The broadest audience and the deepest targeting of any social platform, with more ad formats and placements than the rest. Run well, Facebook is still the workhorse of paid social, and it reaches people the newer platforms simply do not.
People love to say Facebook is old news. The ad platform tells a different story. It reaches more people, across more of the population, with more ways to target them than anywhere else in paid social. Three things set it apart.
Facebook still reaches the widest span of people, including the older and less-online demographics that newer platforms miss almost entirely. If your customers are anywhere beyond the youngest crowd, they are here.
More ways to define who sees your ad than any other social platform: interests, behaviours, your own customer data, and lookalikes built from your best buyers. Precision is where Facebook still leads.
Feed, video, Stories, Reels, Marketplace, Messenger, and more, in a wide range of ad formats. That gives more room to test and more ways to reach people where they actually pay attention.
Facebook and Instagram run through the same system, and often work best together. If your audience skews young and visual, Instagram may pull more weight. We run both and put the budget where it performs, rather than assuming one wins.
Facebook is not one placement, it is many, each with its own feel and best use. We test across them and let performance decide where your budget goes.
The main event. Where most people spend their time and where most budgets do the bulk of their work.
Full-screen, vertical, attention-heavy. Strong for short video and anything that needs to grab people fast.
Reaches people already in a shopping and buying mindset. Useful for products and local offers.
Placements built around watching. The right home for longer video that tells more of a story.
Reaches people in a more personal space, and can open a direct conversation rather than just a click.
Placements beyond Facebook itself that extend reach when it makes sense, tested and dropped if it does not.
This is the real edge. Reaching the right people is most of what separates a Facebook account that returns money from one that burns it. These are the main levers we use.
Your own data put to work: past customers, email lists, and people who visited your site. The warmest audiences you have.
New people who resemble your best customers. One of the most effective ways to find fresh buyers who are likely to convert.
Reaching people by what they care about and how they act online. How you find new audiences before they know you.
Age, location, and moments like a move or a new job. Useful when your offer fits a specific stage or place.
People who already engaged and did not act yet. Almost always the highest-return audience, covered in depth on our retargeting page.
Sometimes letting the system find buyers with less restriction works best. We test it against tighter targeting rather than assuming.
Custom audiences and retargeting rely on tracking set up correctly on your site. If yours is not in place yet, we will flag it and help get it right, because without it the best-performing audiences are simply not available to use.
Facebook can chase very different goals, and each needs a different setup. We start from what you actually want, not a one-size campaign.
Getting in front of the right people at scale when the goal is to be known before they are ready to buy.
Sending qualified visitors to your site or a specific page, with targeting tuned to who actually clicks and stays.
Collecting qualified enquiries, on-platform or on your site. Covered fully on our lead generation page.
Driving purchases and sign-ups, optimised toward the action that matters rather than clicks that do not pay.
Putting your offer in front of people in a specific area. Well suited to shops, services, and location-based businesses.
Bringing back people who already showed interest. Usually the most efficient spend in the whole account.
Creative-led, tested fairly, and reported in plain numbers you can actually act on.
We review your account, offer, and audience, then agree the goal and what a fair test looks like.
The right audiences set up properly, and several creative angles to test rather than one guess.
Clean structure and sensible budgets, so the winning combinations surface without wasting spend.
More behind what works, out with what does not, and fresh creative before the winners tire.
Straight numbers on spend and return, so you always know whether it is paying off.
Facebook and Instagram run together as one system. The rest of the Meta services sit right here.
Related Meta services
The audience has shifted, but the platform is far from dead, and the breadth is actually a strength. Facebook reaches a wider span of ages and types of people than newer platforms, including plenty of buyers with real spending power that other channels barely touch.
Whether it fits comes down to who your customers are. If they lean very young, Instagram or another channel may suit better, and we will tell you. For most businesses, the people they want to reach are on Facebook.
They run through the same system, so it is rarely a strict choice. Where your audience spends time and how your creative looks in each place guides the split. Some businesses lean heavily to Facebook, others find Instagram carries more.
We test both placements rather than assuming, and put the budget where it performs for you specifically.
Enough to test creative and audiences fairly, which depends on your market and what a result is worth to you. Too little and the campaign cannot gather enough data to learn from, so the spend gets wasted before it reaches a verdict.
On the call we give a straight view of a sensible minimum for your situation. If that is more than you want to commit right now, we will say so rather than take you on to underperform.
Yes. We handle creative direction and copy and work with whatever assets you have. Creative is the biggest lever on Facebook, so we produce several angles to test rather than betting on one ad.
If you have brand or product assets, we use them. If you need creative built from scratch, we scope that with you so the ads have the raw material to perform.
It depends on your goal and what data you already have. If you have customer lists or site traffic, custom audiences and lookalikes built from them are usually the strongest start. If you are starting cold, interest and behaviour targeting finds new people, and we refine from there.
We do not apply a fixed template. We choose the targeting that fits your situation and let performance guide where we push.
Yes, and we start by reviewing what is there. Often there is useful history and existing audiences worth keeping, and the fix is in the creative, structure, or targeting rather than starting from zero.
We will tell you honestly what is worth keeping and what needs rebuilding, rather than wiping everything to look busy. Keeping what already works is usually faster and cheaper for you.
Thirty minutes on your offer, your audience, and your budget. If Facebook is a fit, we will show you how we would run it. If another channel suits you better, we will say so.
Or email hello@culmen.digital