Facebook and Instagram ads that bring in new customers you keep
Meta finds people who weren't searching for you yet. We give it new ads every month and your real sales data from Shopify or HubSpot. Then we judge every campaign on the customers and deals that stuck.
Free, 30 minutes, and you'll leave with at least one clear next step.
Where Meta ad budgets usually go wrong
Meta's automation is strong. It's also happy to spend your money on whatever looks like success in its own dashboard. These are the leaks we find most often.
The same three ads have run for months
People stop noticing an ad after they've seen it enough times. Costs creep up, and the cause, tired creative, goes unnoticed.
Meta is counting your repeat buyers as wins
Without your customer list, Meta can spend a big share of the budget on people who would have bought again from your email anyway.
Sales are missing from the ad account
Browser tracking misses sales and leads when cookies are blocked. Meta then thinks good campaigns are weak and spends less on them.
Lead forms fill up with junk
Meta's instant forms are easy to submit. Without lead quality going back to Meta, it keeps finding people who tap submit and never answer the phone.
How do Meta ads find new customers?
For most businesses, Meta ads are where new customers come from before they ever search for you. The ad has to grab attention and do the selling. Costs creep up when ads get stale, so the account needs new ones every month.
We plan creative around what people need to understand before they buy. Baked Bouquet sells bouquets made of cupcakes, and many people didn't get it at first glance. So we built its ads in stages. The first showed what the product is, the next showed people giving it as a gift, and the last shared offers. Across its ad channels, that approach helped bring in more than 10,000 new customers, and it was reused when the second location opened.
Veiled Collection had a harder problem. Its audience was small and hard to target. We tested many mixes of audience, creative and ad type, checked results every day and moved budget to what worked. As budgets grew, we added creator videos run as ads. We also synced customer lists, so the ads focus on people who haven't bought yet. The brand has brought in more than 50,000 new customers.
How the ads program grew Veiled Collection
Veiled Collection started out selling at pop-up events. We tested new Meta and Google ads every day, and its sales no longer depend on in-person events.
What we connect between Meta and your sales data
- The Conversions API, through Shopify's Facebook and Instagram app or HubSpot, so sales and leads reach Meta even when a browser blocks tracking
- One event per order or lead, checked against your records so nothing is counted twice
- Your customer list, so new and returning buyers can be told apart in reports and budgets
- UTM tags on every ad, so each order or lead carries the campaign that brought it in
- A daily report of Meta spend next to store sales, alongside Google and email
What happens to Meta results when customers send orders back?
Meta counts the purchase at checkout. A refund three weeks later doesn't change what Meta reports. So for online stores with lots of returns, we set Meta's targets from sales after returns in our own report. If one product line comes back often, it gets its own campaign with a stricter target.
The full method is in our guide on measuring ad results with returns.
Do Meta ads work for B2B and service businesses?
Yes, with the right job. Local service businesses often do well, because Meta can reach homeowners or customers in a set area. For B2B, Meta rarely finds a buyer cold. It can't reliably reach people by employer and job title the way LinkedIn can. Where it does earn its keep is retargeting. People who visited your site, watched a video or opened your emails see your work again on Facebook and Instagram.
If you run Meta lead forms, the HubSpot connection matters. Leads flow into HubSpot with the right source. HubSpot can then send lifecycle stage changes back to Meta through Meta's Conversions API, on Marketing Hub Starter or higher (HubSpot). That teaches Meta which leads sales actually wanted. Recruiting is another use. Companies hiring hourly staff often do well with Meta ads.
When should you skip Meta ads?
Skip Meta, or keep it small, if you sell to a narrow list of companies and need to reach certain roles inside them. Skip it if you can't produce new photos or video every month, because the same few ads will wear out. And hold off if your tracking is broken. Meta learns from whatever partial data it gets. Fixing tracking first through our ad tracking and reporting work costs less than paying Meta to learn the wrong lesson.
Examples by industry
What works on Meta changes a lot by industry. These pages go deeper.
- Fashion: creative that keeps up with new drops and handles returns.
- Food and beverage: ads that explain the product before they sell it.
- Construction: local lead ads and hiring crews.
Meta ads agency questions
How many new ads does a Meta account need each month?
It depends on your spend and how fast your audience sees the same ads. Larger budgets wear creative out faster. We plan a monthly creative brief with you and watch for signs of fatigue, like rising costs on ads that used to work.
Can you use our customer photos and videos in Meta ads?
Yes, with permission from the customer. Customers using the product or service often beat polished studio shots. We can also brief creators to make short videos that run as ads from your page.
Do you set up the Meta Conversions API for Shopify?
Yes. Shopify's Facebook and Instagram app can send orders to Meta straight from Shopify. We turn it on at the right data sharing level, then check that each order is counted once and matches Shopify.
Do Meta lead forms bring in good leads?
They can, once Meta learns which leads matter. Instant forms are easy to submit, so we add a question or two that slows down tire-kickers. We also send lead quality back from HubSpot, so Meta looks for more people like the ones your team wanted.
How do you keep Meta from spending on people who already bought?
We upload your customer list so Meta can tell new and existing customers apart. Where the campaign type allows, we keep past buyers out of campaigns meant to find new ones. New and returning customers get reported separately, using your own sales data.
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See which of your Meta ads bring buyers who stay
On the call we'll put your Meta account next to your Shopify orders or HubSpot deals and show you where the two stop agreeing.