Facebook & Instagram ads management
Updated · By the PPC Pros Canada team
Our approach to Meta Ads
Facebook and Instagram ads reach people before they search. They work best for offers people can say yes to quickly: seasonal services, consultations, free estimates and promotions. For a landscaper, med spa or moving company, Meta ads can fill the calendar weeks before demand shows up on Google.
Meta targeting is now mostly automatic. The ad itself does the targeting, so the creative, the offer and the lead form decide your results. We treat Meta as a second channel next to Google, with its own creative and follow-up process.
On Meta, creative is the main targeting lever: the algorithm finds buyers based on who responds to your ads. We test hooks, formats and offers systematically and send clean conversion data back through the Conversions API.
What’s included
Conversions API setup
Server-side event tracking to recover conversions lost to browser privacy restrictions, with event deduplication.
Creative testing
Structured tests of hooks, formats (video, static, carousel) and offers.
Lead forms & CRM sync
Instant forms with qualifying questions, synced to your CRM for fast follow-up. This works natively with GoHighLevel.
Retargeting
Audiences built from site visitors, video viewers and past customers.
Problems we fix
Cheap leads that never answer
Instant forms with no friction attract low-intent sign-ups. Qualifying questions, higher-intent form types and fast follow-up fix this.
Results collapse after a few weeks
Creative fatigue. We plan a steady pipeline of new creative.
Who it’s for
- Businesses with a visual product or offer
- Retargeting visitors from Google Ads
- Local promotions and events
What Meta Ads looks like inside the account
These are the screens you’ll see when you log in, recreated with example data, and what we do on each one.
A simple campaign structure
Most local businesses need one prospecting campaign and one retargeting campaign. This is the Campaigns view in Meta Ads Manager.
Example account structure: one prospecting campaign, one retargeting campaign, video only when it pays.
Ads that look like they belong in the feed
Real photos of your team and work, a clear offer and an Instant Form that opens inside Facebook or Instagram.
Your Business
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How Meta ads find your customers
Meta runs its own auction for every ad slot in Facebook, Instagram and Messenger.
The auction
Meta weighs your bid, how likely the person is to act and the quality of your ad. Relevant, engaging ads cost less.
Broad targeting, strong creative
Advantage+ audience finds people using your ad and conversion data. Different images and angles reach different buyers.
Instant Forms vs. website leads
Instant Forms are fast but easy to fill by accident. A “higher intent” form with a review screen and a qualifying question improves lead quality.
Conversions API
Sending lead and booking data from your CRM back to Meta helps it find more people who become customers, not only form-fillers.
Meta Ads in Canada: what’s different
Special Ad Categories
Ads about housing, employment and financial products must be declared as a Special Ad Category in Canada. Targeting by age, gender and postal code is restricted, which matters for real estate agents and mortgage brokers.
CASL and follow-up
Canada’s anti-spam law covers follow-up emails and texts. Someone who asks for a quote gives implied consent for a limited time. We add a clear opt-in on forms for longer-term marketing.
Quebec
Ads aimed at Quebec need French versions, including the Instant Form questions and privacy notice.
Meta ads vs. Google Ads
| Meta ads | Google Ads | |
|---|---|---|
| Reaches people | Before they search | While they search |
| Best for | Seasonal offers, estimates, consultations, visual services | Urgent and high-intent services |
| What drives results | Creative and offer | Keywords, ads and landing page |
| Lead quality | Needs qualifying and fast follow-up | Usually higher intent |
Meta Ads setup checklist
- Meta Pixel and Conversions API installed
- Higher-intent Instant Form with one qualifying question
- Leads sent instantly to your CRM or phone
- Real photos and short videos, refreshed every few weeks
- Retargeting of website visitors and video viewers
- Special Ad Category declared where required
Common mistakes
Boosting posts
The Boost button optimizes for likes and reach, not leads.
Slow follow-up
Meta leads cool off within minutes. Automated texts and quick calls make the difference.
Stock photos
People scroll past ads that look like ads. Real photos of your team and work perform better.
How we work
Tracking
Pixel and Conversions API with event deduplication.
Creative
Produce and brief the first round of test creative.
Test & scale
Scale the winners and replace fatigued creative.
What we report on
- Cost per qualified lead
- Lead-to-appointment rate
- Creative hook rate and click-through rate
- Frequency and creative fatigue
How the cost works
Meta charges mostly per impression. Cost per lead depends heavily on creative and offer quality.
Meta Ads (Facebook & Instagram): frequently asked questions
Should I run Google Ads or Facebook Ads?
Google Ads captures people already searching for what you sell. Meta Ads creates demand and retargets. Most businesses should start with Google search for intent, then add Meta for retargeting and awareness.
Can Meta leads go straight into GoHighLevel?
Yes. GoHighLevel integrates with Facebook lead forms, so leads can trigger instant SMS and email follow-up workflows.
Should a local service business run Facebook ads or Google Ads first?
Google Ads first for urgent services, because people are already searching. Add Facebook and Instagram ads for seasonal offers, estimates and retargeting.
Why are my Facebook leads low quality?
Usually because the form is too easy to submit. A higher-intent form, one qualifying question and a fast follow-up process fix most lead quality problems.
Meta Ads (Facebook & Instagram) across Canada
- Toronto
- Mississauga
- Brampton
- Hamilton
- Ottawa
- Montreal
- Vancouver
- Surrey
- Calgary
- Edmonton
- Winnipeg
- Halifax
- North York
- Vaughan
- Ajax
- Oshawa
- Peterborough
- Kitchener
- Waterloo
- London
- Burnaby
- Langley
- Victoria
Industries that use Meta Ads (Facebook & Instagram)
- Landscaping Companies
- Cleaning Companies
- Painting Companies
- Renovation Contractors
- Pressure Washing Companies
- Christmas Light Installers
- Window & Door Companies
- Physiotherapy Clinics
- Chiropractors
- Med Spas & Aesthetic Clinics
- Immigration Lawyers
- Immigration Consultants
- Real Estate Agents
- Auto Repair Shops
Related services
Google Ads Management
Canadian Google Ads management built around cost per lead, not clicks. Search, Performance Max, YouTube and Local Services Ads with verified conversion tracking.
Landing Pages & CRO
Fast, focused landing pages built for Google Ads traffic. Conversion rate optimization that lowers your cost per lead without raising ad spend.
Related guides
Get a free Google Ads audit
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