What we do on Facebook and Instagram

What does the Meta advertising ecosystem cover?

The Meta advertising ecosystem is an ad system that can publish to Facebook, Instagram, Messenger, WhatsApp and Audience Network from a single Ads Manager account. The same campaign can appear as a vertical video in Instagram Reels, a carousel in the Facebook feed and a full-screen image in Stories. When users tap the ad, they can be sent to your website, your app, a form or straight into a chat.

This breadth is a double-edged advantage. Set up correctly, Meta can reach a business's customers at many different moments throughout the day. Set up wrongly, the budget flows to placements that bring no conversions, or to users who simply like to click. We cover the details of campaign structure, audience architecture and creative testing on our Meta Ads service page; this page focuses on the platform as a whole and on which tool we choose when.

Where do Facebook ads appear, and who are they suited to?

Facebook ads are managed from Meta Ads Manager and can be shown in the Facebook feed, in Reels and Stories, on Marketplace, in video feeds, in the right-hand column on desktop and in Facebook search results. Facebook reaches a broad and varied audience, and thanks to groups, pages and Marketplace it is a strong channel for local businesses and for second-hand and e-commerce categories.

• Feed ads: the main space for presenting a product or service in image, video and carousel formats.
• Marketplace: an area people browse with shopping intent; well suited to catalogue and product ads.
• Reels and Stories: vertical, short storytelling with sound; the same creatives can also be used on Instagram.
• Messenger: moving from the ad straight into a conversation, so customers with questions are met rather than lost.

On Facebook, the audience generally spans a wider age range than on Instagram. So for local services, family-oriented products and campaigns aimed at more mature audiences, we monitor Facebook placements separately and adapt the creatives to that audience.

How do Instagram ads work, and which placements are there?

Instagram ads are also set up in Meta Ads Manager and appear in the Instagram feed, Stories, Reels, Explore, the profile feed and Instagram search results. Because Instagram is a highly visual platform, the quality of the creative, the hook in the first second and how well it fits a vertical format have a direct effect on results.

On Instagram, the brand's own account is part of the ad too: people who see an ad often go on to look at the profile. That is why we look at the profile layout, the story highlights and the link in the bio together with the campaign, and where needed tie them into the same calendar as social media management.

What campaign and ad types are available on Meta?

On Meta, the objective determines the campaign type: awareness, traffic, engagement, leads, app promotion or sales. The ad format can be a single image, video, carousel or collection. The table below summarises the types we use most often and when we choose each one.

Traffic and engagement objectives are missing from the table because we rarely use them as the main campaign. These objectives steer the system towards people who click or like, not towards people who buy. We switch them on for short periods only when we need to build up a remarketing pool or distribute a piece of content to a particular audience.

Collaborations with creators on Instagram can be added to this table as well. Partnership ads are a format that carries both the brand's and the creator's name and allows the creator's post to run as an ad. Because the creator's audience and credibility carry over into the ad, it is an option we test often in discovery campaigns.

What is Advantage+, and when is it the right choice?

Advantage+ is Meta's family of campaigns and settings that uses machine learning to automate audience selection, placements, budget allocation and creative variations. Meta is increasingly making this automation the default set-up for sales, lead and app campaigns. So the real question is not whether to use Advantage+, but which setting to loosen and by how much.

• Advantage+ audience: treats the audience you specify as a suggestion and goes beyond it wherever it sees performance. In new accounts with weak conversion data, we keep the boundaries tighter.
• Advantage+ placements: lets the system distribute the budget across placements. For work that requires brand safety, we control Audience Network and certain content types separately.
• Advantage+ creative: makes automatic enhancements such as cropping images, adjusting brightness, adding music and varying text. We switch the options that could undermine brand identity on or off one by one.
• Existing customer setting: used to cap how much of the budget goes to existing customers in sales campaigns; when the goal is acquiring new customers, we always define this setting.

Automation makes decisions only as good as the data it is fed. If the purchase event is counted wrongly, value information is missing or returns are not taken into account, Advantage+ amplifies the wrong signal. That is why we verify the measurement side before widening automation.

How are click-to-WhatsApp and Messenger ads managed?

Message ads take the user into a conversation with the business rather than to a web page. In many sectors customers are used to messaging on WhatsApp rather than filling in a form, so this type is an important channel, especially for services and high-consideration sales. But just as it is easy to start a chat, it is also easy to generate low-quality enquiries.

• We write the welcome message and frequently asked questions that greet the chat together with you, in line with what the ad promises.
• We check the WhatsApp Business account's profile details, opening hours and response time before the campaign starts.
• Through regular feedback from the sales team we mark which chats turn into a sale or an appointment, and where possible send this information back to Meta.
• We make budget decisions not on the number of messages alone, but on qualified conversations and the rate at which deals close.

Meta is also gradually opening new ad spaces within WhatsApp, such as Status and Channels. Before every campaign, we check the latest position on which markets and which account types can use these placements.

How do catalogue ads work in e-commerce?

Catalogue ads, formerly known as dynamic ads, automatically select and show products from a product catalogue based on the user's behaviour. Someone who looks at a pair of shoes on the site may see those shoes, and similar ones, on Instagram the next day. The quality of the ad is largely determined by the quality of the catalogue data.

1. 1.We verify that the product name, price, stock, image and category fields in the catalogue feed are complete and up to date.
2. 2.We test that the product IDs coming from the Pixel and Conversions API match the IDs in the catalogue exactly.
3. 3.We split product sets by profit margin, season and stock level, and remove out-of-stock products from the ads.
4. 4.We add brand frames or description overlays to catalogue images so they do not look like an ordinary product photo in the feed.

How is measurement set up on Meta?

Measurement on Meta is built by combining events from the browser via Meta Pixel and from the server via Conversions API into a single, consistent view in Events Manager. When the two sources are used together, event deduplication is essential so that the same event is not counted twice. Consent management is part of this set-up too: if the user has not given consent, no data is sent, and a privacy notice in line with Turkish data protection law (KVKK) appears on the site.

In sensitive categories such as health, Meta may restrict some event data from being used for ad optimisation. For businesses in these categories, we check before set-up which events can be sent and make sure that no sensitive information travels in page URLs or event parameters. Tagging and server-side measurement are standard work we carry out together with our CRO and analytics team.

How do we protect the ad account and the business portfolio?

One of the most expensive problems on Meta is losing not the ads but the account itself. A hijacked profile, admin rights given to the wrong person or an ad account restricted for a policy breach can halt campaigns for days. That is why we always begin by reviewing account security.

• We make sure the ad account, pages, Instagram account, catalogue and Pixel sit in the business's own business portfolio; as an agency, we take partner access only.
• We require two-step verification for all admins and regularly remove access for people who have left.
• We clarify the rules for special ad categories such as credit, employment, housing and political content, and the policy limits in areas such as health and finance, before any ad copy is written.
• We log rejected ads and account restrictions with their reasons, and handle appeals with supporting documents.

When is Meta not enough on its own?

Meta is strong at creating demand, but it does not catch the moment when a user is actively looking for a solution. A user sees the ad on Instagram, searches for the brand on Google a few days later and buys from there. That is why we plan Meta alongside search campaigns and organic visibility, and base budget decisions on the total cost of acquiring a customer rather than on a single platform's report.

For brands that work with short vertical video, we also test the same creative idea on TikTok, while adapting the opening, the length and the use of sound to each platform's habits. To review the current state of your account together, you can reach us through our contact page.