Facebook and Instagram Ads That Build Your Business, Not Just Your Reach
We manage Meta campaigns that generate leads, drive purchases, and grow brand awareness -- with in-house creative production that makes your ads look different because they are.
15M+
active Australian users on Facebook and Instagram every month.
Your customers are there.
What Is Meta Advertising
The World's Most Powerful Social Advertising Platform
Facebook and Instagram together reach more than 15 million active Australian users every month. Your customers are on these platforms daily. The question is not whether they use Meta. The question is whether they see your business or your competitor's when they do.
Meta Ads work differently to Google Ads. Google captures intent -- people searching for what they need. Meta creates intent -- showing people something they did not know they were looking for, or reminding people who already know you why they should come back. Both have a role in a complete paid media strategy.
What separates Meta campaigns that drain your budget from those that grow your business is creative quality, audience targeting precision, campaign structure, and relentless testing.
Precision Targeting
Scalable Growth
Full Transparency
Proven Results
Campaign Types
Seven Campaign Types We Run for Melbourne Businesses
Every business has different objectives. We match the right campaign type — or combination of types — to your specific goals and budget.
Lead Generation Ads
Instant Forms
What it is
Campaigns optimised for maximum reach and ad recall rather than direct conversion. Used to warm up cold audiences before running conversion campaigns.
Best for
Businesses launching a new brand, entering a new market, or running a local awareness campaign. Top-of-funnel only, not a standalone strategy.
Expect
Lowest-cost entry point into paid social. Builds the audience pools that retargeting campaigns then convert.
Catalogue Ads
Dynamic Product Ads
What it is
Ads that automatically show products from your catalogue to people who viewed them on your website or to new audiences based on interest signals. Ad creative generated dynamically from your product feed.
Best for
eCommerce businesses with 20+ SKUs. Powerful for abandoned browsing retargeting.
Expect
Among the highest-ROAS ad formats for eCommerce. Click-through rates increase significantly with professional product photography.
Conversion Ads
Website Campaigns
What it is
Ads optimised to drive a specific action on your website: form submission, purchase, call, or page view. Meta's algorithm learns which users are most likely to complete the target action.
Best for
Businesses with a well-optimised website and verified pixel tracking. eCommerce checkouts, service booking pages, detailed enquiry forms.
Expect
Requires minimum 50 conversion events per week to optimise effectively. Proper Meta Pixel and Conversions API setup is essential before these campaigns run.
Retargeting
Custom Audience Campaigns
What it is
Ads served to people who already interacted with your business: website visitors, video viewers, page engagers, lead form submitters, or your customer email list.
Best for
Every business running paid traffic. Website visitors who did not enquire are warm leads. Customers who purchased once are repeat purchase candidates.
Expect
Consistently delivers the lowest cost-per-result of any Meta campaign type. We build layered retargeting audiences based on recency and engagement depth.
Lookalike Audiences
Scaling to New Customers
What it is
Meta finds new people who share characteristics with your best existing customers. You supply a seed audience and Meta builds a statistically similar audience.
Best for
Businesses with 500 to 1,000+ source audience records and a confirmed customer profile. Most effective when the seed audience is actual paying customers.
Expect
The primary tool for scaling paid social efficiently. A 1% lookalike of your best customers is typically the strongest cold audience available.
Video Ads and Reels
Short form Video Content
What it is
Short-form video ads in Reels, Stories, and in-feed placements. Formats from 6-second bumpers to 60-second Stories. Through Westend Podcast studio, we produce video and reel content in-house.
Best for
Any business with video content or a budget to produce it. Essential for building brand recognition with cold audiences.
Expect
Video ads under 15 seconds with a hook in the first 3 seconds achieve highest completion rates and lowest CPM.
Reach Campaigns
Brand Awareness
What it is
Campaigns optimised for maximum reach and ad recall rather than direct conversion. Used to warm up cold audiences before running conversion campaigns.
Best for
Businesses launching a new brand, entering a new market, or running a local awareness campaign. Top-of-funnel only -- not a standalone strategy.
Expect
Lowest-cost entry point into paid social. Builds the audience pools that retargeting campaigns then convert.
OUR PROCESS
How We Build and Manage Your Meta Campaigns
Every business has different objectives. We match the right campaign type — or combination of types — to your specific goals and budget.
Step 1
Pixel Audit and Tracking Setup
Audit existing Meta Pixel or install fresh.
Verify standard events, set up Conversions API for server-side tracking, connect to GA4 for cross-channel attribution.
No campaign launches without verified event data.
Step 2
Audience Research and Persona Mapping
Analyse existing customer data, website analytics, and Meta audience insights.
Build three-tier audience map:
cold (interest/demographic/lookalike),
warm (website visitors, video viewers, page engagers),
hot (customer list, recent enquirers).
Step 3
Creative Strategy and Asset Production
Develop creative brief for each campaign based on target audience and objective.
In-house production available via Westend Photography where scoped.
Step 4
Campaign Architecture Build
Full campaign structure in Meta Ads Manager.
2 to 3 ad sets per campaign testing different audience hypotheses.
2 to 3 creative variants per ad set.
Clean structure enabling testing without audience overlap.
Step 5
Ad Copywriting and CTA Optimisation
All ad copy written per audience segment:
cold copy educates and intrigues.
warm copy reminds and reassures.
hot copy creates urgency.
Specific CTAs, not generic Learn More.
Step 6
Launch and Learning Phase Management
Monitor spend, CPM, CTR, and early conversion signals daily.
Avoid significant changes during learning phase.
Budget managed carefully for efficient algorithm learning.
Step 7
Weekly Optimisation and Creative Testing
Budget reallocation from underperforming to overperforming ad sets.
New creative variants introduced regularly.
Every change logged with reason and expected outcome
Step 8
Monthly Reporting and Strategy Review
Report covers: spend, leads or purchases, cost per result, ROAS, creative performance, audience performance, and 30-day forward plan.
What's Included
Everything You Need to Succeed with Meta Ads
No hidden fees, no junior account managers, no black-box reporting. Here's exactly what you get.
Melbourne-Based Team
An in-house studio in Werribee real people, real proximity. No offshore handoffs or overnight delays when you need something urgent turned around.
No Lock-In Contracts
Earn the renewal monthly. We assume you can leave at any time — and prove you shouldn't.
Full-Funnel Ownership
From the first ad impression to the lifecycle email one accountable team managing every revenue touchpoint. No finger-pointing between agencies when results slip.
Transparent Reporting
Live dashboards you can access at any time, not a PDF that arrives 10 days after month-end. Your numbers, your way, whenever you need them.
Dedicated Account Manager
A senior strategist assigned to your account who knows your business model, your growth targets, and your P&L not a rotating junior who reads your brief fresh every call.
AI-Powered Campaigns
Internal tooling that runs creative testing, bid management, and audience segmentation 24/7 compounding results without compounding your headcount.
Award-Winning Photography In-House
Through Westend Photography our sister brand we produce commercial, brand, and product photography in-house. Your campaigns look different because the imagery actually is.
In House Podcast Studio
Westend Podcast, our sister studio at Level 1, 44 Watton Street, Werribee, is the only professional podcast production facility in Melbourne's west. Record, produce, and distribute a professional audio or video podcast to Spotify, Apple Podcasts, iHeartRadio, and YouTube without leaving the building.
FAQs
Common questions.
How much should I spend on Facebook Ads?
For a local service business, $1,000 to $2,500 per month in ad spend is a workable starting range. For eCommerce, budget should be set relative to your revenue targets and average order value.
How is Meta Ads different to Google Ads?
Google captures demand -- people searching for what they need right now. Meta creates demand -- showing people something relevant while they browse. Both have a place in a complete strategy.
What is the Meta Pixel and why does it matter?
The Meta Pixel tracks visitor behaviour on your website and reports it back to Meta, allowing the algorithm to find more people likely to convert. Without a properly configured Pixel, campaigns run blind.
Do you produce the ad creative?
We can produce creative through our in-house team and Westend Photography, or work with assets you supply. Original brand photography consistently outperforms stock images.
How long do Facebook Ads take to work?
New campaigns enter a 1 to 2 week learning phase. Expect stable results from week three onward. Most well-structured campaigns reach performance targets within 60 to 90 days.
Can you run ads on Instagram as well as Facebook?
Yes. Both platforms are managed through Meta Ads Manager. Most campaigns run across both with placement-specific creative.
Industries
Built for the ambitious.
Our strategies are shaped by hundreds of campaigns across multiple industries, giving us vertical-specific insight into what drives attention, conversion, and retention in different markets.
Healthcare
Patient acquisition and practice growth done compliantly and with measurable results.
Real Estate
From listing promotions to long-term brand authority. Buyers, landlords, and sellers.
eCommerce
Traffic, ROAS, and repeat purchase all three levers, managed together.
Trades & Construction
Booked jobs and qualified enquiries, not vanity clicks from people who'll never convert.
Professional Services
Authority positioning and lead generation for accountants, lawyers, consultants, and coaches.
Education
Enrolment -focused campaigns built around conversion intent.
NDIS & Disability
Ethical, compliant, and measurably effective growth, lead generation for registered providers.
Hospitality
Demand generation that increases bookings and repeat visits.
Work with us
Why West End?
Melbourne-Based Team
An in-house studio in Werribee real people, real proximity. No offshore handoffs or overnight delays when you need something urgent turned around.
No Lock-In Contracts
Earn the renewal monthly. We assume you can leave at any time — and prove you shouldn't.
Full-Funnel Ownership
From the first ad impression to the lifecycle email one accountable team managing every revenue touchpoint. No finger-pointing between agencies when results slip.
Transparent Reporting
Live dashboards you can access at any time, not a PDF that arrives 10 days after month-end. Your numbers, your way, whenever you need them.
Dedicated Account Manager
A senior strategist assigned to your account who knows your business model, your growth targets, and your P&L not a rotating junior who reads your brief fresh every call.
AI-Powered Campaigns
Internal tooling that runs creative testing, bid management, and audience segmentation 24/7 compounding results without compounding your headcount.
Award-Winning Photography In-House
Through Westend Photography our sister brand we produce commercial, brand, and product photography in-house. Your campaigns look different because the imagery actually is.
In House Podcast Studio
Westend Podcast, our sister studio at Level 1, 44 Watton Street, Werribee, is the only professional podcast production facility in Melbourne's west. Record, produce, and distribute a professional audio or video podcast to Spotify, Apple Podcasts, iHeartRadio, and YouTube without leaving the building.
Ready to scale unreasonably fast?
Book a free strategy call and get a custom campaign roadmap — no obligation.
The growth partner for ambitious brands ready to dominate their digital landscape.
Level 1, 44 Watton Street
Werribee VIC 3030
+61 433 886 969
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