Facebook and Instagram advertising aimed at conversions and lead quality

Meta Ads generates demand and awareness in audiences that are not searching; Google Ads captures active demand. They are complementary. Meta works well for visual products, lower-mid consideration offers, remarketing, and audiences that respond to social content. Google captures immediate intent better. We usually recommend combining both with a budget provided to the funnel.

It's not mandatory, but it helps. Short video formats tend to have better engagement and lower CPM in prospecting. However, well-designed images with a clear message work for many sectors. The important thing is to have enough creative variation to test and rotate. We can start with images and evolve to video according to results.

Meta has lost signal due to ATT (iOS) and cookie restrictions. It is compensated with CAPI (server-side event delivery), list audiences (CRM), lookalike on qualified lists, broad audiences with event optimization, and message-targeted creative. Robust technical configuration (CAPI, consent mode) is essential today for the algorithm to have a quality signal.

It depends on the sector, product and objective. Meta requires a minimum of weekly conversion events to optimize (approximately 50 per set). If the volume is low, events higher up the funnel or limited learning campaigns with adjusted objectives are used. We estimate an indicative range according to sector, but the optimal budget is defined with real performance data.

We monitor frequency and performance by creative. When the frequency goes up and the CTR/CPA degrades, we renew creatives. We designed a variation bank in advance so as not to depend on urgent production. Rotation is based on data, not fixed calendar.

Instagram is a placement within Meta Ads. We configure the distribution by location according to format and audience: feed, stories, reels and explore. If the target audience consumes more Instagram than Facebook, we prioritize formats and creatives adapted to that experience. We do not separate accounts unnecessarily if the same manager allows you to control both.

With pixel + CAPI combined, consent mode respecting preferences, Meta attribution modeling (1d/7d click, 1d view windows), import from CRM for offline conversions and comparison with GA4. Attribution is never perfect; We define a consistent convention and prioritize quality signals over declared conversion volume.

The static one shows the same creative to all visitors in the segment. The dynamic displays specific products or content based on what the user viewed or left in the cart (catalog required). The dynamic works well for e-commerce with a wide catalog; For services, behaviorally targeted remarketing with tailored messaging is often more effective.

Both. We design concepts, copy, visual guide and variations. For graphic or audiovisual production we coordinate with internal or external design. Ad copy, ad structure, and creative testing strategy are all part of the management service. Creative and data go together: an ad is tested and measured, not just served.

We define terms of service (start, review, cancellation) in the proposal. We recommend a minimum period for the data to allow optimization, but we do not tie with long stays without justification. The objective is that the relationship is maintained by results, not by contract.