Part of Digital campaigns
Meta advertising
We advertise on Instagram and Facebook for people who aren't searching.
Two channels, one system. Campaigns that work at the moment someone expects nothing from you, and so need to catch attention before they can persuade. Set up, managed and checked every week.
What you get
Ads that reach people before they're looking for you, and someone who knows when a creative is worn out.
What is Meta advertising?
Meta advertising is paid advertising on Instagram and Facebook, where people scroll rather than search. WIT.agency sets up and manages those campaigns: we decide who you want to reach, make sure the creative and copy stand out in a feed, allocate the budget, and measure what it delivers. Both channels run through the same ad system, but need different work.
It's also called Facebook advertising, Instagram advertising, social advertising or paid social. It differs from a social media strategy: that determines what you have to say on social media, this buys reach for a message. And it differs from search engine marketing, since there someone searches for you and here you interrupt them.
Marketing agency based in Belgium · Works locally, nationally and internationally · For businesses and for agencies
This is why they call us.
“Our posts do well, but nothing comes out of it.”
Buying reach is easy. Knowing what you're buying it for, that's the work.
What we look at
Four parts. And knowing when something's worn out.
On Meta, a creative wears out. What works today has gotten more expensive in six weeks without anything changing. That's why refreshing sits here where optimisation sits on other channels.
Audience
Who do you want to reach, and who definitely not?
The system finds the people itself today. The question is which signals you feed it, and who you exclude because they are already a customer.
Creative
Does it stand out in a feed that wants nothing from you?
The creative here does the job the search term does on search engines. Without a creative that stops the scroll, the rest doesn't matter.
Budget
What do you learn from what you spend?
Spreading small budgets across many campaigns mostly delivers noise. Better fewer campaigns that actually show something.
Measurement
Do you know what happens after the click?
Meta likes reporting on itself. What it was worth, you only know once your own measurement is right.
What it comes down to
From boosting to building.
What's there now
A post does well, so some money follows it. Reach goes up, comments come in, and what it delivered nobody knows.
Boosting isn't wrong, it's just different from advertising.
What's there afterwards
Campaigns with a goal, an audience and measurement. Creatives replaced before they wear out.
Usually fewer posts and more results. That's what audience and measurement deliver together.
Illustrative example, not from an actual client.
The deliverable
Here's what it looks like when it's done.
Campaigns running on both channels, plus the judgment to know when something needs replacing.
- 01The audiences we target, and who we exclude
- 02The ads themselves: copy, structure and creative requirements
- 03Measurement that counts what happens after the click
- 04Weekly follow-up and timely refresh of what's worn out
- 05A conversation every month about what happened and what's next
How it usually goes
A fixed way of working. No fixed package.
This is the usual sequence. Where we go deep and where we keep it short gets decided during intake.
Intake
We ask the questions. Who you want to reach, what they should do, and what's already been tried.
at the table
Setup
Audiences, campaign structure, ads and measurement. Before anything goes live, we explain what's there.
approve
Management
Checking weekly: shifting budget, adjusting audiences, and saying in time when a creative is worn out.
keep supplying creative
Where it varies
With a strong image library, it goes fast. Selling something people think about for a long time, we measure requests, not sales.
Where it never varies
We never keep an ad running just because it once worked. If Meta isn't the right channel, we say which one is.
What it costs
No rate card. One number.
One campaign with one creative is a different job than an ongoing programme in three languages with weekly refreshes. That's why there's no fixed price tag.
What there is: once the approach is set, the number is fixed. No hourly billing, no extra costs halfway through.
What determines the scope
How many campaigns run.
One promotion, or something running all year.
How often refreshes are needed.
A small audience wears out an ad faster than a large one.
How many markets or languages.
Each extra language is its own campaign, not a translation of the first.
Whether we also handle the creative.
You supply it, or we work with creators.
Honestly
Sometimes you need something else.
You want to know what you have to say on social media.
Look at Social media strategyYour audience is business-focused and on LinkedIn.
Look at LinkedIn advertisingYou want to advertise on other channels too.
Look at Digital campaignsYou're looking for a report to justify a decision that's already made.
Then we're not the right fitFrequently asked questions
What people ask before they start.
What does Meta advertising cost?
There's no fixed rate, since it varies how much runs and how often it needs refreshing. Price depends on the number of campaigns, the refresh frequency, the number of markets, and whether we also handle the creative.
Is boosting the same as advertising?
No. Boosting amplifies a post you already made. Advertising starts from a goal and builds something for it.
Instagram or Facebook?
Usually both, since they run through the same system and the system allocates itself. If your audience sits clearly on one of the two, we say so.
How often does an ad need replacing?
That depends on how large your audience is. With a small audience you see it getting more expensive within a few weeks, with a large one it takes months.
Do we need to supply the creative?
You can, and many clients do. If you don't have it, we work with creators or with whoever already does that for you.
Whose ad accounts are these?
Yours. We work on your own business account, not one of ours. If the collaboration ends, everything stays in place.
Does this work for B2B too?
Sometimes, and cheaper than LinkedIn. It depends on whether your audience is recognisable by interests and behaviour.
What's the difference with a social media strategy?
A social media strategy determines what you have to say and on which channels. Meta advertising buys reach for a message that already exists.
Stand out first. Then persuade.
The call where we work out whether Meta advertising makes sense for you takes thirty minutes and costs nothing.
Book a 30-minute call