//Paid Advertising
Facebook and Instagram ads that create demand and prove it.
Search is strongest when demand already exists. Meta can reach people before they go looking, if the creative earns attention and the measurement holds up after the click. We run both.
Meta is not search. Most people are not on Facebook or Instagram looking for your company, so the creative has to earn the stop. That makes the offer, ad, landing page and measurement one system. We manage that system, not just the media buy.
Jessica and Ben also built Body Juice, one of their own companies, before Mining Wells. Instagram was part of how they built attention around the brand, while the customer base grew 600%. They know the difference between attention and a business result because they have paid for both.
//Before we prescribe it
You may need Meta ads. You may not.
Selling a service is not a reason to prescribe it. We look at the business first: the bottleneck, the economics, the buying path and what your current marketing is already doing. If Meta has a clear job, we will tell you why. If the problem is somewhere else, we will say that too.
//What you get
What Meta ads management includes.
Offer and creative strategy
What the ad shows, says and promises, tested in a few honest variations instead of one guess. Static, short video and carousel where each earns a place.
Pixel and Conversions API
Browser and server events configured together where appropriate, so Meta has better event coverage for measurement and optimization. We still compare platform reporting with the systems that matter to the business rather than pretending every number will match perfectly.
Audience and account structure
We use Meta's current audience controls, first-party data where permitted, retargeting where appropriate and enough room for the delivery system to learn. The structure follows the objective and the evidence, not last year's targeting recipe.
Landing pages that match
The page continues the ad. Same promise, same offer, one clear next step, and fast enough to use comfortably on a phone.
Creative monitoring and refresh
We watch cost, frequency and performance by creative. What is still earning attention stays. What is clearly tired gets replaced. New creative is added because the evidence calls for it, not because Tuesday arrived.
Reporting you can act on
Where the systems allow it, we report cost per customer or qualified outcome. Where they do not, we tell you what can be measured reliably and what cannot. Clicks and impressions remain context, not the result.
//When Meta earns its place
Meta makes sense when creative can do some of the selling.
These are conditions we look for, not a diagnosis of your business.
Creative can make the value clear quickly
A strong image, short video, demonstration or simple idea can make the problem, result or offer understandable without a long explanation.
The buyer is not searching yet
Paid social can create or amplify demand before anyone types the category into Google.
You have enough creative to learn from
One ad is not a strategy. The account needs enough useful variation to find out what earns attention and action.
The economics can tolerate testing
Meta needs enough useful conversion data and budget to learn from. We check the acquisition math before asking the platform to work it out with your money.
//When we would not
When Meta should not get the first dollar.
The offer takes too long to explain
If the buyer needs a long education before the value lands, another channel may deserve the first test.
Search demand is already obvious and urgent
Search may be the cleaner first test when people are already looking for the product or service.
The business cannot produce usable creative
Media buying cannot rescue a feed full of weak assets, and we would rather say so than spend against them.
The measurement cannot support the decision
We would repair the tracking and the page before asking Meta to optimize around weak signals.
//Paid social results
Attention is useful. Business results matter more.
Medical practice
Meta clicks cost 60% less than the average advertiser pays.
For a medical practice, Meta campaigns ran alongside landing pages and broader search work. Cost per Meta click came in 60% lower than what the average advertiser pays.
Read the medical practice case study
Body Juice
From farmers' market cart to 600% customer growth.
Body Juice was one of Jessica and Ben's own businesses. Education-led Instagram content helped build attention around the brand while the customer base grew 600%.
Read the Body Juice case study
Technology company
Paid ads in a strategic geo-targeting campaign around its market's biggest conference
Ads that reached attendees where they were and content from the event itself, written up as a playbook the company can run again.
Read the technology case study//Two-minute quiz
Is Meta advertising the right next dollar for you?
Four questions about your situation. Send the answers to our founders and get a straight answer back.
Question 1 of 4
Can a strong image, short video or simple demonstration make the value easier to understand?
//How we work
How we run Meta ads.
- 01
Decide what Meta has to produce.
We start with the business outcome, the economics behind it and what can actually be measured. Attention is useful. It is not the finish line.
- 02
Build creative and measurement together.
Offer, creative, audience, landing page and conversion events are planned as one system. Strong media buying cannot rescue an offer nobody wants or measurement nobody trusts.
- 03
Give budget to what earns it.
We compare creative, conversion quality and economics. Work that earns its place gets more room. Work that does not gets changed, reduced or stopped.
Starts with a short founder conversation.
//What you can count on
Honest paid social.
//Common questions
What Meta's tools actually do.
What is the Meta Pixel?
The Meta Pixel is one of Meta's business tools for sending information about activity on a website to Meta for advertising, measurement and related business services.
Meta Privacy CenterWhat is the Conversions API?
Conversions API is Meta's server-to-server method for sending web, app or offline events directly to Meta. It can be used alongside Pixel events, with event deduplication where both report the same action.
Meta BlueprintWhat is a Custom Audience?
A Customer List Custom Audience lets an advertiser create an audience using customer data such as email addresses or phone numbers. Meta requires the advertiser to have the necessary rights, permissions and lawful basis to use that data.
Meta Customer List Custom Audiences TermsWhere can Meta ads appear?
Depending on the campaign and placement settings, Meta ads can appear across Facebook, Instagram, Messenger and Audience Network. Advantage+ placements can distribute ads across eligible placements automatically.
Meta for BusinessWhat is Advantage+ audience?
Advantage+ audience uses Meta's delivery system to find people likely to respond to the campaign, while advertisers can provide audience inputs and constraints where the setup allows them.
Meta for Business (YouTube)//Not sure this is the right service?
Good. The diagnosis is our job.
Tell us what you sell, what Meta is doing now and what a useful customer is worth. We will look at the offer, creative, economics and measurement before telling you where we think the next dollar belongs.
Starts with a short founder conversation.
//Read more
Want to check our thinking first?
//Related services