STRATEGY & DATA
Google Tag Manager: how to set up conversion tracking
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- WHERE IT APPEARS
- Facebook, Instagram, Reels, Messenger, Audience Network
- WHAT COUNTS
- The first two seconds of the creative
- MEASUREMENT
- Pixel plus Conversions API, both connected
IN SHORT
Facebook and Instagram campaigns for e-commerce, lead generation and awareness, including for companies selling to other businesses. Before every ad we study the audience. Copy and visuals are created as a pair, then come lookalike audiences based on your customers, retargeting ads featuring the products people viewed and A/B tests, always. Every ad makes clear what to do next.
What scrolls under your thumb
YOU HAVE THREE SECONDS TO GET NOTICED
01
The audience
Who will see the ad: your lists, lookalikes, interests, people who have already visited you.
02
The creative
The vertical format is the message. We produce variants and pit them against each other.
03
The test
Every two weeks we switch off what isn’t delivering and move the budget to where it works.
What’s included
WHAT WE DO,
IN PRACTICE
01
First, we study the audience
Interests, age and location, behaviour and what they've already done on your website. The audience is built before launch, so there's little to adjust afterwards.
02
Ads that stop the scroll
Copywriters and designers work in pairs on ads that grab attention and lead to action, with variants ready for testing.
03
A campaign for every stage
Getting known, getting considered, selling, bringing people back: different campaigns for each stage, with retargeting ads on viewed products for e-commerce.
04
Numbers reviewed every week
Pixel and conversion API set up properly. Every week we look at clicks, cost per customer, return on ad spend and conversions, and we adjust.
It all starts with the audience
Before creating the campaigns we study the audience in depth: who might be interested in what you offer, where they are, how they behave, what they’ve already done with your brand. Only then do we write the ads, with copy and images designed for those people. The goal is to reach the people most likely to become customers.
Then there’s the day-to-day work: checks, tweaks to copy and creative based on results, A/B tests, reports. We treat your ads as if they were our own, and that’s why they work.
How we work
FROM THE RIGHT AUDIENCE TO THE SALE
STEP 01 OF 04
01
Measurement first
Pixel and Conversions API properly connected, events that match real actions. Without them the algorithm optimises in the dark, and you pay for the dark.
02
Audiences in order
People who already know you, people who resemble your customers, people who have never seen you. Each gets its own message.
03
Creative put to the test
Several variants on the same audience, then we keep the one that brings leads. It's the only part of the job where opinions count for little.
04
Growing without breaking anything
Raising the budget too quickly resets the algorithm's learning. We scale step by step, watching the cost per result.
WHAT WE WORK WITH
Meta Ads ManagerConversions APIProduct catalogueMeta Ads ManagerConversions APIProduct catalogueMeta Ads ManagerConversions APIProduct catalogueMeta Ads ManagerConversions APIProduct catalogueMeta Ads ManagerConversions APIProduct catalogueMeta Ads ManagerConversions APIProduct catalogueMeta Ads ManagerConversions APIProduct catalogueMeta Ads ManagerConversions APIProduct catalogueMeta Ads ManagerConversions APIProduct catalogueMeta Ads ManagerConversions APIProduct catalogue
GA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker StudioGA4CapCutLooker Studio
We did it for
THE PROJECTS WHERE
WE DID IT
Running events
RUNNING AND EVENTS
Base Running Team
31,000participants in Base Running races in 2026
Read the case study
Shower enclosures
B2B & MANUFACTURING
CSA Box Doccia
10communication fronts we handle for CSA
Read the case study
Industrial vacuums
B2B & MANUFACTURING
Delfin Industrial Vacuums
170products online for the United States and Canada
Read the case studyBetter said up front
WHEN WE ADVISE AGAINST META ADS
NO
You sell to a handful of very specific companies
Meta is good with big numbers. For tiny, very niche audiences, LinkedIn costs more but wastes less.
NO
You can't produce new creative
Here, material wears out quickly. Without new content arriving regularly, results drop after a few weeks.
NO
Your product takes twenty minutes to explain
If understanding what you sell takes a consultation, the feed is the wrong place. Better to use it to get known and close the deal elsewhere.
The questions we get asked
THE QUESTIONS WE GET ASKED MOST
How do Meta Ads work?
They're paid ads on Facebook, Instagram, Messenger and the network of partner apps, managed from a single tool. You choose a goal, an audience and the creative, and Meta's algorithm shows the ads to the people most likely to do what you're interested in.
Do Meta Ads work for companies selling to businesses?
Yes. You can reach specific industries and decision-makers, stay visible consistently and collect targeted leads for sales that take months. Business decision-makers use Instagram like everyone else.
How do you measure success?
With the numbers that describe how the business is doing: what it costs to acquire a customer, how much comes back for every euro spent, how many people convert, what the leads are worth. Clear reports, and a review together every month.
We’ve written about it
WHAT WE’VE WRITTEN ABOUT IT
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LET'S OPEN
YOUR ADS MANAGER TOGETHER
Half an hour on audiences, creative and cost per result. Even just to check whether you're measuring the right things.