Your quick checklist
How does a Facebook or Instagram ad turn into a counted enquiry?
Use this to keep your place while reading. Ticking a box does not send or change anything.
Words explained
- Pixel
- A snippet of code on your site that records visitor activity for Meta
- Lead event
- A Meta standard event for a completed sign up
- PECR
- UK rules that require consent for most tracking and advertising cookies
Before you start
I run Google and Meta ads for my own business, so I set up your account the way I set up mine.
What I set up
- Your ad account, created or checked, in your name with your payment card.
- One campaign with the area, budget and schedule we agree.
- Ads written in plain words, using your own photos.
- A check after 7 days, with changes made from what the numbers show.
If you do not have photos of your work yet, tell me early. I can only use pictures you already have.
Why tracking comes first
Meta describes its Pixel as "a snippet of JavaScript code that allows you to track visitor activity" on your website. Meta's standard events include Lead, "when a sign up is completed", and Contact, "when a person initiates contact with your business". Those are the kinds of actions I connect to your site, so the campaign can be judged on enquiries and not only on clicks.
That is why this setup needs Tracking setup, at £79. It installs the Pixel and the enquiry tracking, and tests both.
Ad seen on Instagram
Cookie banner accepted
Visitor opens your site
Lead event recorded
The Pixel needs consent in the UK
The ICO, the UK regulator, says that "online advertising purposes are not exempt from PECR's consent requirements and never have been". It also says you must get consent for any cross-site or cross-device tracking. So a visitor should be asked before the Pixel loads.
Tracking setup includes a cookie banner, and nothing that needs consent runs until the visitor agrees. Meta puts the responsibility on the business too. Its documentation says "each company is responsible for ensuring their own compliance with the GDPR", and gives consent calls the site can use to grant or revoke the Pixel's permission.
This is not legal advice. If you have a specific question about your obligations, ask the ICO or a solicitor.
What is not included
I do not manage the campaign month to month. After the 7-day check the account is yours to run. I do not promise a number of enquiries, followers or sales.
How I can help
I create or check the ad account, build the campaign, write the ads from your photos and look at the first week with you. The price is £149 once for Meta. Google search ads are a separate £149, covered on the Google Ads setup page.
Questions about Facebook and Instagram ads
How much does it cost to run ads on Facebook?
You choose the budget and pay Meta directly. I do not take a share of it. My setup fee is £149, once.
Are tracking pixels illegal?
It depends on consent. The ICO says online advertising is not exempt from PECR's consent rules, so I set the Pixel to load only after the visitor agrees. This is general information, not legal advice.
How do I get a Meta Pixel on my website?
The Pixel is a snippet of JavaScript on your pages. As part of Tracking setup I add it, connect it to your enquiry form and your phone and WhatsApp buttons, test it, and put it behind the cookie banner.
Who owns the ad account?
You do. I create it in your name or check the one you have, and you add your own payment card.
Do you manage the ads every month?
No. I set up the campaign and check it after 7 days. I do not offer ongoing management.