What is included in Meta Ads management for Facebook and Instagram?
UPLIFY manages Facebook and Instagram advertising, including Pixel and Conversions API setup, campaign structure, audiences, Catalog, event-quality checks, and creative planning. A manager reviews key changes. Packages start at $600 per month.
Facebook and Instagram advertising for leads and sales: Pixel and Conversions API, a structure for reaching new audiences and re-engaging previous visitors, ad-level reporting, and six daily Meta QA checks. Data is available in UPLIFY OS, while a manager reviews decisions.
Nestor AI for Meta Ads
Nestor AI checks measurement, CAPI, structure, audiences, placements, and signs of creative fatigue. Each week, a manager reviews the recommendations and decides which changes to apply. Nothing is changed automatically.
Nestor AI prepares → a manager reviews → applies the change. Limits, a pre-check, a log and a rollback for every action. Nothing is applied automatically. The account and data are always yours.
We set up CAPI in every package via GTM Server-side or directly from your backend. In Growth and Omni — daily EMQ-score monitoring with alerts on event-quality drops.
The Meta algorithm learns on all three stages at once. We choose the structure based on audience size, budget, and available data. We split the funnel by audience temperature; each step gets its own creative, its own budget, its own KPI target.
Looking for new people who don't know you yet. Cost depends on the niche, audience, creative, and competition.
Bringing back people who already engaged: visited the site, IG profile, watched video. Results vary in the funnel.
Meta finds people similar to your customers (1–3% of the country's population). It is an expansion audience: turn it on once Prospecting + Retargeting are stable. Lookalike quality depends on the size and consistency of the source audience.
Not all placements sell equally. Reels, Stories, and Feed can perform differently depending on the audience and creative. In Growth and Omni we run a Device / Placement breakdown daily — you can compare spend and results by placement. These are indicative ranges from our practice and can vary by niche, geography, season, and creative quality.
Wide reach · high CPM
Cold-audience prospecting with longer messaging (carousel · video up to 30s)
CPM $5–$15 · CTR 0.8–1.5%
Visual niche · best for fashion/decor
Beauty · fashion · furniture · food · travel — anywhere visuals do the selling
CPM $3–$10 · CTR 0.6–1.2%
Vertical video · short format
3-second hook · UGC-style · storytelling. performance depends on the creative and audience
CPM $2–$6 · Hook Rate is critical
Impulse purchases · short-form
Retargeting warm audiences · promos · new arrivals
CPM $4–$8 · swipe-up 1.5–3%
Analogous to our PMax QA for Google — now for Meta. Each check has a clear deterministic criterion (not "AI decides"); results show up in the dashboard with Telegram alerts. Enabled in the Omni package.
We check whether the browser event (Pixel) matches the server-side one (Conversions API). If parity drops below 80% — alert: possible duplication or event loss.
Are all key events configured: Purchase · InitiateCheckout · AddToCart · ViewContent · Lead. If Purchase is missing on an e-commerce store — critical alert.
Is Retargeting separated from Prospecting? Is Lookalike connected? If everything sits inside one Advantage+ Shopping — "catch-all" warning.
Ad sets absorbing > 60% of budget at below-average ROAS — warning. Typical issue when a broad audience "eats" specialty targeting.
Are all placements enabled (FB Feed · IG Feed · IG Reels · Stories · Audience Network)? Any manual exclusions limiting the algorithm?
CBO vs ABO · daily / lifetime budgets · spending caps · rebalance frequency. If budget has been "stuck" on a weak ad set for 14+ days — A/B test alert.
We don't run cases without proof. Here are two clients we've managed on Meta Ads — with screenshots from Meta Ads Manager that can be opened at full size.
Meta Ads for a board games store. Catalog Sales + Advantage+ Shopping. Full structure rebuild into a managed model.
open case →
Scaling Meta Ads for a furniture store without growing CPA. Adv+ structure · Lookalike · Retarget (DPA) tied to KPIs.
open case →Launch covers reliable measurement and up to 2 campaigns. Growth adds up to 4 campaigns plus systematic work on creatives, audiences and dynamic product ads. Omni combines Meta and Google with up to 8 campaigns. Spend affects the fee calculation but does not define the package by itself.
Pixel, CAPI and the first controlled campaign
We configure measurement and campaigns around the actual business goal. Structure, optimization and audiences follow the account data instead of a universal funnel template.
Control down to each ad and placement
We see results down to each ad. We reach new audiences, return people who have already interacted and use dynamic product ads when the data and budget support them.
Two channels with one measurement and budget system
We connect Meta, Google, GA4, Search Console, Merchant Center and Clarity. The team can see how demand, ads, costs and sales move together and manage the budget using the same numbers.
Launch: a fixed $600/month. Growth: the greater of $800/month or 15% of actual media spend. Omni: the greater of $1,500/month or 12% of combined Google and Meta spend. The percentage exceeds the minimum above $5,333/month for Growth and $12,500/month for Omni.
Media spend, taxes and third-party subscriptions are billed separately. The client provides the accounts, access and active subscriptions. UPLIFY handles every setup, integration and management task listed in the package. The client retains ownership of all accounts and data.
A standalone audit costs $300. If management starts after the audit, we credit that amount toward the first month.
Short explanations of the terms used on this page.
Browser events can be lost because of privacy settings, browser restrictions, or blockers. Conversions API sends events from the server and complements Pixel. Together they can improve data coverage, but they still require a correct Event ID, deduplication, and user consent where applicable.
Conversions API sends events from the website or server directly to Meta. We configure it through server-side GTM or a backend integration, send the agreed events and Event IDs, and then check deduplication, diagnostics, and consistency with Pixel data.
Event Match Quality is a Meta score for the permitted matching parameters sent with an event. We monitor it alongside event diagnostics, but we do not treat one score as a guarantee of attribution accuracy or campaign performance.
Meta QA checks six signal groups each day: Pixel and CAPI consistency, key-event coverage, campaign structure, overly broad ad sets, placement settings, and budget distribution. The criteria are rule-based, and a manager reviews the findings before changes are made.
The portal lets you move from a campaign to an ad set and then to a specific ad with its creative thumbnail. Available KPIs appear at each level, making it easier to compare audiences, placements, and assets without reducing all of Meta Ads to one number.
The budget depends on the objective, geography, audience, impression costs, and the amount of data needed. A range of $8–$10 per day can be a technical starting point for some tasks, but we set the working budget after assessing the project. Smaller budgets learn more slowly and allow fewer tests.
Technical preparation usually takes 3–5 business days when access and events are ready. Initial data may appear during the first week, but conversion cost and quality require enough volume to assess. We often make broader conclusions over a 60-day horizon.
Catalog Sales uses product data from Commerce Manager, while Dynamic Product Ads assemble ads from relevant catalog items. They require a clean feed with prices, availability, links, and images, together with correctly configured website events.
Hook Rate and Thumb-stop help show whether a video earns attention at the start. They should be read alongside CTR, conversions, CPA, and lead or sales quality; neither metric determines campaign performance on its own.
A Lookalike can use purchasers, leads, website visitors, or a customer list when the data was collected lawfully and is permitted for use. A larger, more consistent high-quality source gives Meta more signals; the practical minimum varies by market and event type.
Packages include a defined number of creative hypotheses, briefs, and ad-copy options. Filming, editing, UGC production, and custom design are outside standard management and are scoped separately.
The client retains Business Manager, the ad account, Pixel, CAPI, audiences, creatives, feed, and history. We hand over documentation and required access. UPLIFY OS remains available in read-only mode for 90 days so reports can be exported.
Partnerships: Google Partner, Meta Business Partner, Horoshop Expert Partner, Ringostat TOP-100. 300+ Meta campaigns under management, 6+ yrs e-commerce performance experience, ROAS up to 24× in top Meta cases, Pixel + CAPI + EMQ full tracking stack.
Describe the task in 2-3 sentences. We'll reply the same business day. We'll look at the accounts, show you what is working and where performance is being lost. Free. No commitment.
Form or Telegram. We reply within the business day.
30 min intro — whichever you prefer: phone, Telegram, Viber or email.
30/60/90-day growth roadmap and a fitting engagement package. $300 credited if we continue.
