Services
Meta Ads Management — Facebook & Instagram
Search captures demand that already exists. Meta creates it. We build and run Facebook and Instagram campaigns for service businesses whose customers aren't searching yet — med spas, remodelers, roofers, estate planning firms. $950/month flat, plus $750 setup. No percentage of your ad spend.
Minimum recommended media budget is $1,000/month.
Is Meta the right channel for your business?
The test is simple: does anyone search for what you sell?
If a homeowner's AC dies, they search. If someone is thinking vaguely about a kitchen remodel, or hasn't yet decided they want treatment, or knows they should write a will but hasn't done anything about it — nobody is searching. That demand has to be created, and Meta is the most cost-effective place to do it.
This is a fit if:
- Your service is visual — before-and-afters, finished projects, transformations
- The purchase is considered rather than urgent
- You have a clear demographic or life-event trigger to target
- You can supply photos and video, or are willing to have them produced
- You already run search and want to fill the funnel above it
Search will serve you better if:
- Your demand is emergency-driven — burst pipes, DUI arrests, water damage. Run LSA or Google Ads instead.
- You have no visual assets and no appetite to create them. Meta is a creative channel first; running it without decent creative is the most reliable way to waste a budget.
- Your budget is under $1,000/month. Campaigns need spend to exit the learning phase and start optimising.
What's included?
| Foundation | Growth | Scale | |
|---|---|---|---|
| Account & pixel setup | ✓ | ✓ | ✓ |
| Conversions API implementation | ✓ | ✓ | ✓ |
| Audience research & build | ✓ | ✓ | ✓ |
| Campaign structure & testing | ✓ | ✓ | ✓ |
| Ad copy | ✓ | ✓ | ✓ |
| Creative direction | ✓ | ✓ | ✓ |
| Static creative production | — | ✓ | ✓ |
| Video creative production | — | — | ✓ |
| Landing page builds | — | ✓ | ✓ |
| Retargeting & lookalike audiences | — | ✓ | ✓ |
| Lead form campaigns + CRM sync | — | ✓ | ✓ |
| Advantage+ management | — | ✓ | ✓ |
Standalone $950/month plus $750 setup, or bundled into any retainer tier.
Why does creative matter more than targeting now?
This is the biggest shift in Meta advertising over the last few years, and a lot of agencies haven't adjusted.
Targeting used to be the lever — layer enough interests and behaviours and you'd find the right person. Between privacy changes and Meta's own automation, that's largely gone. The algorithm now finds your audience far better than manual targeting does, provided you give it something to work with.
What you give it is creative. The single biggest performance variable on a Meta account today is the quality and variety of the ads themselves.
Practically, that means:
| Volume of creative | Several concepts in rotation, not one ad running for six months |
| Native format | Content that looks like the feed, not a repurposed print ad |
| Real footage | Your actual crews, actual work, actual results. It outperforms stock consistently |
| Video where possible | Especially for anything with a visible transformation |
We handle creative direction on every tier and production from Growth up. If you can shoot footage on a phone at job sites, that's often better raw material than anything we could stage.
How do we run it?
- Tracking first. Pixel and Conversions API before anything spends. Browser-side tracking alone has been unreliable for years; server-side is no longer optional.
- Audience structure. Cold prospecting, warm retargeting, and existing-customer exclusion so you're not paying to advertise to people who already booked.
- Creative testing. Multiple concepts tested properly, with enough budget behind each to reach significance.
- Landing page or lead form. Lead forms convert at a higher rate but produce lower-intent leads. Landing pages convert lower and qualify better. Which is right depends on your sales process, and we'll test it rather than assume.
- CRM sync. Lead form submissions pushed straight into your CRM, because a Meta lead that sits for two hours is usually a dead lead.
- Offline conversion import. Closed jobs fed back to Meta so it optimises toward revenue instead of form fills.
- Creative refresh. On a schedule. Meta creative fatigues faster than search ads — this is ongoing work, not a launch task.
What should I expect, and when?
| Timeframe | What happens |
|---|---|
| Week 1–2 | Setup, tracking, creative production, launch |
| Weeks 2–4 | Learning phase. Cost per lead runs high and unstable — this is normal and not a reason to intervene |
| Months 2–3 | Campaigns stabilise. Winning creative emerges. Cost per lead settles |
| Months 3–6 | Retargeting and lookalikes compound. Creative refresh cycle established |
Expect lower intent than search, always. Someone who saw your ad while scrolling is not the same as someone who typed your service into Google — so lead-to-customer rates run lower, and cost per lead has to be judged against that, not against your search numbers.
Which industries is this strongest for?
- Med spas — the strongest Meta vertical there is. Visual, high LTV, memberships and packages
- Remodeling — portfolio work sells itself in a feed
- Roofing — particularly storm response, where you can be in front of an affected area within hours
- Estate planning — no search demand to speak of, but very clear life-event targeting
- Dental — cosmetic and elective procedures specifically
Weak for emergency services and anything where the buyer is already actively searching.
Frequently asked questions
How much does Facebook and Instagram ads management cost?
$950 a month flat plus a $750 one-time setup, or bundled into a retainer. We take no percentage of your ad spend — most agencies charge 10–20% of media.
What's the minimum ad budget for Meta?
$1,000 a month. Below that, campaigns struggle to exit the learning phase and never optimise properly.
Do you make the ads, or do I have to supply creative?
Creative direction is included at every tier. Static production comes in at Growth, video at Scale. If you can capture footage at job sites yourself, that raw material usually outperforms anything staged — we'll direct what to shoot.
Is Facebook or Instagram better for my business?
Both run through the same platform and we optimise across them. Instagram tends to work harder for visual and younger-skewing verticals like med spas; Facebook for home services and older demographics. In practice the algorithm allocates between them better than we could manually.
What is Advantage+ and do you use it?
It's Meta's automated campaign type, which hands targeting and placement decisions to the algorithm. It performs well with sufficient conversion data and good creative. We run it from the Growth tier when an account has enough volume to steer it, and we won't lean on it to compensate for weak creative.
How is this different from Google Ads?
Google Ads captures people already searching for your service. Meta puts you in front of people who fit your customer profile but aren't looking yet. Higher volume, lower intent, lower cost per lead — and a lower conversion rate to match.
Do you handle HIPAA compliance for healthcare clients?
Yes, and it's genuinely important. Standard pixel tracking on a healthcare site can transmit protected health information, which is a real exposure. We configure tracking accordingly for healthcare accounts.
Do I own the ad account?
Yes. We work inside a Business Manager you own. You keep the account, the pixel data and the audiences if we stop working together — and that historical data has real value.
Let's look at the fit
Meta is the right first channel for some businesses and completely wrong for others. Thirty minutes, free, and we'll tell you which you are — including if the honest answer is to spend the money on search instead.
Schedule a consultation · (615) 669-0707
Written by Jared DeValk, founder of Nashville Digital. Last reviewed September 2026.