Paid
Organic
Meta ads agency · Facebook & Instagram
Castle is a Meta ads agency that plans, produces and scales Facebook and Instagram advertising where the creative does the targeting. Built for brands that need demand created, not just captured, and measured on the sales and leads it adds.
Why use a Meta ads agency
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. Castle runs Meta as a creative operation with a media buyer attached.
One ad set with three tired executions will plateau however the budget is arranged. No bid strategy fixes an ad nobody wants to watch.
Since Apple’s tracking changes and consent rules, Meta under-reports its own contribution in most accounts, so it gets cut on a last-click view of a job that is really creating demand.
Advantage+, broad targeting, catalogue formats and placements keep shifting, and each shift favours accounts set up to use it. Keeping pace is a full-time job, not a quarterly review.
What’s included
A managed paid social programme: creative production, structured testing, catalogue and retargeting, and tracking you can trust, with reporting that separates prospecting from harvesting.
On Meta, new creative is the main lever you have.
Measured on hook rate and cost per result
So delivery finds the combination that works.
Measured on winning combinations per round
Your best customers, not broad interest guesses.
Measured on cost per new customer
See which is genuinely adding sales.
Measured on incremental purchases
For ecommerce, the product feed is half the campaign.
Measured on ROAS by product set
Lead volume is easy; lead quality is the job.
Measured on cost per qualified lead
Clean signals are what the algorithm optimises on.
Checked on event match quality
Grow the audience you can market to for free later.
Reported on the sales Meta actually added
Every account includes
Results
Published results from Castle-managed Meta accounts, across ecommerce and lead generation. Every figure links back to the full case study.
A supplier of fragrance oils, waxes and kits for makers. Systematic hook and copy testing, a steady supply of how-to video, and lookalikes built from a growing Facebook community.
A garden-supplies store with declining sales. Seasonal Meta campaigns ran beside conversion fixes on the store, plus a lead-generation campaign for a free printed catalogue at £0.79p per lead against a £1 target.
A Liverpool law firm in an expensive legal vertical. Four creative routes ran side by side on a £1,650 first-month spend, and the editorial-style ad won.
Client reviews
…the results have been outstanding. They’ve completely turned around our online performance — Google Ads are running more efficiently than ever, Meta campaigns are consistently profitable, and our Shopify sales have seen real, measurable growth month after month.
…Smashing targets & 24/7 support which is a big bonus for us can’t thank them enough. Connor who’s trying different strategies & believe me they bring in the results!
A really great team who fully engaged with our enterprise and brought us rapidly into a whole different level of positive and sustained engagement with our target audience. Very very pleased to be working with them. Brilliant communicators. They've made a huge difference.
I honestly can't say how good everyone is at Castle, they can't do enough for you and the work and numbers they produce out of this world. If I could leave 10 stars I would
Castle is a professional and knowledgeable company that has helped us so much- they’ve increased our overall outreach, assisted with the creation of polished, effective branding and documents, crafted quality content, and are very SM savvy.
The whole team at Castle International are an absolute asset to any business that needs a positive boost in their marketing strategy. Expertise, knowledge, patience and a friendly helpful attitude, aiming to give you a bespoke service throughout.
On camera
Trusted by
Full-funnel paid social
Most Meta accounts judge every ad on last-click ROAS, which starves prospecting and flatters retargeting. We split the account by job, so each stage gets the right creative and is judged on the number that matches what it is for.
Broad and Advantage+ audiences, plus lookalikes seeded from your best customers.
Hook-led short video, demos and UGC, built per placement.
Hook rate and cost per new customer
Video viewers, page and profile engagers, and site visitors who left without acting.
Proof and education: reviews, how-tos, comparisons and carousels.
Landing-page views and add-to-cart rate
Product viewers, basket abandoners and lead-form openers from the last 7 to 30 days.
Dynamic catalogue ads, offers and objection-handling.
Cost per purchase or lead, and ROAS
Existing customers from your CRM, excluded from prospecting so you don’t pay twice.
Cross-sell, replenishment, new ranges and loyalty offers.
Repeat purchase rate and customer lifetime value
Creative testing matrix
On Meta, the creative is not the decoration around the campaign: it is the campaign. So we test it like one. Every ad goes live with up to five hooks and five copy variants, and the account learns from each round instead of restarting every month.
Spend spread across 25 combinations.
Placements
Each surface wants a different asset. Running one crop everywhere is the most common reason a good idea underperforms, so we build assets per placement rather than resizing one master: the hook has to land differently in each.
Still the workhorse for considered purchases and older audiences. It rewards clear offers and copy that survives being read rather than skimmed, which makes it a strong home for lead generation and higher-ticket products.
Where brand and product photography earn their keep. Strong for discovery, and for retargeting audiences who already know the name.
The cheapest reach on the platform and the least forgiving. It needs native, sound-on, fast-hook video rather than a repurposed TV cut, and the first two seconds decide whether anyone sees the rest.
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.
Catalogue-driven and largely automated. Performance is decided by feed quality and creative supply, which is where we spend the effort, and we run it beside a manual control so you can see what it really adds.
Why Meta, why now
Meta still reaches most of the UK, and its AI now decides most of the targeting. That leaves two inputs an advertiser controls: the creative it is fed, and the conversion data it learns from.
UK adults reachable with Facebook ads in late 2025, 69.9% of adults. Instagram reaches 35.5m, up 9.2% in a year.
DataReportal, Digital 2026 UKof the incremental sales advertising delivers is driven by creative quality.
Circana, 2025more conversions on Facebook from Meta’s new AI ad-ranking models. Meta’s own figure.
Meta Q2 2026 earnings callbetter cost per acquisition, on average, for advertisers using the Conversions API alongside the Pixel. Meta’s own figure, from 2022.
Meta Blueprint, 2022Share of UK adults, latest available data
of UK social media ad spend now goes on video. UK social ad spend reached £11.5bn in 2025, up 21% (IAB UK Digital Adspend 2025).
Sources: DataReportal / Kepios, Digital 2026 United Kingdom (UK ad reach, late 2025); Ofcom, Online Nation 2025 (Dec 2025); IAB UK Digital Adspend 2025 (Mar 2026); Circana (May 2025, CPG-focused); Meta Q2 2026 results and earnings call (Jul 2026; Meta’s own figures); Meta Blueprint, Conversions API (Nov 2022, Meta’s own figure).
Meta budget planner
Set your budget and the numbers you know. The planner works through reach, clicks and purchases to cost per acquisition and ROAS, and tells you whether the plan clears break-even at your margin.
Indicative monthly revenue
Indicative only. Impressions = budget ÷ CPM × 1,000; reach = impressions ÷ frequency; clicks = impressions × CTR; purchases = clicks × conversion rate. Click and purchase bars use a log scale. The CPM, conversion-rate and order-value defaults are placeholders, not benchmarks; the 1.20% CTR default sits below LocaliQ’s 2026 US average of 1.93% for Facebook traffic campaigns. Break-even ROAS = 1 ÷ gross margin, on first purchases only. Your free review replaces these assumptions with your own account data.
Why Castle
Design, video and paid social sit in the same Liverpool studio, so the creative pipeline Meta performance depends on does not run through a separate supplier with its own timelines.
| Feature | Castle | Typical paid social agency | In-house or boosted posts |
|---|---|---|---|
| Statics, motion and video produced in-house | Yes | Outsourced or extra | No |
| Structured hook and copy testing, with winners logged | Yes | Sometimes | No |
| Advantage+ tested against a manual control | Yes | Sometimes | No |
| Conversions API and server-side tracking set up | Yes | Sometimes | Rarely |
| Prospecting and retargeting reported separately | Yes | No | No |
| Blended results shown beside Meta’s own figures | Yes | No | No |
| Meta Business Partner | Yes | Sometimes | No |
| You own the ad account, Pixel and audiences | Yes | Not always | Yes |
| Contract terms | 30-day rolling | 6–12 months | Salary + training |
Comparison reflects how Castle works and common market practice; it is not a review of any named provider.
Industry fit
A £25 impulse product and a £15,000 installation need entirely different Meta strategies. One wants volume, catalogue ads 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.
The team
Castle’s paid social team works in the same Liverpool studio as our design, video, web and SEO teams. A new batch of hooks or a landing page fix does not need a third party and a six-week wait.
Further reading
Are Facebook ads worth it for my business?In this article, we answer the question ‘Are Facebook Ads worth it for my business?’.Read article
How paid social media advertising works in 2026A clear, intelligent breakdown of how paid social media advertising really works in 2026, from AI-led targeting and creative strategy to attribution, rising…Read article
Paid social vs organic: why the smart money is on performance marketingOrganic social media reach has fallen to record lows, making it harder than ever for brands to grow without paid support. Performance marketing changes that…Read article
Paid media in 2026, how Google, social, and ecommerce advertising actually work togetherHow paid media really works in 2026, including Google Ads, social advertising, ecommerce campaigns, and how UK businesses should use them together.Read article
How To Use Facebook Advertising To Get ConversionsWith over 2 billion active daily users, it’s no surprise that many businesses are wanting to jump on the bandwagon and get their name out there using…Read article
Advantages and disadvantages of Facebook marketingFacebook marketing is key to extending the online reach of your company. During this blog, we are going to reveal how it works, how to get started, and the…Read articleRelated services
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Enough for each ad set to get out of the learning phase, which in practice means a budget that can generate around fifty conversions a week per ad set. For low-volume, high-value offers we optimise to an earlier signal instead, such as a lead or an add-to-cart. We model a realistic starting budget from your own conversion values before you commit, and the budget planner above gives you a first estimate.
It depends on the size of the account and how much creative it needs each month, so we scope it per client rather than quoting a fixed percentage of spend. There is no long contract: we work on 30-day rolling terms, and you keep ownership of the ad account, Pixel and audiences.
We produce it: statics, motion and short-form video, made by 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 more often under-credited than under-performing. Facebook ads could reach 38.8 million UK adults in late 2025 (DataReportal), and Meta remains the most effective demand-creation channel for most consumer businesses. Where it looks weak, the cause is usually last-click attribution or tired creative rather than the platform.
It is strong for catalogue ecommerce and worth running, but not on its own. We run Advantage+ against a manual structure so we can tell whether it is finding new customers or harvesting people who would have bought anyway, and we cap how much of its budget goes to existing customers.
With the Conversions API sending server-side events alongside the Pixel, consent-compliant tagging, and reporting that compares Meta’s attributed results with blended performance and branded search lift. The aim is a defensible read on what Meta is really adding, rather than a bigger number in the dashboard.
Expect two to four weeks to get through the learning phase 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. HNK Solicitors generated 600+ leads at under £3 in its first full month on Meta, and a free-catalogue campaign for Home and Garden Extras ran at £0.79p per lead against a £1 target. Lead quality is managed through the form, the offer and CRM feedback, not just the targeting.
Yes. Castle is a Meta Business Partner, which gives our team access to Meta’s partner support, training and product updates. We use it to keep client accounts ahead of platform changes such as new Advantage+ features, rather than reacting to them.
TikTok, Snapchat, Pinterest and X 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
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.
