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Facebook & Instagram

Meta Ads that build audiences, not just clicks.

Facebook and Instagram advertising reaches over 17 million Australians. But reach alone does not build a business. Market Ease combines audience strategy, compelling creative, and rigorous optimisation to turn Meta's scale into measurable commercial outcomes.

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Proof
Big Screen Video: −97% cost per lead PixelForce: same leads at 44% of the cost WineDirect: +338% revenue from paid traffic Maggie Beer: e-commerce growth
Our approach

Meta Ads require more than boosting posts. They require a real strategy.

The Meta advertising platform is one of the most sophisticated in the world — but sophistication cuts both ways. Done well, it allows you to reach precisely the right audiences with highly targeted creative at significant scale. Done poorly, it burns budget on audiences that will never convert.

Market Ease builds Meta Ads strategies from the audience back. We start with a clear picture of who your buyers are, what stage of the funnel they are in, and what creative will drive them to act — then we build a campaign structure that reflects that understanding.

We work across the full funnel: brand awareness and reach campaigns for cold audiences, consideration campaigns for people who have engaged with your brand, and conversion campaigns for high-intent buyers.

01
Audience Strategy

Lookalike audiences, interest targeting, custom audiences from your CRM and website data, and demographic targeting — structured into a clear funnel with appropriate messaging for each stage.

02
Creative Direction

We brief and direct creative assets — static, video, carousel, stories — with ad copy that is designed to stop the scroll and drive action, not just look good.

03
Campaign Optimisation

Ongoing budget management, bid strategy, A/B testing, audience refresh, and creative rotation to maintain performance as audiences saturate and algorithms shift.

What we deliver

Meta advertising connected to real business outcomes.

We set up Meta Pixel and Conversions API correctly from day one, so the platform's algorithm has the quality signals it needs to optimise toward your actual commercial goals — not just clicks or video views.

Our reporting connects Meta spend to pipeline and revenue, not just platform metrics. You always know what your Meta budget is producing.

Meta Business Manager audit or full setup
Meta Pixel and Conversions API implementation
Full-funnel campaign architecture (awareness, consideration, conversion)
Custom and lookalike audience strategy
Ad creative briefing and copy writing
A/B testing across audiences, creative, and offers
Retargeting strategy for website visitors and CRM lists
Monthly reporting with ROAS and CAC analysis
Frequently Asked Questions

Common questions about meta ads.

What is the difference between Facebook Ads and Meta Ads?+
Meta Ads is the current name for advertising across Meta's platforms — Facebook, Instagram, Messenger, and the Meta Audience Network. What was formerly called Facebook Ads is now managed through Meta Ads Manager and can run across all of these placements. When most people refer to Facebook Ads or Instagram Ads, they are referring to the same Meta advertising ecosystem.
How much should I spend on Meta Ads?+
For most Australian mid-market businesses, a meaningful Meta Ads test requires a minimum of $3,000–$5,000 per month. Below this threshold, the algorithm does not have enough data to exit the learning phase and optimise effectively. Budget requirements increase with the size of your target audience and the complexity of your funnel. Market Ease can model expected reach and conversion volumes at different budget levels for your specific market.
Do Meta Ads work for B2B businesses?+
Yes, though the approach differs from B2C. Meta is primarily a consumer platform, but B2B decision-makers are also people who use Facebook and Instagram. For B2B, we typically focus on top-of-funnel brand awareness and thought leadership content rather than direct response, using Meta to build familiarity with your brand among professional audiences. LinkedIn Ads is often a better fit for direct B2B lead generation, and we frequently run both in combination.
What creative formats work best on Meta?+
Creative performance varies by objective, audience, and industry — which is why we test systematically rather than assume. Generally, video tends to outperform static for awareness campaigns, while single-image or carousel formats can be very effective for conversion campaigns. Short-form video (15–30 seconds) designed natively for mobile, with captions, typically performs well. We brief creative with platform-specific requirements in mind, not repurposed from other channels.
How has iOS14 and privacy changes affected Meta Ads?+
Apple's iOS14 update, and subsequent privacy changes, significantly reduced the accuracy of Meta's pixel tracking for iOS users. This has made attribution less precise and required a shift in measurement methodology. Market Ease implements Meta's Conversions API alongside the Pixel, which restores a significant portion of the lost signal by sending conversion data server-side. We also use view-through attribution modelling and media mix approaches to account for the attribution gap.
What is a Meta Pixel and why do I need it?+
The Meta Pixel is a piece of code installed on your website that tracks visitor actions — page views, product views, add-to-cart events, lead form submissions, purchases — and sends that data back to Meta. It is the foundation of Meta advertising performance: it allows you to build remarketing audiences, create lookalike audiences from your converters, and give the Meta algorithm the signals it needs to find more people like your best customers. Without it properly installed, Meta Ads optimisation is significantly impaired.
Can you run Meta Ads for lead generation as well as e-commerce?+
Yes. Meta Ads are effective for both lead generation and e-commerce. For lead generation, we use lead form ads, click-to-website campaigns, and retargeting sequences designed to move prospects from awareness through to enquiry. For e-commerce, we integrate your product catalogue and run Dynamic Product Ads, Shopping campaigns, and full-funnel sequences from awareness through to purchase and retention.

Meta Ads that go beyond the boost button.

Book a discovery call. We will assess your current Meta presence and show you what a proper strategy looks like.

Book a Discovery Call