Facebook and Instagram are useful when you want to reach people before they have gone looking for you.
That can mean creating demand for a product or service, or staying visible to people who have visited the site, watched a video or shown interest but are not ready to buy yet.
The audience matters, but so does everything around it. Creative gets tired, offers stop working, landing pages add friction and tracking can make an account look healthier than it really is.
We manage the whole journey, from the ad to the landing page, the conversion and, where possible, what happens after the lead or sale comes through. That gives us something more useful to optimise towards than clicks or platform-reported leads.
What we offer
Campaigns & objectives
Campaigns built around the action you actually want people to take, from awareness and lead generation to sales and retargeting.
What’s included
- Campaign structure
- Objectives
- Lead generation
- Awareness and video campaigns
- Website conversions
- Sales campaigns
- Catalogue / dynamic ads
- Advantage+ campaigns
- Budget split
- Build and launch
For lead generation we use Meta Instant Forms when speed and volume matter, or your own landing page when you need better-qualified leads. Advantage+ is used where it makes sense, not as the default for every account.
Creative & testing
Creative planned for the audience and placement, with multiple angles and formats tested before fatigue sets in.
What’s included
- Static creative
- Short-form video
- Carousels
- UGC-style content
- Placement-specific formats for Reels, Stories and feed
- Ad copy
- Creative variations
- Testing
- Fatigue monitoring
- Ongoing optimisation
Reels and Stories get their own vertical versions rather than a cropped feed ad, and new variations come in before rising frequency wears the ads out.
Targeting & retargeting
Audience targeting using the signals Meta still gives us, combined with first-party data, exclusions and retargeting.
What’s included
- Audience planning
- Location targeting
- Interests and behaviours
- Website visitors and video viewers
- Facebook / Instagram engagers
- Customer lists
- Lookalikes
- Exclusions
- Retargeting
- Audience refinement based on results
Local businesses can be targeted down to Sydney or suburb level. Existing customers and recent converters are excluded from acquisition ads.
Tracking & measurement
Pixel, Conversions API, GA4 and CRM feedback used to understand what the campaigns are actually producing.
What’s included
- Meta Pixel
- Conversions API
- Standard events
- GA4 and UTM tagging
- CRM feedback
- Lead quality
- Reporting
- Conversion checks before launch and once data starts coming in
Reports cover what was spent, what it produced and what we are changing next, in plain English. See CRM and marketing automation.
What matters in a Meta account
The platform changes constantly, but the basics don’t: an offer people understand, creative that gives them a reason to stop, tracking you can trust and enough feedback from the business to know whether Meta is sending the right kind of customer.
Pulse is a Meta Partner Agency. More usefully, we work in live Meta accounts every week, so we see new campaign types, attribution changes, policy reviews and tracking problems as they happen. Strategy is led by founder Nico Pustilnick.
Your Meta Business Portfolio, ad account and Pixel stay in your name. They’re your assets.
Who we work with
Most of our Meta work is for ecommerce brands, where return on ad spend is one of the key numbers; local and service businesses that want enquiries, bookings and calls; education providers and not-for-profits filling courses, events and programs; and NDIS, health and professional services, where targeting is restricted and messaging needs care. Selling to B2B decision-makers by job title or company size? LinkedIn Ads usually gets you closer to those people, and we’ll say so.
