Facebook ads agency for Facebook and Instagram, from Conway, ArkansasFacebook ads, judged by calls and forms.

We check Meta's rules before the first ad, because some kinds of ads get tighter limits. An ad to hire, to sell or rent a home, or to offer a loan or other money product goes in what Meta calls a Special Ad Category. There, Meta sets the ages to 18 through 65+, drops the gender choice and turns off lookalike audiences. It also won't target by ZIP code or draw an area smaller than a 15 mile radius.

Meta also reviews your ads before they run, and Meta says it reviews most ads within 24 hours, though some take longer. It can review an ad again after the ad goes live.

We're a small team in Conway, Arkansas, and we've run Google Ads since May 2016. We work with businesses across the US by phone and video, and our Google Ads management page shows how we run the Google side of the same budget.

• Tracking: before the first dollar, we set up Meta's pixel and its Conversions API, so Meta counts each form your ads bring in and learns from it.
• Budget: Facebook draws from the same budget as your Google ads, so each dollar goes where your calls and forms cost least.
• Area: we draw your area from the towns and ZIP codes you serve, so you don't pay to reach people you can't help.
• Ads: we write the ads and pick the photos or short videos with you, and we run a few at a time, because Meta learns less about each ad when there are many.
• Pages and forms: each ad goes to a page built for that one offer, or to a short Meta form when a form fits the offer better.
• Results: we judge Facebook by the calls and forms it brings in and what each one cost, just as we judge Google.

Meta's pixel is a small piece of code on your page that tells Meta when someone sends a form. We also send the same form to Meta from our server through its Conversions API, which Meta built to take events from a server, a website or a business's own records. Both copies carry one event ID, so Meta counts the lead once.

We tag every link in your ads, too, so your reports can name Facebook as the source of each visit. When Google Analytics can't name a source, it files the visit as Direct, and on the median client website we track, 35% of visits landed in that pile.

Meta needs a steady flow of results to learn, and it says an ad set leaves its learning phase after about 50 results in the week after its last big edit. Meta says costs usually run higher until then, and frequent budget changes can send an ad set back into learning. So we keep the number of ad sets small, and we hold edits while Meta learns.

A new lead needs a fast answer, even when it comes in after you close. Across 6 of our clients, 46% of website form leads came in at night or on a weekend. Our speed to lead guide has a callback routine any shop can run.

When the numbers change, we move the money for you. Money moves between platforms with no new build fee, and you see one budget and one fee.

A new channel should start small, with one number that decides it and a stop rule you write down before the first dollar. Most new ideas don't work, and even experts can't tell which ones will. Two test experts wrote in Harvard Business Review that only about 10% to 20% of the tests run at Google and Bing came out ahead.

A tight stop rule is fair, because ads that work rarely go a whole week with nothing. On the paid ad accounts we run, only 4% of full weeks of ads brought no conversion at all. So when a new channel spends for weeks with nothing to show, it most likely doesn't work for you, and the stop rule ends it.

Unpaid posts do a different job, and they send far fewer visits than search: on the median client website we track, unpaid search sent 20 visits for every visit from unpaid social media. Your posts keep your page current for the people who already follow you, and paid ads reach the people who don't follow you yet.

Your fee follows your total budget across every platform, and on a budget of $5,000 a month or less, it's $2,000 every 4 weeks. On the call, Miguel reads your fee for your budget straight from our price table. We recommend Growth for a business ready to spend $3,000 or more a month on ads.

We bill every 4 weeks, so a year is 13 bills. Month to month: you pay the build and keep the 30-Day Stop. You can cancel at the end of any bill. The 52-week plan: 13 payments, one every 4 weeks, and the build is $0 today. There's no 30-Day Stop. If you stop before your 13th payment, the build you skipped goes on your last bill.

Stop anytime in your first 30 days, and the fee never starts. Your fee starts on day 31, unless you tell us to stop by the end of day 30.

Growth comes with your own advocate, plus reports and your portal. Every price we charge is on our pricing page.

Nonprofits can run it beside a Google Ad Grant. Facebook and Instagram can be the one paid channel beside the Grant, at the same price as paid Search: $750 every 4 weeks plus the Grant fee, up to $1,500 a bill. The $1,500 Grant build and a $2,000 build are paid once. Our Google Ad Grants page explains the Grant side.