Meta Ads Management

Prospecting Campaigns reach cold audiences who haven't encountered your brand. We use Advantage+ audience targeting layered with interest and behavioral signals to find your highest-value customers efficiently, without over-segmenting to the point of limiting the algorithm's ability to optimize.

Retargeting & Remarketing re-engage users who visited your site, viewed a product, added to cart, or interacted with your content. We build multi-stage retargeting sequences that serve the right message at the right level of purchase intent, rather than hammering every site visitor with the same ad.

Catalog Ads (Dynamic Product Ads) automatically show users the exact products they viewed or products likely to interest them. For ecommerce, catalog ads are typically the highest-ROAS format — we optimize feed structure and catalog segmentation to maximize performance.

Lead Generation uses native Meta lead forms and optimized landing pages to capture high-quality leads without forcing users off the platform. For B2B and service businesses, we pair lead gen with CRM integration to measure lead quality downstream.

Creative Testing is not optional at Old Fox — it's the core of our Meta Ads methodology. We systematically test creative concepts, messaging angles, formats (static, video, carousel, Reels), and CTAs. The winning creative at week 4 is almost never the one that seemed most obvious at week 1.

iOS privacy changes and browser-level tracking restrictions have degraded the Meta pixel's ability to capture conversion data — in some accounts, 30–50% of conversions are no longer visible to the pixel alone.

We implement the Conversions API (CAPI) server-side alongside the browser pixel to recover this lost signal. With CAPI properly configured, you're sending Meta richer, more accurate data that directly improves the quality of algorithmic optimization — lower CPMs for the same audiences, faster exit from the learning phase, and more accurate attribution.

This technical setup is one of the highest-leverage improvements we make in almost every account we audit.

Meta Ads are fundamentally a creative medium. The difference between a 3x ROAS and a 6x ROAS on the same budget is usually creative quality, not campaign structure.

Our creative approach follows a pattern: hooks first. The first 3 seconds of any video ad, and the first glance at any static ad, determines whether the user stops scrolling or keeps going. We write creative briefs with obsessive attention to hooks, then test multiple concepts simultaneously to find what resonates.

We categorize creatives by "job to be done": problem-aware ads for top-of-funnel cold audiences, product-specific ads for mid-funnel interest segments, and urgency/social-proof ads for retargeting. Each segment sees a message calibrated to its awareness level.

How important is creative quality for Meta Ads performance?
Extremely. In competitive categories, creative quality accounts for 60–70% of ad performance variance. Budget and targeting are secondary to having the right message and format.

What budget do I need for Meta Ads?
We recommend a minimum of $1,500 USD per month in media spend. Lower budgets limit the algorithm's ability to exit the learning phase and find your best customers.

How do you handle iOS privacy changes and attribution?
We implement the Conversions API server-side alongside the pixel to recover lost signal, typically recovering 30–50% of conversions that were invisible to pixel-only tracking.

Do you produce creative content or only manage campaigns?
We write creative briefs, provide strategic direction, and can coordinate production. For brands with creative teams, we work alongside them to ensure all assets are optimized for paid performance.

How long does it take to see Meta Ads results?
The algorithm's learning phase requires 30–50 conversion events per ad set. Expect 4–6 weeks to exit learning and see stabilized performance.