Facebook ads that find your next customer.

There's no rate card. You bid for attention at auction, pay mostly per impression, and the price moves with competition and season. The useful number is your own: work backwards from average order value and margin to the price a sale can pay.

The calculator on this page does it in a minute, and management fees sit openly on the pricing page.

The exodus is a story told mostly on other platforms. The buying audience, especially 25 to 55 with money to spend, is still scrolling daily, and the auction still sells their attention cheaper than almost anywhere.

What stopped working is lazy targeting and stale ads. Keep the ads fresh and the tracking accurate, and Facebook still delivers.

A boost buys attention on a post; a campaign buys an outcome. Boosting skips the objectives, exclusions and conversion optimisation that make ads accountable, which is why it feels easy and reports nothing useful.

Boost to warm up an organic winner occasionally. Spend real money through Ads Manager only.

Apple's privacy changes cut off much of the data advertisers relied on, and the era of stacking 14 targeting options ended with it. What replaced it works differently: broad audiences, with the creative doing the targeting and your own customer data feeding the algorithm.

Accounts still micro-targeting like it's 2019 pay more to reach fewer of the right people.

Both. The pixel watches from the browser, where ad blockers and privacy settings hide a share of your sales; the Conversions API reports from your website's server and fills the gaps. Run together and deduplicated, they give the algorithm a truer picture of what's selling.

Facebook optimises exactly as well as the data you give it. This is the least glamorous, highest-return fix in most accounts.

Creative that looks like it belongs in the feed: real footage, a hook in the first second, proof over polish, captions for the sound-off majority. The ad that survives is the one people choose not to scroll past.

Volume matters as much as quality: several angles tested beats one polished ad defended. The ad copy guide covers the writing half.

Bigger than feels comfortable. Since the privacy changes, Facebook finds buyers faster in a big pool than inside a narrow slice, and tight audiences mostly buy you higher costs and faster fatigue.

The control that still matters is exclusion: existing customers and irrelevant regions out, then let delivery breathe.

Expect a learning period measured in weeks, not days: the account needs conversion volume to optimise against, and the creative needs a test cycle or two before the winners emerge.

Judge the trajectory at 30 days and the verdict at 90. Anyone promising profit in week one is reading from a different script.

Usually automation, not malice. Common triggers: health or income claims, before-and-after imagery, payment hiccups, sudden spend spikes, or a new account behaving like a hacked one.

Prevention is compliant creative and steady behaviour; recovery is appeals through Business Manager, patience, and not creating a second account in a panic, which makes everything worse.

Very well, with one trade to manage. Instant forms fill fast because they're frictionless, and the form that's easiest to fill is also the easiest to fill with junk. Landing pages filter harder and convert warmer.

Either way, lead outcomes have to flow back into the account, or the algorithm optimises for form-fillers instead of customers.

Advantage+ Shopping is strong for online stores with steady sales and accurate tracking, and it deserves a slice of those budgets. What it isn't is a strategy: controls are thin, reporting is opaque, and it will happily claim credit for sales your brand earned elsewhere.

Treat it as one campaign type on the roster, never the whole team.

No. One campaign can serve across both platforms from Ads Manager, and Meta can show your ads on Instagram using just your Facebook Page. Placements can also be trimmed to Facebook only.

Whether you should trim them is a different question, covered on the Instagram ads page.

Creative fatigue, almost every time. The audience your budget can reach has seen the ad, frequency climbs, and the auction starts charging you for diminishing attention.

The fix is new ads on a schedule, not a bigger budget. Fresh angles keep results steady and costs flat. Meta's frequency control changed the maths here, and it's worth understanding.