Meta and TikTok ads that bring in sales and leads.
I manage Facebook, Instagram, TikTok and Snapchat ads for consumer brands and B2B companies. Every campaign is measured on what it is for: return on ad spend for sales, cost per lead or conversation for enquiries, and reach, watch time and ad recall for brand awareness. Most of the spend I've managed, over £2 million in all, has run through Meta, for restaurant groups, property developers, education providers and B2B firms, and the results are on this site.
Each platform does a different job.
Pick a platform to see the kind of ad I run there.
The main channel for sales and leads
Where I have managed the most spend. Advantage+ and manual sales campaigns for ecommerce, fast food and restaurant brands, instant forms and Click-to-WhatsApp for property, education, contractors and B2B services, and brand awareness, engagement and ad recall campaigns that build a name people remember. The Pixel and Conversions API are set up on every account so Meta optimises on real purchases and leads.
Cheezious on Meta →- Ecommerce, fast food and restaurants
- Property, education and B2B lead generation
- Local services and brand building
Average ROAS for Cheezious in 2023–24, with the best campaign at 46.43.
Low-cost attention, when the creative is right
Spark Ads and creator-style videos that feel native to the feed. TikTok works for food, beauty, retail and anything with a visual story. The number I watch is how long people keep watching: Rewayat's rooftop launch held 41.7% of viewers past six seconds and twelve seconds on average, while the discount ad held them for about one.
Rewayat on TikTok →- Food, drink and retail
- Audiences under 35
- Brand awareness and events
Six-second view rate on the Rewayat rooftop video.
Less crowded, so often cheaper
Single-image, video and Story ads for brands whose customers already spend time on Snapchat. Fewer advertisers means lower costs in the right market, with the same tracking set-up as every other platform.
- Gulf markets
- Audiences under 30
- Clinics, beauty and lifestyle brands
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Everything between the ad and the sale.
The ads are the part you see. These are the parts that decide whether they work. Creative has its own page, because on social it has the biggest effect on cost per result.
Pixel and Conversions API
Set up or fixed before spend, with deduplication, so Meta optimises on real purchases and enquiries.
Audiences from your data
Customer lists, website visitors and engagers, with existing customers kept out of prospecting.
Campaign structure
Simple, consolidated campaigns that give the algorithm enough data to learn, split only where budget or audience genuinely differs.
Fortnightly creative tests
New hooks, formats and offers every two weeks. Winners are scaled, the rest come off, and the results shape the next brief.
Lead forms and WhatsApp
Forms with a qualifying question, Click-to-WhatsApp with pre-filled messages, and retargeting between the two.
CRM hand-off
Leads land in your CRM or WhatsApp Business with labels, and the outcome goes back to Meta so it finds more people like your buyers.
One report a month
Qualified leads and sales next to the platform numbers, what changed and what's next, in plain English.
Results from Meta and TikTok accounts.
Restaurant groups, a property developer, an architecture studio, a contractor and an education consultancy, across the UK, the Gulf and Pakistan.