Paid Social Ad Lab · Campaign management for Meta
Tracking to the qualified lead or the sale before I claim a result. Measured testing with a test log you can read every day. A daily report, a monthly video, one strategy call a month. Ad account, pixel and audiences stay in your own Business Manager, and no junior takes over after onboarding.
Three tiers, depending on what you supply yourself and what I am to supply. Three-month minimum term, then monthly notice. And the handover to your own hire is planned in from the start.
Up to 45 minutes. We qualify fit, and which tier matches what you already have in place.
I run five accounts at a time, to deliver a high standard of work.
01 What you get every month
Each of them you can check without ever having seen an ad account from the inside.
Before the first campaign is scaled, the conversion measurement to the qualified lead or the sale is built: pixel, Conversions API, the connection to your CRM. For that I need access to the ad account and the CRM on day one, and a sales team that marks leads as qualified or lost. Without that measurement I claim no result, and I do not let go of building it, even when it is uncomfortable in the first month.
I test a broad set of ad concepts, how many depends on your budget and your capacity, and measure each one against the additional sales it produced. In the test log you see which message, which format and which customer segment worked and which did not. Once a month I name the current bottleneck, in the call or in the monthly video.
The daily report shows the numbers with an explanation of the metrics, without jargon, in a dashboard you can check yourself. The monthly video explains what I did, why, what it did to the sales and what comes next. The monthly strategy call names the bottleneck we get to work on together right now. Whoever is responsible for marketing can pass all three upward without having to translate them or brief tasks to their own team.
Allocation, bids and spend are adjusted daily as needed. Up to EUR 30,000 of ad budget a month is included in the price. Above that, 15 percent on what was actually spent on top, settled at the end of the month.
Ad account, pixel and audiences sit in your own Business Manager. If you give notice, you pass on the access and nothing stands still. On Meta I am the person on the account, and I explain my own decisions. There is no account manager whose job is the communication with you.
02 Why the order is what it is
That is how what I call performance theater comes about: platform numbers get reported as if they were results, and nobody in the building can say which ad the sales came from. Meta really does need about six weeks of conversion data before it optimises instead of guessing. The difference lies in what happens in those six weeks: either the tracking gets built and documented in the test log, or everyone waits until the algorithm has supposedly finished optimising. That is why tracking comes first with me, and why the first three months are a minimum term.
What I do not promise: a result in the first month, and a number I cannot trace to the sale.
03 Three tiers
The prices are here so you know what we are talking about before the call. All prices in euros, per month, billed in advance. Ad budget up to EUR 30,000 a month is included, above that 15 percent on the actual additional spend. Three-month minimum term from the day the first campaign goes live, then one month's notice to the end of the month. The price is for Meta. Further channels are below. The tiers differ in how many roles come with them: at Run the media buying, at Direct the creative strategy and conversion rate optimisation, at Build the copy and the production.
I run the account. You supply the message, the copy and the marketing content. You get all five things from above: tracking, testing with the test log, the daily report, the monthly video, the strategy call, the daily budget steering. The call and the video name the bottleneck in the funnel. A clear message to the team about what works and what does not. What you do about it, you decide yourself. I say it that way because it is the reason tier 2 exists.
Everything in Run, plus the two roles a marketing team otherwise staffs separately: the creative strategist and conversion rate optimisation. With the media buying from Run, that is three positions, in one contract, at one price, with one person to call. What three salaries cost you in a year, you know better than I do.
Which of the two roles works in a cycle is decided by the data. It is always only one.
Creative strategist, when the ads are the bottleneck: up to three briefed concept directions a month, each with the angle, the format, a reference and the hook direction, plus a read on up to three competitors in the Meta Ad Library and a test plan, so your team knows what gets tested against what. These are briefs. The production happens at Build, or with your own people.
Conversion rate optimisation, when the bottleneck sits outside the ads, on the landing page, in the form, in the time to the first call: you get the funnel audit, in writing, with what to change and why.
What these two roles do not do with me: fresh market research, coordinating your production, signing off your finished creative. The research is the No Guesswork Growth Protocol, the production is Ad Lab Build.
When the landing page does not hold, new ad concepts change nothing about that. So it is one thing at a time.
Everything in Direct, plus copy and creative: the ad copy for the testing cycle, landing page and thank-you page copy with A/B versions, and five ad concepts a month, each as three image ads and three video ads, edited from your material, stock material and AI images. Two revision rounds are included. Product videos and animations are not included. That adds the roles a team staffs as a copywriter and as a designer and editor. Build runs for one account at a time, because editing and design have a fixed capacity.
If you are looking for one person for Meta, Google and YouTube, the other two channels come on top, run by a named senior under me who has done nothing else for years. You know the name before you sign. One call, one dashboard, and one number that reaches your CRM. Scope and price we discuss on the call.
04 The handover
At the end, your own hire should be able to run the account, with the tracking, the playbook and the test history built up by then. That is planned in from the start, and this is how it goes.
As soon as the agreed number, the cost per qualified lead or per sale, has held for three months in a row, and you have named a person in-house who takes over the account. The three months count from the end of the minimum term at the earliest.
After twelve billed months the handover is free. Before that it costs EUR 15,000 one-time, less than a recruiter, and your hire starts on a running account instead of an empty budget. In both cases the retainer keeps running through the two handover months, because the account is still being looked after.
Two sessions a month with me, every two weeks, 60 minutes, with preparation and written notes, and the playbook stays current with my own way of working. EUR 1,500 a month, monthly notice. Without access to the ad account, without execution. If your hire leaves one day, you simply come back to me without an onboarding month, until you find a replacement.
The handover is in the contract in these terms, and it is the reason the account sits in your Business Manager from day one. The playbook carries what I have developed with 64 clients since 2017.
05 What it takes from you
06 Is it a fit?
In 45 minutes we settle what your marketing really needs, and which tier fits it.
07 Proof
At bellicon it was the cost per order in five countries for seven years. At Anne Jansson's, 407% ROAS in the first quarter after the No Guesswork Growth Protocol, at a cost per lead that rose from EUR 3.59 to EUR 20 on purpose. At Andrea Randt's, her own words after seven years of working together. At Renée Schäfer's, a contract value. What I could not trace to the sale is not in there.
08 Guarantees
The result depends in part on your message, your creatives and your sales team's response time. I do not promise that. What I promise is in the contract in these words.
For every business day of delay, EUR 250 comes off the next invoice, up to the value of one month's retainer. The clock runs from the business day after finished, approved ads are delivered, and it stops while an access or an approval is missing.
The daily report, the monthly videos and the test log are yours, and you read them whenever you want. You do not have to be able to judge media buying to see whether it is being done honestly.
Most clients need one. A third is billed by the hour.
09 FAQ
Short answers. Bring the details to the call.
Because we need about six weeks of conversion data from Meta before we optimise instead of guessing, and because I need predictability to hold the standard. What happens in those weeks is in the test log, readable on any day.
Because the retainer pays for the work on the account, and that is almost the same at EUR 8,000 of budget as at EUR 30,000: tracking, testing, reporting, daily steering. The EUR 30,000 is the threshold from which the 15 percent on additional spend begins.
You do. Account, pixel and audiences sit in your Business Manager from day one. The whole infrastructure is built on your accounts. If you give notice, the access stays with you, and the next person carries on the same day.
No, I do not have one. On Meta I do the work myself, on further channels a named senior under me. You know the name before you sign, and it stays. At most, an assistant uploads the content for me.
No. Without the No Guesswork Growth Protocol you supply the message and the creative, and I build tracking, testing and creative strategy around it. With the No Guesswork Growth Protocol, the message has been tested with real customers before ad budget runs behind it. I offer it to everyone, it is not a prerequisite.
You still can. Count the roles in your job posting while you do: media buying, creative strategy and conversion rate optimisation are three positions in a larger team, and at Ad Lab Direct you get all three for EUR 6,500 a month. Your own hire is there eight hours a day for you alone, and I run five accounts at a time. What you get with me is that nothing starts from zero. Until then the account runs with me, with tracking, test log and playbook, and whoever starts with you later takes over a running system. How the handover works and what it costs is above.
Then the budget goes up, without a new contract. On everything actually spent above EUR 30,000, 15 percent is added, settled at the end of the month. At Build, every additional EUR 5,000 of budget adds one further ad concept, that is three image ads and three video ads, and that is already paid for by the 15 percent.
Ask the uncomfortable questions. You get clear answers, without jargon.
10 Your next step
Up to 45 minutes. I ask you the questions no agency website answers: what is measured today, what your sales team does with the leads, and what "success" would mean for you. You leave with a clearer brief, even if you then hire someone else.