Facebook & Instagram Ad Management

Burroughs Digital provides Facebook and Instagram advertising management — paid campaigns across Meta’s platforms, where your customers spend their attention before they spend their searches. Search advertising captures demand that already exists; Meta advertising creates it: the homeowner who wasn’t thinking about a kitchen remodel until your before-and-after stopped their scroll, the patient who didn’t know a med spa treated their concern until your ad explained it.

That difference — demand creation versus demand capture — defines how Meta should be run and measured, and misunderstanding it is why most small business Meta accounts disappoint. Meta management is part of our full PPC practice, run with the same rules as everything else: your account, no markup, tracked honestly, reported in cost per lead.

What Meta Ads Are Actually Good At

Visual persuasion. Businesses whose work can be seen — remodels, landscaping, med spa results, restaurant plates, fitness transformations — have an unfair advantage on visual platforms. If your product photographs well, Meta is your theater. It’s no accident our strongest Meta verticals are home builders, med spas, landscapers, and gyms.

Audience precision at local scale. Geographic targeting down to your service area, layered with demographics, interests, and behaviors — plus the two audience types that outperform everything: retargeting (people who visited your site, engaged your content, or joined your list — the warm traffic our remarketing discipline covers in depth) and lookalikes built from your actual customer data.

Offer-driven lead generation. Seasonal promotions, consultations, events, and lead magnets, delivered through Meta’s native lead forms or driven to dedicated landing pages — each with trade-offs we choose deliberately: native forms convert cheaper, landing pages qualify harder. Which one wins depends on what your sales process needs, and it’s a decision our lead generation programs make from data.

Staying visible between purchases. For businesses with repeat cycles — restaurants, salons, auto services — Meta keeps you present at a cost per thousand impressions traditional local media can’t approach.

What Our Meta Management Includes

Full-funnel campaign architecture. Cold audiences fed by creative that earns attention; warm audiences retargeted with proof and offers; conversion campaigns pointed at tracked outcomes. Meta punishes accounts that ask strangers to buy immediately — structure is the strategy.

AI booking integration. We use AI to auto-respond on Messenger, answer basic questions, and book appointments directly to your calendar.

Creative strategy and testing. On Meta, creative is targeting: the algorithm finds people who respond to your ad, so the ad determines the audience. We build and test creative systematically — hooks, formats, proof elements — and refresh before fatigue sets in, because every creative has a shelf life.

Pixel, Conversions API, and tracking truth. Post-privacy-era Meta measurement requires proper Conversions API setup alongside the pixel, or your results are systematically under- and mis-reported. Configured and verified before spend, per house rules.

Budget management against real economics. Spend scaled toward what produces leads at target cost, informed by your numbers from the ROI calculator — and coordinated with TikTok where short-form video earns a second life, and with search so Meta-created demand gets captured when it turns into a Google query.

Monthly reporting that leads with leads. Impressions and engagement are diagnostics, not results. Reports show spend, leads, cost per lead, and creative performance, monthly, per our process. Pricing is on the pricing page.

Meta Ads — Frequently Asked Questions