Ad Management
Facebook Advertising Management
Demand generation and local customer acquisition across Facebook feed, Marketplace and Groups placements.
- Products and services aimed at middle-aged and older audiences
- Local service businesses (Marketplace and local targeting)
- Products that need explaining at length
- Event, course and community-driven businesses
Request a Facebook Ads audit
Free, no commitment. A reply within one business day.
Facebook and Instagram are managed from the same ads manager, but they are not the same medium. On Facebook the average user is older, sessions run longer and people are markedly more willing to read. A message that has to fit into one sentence on Instagram can be told in three paragraphs on Facebook — and it works.
That difference changes placement strategy. Dropping the same creative onto both platforms and calling it a "Meta campaign" means spending part of the budget in the wrong format. We manage Facebook-specific placements in separate breakdowns and read performance placement by placement.
Who is this channel right for?
- Products and services aimed at middle-aged and older audiences
- Local service businesses (Marketplace and local targeting)
- Products that need explaining at length
- Event, course and community-driven businesses
Campaign Types
Which campaigns do we run on Facebook Ads?
Feed Ads
Image and video in the main Facebook feed. Long copy actually gets read here; there is room to explain the product.
When: When the product needs explaining.
Lead Ads
An in-platform form. Without leaving for the site, the user submits a form pre-filled from their profile. It keeps mobile friction to a minimum.
When: For collecting appointments, quotes and enquiries.
Marketplace
Reaches users browsing with buying intent. An area with heavy second-hand and local commerce traffic.
When: For physical products and local services.
Event Campaigns
Promoting an event page and gathering attendees. Facebook is still the strongest channel for this.
When: For seminars, openings and events.
Messenger Referral
Straight from the ad into a conversation. It raises conversion among audiences who ask questions before deciding.
When: For services that involve consultation.
Remarketing
Site visitors, video viewers and customer lists are built as separate segments.
When: Once traffic has built up.
Scope of Work
What exactly do we do in your account?
Splitting by placement
Facebook and Instagram placements are managed in separate ad sets. With automatic placements you cannot see where the budget goes; only by separating them can you measure which platform actually works.
Copy-led creative
On Facebook the primary text gets read. One-line creative produced for Instagram falls flat here; copy is written for the medium.
Lead Ads form optimisation
Every extra question lowers conversion but raises quality. We find the balance between the two using feedback from the sales team.
Local targeting
Service areas are defined by district rather than by radius, so budget does not flow to places you do not serve.
Comment and message management
Comments under the ad directly affect conversion. If negative comments go unanswered, campaign performance falls.
Measurement
Lead Ads and offline conversions
Enquiries collected through Facebook Lead Ads pile up in a spreadsheet when they are not connected to a CRM, and the ad algorithm never learns which form became a real customer. Without that connection, a Lead Ads campaign turns into a mechanism that finds the cheapest form and brings the least qualified audience.
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01
CRM integration
Lead Ads forms flow into the CRM in real time, so no enquiry is lost in a manual download process.
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02
Conversions API
Site-side events are also sent from the server, reducing browser-related data loss.
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03
Offline conversion upload
When a sale completes it is reported back to Meta by matching on lead ID. From that point the algorithm looks for people who resemble real customers.
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04
Placement-level reporting
Facebook and Instagram results are read separately and budget is allocated by that breakdown.
Event deduplication
If the pixel and CAPI send the same event without a shared event_id, conversions appear twice.
Attribution window
Meta defaults to 7-day click / 1-day view; that difference has to be taken into account when comparing with GA4.
Raporlama
Which metrics do we look at?
Different indicators matter on different channels. Judging every channel by the same metric leads to the wrong decisions.
- Cost per qualified enquiry
- Not cost per form — the cost of an enquiry that turns into a sale.
- CPA by placement
- Whether Facebook or Instagram is more efficient is only visible when they are read separately.
- Comment engagement
- The conversation under the ad works as social proof and affects conversion.
- Frequency
- How many times the same person sees the ad; when it climbs, the creative needs refreshing.
Tools
Work out what your budget is worth
Four calculators: return estimate, lead funnel, budget split and break-even point.
If you do not know, 2–4 is typical.
Not every enquiry turns into a sale. In B2B it is 15–30%; in e-commerce it is close to 100%.
Tahmini ROI
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- Monthly leads
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- Tahmini ciro
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- ROAS
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- Lead maliyeti
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- Customers won
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- Cost per customer
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The total monthly search count for your target keywords.
- 1 Visitors reaching the site —
- 2 Form / talep —
- 3 Customers won —
Each step of the funnel is a percentage of the one before it. Real rates vary considerably by sector and by the strength of the offer.
The split below is a typical starting point for an account with conversion history. As data builds up, budget shifts according to marginal return — staying on fixed percentages costs you money.
- Gross profit per unit
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- Maximum cost per conversion
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- Maximum cost per click
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- Minimum required ROAS
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What is left from the sale.
Above this you make a loss.
Your bid ceiling.
Below this value you make a loss.
Note: These tools produce estimates, not commitments. If the conversion rate and cost per click you enter do not come from your own account, the result only gives you a sense of scale. We work out the real figures with data in the free account audit.
Other advertising channels
For every channel, see the advertising management page.
Frequently asked about Facebook Ads
Do Facebook and Instagram need to be managed separately?
They are managed from the same account, but audience behaviour differs. With automatic placements you cannot see where the budget goes; once we separate them, one is usually markedly more efficient than the other.
Is Facebook not dead by now?
In Turkey the average user age has risen, but usage has not fallen. If you sell to middle-aged and older audiences, Facebook is still one of the most efficient channels available.
Lead Ads or driving to the site?
Lead Ads raise the conversion rate, though quality can drop. We test both in parallel and look at the cost per qualified enquiry.
Our page is weak — is that a problem?
It does not stop you advertising, but when a user visits the page they are looking for reassurance. We work on the page alongside the campaigns.
Let us audit your Facebook Ads account for free
We review your account against 42 checkpoints and come back with concrete findings. Free, no commitment.