Over one million leads delivered. Over $20 million in direct sales generated for our clients.
We started running Facebook ads in 2014, when the platform was still relatively new and the organic reach of business pages had not yet collapsed. The businesses that invested in paid social early built audiences and data assets that took competitors years to replicate.
Since then we have managed paid social campaigns for some of the biggest names in fitness, retail and hospitality: 9Round gyms across North America, Sears, Matches Fashion, Wellness Living, the Toronto Pan Am Centre and many more.
In 2025 we passed one million leads delivered across our client base. Over the course of our history we have generated more than $20 million in direct client sales through paid social campaigns. Those numbers are the result of a consistent approach applied across hundreds of campaigns over eleven years.
The platform has changed dramatically since 2014. Meta's algorithm is more automated, more competitive and more dependent on creative quality than it used to be. TikTok has become a major paid social channel with entirely different content expectations. The principles have not changed.
Creative that speaks to real people. Targeting built around genuine intent. Offers that give someone a reason to act today. Testing that replaces guessing. Monthly reporting that connects spend to outcomes, not to vanity metrics.
That discipline is what we bring to every campaign regardless of platform, budget or industry.
Professional social ads management is not the same as boosting posts or setting up a campaign in Ads Manager. It is a structured system: creative developed with conversion in mind, audiences built around genuine intent, retargeting campaigns that bring warm prospects back, and tracking that connects every lead and sale back to the specific creative and campaign that generated it.
The difference between a managed account and an unmanaged one shows up in the numbers. Unmanaged accounts typically have one or two pieces of creative running until budget runs out, broad targeting that includes large audiences with no intent, and no systematic way to know what is working. Managed accounts have creative tested in rotation, audiences structured by temperature, and reporting that drives monthly decisions.
Meta's algorithm has become significantly better at finding buyers, but only when it has the right inputs: compelling creative, a well-structured pixel, clean conversion events, and an offer that genuinely resonates. Professional management gives it those inputs consistently. Without them, the algorithm optimises for cheap clicks from people who will never buy.
TikTok operates differently. The algorithm is content-driven rather than audience-driven, which means the quality and authenticity of the creative matters even more. Managing TikTok alongside Meta requires different creative strategy, different performance benchmarks and different testing cadences. We manage both from the same performance-first starting point.
| Unmanaged social ads | Professionally managed social ads |
|---|---|
| Boosted posts with broad targeting | Structured campaigns built around real audiences |
| One creative running until budget runs out | Creative tested systematically against conversion data |
| Traffic sent to the homepage | Dedicated landing pages matched to each campaign |
| Reach and impressions as the main metric | Cost per lead and cost per sale as the main metric |
| No retargeting strategy | Retargeting audiences built from day one |
| Platform managed in isolation | Platform managed alongside SEO, GEO and conversion design |
Social ads are not a shortcut. They are a system. When the system is right, the results compound. We are effective because we draw on experience from so many different channels, it would cost the average client $100,000s in testing copy, video and images to find out what works. We can hit the ground running and we will save you money.
Four areas. Each one is where campaigns most commonly underperform when left unmanaged.
Creative is the variable that moves the needle most on Meta. A great piece of creative reaching a broad audience consistently outperforms a mediocre piece reaching a perfectly targeted one. We develop creative with conversion in mind: not reach, not brand awareness, not engagement. We test formats, angles and offers systematically, replace what is not working, and scale what is.
We build audiences around genuine buying intent: people who match your best existing customers, people who have visited your site, people who have engaged with your content. We structure cold, warm and retargeting campaigns separately so budget goes where the return is strongest. Meta's algorithm works best when it has clear signals. We give it those signals from day one.
Most people who see your ad do not convert on the first touch. A retargeting system brings them back with different creative, a different offer, or simply the reminder they needed. We build retargeting audiences from website visitors, social engagers and video viewers, and serve them ads tailored to where they are in the buying process. Retargeting typically delivers the lowest cost per acquisition of any campaign type.
Every lead and sale tracked back to the campaign, ad set and creative that drove it. Monthly reporting in plain language: cost per acquisition, return on ad spend, what is working and what is not. Budget reallocated monthly based on what the data shows. We do not run the same campaign indefinitely and expect different results.
We manage campaigns across all three major paid social platforms. The right platform depends on your audience, your product and your creative capacity.
The most mature paid social platforms with the broadest audience reach across age groups. Facebook excels at lead generation, retargeting and direct response. Instagram works particularly well for visually driven brands and younger demographics. Both run through Meta's Ads Manager, meaning unified targeting, creative testing and reporting from one place.
The fastest-growing paid social platform with a younger, highly engaged audience. TikTok rewards authentic, native-feeling creative over polished production. The algorithm is content-driven rather than audience-driven: strong creative can reach a large audience regardless of following size. Best suited for consumer brands with strong visual identity and the capacity to produce short-form video consistently.
Custom audiences built from website visitors, email lists and social engagers can be retargeted across Facebook, Instagram and TikTok simultaneously. Cross-platform retargeting keeps your brand visible to warm audiences across every channel they use, reinforcing familiarity and shortening the path to conversion.
Specific outcomes from fitness, retail, software, events and local service businesses.
"We run campaigns across multiple locations and the challenge has always been maintaining a consistent cost per trial member regardless of market. Over two years of campaigns the lead cost has stayed predictable and the conversion from trial to membership is trackable for the first time."
"Our ROAS was flat for over a year. After the creative overhaul and the retargeting structure was rebuilt from scratch, ROAS improved by more than 60 percent within three months. The existing campaigns were not failing for lack of budget. They were failing for lack of creative and structure."
"B2B lead generation on Facebook works when the targeting is built correctly and the creative speaks to the specific person you are trying to reach. We are now generating demo bookings from gym owners and studio managers at a cost that makes the channel viable for B2B."
"We sold out two events using Meta campaigns alone. Reaching specific demographic audiences across the GTA with precision by interest, location and behaviour was more targeted than anything we had used before. Every ticket sold was tracked back to the campaign that drove it."
"Local Facebook campaigns generating booked appointments at a cost per lead that beats every other channel we use. We set a target cost per booked appointment and the campaigns have hit it consistently for eighteen months."
"TikTok delivered a lower cost per acquisition than Meta for our category. That surprised us. We now split budget between the two platforms with TikTok taking the larger share, and the blended cost per sale is the best it has been since we started running paid social."
Social ads do something beyond generating immediate leads and sales. They build brand familiarity at scale. When someone sees your brand repeatedly on Facebook or Instagram over weeks or months, that familiarity compounds. They recognise your name when they see it in a Google result. They are more likely to mention your brand when asked for a recommendation.
AI tools like ChatGPT and Perplexity are increasingly used for brand recommendations. A business with strong brand recognition built through consistent social advertising is more likely to be recommended than one that is unknown outside its immediate customer base. Brand recognition and AI citation are connected in ways that are becoming more measurable every month.
We manage GEO alongside paid social for clients who want visibility across both channels, and we can show you how brand investment in social advertising compounds into AI search visibility over time.
If your customers spend time on Facebook, Instagram or TikTok, and most of them do, paid social gives you a direct line to them before they start searching.
Social ads are the primary growth channel for most direct-to-consumer brands because they reach buyers before they search and convert them at scale. ROAS-driven campaign management makes the economics transparent and the channel accountable.
Gyms, studios, clinics and wellness brands thrive on paid social because their audience is highly active on Meta platforms. We have run fitness campaigns across North America for over a decade, generating trial members, class bookings and membership sign-ups.
Visual platforms are the natural home for retail and fashion brands. Instagram and TikTok in particular reward strong creative and favour brands that feel authentic rather than promotional. Product discovery happens on social before it happens on Google.
Lawyers, financial advisers, consultants and agencies can use Facebook lead generation campaigns to reach specific professional audiences. Meta often delivers a lower cost per lead than LinkedIn for many professional service categories when targeting is structured correctly.
Hotels, venues, restaurants and events reach local and travelling audiences through geographically targeted social campaigns. Time-sensitive offers and event promotion work particularly well on Meta, where urgency drives action.
Clinics, medical spas and wellness providers reach their target demographic through interest and behaviour-based targeting on Meta. Compliance requirements vary by category and we understand both the performance requirements and the platform restrictions.
Course providers, universities and training companies reach prospective students at the point of interest through social ads targeted by life stage, interest and behaviour. Lead generation campaigns for education typically deliver strong cost per enquiry.
Any local business, including trades, home services, salons and retailers, can use geographically targeted Facebook campaigns to reach their specific service area with precision. Local campaigns often deliver the lowest cost per lead of any paid channel for service businesses.
Yes, but the platform has changed significantly since 2014 and campaigns that worked five years ago often do not work now. Meta's ad platform has become more automated, more competitive and more dependent on creative quality than it used to be. The businesses seeing strong results today are those with compelling creative, well-structured audiences and offers that genuinely resonate. The businesses struggling are those running the same approach they used three years ago. We have managed Facebook and Instagram campaigns through every major platform change since 2014 and have adapted strategy accordingly. The channel still works. The way you work it has to evolve.
Meta ad costs vary significantly by industry, audience size, creative quality and competition. Cost per thousand impressions (CPM) typically ranges from $5 to $30 for most business categories, meaning a $3,000 monthly budget reaches between 100,000 and 600,000 people depending on targeting. Cost per lead varies from under $5 for broad consumer categories to over $50 for competitive professional services. The right question is not what Meta ads cost but what a lead or sale is worth to your business and whether the cost per acquisition from the channel makes it profitable. We give an honest assessment of expected performance before any campaign begins.
Google Ads targets intent: people actively searching for something. Meta ads target interest and behaviour: people who fit a profile, even if they are not actively looking. Google Ads captures demand that already exists. Meta ads create demand by reaching the right people before they search. The two channels work differently and suit different objectives. For businesses where customers search for what they offer, Google Ads is often more efficient. For businesses that need to reach people before they start searching, including new products, impulse purchases and awareness-driven categories, Meta is the right channel. Most successful businesses run both and let each do what it does best.
TikTok and Facebook reach different audiences with different content expectations. TikTok skews younger, rewards raw and authentic creative over polished production, and favours content that feels native to the platform rather than promotional. Facebook and Instagram reach a broader age range and support a wider variety of ad formats including static images, carousels and video. TikTok's algorithm is more content-driven than audience-driven: a great piece of creative can reach a large audience regardless of targeting. Facebook relies more heavily on audience targeting and retargeting. The right platform depends on your audience, your product and your creative capacity. We manage both and allocate budget based on where the returns are strongest.
Three things working together: the creative stops the scroll and speaks directly to the person seeing it, the targeting puts that creative in front of people who are genuinely likely to be interested, and the offer gives them a clear and compelling reason to act. Most campaigns that underperform have a problem with one of these three, usually creative or offer, not targeting. Meta's algorithm has become very good at finding buyers when the creative and offer are right. When they are not, no amount of audience refinement compensates. We look at all three before we touch campaign settings, and we test creative systematically rather than guessing.
Retargeting shows ads to people who have already visited your website, engaged with your social content, or interacted with your brand in some way. These audiences convert at significantly higher rates than cold audiences because they have already shown interest. A well-structured retargeting campaign typically delivers the lowest cost per acquisition of any campaign type. The mechanics involve placing a Meta Pixel on your website, building custom audiences from website visitors and engagement data, and serving those audiences with ads tailored to where they are in the buying process. Retargeting is not optional for any business running Meta ads. It is where much of the return comes from.
Social ads ROI is measured by connecting ad spend to actual business outcomes: leads, sales, revenue, not just reach, impressions or clicks. The starting point is conversion tracking set up correctly via Meta Pixel and Conversions API, with every meaningful action tracked back to the campaign and creative that drove it. For e-commerce, return on ad spend (ROAS), revenue generated divided by ad spend, is the primary metric. For lead generation, cost per lead and lead quality are what matter. We report on cost per acquisition and ROAS every month and connect those numbers to business revenue, not to a dashboard of metrics that look impressive but do not connect to what the business actually earns.
Yes, and the relationship is more significant than most businesses realise. Social ads build brand familiarity at scale. When someone sees your brand repeatedly on Facebook or Instagram and later asks an AI tool like ChatGPT for a recommendation in your category, that prior familiarity increases the likelihood of your brand being mentioned. Brand recognition and AI citation are connected. Businesses investing in social ads are simultaneously building the brand signals that influence AI search recommendations. We manage both paid social and GEO for clients who want visibility across both channels, and we can show you how the two interact for your specific business.
Our clients run social campaigns from Toronto to Los Angeles, New York to Vancouver. Meta's platform is the same everywhere. What changes is the audience, the cost per click and the competitive landscape. We factor all three into every campaign we manage.
We will look at your current campaigns, or talk through what a first campaign should look like, and give you an honest picture of what is realistic for your budget and your market. No obligation. Takes 20 minutes.
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