Turnkey Targeted Advertising on Meta and TikTok
We launch and run advertising on Facebook, Instagram, and TikTok — from audit and strategy to creatives, analytics, and weekly reports. We work for leads and sales, not for “traffic for the sake of traffic.” Potential ad reach in Ukraine: about 14.2 million on Facebook, 12.6 million on Instagram, and 19 million adults on TikTok.
What the service includes
We run the full cycle — from setting goals to reporting. The logic is simple: goals → audiences → creatives → tracking → optimization. First signals show within a few days; a stable result comes later — from a month to six months depending on the niche, average check, and decision cycle.
Audit and goals
We analyze the market, competitors (including live ads in the Meta Ad Library), your website, and ad accounts. We define KPIs — for example, a target cost per lead or number of registrations.Audience strategy
We determine business constraints (geo, age, language) and prepare quality signals for the algorithm plus first-party data (customer lists, site events).Technical setup
Meta Pixel and Conversions API, conversion events, domain verification, Events Manager configuration. Details are in the “Analytics” block.Creative production
Static, video, carousels, and UGC for each segment and platform. We agree on the number of creatives per period in the package.Launch and tests
We start with a test budget and check “audience + creative + placement” combinations.Management
Data-driven optimization: CTR, CPM, CPC, conversions, CPA. We respond to changes without panic edits that push the algorithm back into learning.Reporting
Short weekly updates and a detailed monthly report with conclusions and a plan for the next steps.Who it fits, and who it doesn’t
Targeting works well where there is visual or impulse demand and a clear offer.
e-commerce
Sales and remarketing through catalogs and look-alikes.Local business
Geo-targeting by city and radius — cafes, salons, clinics.B2B leads
Lead Ads forms and a short funnel to a request.Events
Reach ahead of the date.Mobile apps
Install campaigns.When targeting loses to other channels faster: zero demand with no ready offer (first build the need with content or PR); CPA higher than LTV (it’s cheaper to come in via SEO or search ads with a hot query); a weak landing page (no targeting will pull a conversion without a clear offer); a long B2B cycle (often more effective paired with search channels).
Platforms and formats
We choose the platform to match the goal and audience, not “to be everywhere.”
TikTok
Reach and fast performance through Spark Ads and Lead Ads; it covers the top of the funnel, which we then pick up with remarketing in Meta.Post / banner
Quick promo announcement (1:1).Carousel
2–10 cards for a catalog or comparison.Stories / Reels
Vertical 9:16, up to 15 seconds, for a “hot” offer.Video
Product demo, 15–30 seconds, for reach.Lead Ads
A form inside the platform, when you need to collect a request without sending people to the site.We build creatives mobile-first: one offer, a “headline → benefit → button” hierarchy, a clear CTA.
How delivery and the auction work
Meta and TikTok run every impression through an auction. The winner is not the highest bid, but the ad with the greatest total value:
So a high bid alone doesn’t guarantee a win. A relevant creative and a fitting audience can improve the result — but that doesn’t automatically mean a lower cost per impression. We keep costs under control through signals for the algorithm, excluding users who have already converted, and managing frequency.
The economics of a lead is roughly described by the formula:
where CR is the conversion specifically from clicks into the same target action that we count as CPA (not”any activity on the site”). Example: if CPC ≈ 8 UAH and CR to a lead ≈ 4%, then CPA ≈ 200 UAH. Improving the landing page can lower CPA without changing bids — but the actual numbers are always verified by a test campaign.
The modern targeting model: Advantage+, not “narrowing”
A few years ago the logic was “the narrower the audience, the more precise.” Today Meta uses the Advantage+ model: many targeting parameters are signals and recommendations, not rigid limits. The system goes beyond them if it predicts a better result. Meta now recommends broad audiences — roughly 2–10 million, so the algorithm has room to optimize. The “audience no smaller than 100k” rule is outdated.
Geo
A hard constraint — stays under your control.Minimum age
A hard constraint — set explicitly.Language
A hard constraint — matched to the audience and offer.Exclusions via custom audiences
For example, removing existing customers — available and working.The result comes not from the “narrowest possible audience,” but from a combination of business constraints, quality audience signals, first-party data (customer lists, Pixel/CAPI events), Meta’s algorithmic search, and constant creative testing.
Important about targeting parameters. We do not use targeting by ethnicity — Meta prohibits showing ads based on specially protected attributes. We don’t promise “income level” as a separate parameter for Ukraine: its availability is checked in Ads Manager for the specific account. Custom audience exclusions (excluding your own list, customers) are available and working; geo / age / language are available; detailed targeting exclusions (the old exclusions by detailed interests) were removed by Meta from new ad sets, and as of 31.03.2025 from active campaigns as well, so we no longer rely on them.
The launch process
One working checklist — no duplication. The technical part usually takes 1–3 days, creatives 2–4 days (depending on the volume of materials).
Goal and KPIs
We fix the campaign goal and the KPIs we’ll use to assess the result. For lead-gen this is a conversion objective on Facebook + Instagram, not Traffic or Landing Page Views.Audience signals
We prepare business constraints, first-party lists, custom audiences.Platform choice
We choose the platform to fit the niche: Facebook, Instagram, TikTok. We select placements deliberately — without auto-expansion into Audience Network for lead-gen campaigns.Budget and schedule
We plan the budget and, if needed, the ad schedule.Technical base
Pixel + Conversions API, conversion events, UTM tags, GA4 (details below).Landing page check
Speed, correct analytics, a clear path to the request.Creatives and moderation
We prepare creatives with a clear CTA and check them against the platform’s moderation rules.Preview and test
We review the preview, launch a test of creatives and audiences, and start with a control budget.Why a conversion objective, not “traffic.” Optimizing for page views or clicks drives cheap but weak visits. We run campaigns for a conversion event (lead, registration, purchase) on FB + IG — so the algorithm looks for people inclined to act, not just to click. We don’t use auto-placements with Audience Network for lead-gen: they drain the budget into low-quality traffic.
Analytics: Pixel, Conversions API, GA4, CRM
Without clean data, optimization turns into guesswork. So before launch we set up the full measurement loop.
Meta Pixel + Conversions API (CAPI)
Meta recommends sending events in parallel — the browser Pixel and the server-side CAPI. This is more stable amid blockers and browser restrictions.Pixel + CAPI event deduplication
By event_id, so one action isn’t counted twice.Event Match Quality
We monitor the quality of matching events to users and improve it with parameters (email, phone, external IDs in hashed form).CRM / offline events
If needed, we pass offline conversions and deal statuses so the algorithm learns from real sales, not just from leads.Consent management
We collect events with the user’s consent in mind.Domain verification + Events Manager
Domain verification and event prioritization in Events Manager.Attribution differences
Meta, GA4, and CRM count conversions using different models and windows, so their numbers don’t match. We explain this difference in the report rather than hiding it.Google Search Console isn’t needed for Meta/TikTok — it’s an organic search tool and isn’t part of ad tracking.
Testing and optimization
Management is a regular cycle: we collect Pixel/CAPI and GA4 data, look at CTR, CPM, CPC, conversions, CPA, ROAS, and make decisions by the metrics. Weak creatives go to replacement, irrelevant combinations to pause, working ones to scale. The benchmarks below are not rigid rules: specific thresholds depend on the goal, platform, format, audience, attribution model, and deal cycle.
Ad frequency
If frequency rises while the result falls, we refresh the creative to remove fatigue. We calibrate the specific threshold to the segment rather than taking “>3” as dogma.Look-alike and seed
We build the LAL from the best customer base. A quality seed usually requires a sufficient number of events; too small a list works worse. Whether a narrow LAL will give a lower CPA — we check with a test, we don’t promise it in advance.CTR and CPA
Low CTR is a signal to test a new creative; a CPA consistently above target is a reason to reallocate the budget. We fix the numerical thresholds at the start for your product.Budget scaling
We raise it gradually: large, abrupt changes push the campaign back into learning and disrupt optimization. There’s no “safe” universal daily percentage — we pick the step for the specific campaign.Creative refresh
We rotate when the metrics show fatigue, not on a “every N days” calendar.Case studies
We show examples with starting conditions, hypotheses, tests, and final metrics — so it’s clear what produced the result. We don’t publish logos, we present niches in general terms, and we take numbers from Ads Manager and GA4.
Home goods
High cost per lead, weak retargeting. Hypotheses: look-alike based on customers versus interest targeting; carousel versus video. Approach: reallocating the budget to winning “audience + creative” combinations, frequency control.
Lead generation
Many clicks, few quality leads. Tests: Lead Ads versus sending people to a landing page; passing statuses from the CRM to further train the algorithm.
Geo and time targeting
Geo and time targeting to working hours, short videos for a “hot” offer.
The takeaway is simple: the result comes not from “magic,” but from systematic optimization, clean analytics, and test discipline.
Targeted advertising pricing
You pay for the media buyer’s work (fee); the ad budget is separate, paid directly to the ad platforms. Social media management (SMM) is a separate service.
When you only need a media buyer — without creative production from scratch.
- Strategy in PDF + audiences after product analysis
- 2 ad campaigns (up to 5 ad groups in each)
- Video optimization: subtitles, sound, voiceover (AI)
- Advanced targeting: geo, age, interests, devices
- Auto-replies + lead export
- Final report on campaign results
Launch with your own creatives and professional audience segmentation.
- Strategy + customer base segmentation
- 3 campaigns + Lookalike + audience uploads
- 2 videos with editing (AI, subtitles, voiceover)
- 3 graphic creatives (design + copywriting)
- A/B tests + audience overlap check
- Auto-replies + funnel consultation
- Extended report with key metrics
Full cycle with in-depth analytics for competitive niches.
- Strategy + deep analysis + microtargeting
- 3+ campaigns + remarketing
- Video creatives from scratch (script, editing, voiceover, subtitles)
- Full creative support: graphics + video + copy + scripts
- End-to-end analytics: Pixel + CAPI, online dashboard
- Report with conclusions, analytics, and the next strategy
We give CPM/CPC/CPL/CPA references per platform as benchmarks — exact values are always clarified by a test campaign. We build a “back-of-the-napkin” forecast from the desired number of orders and the target CPA, but without hard guarantees.
Why the agency
Not “another agency that added targeting to its price list” — we work for leads and sales with transparent campaign economics.
Working with platforms
Facebook, Instagram, TikTok — with an understanding of the auction, the Advantage+ model, placements, and Pixel/CAPI events.
Transparent KPIs and budgets
We fix target CPL/CPA and reach before the start, and show the campaign economics.
Data-driven tests
We allocate part of the budget to hypotheses — decisions by the metrics, not by guesses.
Regular reporting
A weekly digest and a monthly report with conclusions and a plan.
Creative production
Static, video, carousels, UGC for each segment.
Policy compliance
We keep ads within the platforms’ advertising rules.
Personal manager
We reply during working hours within agreed timeframes.
Targeting or search ads
These are different tools, and most often they work in a pair. A practical guideline: a clear hot query — start with search ads; a visual or impulse product — with targeting. For most projects it’s worth testing both channels and reallocating the budget by the actual CPL and CR.
Intent
Search ads catch existing demand (“buy a CRM for B2B”), targeting builds interest in the feed while a person isn’t searching for a solution.Formats
Search ads are mostly text and product listings; targeting is visuals, video, carousels.Test speed
In targeting, hypotheses are checked faster because the auction delivers impressions right away.Attribution
With search ads the path is shorter and more transparent; with targeting you more often need end-to-end measurement (Pixel + CAPI + GA4/CRM).Frequently asked questions
How soon will I see the first results?
First signals — within a few days, working conclusions — in 1–2 weeks. Stabilization depends on the niche, average check, and cycle: from a month to six months.
Do you guarantee a specific CPA or ROAS?
No. We fix realistic goals at the start and adjust them based on the first weeks’ data. Promising specific numbers before the test is guessing, not work.
Why Conversions API if there's a Pixel?
The browser Pixel loses some events due to blockers and browser restrictions. CAPI sends events from the server, and deduplication keeps them from being counted twice. Together they give a fuller picture for optimization.
Do you run campaigns for "traffic"?
For lead-gen — no. We launch conversion objectives on Facebook + Instagram and don’t turn on auto-placements with Audience Network, because they drive low-quality traffic.
Who pays for the ad budget?
The media budget is separate from our fee. We agree on top-up and payment terms at the start.
Can I run only Instagram or only TikTok?
Yes. We choose platforms to fit the goal and audience, not “to be everywhere.”
Why a test budget if there's already a strategy?
A strategy is a set of hypotheses. A test budget checks which “audience + creative + placement” combinations actually produce leads for your product. Without it, optimization goes blind.
Do you target by ethnicity or income level?
By ethnicity — no, it’s prohibited by Meta’s rules. We don’t promise “income level” as a parameter for Ukraine: we check availability in Ads Manager for the specific account and work through permitted signals and first-party data. —
The next step — an audit and launch plan
We’ll start with an audit: we’ll look at the accounts, tracking, and website, and fix realistic KPIs and a launch plan for your product. No obligations.