Facebook and Instagram ad campaigns built around audience research, creative testing, and proper conversion tracking — prospecting new customers and retargeting warm audiences who already know you.
Meta's targeting power is wasted without the right creative, proper Pixel and CAPI setup, and a testing framework that separates what works from what doesn't. 151 Digital manages Meta Ads end to end — from audience architecture to creative strategy, tracking, and weekly optimization.
The most common Meta Ads failures aren't about the platform — they're about broken tracking, untested creative, and audiences that haven't been thought through. When the Meta Pixel is firing inaccurate events, the algorithm optimizes toward the wrong people. When creatives aren't rotated, performance craters after week two.
Proper Meta Ads management is about infrastructure first — tracking, creative framework, audience strategy — then sustained testing. That's how the algorithm finds your real customers and keeps improving.
End-to-end Facebook and Instagram advertising — from audience architecture and Pixel setup to creative strategy, weekly optimization, and plain-English monthly reports.
Detailed audience research to identify your best prospecting targets — interest stacks, behavioural segments, and in-market audiences. We build separate ad sets for cold prospecting, warm remarketing, and lookalike audiences based on your best customers.
A systematic creative testing framework that rotates hooks, formats (static, video, carousel, Reels), and CTAs to find what resonates with your audience. We brief and test creative assets consistently so performance doesn't plateau.
Accurate event tracking via both the browser Pixel and server-side Conversions API (CAPI). CAPI is essential post-iOS 14 to maintain signal quality — without it, the Meta algorithm is flying partially blind, and your CPAs suffer.
Structured retargeting funnels that re-engage people who visited your site, watched your videos, or engaged with your page — with messaging matched to where they are in the buying journey. We segment by recency and behaviour for maximum relevance.
Campaigns placed across Feed, Stories, Reels, Marketplace, and Audience Network with creative formatted for each placement. We exclude low-performing placements based on data and prioritize budget toward what converts for your business.
Monthly reports covering spend, reach, CPM, CPC, leads, and cost per acquisition — written in plain English. A live strategy call each month to walk through what worked, what we're changing, and where we're focusing next.
A structured Meta Ads setup that gets the algorithm working for you — starting with the tracking and audience foundations most agencies overlook.
We start by understanding who your best customers are — demographics, interests, buying triggers, and how they find you now. This shapes the audience segments we build in Meta, the creative angles we test, and the funnel structure we set up.
Before any spend, we verify the Meta Pixel is firing correctly on all key pages, implement server-side Conversions API for signal accuracy, and audit your Business Manager setup. Clean tracking data is how the algorithm finds your real customers.
We build campaign structure with separate prospecting and retargeting campaigns, defined audience sets, and a creative brief outlining the hooks, formats, and angles to test first. Creative assets are reviewed and spec-checked before going live.
During Meta's algorithm learning phase we monitor frequency, delivery, and early lead signals daily — making only conservative adjustments to avoid resetting the learning phase. Most meaningful optimization happens after the algorithm has collected sufficient data.
Weekly creative rotation, audience expansion tests, bid strategy adjustments, and budget reallocation toward top performers. Monthly reports and strategy calls keep you informed and aligned on where we're taking the campaigns next.
The six things that distinguish how we approach Meta advertising from agencies running the same playbook on every client.
Post-iOS 14, browser-only Pixel data is incomplete. We implement Conversions API (CAPI) on every account to restore signal quality — giving Meta's algorithm the accurate conversion data it needs to find your real customers and lower your CPA.
We treat creative testing as a repeatable system, not a one-time deliverable. Every month we introduce new hooks and formats, retire fatigued creative, and use performance data to inform the next round — so Meta campaigns don't plateau after the first month.
Your Business Manager, ad accounts, Pixel, Custom Audiences, and CAPI integrations all stay in your name. If you leave, you keep every audience we've built, every creative asset in the library, and all historical performance data — no exceptions.
Our remarketing practices follow CASL requirements and Meta's Canadian advertiser policies. Custom Audience data is handled according to PIPEDA data residency rules, and any lead follow-up automation we help set up is compliant from the start.
We run separate prospecting campaigns to build awareness, retargeting campaigns to convert warm audiences, and retention campaigns for past customers — with messaging matched to where each person is in the buying journey, not a single blanket ad.
We're based in Calgary and accountable to our local clients directly. You'll have a direct line to the person managing your Meta account — not an offshore team or a ticketing system that adds a 48-hour lag to every question.
Book a free consultation and we'll review your existing Meta Ads setup — tracking, creative, audience strategy, and what to change — at no cost.
No obligation. Response within 24 hours.
Book a free consultation and we'll review your existing Meta Ads setup — or build you a launch plan if you're just getting started on Facebook and Instagram.