What is Meta advertising, and how is it different from Google Ads?
Google Ads captures demand that already exists. Someone types "emergency roof repair Denver" and you appear. The intent is there; you're competing for the click.
Meta Ads create demand. Nobody opens Instagram looking for a roofer. Meta works by putting the right message in front of the right person before they've started looking, so that when they do need you, you're already familiar.
That difference changes everything about how the channel is run:
Most businesses need both. Google catches the people ready now. Meta builds the pool of people who will be ready later, and retargets the ones who visited and didn't convert.
Who should run Meta Ads?
- ✓Visual businesses, real estate, medical aesthetics, restaurants, fitness, retail, home remodeling
- ✓Considered purchases with a research phase, where familiarity before the decision matters
- ✓Businesses with a strong offer, a promotion, a free consultation, something worth stopping a scroll for
- ✓Anyone with website traffic that isn't converting, retargeting alone often justifies the channel
- ✓New products or categories nobody is searching for yet
- —Pure emergency services where the customer searches and calls immediately
- —Highly regulated categories with restrictive ad policies, unless you're prepared for the compliance work
- —Businesses without any visual assets and no willingness to create them
What's included in Meta Ads management?
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How does The MBC Group run Meta Ads?
Meta is a creative-led channel. The single largest lever on performance is the ad itself, and the second largest is how often you can produce a new one. Most small businesses lose on Meta not because their targeting is wrong but because they run the same three ads for eight months until the audience stops seeing them.
That's where AI changes the economics. Concept development, copy variants, and creative production run on AI, directed and edited by your director. Where an agency might produce four new creatives a month, we produce twenty and let performance decide. Volume of testing is the advantage, and it's an advantage that used to require a production budget.
From week one.
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How is Meta advertising priced?
Meta Ads management is included in your monthly plan as a flat fee, alongside Google Ads, content, local SEO, and Google Business Profile. Ad creative production is included. There is no separate management fee and no commission on ad spend.
Ad budget is separate and paid directly to Meta, at cost. Under a percentage model, adding to your budget adds to the agency's fee, ours doesn't move when your spend does, in either direction.
See pricing →How long until Meta Ads work?
Meta rewards patience differently than Google. Early performance is often misleading in both directions, a strong first week frequently regresses, and a weak first week frequently recovers once the algorithm has enough conversion data. We don't make structural changes during the learning phase, and we'll explain why when it's tempting to.
Five stars on Google. Every single one.
In a very competitive personal injury works, MBC made fast & effective strategies to get instant results. Not “impressions” but actual calls. Outstanding company.
Working with John and Matthew at MBC Group has been one of the best professional experiences we have had with a marketing company. Always responsive, great listeners, creative, and incredible attention to detail.
It's always hard to find a company that really sees you as a partner. MBC however is exactly that for me. MBC consistently goes out of their way to put my company first.
Frequently asked questions
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Find out whether Meta is worth your budget
A free 30-minute session with a marketing director. We'll review your past performance or model the channel from scratch, and give you a straight answer on whether paid social fits your business.