Other tools

Meta Ads experts

Facebook and Instagram campaigns steered on your margin and your new customers.

We structure, measure and run your Meta Ads accounts: three campaign types, a signal enriched by the Conversions API, an incremental reading of results.

Book a discovery call
Meta Business Partner Meta Business Partner
Scroll to the content

EdgeAngel Meta Ads expertise

Structure the account, enrich the signal, read what the campaigns create

01

Account structure and campaign types

A campaign is defined by the audience it targets and by the signal it optimises. The name you give it changes nothing about what the algorithm will look for.

  • Three campaign types: awareness on a new audience, steered on ad recall; acquisition with the customer base excluded, steered on the new customer event; revenue on everyone, steered on revenue
  • The six Ads Manager objectives: Awareness, Traffic, Engagement, Leads, App promotion, Sales, and the conversion event each one optimises
  • Ad sets: audiences, budget, placements and bid at the right level, with an Advantage+ campaign budget when consolidation helps learning
  • Advantage+ campaigns: what we hand to automation and what we keep in hand, detailed on the Meta Advantage+ page
  • Placements: Facebook, Instagram, Messenger, WhatsApp, Threads and Audience Network, with the exclusions that protect the brand
02

Audiences and targeting after detailed targeting

Meta removed dozens of detailed targeting categories on 15 January 2026, after interest-based exclusions in 2025. The targeting that remains goes through your data.

  • Custom audiences: your hashed customer lists, site visitors through the Pixel, interactions on Facebook and Instagram
  • Customer base exclusion: the rule that turns a campaign into an acquisition campaign, kept up to date from your CRM
  • Advantage+ audience: hard constraints, location, minimum age, language, exclusions, and suggestions the algorithm may go beyond
  • Lookalike audiences: built on your best customers, not on all your buyers
  • Ad frequency: frequency and cross-campaign exclusions, so acquisition does not recycle retargeting
03

Signal, measurement and creative

The algorithm optimises on the conversions it receives. We give it the right ones, with their value, and we then check what it really created.

  • Meta Pixel and Conversions API: the same event browser side and server side, deduplicated, enriched with your hashed customer data, detailed on the Meta Pixel and Conversions API page
  • Value signals: margin, new customer status and lifetime value sent with the purchase, for value optimisation and a minimum ROAS that mean something
  • Incremental attribution: the setting launched in April 2025 in Ads Manager, read in measurement mode before being switched on in optimisation mode
  • Incrementality tests: Conversion Lift on the Meta side, Causal Impact and geo-lift on the EdgeAngel side, to establish what the channel really creates
  • Creative: angles drawn from your verbatims and your data, adapted into Reels, Stories, carousels and collections with our marketing studio, performance read by angle

The tool

Meta Ads, our reading

Meta Ads is Meta's advertising platform, run from Ads Manager on three levels: the campaign carries the objective, the ad set carries the audience, budget, placements and bid, the ad carries the creative. Ads serve on Facebook, Instagram, Messenger, WhatsApp, Threads and the Audience Network. Since June 2025, Sales, Leads and App promotion campaigns launch in Advantage+ mode by default: the advertiser switches automations off rather than on.

Two moves of the year matter for a French advertiser. On 15 January 2026, Meta removed dozens of detailed targeting categories, after dropping interest-based exclusions on 31 March 2025: the targeting that remains goes through the advertiser's data and the Advantage+ audience. And since April 2025, Ads Manager offers incremental attribution, a model that isolates the conversions advertising actually caused, in measurement mode or in optimisation mode.

Updated September 2026

What Meta does very well: finding buyers from what you give it

Meta's algorithm is very good at finding, in a broad audience, the people who look like those who converted. It does so from the events it receives, and that is where everything is decided. An account that sends a purchase with its margin and the new customer status asks Meta to go and find profit among strangers. An account that sends a purchase without value, from a pixel alone, asks for easy purchases, and often finds them among its own customers. Same budget, same creative, two campaigns with nothing in common.

What Advantage+ really is: a delegation, not a black box

Advantage+ campaigns hand audience, placements and budget allocation to Meta. They work, and they work better the richer the signal. What they do not do for you: choose the optimised event, exclude your existing customers from an acquisition campaign, set a minimum ROAS or a cost cap that match your real costs, and read results by segment. We keep those settings in hand and delegate the rest, which amounts to deciding before the campaign what it must serve.

Meta Advantage+, what we delegate and what we keep

Where Meta stops: its numbers speak about Meta

Ads Manager attributes a conversion to anyone exposed within the chosen window. The incremental attribution of April 2025 corrects part of the gap, with a model trained on Meta's own tests, but it remains Meta's reading of Meta. To arbitrate a budget between Social, Search and the rest, you need a measurement that depends on no platform: an incrementality test, geo-lift or Causal Impact, whose protocol is framed before anything is launched. In a study run for one of our clients, each Social Ads conversion tracked in GA4 corresponded to 5.7 incremental conversions, and that number, not the displayed ROAS, decided the next budget.

Our Advanced Media Measurement offering

Sources : The Conversions API, Meta for Developers documentation · About ad placements across Meta technologies, Meta Business Help

Our expert notes : Measuring a campaign's real impact with Causal Impact

Frequently asked questions about Meta Ads

Does a Meta Ads account still need structure, with Advantage+ everywhere?

Yes, but the structure has changed in nature. It no longer serves to slice fine audiences, Meta removed most detailed targeting in January 2026. It serves to separate what each campaign optimises: awareness on ad recall, acquisition on the new customer event with your customers excluded, revenue on value. Three campaigns, three signals, and Advantage+ inside each one.

Is the Meta Pixel enough to measure my conversions?

It loses part of them: blockers, iOS restrictions, refused consent. The Conversions API sends the same event from your server, with your hashed customer data, and Meta deduplicates it through a shared identifier. It is also the only channel for margin, new customer status and offline conversions since May 2025. We set up both together.

What is Meta's incremental attribution, and should we switch it on?

A setting launched in April 2025 in Ads Manager. It estimates the conversions advertising actually caused, from a model trained on Meta's Conversion Lift tests. We read it first in measurement mode, as a reporting column, before switching it on in optimisation mode on acquisition campaigns. It remains Meta's measurement of Meta: an independent test settles budget decisions.

What budget does Meta Ads need to work?

Enough for each ad set to exit its learning phase, so to receive enough optimised conversions in a week. The amount depends on your cost per conversion and on how many campaigns the structure requires. We size it during framing from your volumes, and we start with fewer campaigns rather than less budget per campaign.

What is the difference between Meta Ads and Facebook Ads?

None in substance. Facebook Ads is the platform's former name, before Facebook became Meta in 2021. Ads Manager now runs Facebook, Instagram, Messenger, WhatsApp, Threads and Audience Network from the same account. « Facebook Ads » is still what many advertisers type, and it is the same expertise.

Contact

You leave your details, we get back to you within 24 hours.

A first call to understand your context, and tell you what is feasible and under which conditions.

  1. Contact and need
  2. Tell us more (optional)
  3. Then we schedule a call

Your details are used to reply to you on this topic. Data protection policy

Or call us directly: +33 1 84 16 42 20

Paul Schmitt

Paul Schmitt

Consulting Director

"Our goal is to make your data actionable to generate concrete value, quickly."

The team