggest lever on Meta today is creative. Broad targeting with strong, varied creative usually beats narrow audiences. Accounts that stall are often running the same few ads for months.

The second lever is data. Without the Conversions API and good event matching, Meta loses sight of many sales and optimises on guesswork. Fixing tracking often improves results before anything else changes.

What's included

Strategy, creative, tracking and management.

Campaigns

  • Advantage+ shopping and app campaigns
  • Sales, lead and traffic campaigns
  • Simple structures that learn fast
  • Budgets moved to winners

Creative

  • Creative strategy and briefs
  • Static, video and UGC-style ads
  • Hooks and angles tested weekly
  • Fatigue spotted early

Audiences

  • Broad targeting done right
  • Customer lists and lookalikes
  • Retargeting by engagement
  • Exclusions to avoid waste

Tracking

  • Meta Pixel and Conversions API
  • Event matching quality
  • Deduplication
  • Offline and CRM events

Lead ads

  • Instant forms with qualifying questions
  • CRM connection
  • Instant follow-up
  • Lead quality sent back to Meta

Reporting

  • Blended and platform numbers
  • Creative reports
  • Monthly review call
  • Plain-English summary

Before and after

An example of fixing tracking and adding weekly creative testing to a Meta account.

  • Purchases Meta could see: 64% before, 95% after
  • Cost per purchase: 41 before, 27 after
  • New creatives tested per month: 3 before, 16 after

An example of the kind of change this work aims for, based on typical starting points. It is not a promise or a specific client result: every business starts somewhere different. Money figures are shown without a currency: the same pattern applies in pounds, dollars, dirhams or Australian dollars.

How it works

  1. AuditYour account, tracking and landing pages checked, with a plain-English list of what is wasting money.
  2. PlanCampaigns, budgets and targets agreed around profit, not vanity numbers.
  3. Build and launchCampaigns built or rebuilt cleanly, with conversion tracking tested first.
  4. Manage and reportHands-on weekly management and a clear monthly report on what your spend made.

Platforms and tools

  • Meta Ads Manager
  • Advantage+
  • Conversions API
  • Events Manager
  • Meta Business Suite
  • Canva
  • CapCut
  • Shopify
  • GA4
  • Triple Whale
  • Motion

Latest facebook and Instagram ads news

Short, plain-English updates on what is changing and what to do about it.

All marketing news

Questions

Do you make the ad creative?

Creative strategy, scripts and briefs are included, and simple static and video ads can be made. For larger volumes, I work with your designers or creators.

What is the Conversions API?

A way of sending sales and leads to Meta from your server, not just the browser. It recovers conversions lost to ad blockers and privacy settings.

How much should I spend on Meta ads?

Enough for each campaign to get around 50 conversions a week in the ideal case. Starting budgets are recommended based on your price and margins.

Do you run ads in the UAE and Australia?

Yes. Campaigns targeting the UK, the US, the UAE and Australia, with creative and offers suited to each.

Anthony McGrath

About Anthony McGrath

Tip of the day

Avoid tiny split audiences. Combine similar ad sets so Meta gets enough conversion data to exit learning phase.

A UK-based freelance digital marketer with 22 years across Shopify, WordPress, WooCommerce, Magento, conversion rate optimisation, funnels, Google, Meta and TikTok ads, SEO and tracking. He works directly with businesses in the UK, the US, Dubai and Australia, so the person who plans the work is the person who does it. More about Anthony or connect with him on LinkedIn.

Get more from your Meta ads

Send me access to your ad account. You get a frank review of tracking, creative and structure.

Get your ads reviewed