Why most Meta budgets stall after the first month
Meta doesn't run on keywords. Nobody is searching for you there, so the ad has to stop the scroll and make the offer. Most accounts we audit run the same two or three ads for months, and creative fatigue pushes costs up while nobody touches the campaigns.
Tracking is the second leak. Without the Conversions API and clean events, Meta can't see which leads booked or which visitors bought, so it optimizes for the cheapest form fill or click it can find.
Then there's structure. Testing and scaling share one budget, lead forms ask no qualifying questions, and retargeting is either missing or shows the same ad for weeks. The dashboard looks busy; the calendar and the revenue don't move.
The AdScale System, applied to Meta Ads
Diagnose
We audit the pixel, Conversions API and events, then match your ad data to booked appointments or orders to find which audiences, offers and creative actually pay back.
Build
Testing and scaling campaigns kept separate. Instant forms with qualifying questions for lead gen; catalog and Advantage+ sales campaigns for ecommerce. Server-side events from day one.
Launch
Weekly creative tests across hooks, formats and offers. We write the copy, scripts and briefs; creator fees are billed separately.
Compound
Budget moves to the ads with the lowest cost per lead or the highest ROAS. Lookalikes, retargeting and new offers are added once those numbers hold.
Everything it takes to run the account properly.
We write UGC scripts, hooks and creative briefs, and direct the creative. UGC creator fees are billed separately.
Lead ads vs sales campaigns vs retargeting
Lead ads
Instant forms on Facebook and Instagram, built for clinics, trades and local services. Two or three qualifying questions keep quality up without killing volume, and leads go straight to your CRM or inbox so follow-up is fast. Judged on cost per qualified lead.
Sales campaigns
For ecommerce: catalog ads, Advantage+ shopping and conversion campaigns optimized for purchases, not clicks. We set a break-even ROAS from your margins before we spend, and scale only what clears it.
Retargeting
Most people need to see a business more than once before they book or buy. Retargeting video viewers, site visitors and abandoned carts with reviews, offers and reminders is usually the cheapest result in the account.
How they work together
Prospecting finds new people, retargeting brings them back, and the winners get the budget. Lead accounts are reported on cost per lead and booked appointments, ecommerce on ROAS and new-customer revenue, and both on month-on-month growth.
Who we run Meta Ads for
The platform is the same; the goal isn't. A clinic needs consults that show up, a roofer needs estimates inside the service area, and a store needs purchases above its break-even ROAS. Campaigns, forms and reporting are built around that goal.
What happens, and when.
AdScale vs a typical agency vs an in-house hire
Questions owners ask before they sign.
How much does this cost?
Plans start from $1,485 per month with a 90-day minimum engagement. Your fee depends on ad spend, the number of platforms, how many locations you serve and how much creative you need. Ad spend is paid directly to the platforms from your own account.
What's the difference between Google Ads and Local Services Ads?
Google Ads (Search and Performance Max) charges per click and gives you full control over keywords and copy. Local Services Ads charge per lead, show a verified badge, and sit above regular ads, but offer less control. Most trades benefit from running both.
What do I need to qualify for Local Services Ads?
Requirements vary by trade and location, but usually include licensing, insurance and background checks. We guide you through verification and keep the profile current.
How long until I see leads?
LSA and Search usually produce leads within the first few weeks of launch. The first 14 days are audit and build, so expect real data from around week three and a clear read on cost per lead by day 45.
Why is there a 90-day minimum?
It takes that long to build properly, launch, learn from real search terms and calls, and start shifting budget to what books jobs. Shorter engagements rarely get past the learning phase.
Do you track phone calls?
Yes. Call tracking is set up in week one on every number we advertise. Calls are recorded where legally permitted and graded for quality, so the platforms learn from booked jobs rather than clicks.
Who owns the ad accounts?
You do. We work inside your accounts with your permission. If you leave, the accounts, data and history stay with you.
Do you build landing pages?
We give landing page recommendations for every campaign, including structure and copy direction. If you need the pages built, we'll scope that on the strategy call.
Can you run ads across several cities?
Yes. Campaigns are split by service and location so each city gets its own budget, copy and reporting.
Do you write the ads and creative?
We write all ad copy, plus UGC scripts, hooks and creative briefs, and direct the creative. UGC creator fees are billed separately.
What reporting do I get?
A live dashboard and a monthly call. The headline numbers are cost per qualified lead, booked appointments and revenue where you share it.
Do you work with UK businesses?
Yes. We run accounts in the US and UK. UK accounts are billed in pounds, use UK spelling, and follow UK GDPR.