Meta Ads agency for Facebook and Instagram ads that bring enquiries

How Meta Ads work — and why the creative decides the price

Facebook and Instagram sell ads through an auction. Every time someone opens the feed or stories, all advertisers targeting that person compete for the slot; the winner is not the highest bid but the highest total value: bid × predicted probability of action × ad quality. That is why two businesses with the same budget pay different prices for the same result — the one with the clearer offer and the better creative pays less.

The unit Meta charges is CPM, the price per thousand impressions. Everything else is derived: cost per enquiry = CPM ÷ 1,000 ÷ CTR ÷ conversion to enquiry. There are only three levers to lower it — cheaper impressions (audience, placement, season), a higher click rate (creative and offer) and a higher conversion (landing page, speed of DM replies). We manage every campaign against this formula, and the weekly report shows which lever we moved.

Facebook ads management services: what is included

Audit and strategy

• Product, average order value and who makes the buying decision.
• Account audit: campaign history, rejection reasons, pixel and event health.
• Objective by business type: DMs for services, lead forms for clinics and B2B, catalogue sales for e-commerce.
• Funnel: cold audience → retargeting of video viewers and profile visitors → retargeting of site visitors and DM conversations.

Creatives

• 3–4 offer hypotheses: first-order discount, free diagnostic, gift, urgency.
• Static and video for each: two seconds for the hook, the number or benefit in the first frame, subtitles.
• Copy and headlines written to Meta’s rules for your industry.

Launch

• Business verification, payment method, two-factor security, access through Business Manager — no passwords.
• Meta pixel and events (Lead, Purchase, Contact) or the Conversions API.
• Separate campaigns for cold audiences and retargeting; 3–4 ad sets in an A/B test.
• Audiences: a 3–15 km radius for local businesses, interests, lookalikes from your customer list and Instagram engagement.

Management and optimisation

• Weekly review: CPM, CTR, cost per result, frequency.
• Ad sets above target cost switched off, winners scaled by 20–30%, creatives refreshed every 2–3 weeks.
• A weekly report in a plain table: spend, enquiries, cost per enquiry, what changes next.

Budgets and benchmarks

Goal	Minimum monthly ad spend (US / Western Europe)	Benchmark from our 2026 campaigns
Followers and reach for a local business	$400–800	follower $0.3–1.2
Enquiries in DMs: hospitality, retail, beauty	$800–1,500	enquiry $3–15
Leads with a form: clinics, education, B2B	$1,500–3,000	lead $15–60
Sales from a site or catalogue	$2,000–5,000	ROAS 2–5 depending on margin

Ukrainian and Eastern European markets run at roughly a third of these numbers. Below the minimum an ad set cannot gather the ~50 results a week Meta needs to leave the learning phase, and the cost per result stays random.

Results from Meta Ads campaigns we run

• Chicken Cosmopolitan, Kyiv. Restaurant with delivery. After relaunching creatives and offers on a $400–500 monthly budget, orders from ads grew from 50 to 190 a month and the cost per order fell from $4.99 to $1.93.
• SmartMed, Kyiv. Clinic and supplements brand built from zero. Ads for followers and first enquiries alongside content: 0 → 80 enquiries a month, now about 15 a week.
• CROCO Factory, Kyiv region. B2B dessert manufacturer. Meta Ads with a partner’s video testimonial plus a “DM us” funnel: 67 new café clients in a month, below the client’s own target cost per client.
• OWNER, Kyiv. Restaurant-bar. Ads on top of a content strategy: reach +508%, 150+ table bookings a month. Full case study.

Numbers come from the clients’ own ad accounts and are published with their consent. More in case studies.

Why ad enquiries do not always become customers

Half of the losses in Meta Ads happen after the click: a slow DM reply, no price in the conversation, a landing page without a form. So alongside the ads we set up an automatic reply to the first message, a qualification script for your team and check the landing page. If nobody can answer DMs within 15 minutes in business hours, we say so at the start — the budget will not pay back without it.

Pricing

A personal proposal after a free audit of your ad account and page. The fee depends on the number of campaigns, creatives per month and whether we also produce the video; ad spend is paid to Meta directly and shown as its own line in the weekly report. KPIs — cost per enquiry or ROAS — are agreed in writing before launch.