Ellary · Meta Ads agency
Meta Ads agency — Facebook and Instagram Ads run on one editorial calendar, measured in cost per meeting.
A Meta Ads agency that earns its retainer runs Facebook and Instagram Ads on the same editorial calendar as organic, with a single named strategist per account. Ellary is the Swedish B2B option inside Norrhavet — monthly reporting in cost per booked meeting and pipeline value, not CPM, CTR or ROAS theatre.
- One named Meta strategist per account — no trafficker rotation
- Creative built in-house on the same calendar as organic
- Reported in cost per meeting and pipeline value, not CPM
Definition
What a Meta Ads agency actually does.
A real Meta Ads agency owns five things: (1) ICP and offer mapping — what's being sold to whom, with what proof; (2) account architecture in Meta Ads Manager — campaign objectives, ad-set structure, Advantage+ where it earns its place; (3) creative production — static, video and carousel built in-house from the same source assets as organic, not stock libraries; (4) GDPR-compliant tracking — Meta Pixel + Conversions API with proper consent and server-side de-duplication; (5) monthly reporting in cost per booked meeting and pipeline value. Anything that reports only in CPM, CTR or vanity ROAS is media-buying, not B2B paid social.
Scope
Facebook + Instagram. Built on the editorial calendar.
(1) Meta Ads Manager — campaign architecture, ad-set structure, audience setup, Advantage+ Audience and Advantage+ Placement where data supports it. (2) Creative production — static, carousel, Reels and short-form video built from the same source assets as organic social. (3) Pixel + Conversions API — server-side events with consent handling and de-duplication. (4) Monthly optimisation — creative rotation, ad-set consolidation, budget reallocation against meeting targets. Out of scope: black-box automation tools, scraped lookalike sources, Advantage+ Shopping for non-ecom, paid amplification of weak organic creative.
Process
Setup in week one, optimisation from week three.
Week 1: ICP and offer scoping, pixel and Conversions API audit, account architecture proposal. Week 2: creative production round one, audience setup, campaign launch on a controlled budget. Week 3–4: first optimisation round — creative rotation, ad-set consolidation, audience pruning. Month 2 onward: monthly creative refresh tied to the editorial calendar, monthly reporting in cost per booked meeting and pipeline value, quarterly account architecture review.
Creative
Creative built in-house, not bought from stock.
Meta Ads creative produced in the same room as organic social: static, carousel, Reels and short-form video built from the customer's named experts, customer cases and editorial material. One source asset (a customer interview, a research note) becomes 6–10 creative variants tested in parallel. No stock libraries, no AI-generated faces, no auto-generated copy variants — every creative is editorially signed off before it ships.
Measurement
Cost per meeting and pipeline value.
Monthly report on four numbers: spend, booked sales-qualified meetings sourced from Meta, cost per booked meeting (spend ÷ meetings), and pipeline value attributed to Meta-sourced meetings. CPM, CTR and ROAS are diagnostic — useful for in-month optimisation, not the contract. If cost per meeting doesn't reach an agreed target within 90 days the account architecture is re-cut.
Next
Book a 30-minute Meta Ads scoping call.
Ellary audits current Meta Ads account (or builds from zero), reviews pixel and Conversions API setup against GDPR, and proposes an architecture mapped to an ICP and a meetings target before any retainer starts.
Frequently asked
Meta Ads agency — FAQ.
What does a Meta Ads agency actually do?+
Five things: ICP and offer mapping, account architecture in Meta Ads Manager (objectives, ad-set structure, Advantage+ where it earns its place), creative production built in-house, GDPR-compliant Pixel + Conversions API tracking, and monthly reporting in cost per booked meeting and pipeline value. Anything that reports only in CPM, CTR or vanity ROAS is media-buying, not B2B paid social.
What's in scope and what's out?+
In scope: Meta Ads Manager architecture, creative production (static, carousel, Reels, short-form), Pixel + Conversions API setup with consent handling, monthly optimisation and reporting. Out of scope: black-box automation tools, scraped lookalike sources, Advantage+ Shopping for non-ecom, paid amplification of weak organic creative.
What does the first month look like?+
Week 1: ICP scoping, pixel and CAPI audit, account architecture proposal. Week 2: creative production round one, audience setup, controlled launch. Week 3–4: first optimisation round. Month 2 onward: monthly creative refresh tied to the editorial calendar plus monthly reporting in cost per booked meeting and pipeline value.
Who makes the creative?+
Ellary's in-house production team — the same people who ship organic social. Creative is built from the customer's named experts, customer cases and editorial material; one source asset becomes 6–10 variants tested in parallel. No stock libraries, no AI-generated faces, every variant editorially signed off before it ships.
How is the work measured?+
Monthly: spend, booked sales-qualified meetings sourced from Meta, cost per booked meeting, and pipeline value attributed to Meta-sourced meetings. CPM, CTR and ROAS are diagnostic, not the contract. If cost per meeting doesn't reach an agreed target within 90 days the account architecture is re-cut.
Do you guarantee leads or ROAS?+
No — anyone promising a fixed number of leads or a fixed ROAS on Meta is mis-selling, because it depends on offer, creative and audience. What's contracted are deliverables (account architecture, creative volume, monthly report) and a cost-per-meeting trajectory reviewed at month one. If the trajectory misses for 90 days the architecture is re-cut.