Meta Ads · Facebook & Instagram
Meta Ads Agency: Creative That Earns Its Own Audience
Castle plans, produces and scales Facebook and Instagram advertising where the creative does the targeting — built for brands that need demand created, not just captured.
A specialist Meta Ads agency
Nobody is on Instagram looking for you.
That is the whole difference between Meta and search. On Google you answer a question someone already asked; on Facebook and Instagram you have to be interesting enough to interrupt. Which means the creative is not the decoration around the campaign — it is the campaign.
Castle runs Meta as a creative operation with a media buyer attached. We produce statics and video, test copy and hooks systematically, and let the platform’s machine learning do the delivery work it is genuinely good at, while we control the inputs it is fed and the audiences it is allowed to reuse.
What’s included
What’s included in our Meta Ads management
A managed paid social programme: creative production, structured testing, catalogue and retargeting, with reporting that separates prospecting from harvesting.
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Creative production, in-house
Statics, motion and short-form video produced by our own design and video team, shot and cut for the placement rather than resized from a print asset. On Meta, new creative is the main lever you have on performance.
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Structured hook and copy testing
Up to five copy variants and five hooks per ad, so Meta’s delivery can find the combination that works instead of guessing from one execution. Winners are documented, so the account learns rather than restarting each month.
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Audience and signal strategy
Lookalikes built from your best customers and your own community rather than broad interests, with a deliberate split between cold prospecting and warm retargeting so the two are never judged on the same number.
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Advantage+ and manual, side by side
Advantage+ campaigns run against manual structures so we can see which is genuinely delivering incremental sales, rather than accepting whichever one the interface flatters.
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Catalogue and dynamic ads
Feed setup and maintenance for dynamic product ads and Advantage+ Shopping, plus the cross-sell and abandoned-basket sequences that recover revenue you have already paid to earn.
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Community and organic overlap
Engagement campaigns that grow the audience you can market to for free later. For Swan we grew Instagram from 8,000 to over 102,000 followers, which then fed the paid account with better lookalikes.
Why Meta Ads
Why do I need a Meta Ads agency?
Meta accounts fail on creative volume far more often than on media buying. One ad set with three tired executions will plateau no matter how the budget is arranged, and no amount of bid strategy fixes an ad nobody wants to watch.
Attribution makes it worse. Since ATT and consent changes, Meta under-reports its own contribution in most accounts, so channels get cut on a last-click view of a platform whose real job is creating the demand that later shows up in branded search.
The platform also changes constantly. Advantage+, broad targeting, catalogue formats and placement rules all shift, and each shift favours accounts set up to exploit it. Keeping pace is a full-time job rather than a quarterly review.
A specialist agency brings the two things a Meta account actually needs: a production line for creative, and someone reading incrementality rather than the dashboard’s self-assessment.
Average return on ad spend across the Meta account for Fizzy Whiz, with individual creatives reaching 16.86:1. Those numbers came from systematic hook and copy testing and a steady supply of new video, not from a targeting trick.
Placements
Where your Meta budget shows up
Each surface wants a different asset. Running one crop everywhere is the most common reason a good idea underperforms.
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Facebook Feed
Still the workhorse for considered purchases and older audiences. Rewards clear offers and copy that survives being read rather than skimmed.
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Instagram Feed
Where brand and product photography earn their keep. Strong for discovery and for retargeting audiences who already know the name.
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Reels
The cheapest reach on the platform and the least forgiving. Needs native, sound-on, fast-hook video rather than a repurposed TV cut.
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Stories
Full-screen and intimate, so it converts well for warm audiences and offers with urgency. Vertical-first assets or it does not work at all.
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Advantage+ Shopping
Catalogue-driven and largely automated. Performance is decided by feed quality and creative supply, which is where we spend the effort.
We build assets per placement rather than resizing one master, because the hook has to land differently in each.
Industry fit
Paid social built for your category
A £25 impulse product and a £15,000 installation need entirely different Meta strategies: one wants volume, catalogue and speed, the other wants a lead form, a nurture sequence and patience through a long consideration window. We have run both, and we build to the buying cycle rather than the platform’s defaults. Sectors we work in include:
- Ecommerce
- Home improvement
- Health and wellbeing
- Beauty
- Finance
- Legal
- Property
- Education
- Travel and hospitality
- Subscription
Why now
Why invest in Meta advertising now?
- 16.86:1Best single creative ROAS
- 2,700%Facebook sales growth, Swan
- 102kInstagram audience built, from 8k
Creative costs have fallen and creative expectations have risen. Producing enough native video to feed a Meta account is cheaper than it has ever been, which means the accounts still running three statics are competing at a growing disadvantage.
Broad targeting genuinely works now, provided the creative is doing the qualifying. That is a real shift: budget that used to go on audience research is better spent on more executions.
Warm audiences are also an asset that compounds. Every month of properly structured prospecting builds a retargeting pool and a lookalike source that make the next month cheaper.
And demand creation is the gap in most accounts. Businesses over-invested in search capture find growth stalls at the size of existing demand — Meta is where you go to make more of it.
On search you buy intent. On Meta you have to create it.
Our expertise
Why choose Castle as your Meta Ads agency
Design, video and paid social sit in the same building here, so the creative pipeline that Meta performance depends on does not run through a separate supplier with its own timelines.
We are a Facebook Marketing Partner and have generated over £1.5 million in a year through social advertising and organic social content, across product sales, influencer work and connected affiliates.
We report prospecting and retargeting separately, and look at blended performance alongside platform-reported figures, so you can see what Meta is genuinely adding rather than what it claims.
FAQ
Meta Ads frequently asked questions
Enough for the delivery system to exit the learning phase on each ad set, which in practice means a budget that can generate roughly fifty conversions a week per ad set. For low-volume, high-value offers we optimise to an earlier signal instead. We model it from your own conversion values before you commit.
We produce it — statics, motion and short-form video — with our own design and video team. If you have brand assets or user-generated content we will use them, but we do not depend on a client creative queue, because creative supply is the main driver of Meta performance.
Yes, and it is frequently under-credited rather than under-performing. Meta remains the most effective demand-creation channel for most consumer businesses; the reason it looks weak in many accounts is last-click attribution, not the platform.
It is strong for catalogue ecommerce and worth running, but not on its own. We run it against manual structures so we can tell whether it is finding new customers or harvesting people who would have bought anyway.
Conversions API with server-side events, consent-compliant tagging, and reporting that compares platform-attributed results against blended performance and branded search lift. The aim is a defensible read on incrementality rather than a bigger number in the dashboard.
Expect two to four weeks to get through learning and establish a baseline, then improvement in steps as creative tests resolve. Meta is a compounding channel: the audiences and creative learnings from month one make month three cheaper.
Yes, and a lot of our paid social work is lead generation — across tax rebate, energy and legal sectors we have run campaigns at costs per lead as low as £1.68 with ROAS between 14:1 and 17.5:1. Lead quality is managed through the form, the offer and CRM feedback, not just the targeting.
TikTok, Twitter, Snapchat and Pinterest where the audience justifies it, plus YouTube and Demand Gen through Google. We recommend the mix based on where your customers actually are rather than defaulting to all of them.
Free creative and account review
Let us look at your Meta account and your creative
We will tell you whether the problem is the media buying or the ads themselves — and show you the first three things we would test.