Meta ads that reflect your Wedge

For lead generation, Meta offers several effective campaign types. Lead form campaigns using instant forms keep users on the platform and typically deliver the highest volume of leads at the lowest cost. Conversion campaigns driving traffic to a landing page tend to produce higher-quality leads because users take more deliberate action. Retargeting campaigns that re-engage website visitors or video viewers with a direct offer convert at the highest rates. The best approach often combines all three in a full-funnel structure where awareness campaigns feed retargeting pools that drive conversions.

Meta Ads targeting operates across three main categories. Core audiences let you target based on demographics, interests, behaviours, and location. Custom audiences let you reach people who have already interacted with your business through website visits, email lists, app activity, or engagement with your social content. Lookalike audiences find new people who share characteristics with your best existing customers. Meta's algorithm has become increasingly powerful at finding the right people, so broad targeting with strong creative often outperforms narrow audience definitions.

Meta Ads require enough budget to exit the learning phase, which typically means generating around 50 conversion events per week per ad set. For most businesses, a minimum test budget of $1,500 to $3,000 per month allows enough room to test creative, audiences, and placements. Lower budgets can work for retargeting campaigns with smaller, warmer audiences. The key is concentrating budget on fewer campaigns rather than spreading it too thin across many ad sets, which prevents any single campaign from gathering enough data to optimise effectively.

Creative is the single most important lever in Meta Ads performance. As targeting has become more automated, the creative itself acts as the targeting mechanism because Meta's algorithm shows ads to people most likely to engage with that specific creative. Strong creative can reduce cost per acquisition by 50 percent or more compared to weak creative on the same audience. Effective Meta creative uses attention-grabbing hooks in the first three seconds, communicates a clear value proposition, includes social proof where possible, and has a direct call to action. Testing multiple creative variations consistently is essential.

Google Ads primarily captures existing demand by reaching people actively searching for solutions. Meta Ads creates demand by reaching people based on their interests, behaviours, and demographics before they start searching. Google Ads works best when people already know they need your product or service. Meta Ads works best for building awareness, generating interest, and reaching audiences who match your ideal customer profile but have not yet started looking. Most effective digital strategies use both platforms together, with Meta driving awareness and Google capturing the search demand that follows.