Meta Ads That Work: Getting Results from Facebook and Instagram Advertising

Facebook and Instagram remain two of the most powerful places to advertise. With billions of users and detailed targeting options, Meta ads can reach almost any audience. But many businesses try them, spend a few hundred, see nothing and decide “Facebook doesn't work for us”. Usually it's not the platform; it's the approach.

Search ads and social ads are different animals

On Google, people are actively searching for a solution. On Facebook and Instagram, they're scrolling through photos of friends and family. Your ad interrupts them, so it needs to earn their attention and give them a reason to act. That changes how you should plan creative, offers and expectations.

1. Creative is now your targeting

Meta's automation, including Advantage+ campaigns and broad audiences, increasingly decides who sees your ads. The biggest lever you control is the creative itself. Different images, videos and messages naturally attract different people. Give the system a variety of strong creative to work with:

• Short, vertical videos that show your product or service in action.
• Real photos of your team, customers and work, not just stock imagery.
• Clear, benefit-led headlines and a single call to action.
• Customer reviews and testimonials turned into simple graphics or clips.

2. Have a genuine offer

“Contact us today” isn't an offer. A free quote, a limited-time discount, a free guide or a seasonal promotion gives people a reason to act now rather than scroll past.

3. Install the Pixel and Conversions API

Meta needs to know who converts so it can find more people like them. Install the Meta Pixel on your website and connect the Conversions API, which sends conversion data directly from your server and helps fill gaps caused by browser privacy settings and ad blockers.

4. Use instant forms carefully

Lead forms that open inside Facebook make it very easy to enquire, which is great for volume but can lead to lower-quality leads. Adding a qualifying question or two and following up quickly makes a big difference to how many become customers.

5. Don't forget retargeting

Most people won't buy or enquire on their first visit. Retargeting ads remind website visitors, video viewers and page engagers about you, often at a much lower cost per result than reaching new people.

6. Give it time and budget to learn

Campaigns need enough budget and time to exit the learning phase. Constantly tweaking settings resets that learning. Make changes deliberately, give them a week or two, and judge results on cost per lead or sale rather than likes.

Make social work for your business

Duncross Media plans and manages Meta advertising for businesses across the UK and US, from creative and targeting to tracking and reporting. If your past experience with Facebook ads has been disappointing, let's talk about doing it properly.