Boosting posts
Boosts optimise for engagement, not sales. They rarely bring in customers at a good cost.
Performance-based Facebook and Instagram advertising with no lock-in contracts. We track every click through to enquiry and sale, and report it live in AgencyAnalytics.
New season drop, made for Aussie summers. 20% off your first order.
Summer drop is here20% off your first order
Shop nowExample only. A fictional brand’s social ads on desktop and mobile.
Month-to-month agreements. We earn your business every month.
Every ad click tracked through to enquiry and sale.
See spend, leads and cost per result any time you like.
Strategy and creative direction from the people you meet.
Meta will happily show you likes, reach, video views and cheap clicks. They look great in a report. They don’t pay the bills. A low cost per click means nothing if nobody buys.
We judge every Facebook and Instagram campaign on the numbers that do: cost per lead, cost per purchase, return on ad spend (ROAS) and new customers. That last one matters. Advantage+ campaigns can quietly spend your budget on people who already buy from you, so we track how many new customers each campaign actually brings in.
We also don’t take Meta’s word for it. By default, Ads Manager counts a sale if someone clicked your ad in the last 7 days, or just saw it the day before. So we check Meta’s numbers against Google Analytics 4 and your real sales before we call any ad a winner.
You’ll see it all in a live AgencyAnalytics dashboard: spend, leads, sales and cost per result for every campaign, ad set and ad. Any time, not just at report time.
Ads that stop the scrollBold, native creative for Reels, Stories and Feed. We test hooks, formats and offers until a clear winner emerges.
Laser-focused targetingYour budget goes to the people most likely to buy, not everyone who happens to scroll past.
Built for lifetime valueWe go after customers who come back and buy again, not one-off cheap sales that never return.
The Anahaw Meta strategyStop the scroll. Hit the right people. Keep them coming back.
By John Conigliaro, Director and Lead Consultant, Anahaw Media. Updated September 2026
Meta ads put your business in front of people on Facebook, Instagram, Messenger and Threads. Unlike Google, people aren’t searching for you. They are scrolling, and your ad has about a second to stop them.
That makes Meta a creative game as much as a technical one. The businesses that win are the ones with ads people actually want to watch, offers people want to act on, and tracking that tells the algorithm who is really buying.
Our job is to get all three right. We plan and test creative, build campaigns around your real goals, set up the Meta Pixel and Conversions API properly, and manage everything every week. Then we report on what matters: leads, sales and what each one cost.
There are no lock-in contracts. If our ads aren’t making your money work harder, you can walk away.
Most businesses have tried boosting a post or running a few Facebook ads, and most were disappointed. Here is why that usually happens.
Problem 01 of 05
What usually happens
Boosted posts chase likes and reach, not sales. Money goes to people who engage but never buy.
How we do it
Campaigns built around your real goal: leads, sales or bookings.
Problem 02 of 05
What usually happens
Ads look like ads. People scroll straight past, so costs climb and results fall.
How we do it
Scroll-stopping creative, tested constantly, with new ideas every month.
Problem 03 of 05
What usually happens
The Pixel misses sales, so Meta optimises toward the wrong people.
How we do it
Pixel plus Conversions API, checked and tested, so Meta learns from real buyers.
Problem 04 of 05
What usually happens
The same ads run for months. People tune out and costs creep up.
How we do it
We watch frequency and results, and refresh creative before it burns out.
Problem 05 of 05
What usually happens
Impressions and likes fill the report, but nobody knows what the ads made.
How we do it
Reports built around leads, sales and cost per result.
Our approach is built to fix every one of these problems. It starts with how we measure success.
Every Meta ads account we manage is performance-based and runs month to month. Here is what that means in plain English.
We judge our work by how many of your ad clicks become paying customers, and what each one costs. Reach, likes and video views are useful signals, but only when they lead somewhere.
That changes how we build campaigns. We optimise for the actions that make you money, like purchases, qualified leads or booked calls, not for cheap clicks or engagement.
Our agreements run month to month. If you are not happy, you can leave. No exit fees and no fine print.
That keeps us honest, and focused on results you can actually see.
A quick note on honesty: Meta ads can bring in results quickly, but the first few weeks are a testing phase. We need to learn which creative, offers and audiences work for you. Most accounts improve steadily over the first two to three months as we keep the winners and cut the rest.
The campaign, audience and creative that drove each result.
Leads, purchases, bookings, calls and messages.
Matched to your CRM or store data where it is available.
Cost per lead, cost per sale and return on ad spend.
Four parts, one goal: more customers for every dollar you spend on Facebook and Instagram. Pick a tab to see exactly what we do.
On Meta, your creative is your targeting. The algorithm shows your ads to the people who respond to them, so better creative means better customers at a lower cost.
We work out what your buyers care about, what stops them scrolling and what makes them act. That becomes a clear plan for hooks, angles, offers and formats.
We write concepts and short scripts for video, static and carousel ads, built around real customer problems and real proof, not generic brand fluff.
Ads that look like real people talking about your product often beat polished brand ads. We brief creators or your own team to make them.
Simple, clear images and carousels still work well, especially for offers, product ranges and retargeting. We design and test them in-house.
We test one idea at a time, like a new hook or a new offer, so we know exactly what made the difference and can build on it.
We track frequency and fatigue, and bring in new creative before performance drops, so your costs stay steady.
Every ad stays on brand, even when we test bold new ideas. You approve concepts before anything goes live.
Meta has changed a lot. Broad targeting and AI now do much of the heavy lifting, but only when the campaign structure and signals are right.
Meta’s AI-driven sales campaigns can work very well for online stores. We use them where they fit, with clear exclusions and strong creative.
Instant forms, website leads and message ads for service businesses. We add qualifying questions so you get fewer time-wasters and better leads.
Reaching new people who have never heard of you, using broad targeting, lookalike audiences and interest signals where they still help.
Following up with people who visited your site, watched your videos or added to cart but didn’t buy. Often the cheapest results in the account.
Using your customer and subscriber lists to find similar people, or to exclude existing customers from new-customer offers.
Feeds, Stories, Reels, Messenger and more. We make sure your creative fits each placement properly, so nothing looks stretched or cut off.
For businesses that serve an area, we target the suburbs and regions you actually cover, and adjust budgets by location.
Meta can only find more buyers if it can see who is buying. Since the privacy changes on iPhones and browsers, the Pixel alone misses a lot. Proper tracking is now essential.
We install and test the Pixel so key actions on your site, like leads and purchases, are recorded properly.
We send conversion data from your server as well as the browser. This fills gaps the Pixel misses and gives Meta more accurate data to work with.
We make sure each sale or lead is counted once, not twice, and that your most important events are prioritised.
If you close sales by phone or in person, we can send results from your CRM back to Meta so it learns which leads become customers.
Every ad link is tagged, so Google Analytics 4 and AgencyAnalytics can see exactly which campaigns and ads drove results.
Meta tends to take credit generously. We compare Meta’s numbers with GA4 and your sales data, so you see a realistic picture.
Meta rewards steady, well-managed accounts. We make careful changes, scale what works and cut what doesn’t.
We set budgets based on your goals and what you can afford per customer, and move money to the campaigns and creative that perform best.
Every week we review results, pause weak ads, promote winners and adjust budgets. Small, regular improvements add up.
Raising budgets too fast can reset Meta’s learning and push costs up. We scale in steps, so performance stays stable.
Sometimes the ad isn’t the problem, the offer is. We test different offers, bundles and calls to action to find what gets people to act.
We review the pages your ads send people to and tell you exactly what to change, so more clicks become sales or enquiries.
Ad comments are public. We flag questions and negative comments quickly, so you can respond and protect your brand.
We watch for ad rejections, account restrictions and policy issues, and fix them fast so your ads keep running.
| Area | What we check | Why it matters |
|---|---|---|
| Tracking | Pixel plus Conversions API | Meta learns from real buyers |
| Creative | New concepts every month | Fresh ads keep costs down |
| Offer | A clear reason to act now | More clicks turn into sales |
| Audiences | Prospecting and retargeting balanced | A steady flow of new customers |
| Budget | Scaled in steps | Stable results as you grow |
| Reporting | Leads, sales and cost per result | You see what the ads earn |
Meta moves fast, but the best results come from steady testing and learning. Here is what usually happens, and when.
We audit your account, check your Pixel and Conversions API, and agree your goals and target costs.
You will see: A clear plan, and tracking you can trust.
We plan and produce the first round of creative, build campaigns and launch with controlled budgets.
You will see: First results, and early signs of which ads work.
We keep the winning ads, cut the rest and bring in new creative based on what we learned.
You will see: Cost per result falling, and lead or sale quality improving.
We raise budgets on proven campaigns and keep testing new ideas to stay ahead of creative fatigue.
You will see: More customers at a steady or lower cost.
The biggest lever on Meta, by far.
A clear, strong offer beats a clever ad.
Accurate data helps Meta find real buyers.
Too small a budget slows learning and testing.
Slow or confusing pages waste good clicks.
Every business is different. We will give you realistic expectations for your market and budget in your free audit.
We use AgencyAnalytics to bring your Meta ads, Google Analytics 4 and sales data into one live dashboard. You can log in any time and see exactly what your ad spend is doing.
We track every key action on your site, send conversion data to Meta from both the browser and your server, and where possible match leads to sales in your CRM or store. That lets us report cost per customer, not just cost per click.
It also shows which creative and audiences bring in your best customers, so we can put more budget behind them.
Every month you get a short summary: what happened, why, what we changed and what comes next. If something isn’t working, we say so, along with the plan to fix it.
Meta ads work differently depending on what you need. Here is how we approach the two most common goals.
For eCommerce, we focus on sales and return on ad spend. Advantage+ sales campaigns, product catalogues and dynamic ads do much of the work, powered by strong creative and clean tracking.
We measure results by product and margin, not just revenue, so you know what is actually profitable.
For service businesses, we focus on the quality of leads, not just the number. Instant forms with qualifying questions, website lead forms and message ads all have their place.
We track leads through to your CRM, so Meta learns which people become customers, not just who fills in a form.
Google Ads catches people already searching for you. Meta creates demand by reaching people before they search. Used together, Meta fills the top of your funnel and Google catches buyers when they are ready. Many of our clients run both.
Meta works best for products and services people can understand quickly and want to buy, even if they weren’t looking yet. These are the businesses we most often help.
Shopify and WooCommerce brands selling across Australia. We build creative, catalogues and campaigns around return on ad spend. Our team has built and scaled its own global eCommerce brand, so we understand margins, stock and seasonality.
Solar, renovations, landscaping and other home services that need a steady flow of quality leads.
Clinics, gyms and wellness businesses where bookings and memberships pay the bills.
Training providers and course creators who need enquiries, sign-ups and enrolments.
Venues, restaurants and events that need bookings, ticket sales and people through the door.
Never quite sure how Facebook and Instagram ads work, or what your agency is actually doing? This guide explains it simply.
Meta runs an auction every time someone opens Facebook or Instagram. Advertisers compete for a spot in that person’s feed, Stories or Reels.
Meta picks the winner based on your bid, how likely that person is to take the action you want, and how good your ad is. Ads people enjoy and respond to win more often and cost less.
You can pay for different outcomes, such as clicks, leads or sales. We almost always optimise for the action that makes you money, not for cheap clicks or views.
A few years ago, success on Facebook came from clever targeting. Today, Meta’s AI finds your audience for you. What it can’t do is make your ad interesting.
Your creative, meaning the images, videos, words and offer, decides who stops scrolling. When the right people stop and act, Meta learns and shows your ad to more people like them. That is why we spend so much time on creative.
Both can work. Short vertical videos often perform best in Reels and Stories, while clear images and carousels work well for offers, product ranges and retargeting.
The honest answer is that it depends on your product and your audience, which is why we test both. Many winning ads are simple phone-shot videos of real people, not expensive productions.
Costs vary a lot by industry, audience, time of year and the quality of your ads. Prices usually rise in busy periods like end of financial year, Black Friday and Christmas, when more businesses compete for attention.
Like any paid channel, the better question is what you can afford to pay for a new customer. We work that out with you, then set budgets and targets that make sense for your margins.
Here is a simple example. The numbers are for illustration only, not a quote or a promise.
The budget also needs to be big enough for Meta to learn. If it is too small, the algorithm can’t gather enough data to find your best customers. We will tell you honestly in the audit what a realistic starting budget looks like for your market.
Prospecting ads reach people who have never heard of you. Retargeting ads follow up with people who have already shown interest, like visiting your website or watching a video.
Retargeting is usually cheaper and converts better, but it only works if prospecting keeps filling the pool. A healthy account balances both.
Meta’s instant forms let people enquire without leaving Facebook or Instagram. They are quick and cheap, but they can bring in lower quality leads because they are so easy to submit.
Sending people to your website takes more effort from them, but usually brings in more serious enquiries. We often test both, add qualifying questions to forms, and judge them on how many become customers, not just on the cost per lead.
Apple’s privacy changes made it harder for Meta to see what people do after they click an ad. Many businesses saw their reported results drop overnight.
The fix is better tracking, especially the Conversions API, which sends data from your server rather than relying only on the browser. With it set up properly, Meta gets a much clearer picture and can optimise far better.
Ad prices rise when lots of businesses compete for attention, such as Black Friday, Christmas and end of financial year. If your business peaks at the same time, we plan creative and budgets early, so campaigns are already learning before costs spike.
If your peak falls in a quieter period, that can be an advantage. Cheaper attention means your budget goes further.
If two or more of these sound familiar, there is money to be saved. Our free audit will show you where.
You can, and many small businesses start that way. The risk is that Meta makes it very easy to spend money and much harder to spend it well.
Running Meta ads properly means producing new creative every month, checking tracking, testing offers and managing budgets carefully. If you don’t have the time or the creative capacity, a specialist usually pays for themselves.
When we build an account from scratch, we follow the same careful order every time. Skipping steps is where most Meta accounts go wrong.
For eCommerce, your product catalogue is connected to Meta so ads can show the exact products people viewed or similar ones they are likely to want. These dynamic ads are often among the most profitable in the account.
We clean up the catalogue, group products into sensible sets, and make sure best-sellers and high-margin products get the most attention. Then we measure return on ad spend by product range, not just overall, so you can see exactly what is making money.
If you serve a local area, every impression outside it is wasted. We target the suburbs and regions you cover, use local landmarks and familiar places in creative where it helps, and make it easy for people to call, message or book.
Local ads work best when they feel local. Real photos of your team, your work and your customers usually beat generic stock images.
When a campaign launches, Meta goes through a learning phase. It is testing who responds, and costs can be higher and less steady during this time.
That is normal. The key is to avoid making lots of changes while Meta is still learning, because each big edit can restart the process. We give new campaigns room to settle, then optimise based on real data.
Long enough for the result to mean something. A new ad needs enough impressions and clicks before you can tell whether it is a winner, and that depends on your budget and your cost per result.
We set simple rules for each account, such as a minimum spend or number of results before judging an ad. That stops us killing good ads too early, or letting poor ads run too long.
Most campaigns run on both, and Meta decides where each ad performs best. Instagram often suits visual products, younger audiences and short video. Facebook still reaches a broad Australian audience, including many older buyers and business owners.
We rarely limit ads to one platform at the start. Instead, we let the data show where your buyers are, then adjust creative for the placements that work best.
You don’t need to be an expert to spot a healthy account. Look for these signs:
A good report answers simple questions. How many leads or sales did we get? What did each one cost? Which ads worked best, and why? What new creative is coming next month? If your report can’t answer those, ask for it. Ours always does.
Your customer list is one of your most valuable advertising assets. Uploaded to Meta, it can help find people similar to your best customers, or stop you paying to advertise to people who already bought.
Meta scrambles the data before matching it, and we only use lists you have permission to use under Australian privacy law. We never share your customer data with anyone else.
Business owners and decision makers still scroll Facebook and Instagram. Meta can work well for B2B when the offer is clear and useful, such as a free guide, a checklist, a webinar or a consultation.
We usually start B2B campaigns with retargeting and lookalikes of your existing clients, then test broader prospecting once we know which messages land. Leads are tracked into your CRM, so we can judge campaigns on real deals, not form fills.
Content made by real people often outperforms polished brand ads, because it looks and feels like the rest of the feed. We can brief creators to make short videos about your product or service, then run the best ones as ads.
Where it helps, we use partnership ads, which run from the creator’s account with your brand attached. These can build trust quickly, especially for newer brands.
Ads attract comments, and not all of them are friendly. Unanswered questions look like poor service, and unanswered complaints can put off other buyers.
We monitor comments, hide spam and offensive posts, and flag genuine questions and complaints to you quickly. A fast, helpful reply under an ad can turn a sceptic into a customer, and it shows everyone else that you are real.
Meta ads rarely work alone. People who see your ad often search for your name on Google, check your reviews or visit your website before they buy. That means some of the value of Meta shows up in other channels.
We look at the whole picture, including branded searches, direct traffic and total new customers, not just the sales Meta claims. It is the only way to know what your social ads are really worth.
Cost per 1,000 impressions. What you pay for your ad to be shown 1,000 times.
Click-through rate. The share of people who saw your ad and clicked it.
Cost per acquisition. What you pay, on average, for each lead or sale.
Return on ad spend. Revenue from ads divided by what you spent on them.
A small piece of code on your website that tells Meta what people do after clicking your ad.
A way of sending conversion data from your server to Meta, filling gaps the Pixel misses.
Meta’s AI-driven campaign types that automate audiences, placements and creative.
A group of people Meta finds who are similar to your existing customers.
How many times, on average, each person has seen your ad.
When people have seen an ad too often and stop responding, pushing costs up.
We audit a lot of Meta ad accounts. These are the problems we see most often, and most are quick to fix. Flip a card to see how we fix it, and tick any that sound like you.
Boosts optimise for engagement, not sales. They rarely bring in customers at a good cost.
Without enough creative to test, Meta can’t find what works, and results stall.
The Pixel alone misses many sales, so Meta optimises with half the picture.
Budget spread too thin means nothing gets enough data to learn.
Constant edits keep resetting Meta’s learning phase and push costs up.
Unanswered questions and complaints under ads hurt trust and results.
Meta can overstate its own results. Always check against GA4 and your sales.
Whether you work with us or not, these questions will help you find a Facebook and Instagram ads partner worth paying for.
We are happy to answer every one of these on a call. That is part of our free audit.
Straight answers to the questions business owners and marketing managers ask us most.
It depends on your goals, your market and what a customer is worth to you. In your free audit we suggest a realistic starting budget, so you can decide before you spend.
Our fee depends on the size of your account and how much creative you need. We agree it upfront, and it doesn’t rise just because your ad spend does. There are no lock-in contracts.
Ads can bring in results within days. The first few weeks are a testing phase, and most accounts improve steadily over the first two to three months.
No. All of our Meta ads management runs month to month with no lock-in contract.
Yes. We plan concepts, write scripts and produce static and carousel ads. For video, we brief creators or work with your team, and we can edit footage you already have.
No. Boosting is a simplified option that usually optimises for engagement. Proper campaigns in Ads Manager give far more control and are built around leads or sales.
Yes. Meta ads cover Facebook, Instagram, Messenger, Threads and Audience Network. We make sure your creative suits each placement.
It sends conversion data from your server to Meta, filling gaps the Pixel misses because of privacy changes. For most businesses running serious budgets, yes, you need it.
Sometimes. They can work well for retargeting and for offers aimed at business owners. We will tell you honestly if your budget is better spent on Google Ads or LinkedIn.
You do. We work inside your Business Manager, and your ad account, Pixel and data stay yours.
They measure differently. Meta counts results over a longer window and can include views, while GA4 usually credits the last click. We report both and compare them with your real sales.
We add new creative every month at a minimum, and more often for bigger accounts or when fatigue sets in.
We monitor comments and flag anything that needs a reply, and we can hide spam and offensive comments. You or your team reply to customer questions, unless you want us to.
Yes, if the budget is enough for Meta to learn. We will tell you honestly in the audit if it is too small to work well.
Yes. We review the pages your ads send people to and recommend changes. If you need new pages, our team can design and build them.
We fix the issue and resubmit, or appeal if the rejection was a mistake. We also watch your account health so small policy issues don’t turn into bigger restrictions.
Yes. We are based in Perth and run campaigns for businesses right across Australia.
Access to your Meta Business Manager and ad account, your website or store, and a conversation about your goals, your customers and your offers.
It depends on what a customer is worth to you and how many leads you close. A good cost per lead still leaves you a healthy profit. We work this out with you before we set targets.
The usual causes are broken tracking, a weak offer, or landing pages that don’t match the ad. An audit of your tracking, creative and pages usually finds the problem quickly.
Usually, yes. Short vertical video often performs well in Reels and Stories. But simple images and carousels can win too, which is why we test both.
Yes. Message ads can open a chat in Messenger, Instagram Direct or WhatsApp. They work well for businesses that sell through conversations, as long as someone can reply quickly.
We plan budgets and creative around your busy and quiet periods, start warming up campaigns before your peak, and pull back when demand drops.
Yes. We can lower budgets or pause campaigns when you are at capacity, and bring them back when you are ready. We plan this carefully so Meta doesn’t lose everything it has learned.
We use AI tools to speed up research, test copy ideas and resize creative. Real people still plan the strategy, write the key messages and check every ad before it runs.
We track results over a sensible window, compare Meta with GA4 and your sales data, and look at overall trends in new customers. That gives a much more honest picture than any single report.
Our focus is paid advertising, where we can measure results directly. We can advise on how your organic posts support your ads, and share the creative we make so it can be reused on your pages.
The first month is about setting up tracking, launching creative and learning. You should see early signs of which ads and audiences work. Steady, reliable results usually build over the following two months.
About the author
Director and Lead Consultant, Anahaw Media
John Conigliaro is the Director and Lead Consultant at Anahaw Media, a Perth digital marketing agency focused on performance. A Filipino-Australian digital marketer now based in Perth, WA, with more than 15 years’ experience across Singapore and Australia, he has led agencies in Australia on technical execution and growth strategy, founded a globally recognised eCommerce brand, and managed almost 300 campaigns, from small businesses to multinational brands, including Canon, Uniqlo, Benefit Cosmetics, Asiana Airlines, Changi Recommends, APM and Golfbox. He completed an MBA and a dissertation on Digital Transformation, holds a specialisation in Computer Applications from De La Salle-College of Saint Benilde (DLSU-CSB), and is also a consumer tech critic and publisher. His mission is to use his talent and passion for digital marketing to change businesses for the better, in how they win customers and how they build their brand.
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Plain-English, step-by-step guides from our team. Use them to do it yourself, or to know what good looks like before you hire anyone. See all guides
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