Facebook ads: unfashionable, enormous, effective.

Facebook and Instagram remain the largest, cheapest, most operationally mature audience machine ever built. They have been out of fashion for a few years now, and most of the attention has gone to newer platforms.

What testing actually teaches you

In funeral care, for example, we ran heavy asset A/B testing across a portfolio of brands - structured, on live budgets, for years. Audiences responded to the human, the animal, winning something, and something to believe in, but not to being talked to about funerals.

That came out of testing enough assets, honestly enough, in a category where everyone said the channel couldn't work, and none of it came from a best-practice guide. It's the kind of finding that quietly improves every campaign after it.

The B2B result nobody expects

For one enterprise B2B client, Facebook's cost per qualified lead has come in below LinkedIn's - on more than one occasion. Early qualification is admittedly messier: lead gen forms bring in people who aren't right, the way cheap volume always does. But take the campaign apart later in the funnel and Facebook's contribution is the cheaper one.

You only see that if your measurement reaches that far down the funnel. Accounts that stop measuring at the form will read Facebook as the weaker of the two channels.

What we focus on

• Creative velocity: on Meta's platforms, creative is the targeting. We plan concepts and variants against fatigue curves so performance doesn't quietly decay.
• Signal quality: the algorithm optimises whatever your pixel and Conversions API tell it. We make sure the events it gets are the revenue ones. (Our analytics team handles the plumbing.)
• Full-funnel structure: prospecting and retargeting balanced deliberately, so you're not just re-selling to people who'd already bought.
• Revenue reporting: one client's brief asked us to increase revenues, not likes or clicks, and revenue is what our reporting is built around.

InvoCare came to us sceptical that Facebook could work for funeral services. The client said the results "certainly changed my view." If your instinct says the channel's wrong for you, that's usually where the cheap auctions are.

The mobile-friendly builds of ads consistently outperform on both Meta and LinkedIn. Your buyers are on their phones, so we design for the phone first.