The fee runs from the date the project is opened until the first of each month, or until you pause the campaign. In the first month you get weekly reports: reach, impressions, clicks, traffic, conversion, the best ad, the best campaign, the audience, and suggestions. Every month ends with a white-label report you can brand and send on.
Facebook Advertising
Facebook AdvertisingFacebook ads for a job you can name.
Paid campaigns on Facebook, under your agency's name. The work is the ads: leads, sales, sign-ups, traffic, or another objective in the brief. It does not include organic posts on the page. Ad spend is billed separately.
What the campaign is for
It is most useful when the client has a defined purpose. Building an email database, promoting a competition, or collecting leads for the sales team are the examples in the summary.
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A specific purpose
The campaign is built around that purpose, not a general presence on Facebook. Landing pages can support a lead strategy. They are designed by the website team at an extra cost.
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The audience the summary cites
Social Shepherd (Jack Shepherd, 24/02/2024) cites more than 3 billion monthly active users, and that 93% of social media marketers use Facebook Ads. Those figures describe the platform. They are not a result for one account.
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Sales, conversions, and sign-ups
The summary points to bottom-of-funnel results: sales, conversions, and sign-ups. HubSpot’s Not Another State of the Marketing Report (2021) is cited for this: 70% of businesses experience their highest ROIs on Facebook’s advertising platform. That is HubSpot’s finding, not a guarantee here.
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Objectives you can aim for
Brand awareness, Facebook page or website traffic, page likes, retargeting, brick-and-mortar traffic, reach, video views, app downloads, post engagements, lead generation, and sales.
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Ads, not page management
Facebook advertising is not Facebook management. Organic posts on the page are not included. The ads are there to bring leads, conversions, and sales.
What an ad can look like
Each ad includes the heading and the captions. The visual is one of these.
Static
A still image, with the heading and captions, sent to you for approval before it goes live.
Video
A video ad, approved by your team before the campaign launches.
GIF
A GIF, used when motion in a short loop is the visual in the brief.
Carousel
A carousel, when the ad needs more than one frame. It still goes to you for approval first.
How it runs
The first month, then every month after
A briefing meeting agrees the strategy, the ad types, and how the budget should be spent. Nothing goes live until you approve it.
How the fee and the budget work
Ad spend is billed separately. Ads run only for as long as the budget lasts, and a high CPM can lead to a high CPC. A landing page is extra. Setting up a Facebook account may be extra if there are complications. You are responsible for getting the correct information from your client. Gather that information before you open the project, so the work is not waiting.
What we do, and what we need from you
You keep the client. Reports are prepared for your brand. We do not contact your client.
| Task | Your agency |  |
|---|---|---|
| A briefing meeting, with a recommendation on strategy, ad types, and how to spend the budget. | ||
| Access to Business Manager through a white-label email address, and help creating an account if there isn’t one. | ||
| Pixel on the website when the brief requires it, so you can show traffic that came from Facebook. | ||
| The campaign and ad sets, then the ads themselves, sent to you before they go live. | ||
| A daily internal review, with adjustments to the ads, their performance, and the spend. | ||
| A new campaign each regular month. This stays an ad service, not organic posting. | ||
| Weekly reports in the first month, and a white-label month-end report every month. | ||
| The correct information from your client, before the project is opened. | ||
| Login details for Business Manager. | ||
| Approval of every ad before it goes live. A late approval holds the launch. | ||
| The month-end report, branded by you and sent to your client. | ||
| The decision to cancel, hold, or archive. | ||
| A separate order if you want a landing page, or if account setup becomes complicated. |
The limits to plan for
The main limit is the budget. The ads run only while it lasts. A high CPM can lead to a high CPC. The correct client information has to come from you.
Within those limits, the daily reviews and the monthly adjustments are there to keep the ads, the performance, and the spend in line with the brief.
When a campaign has done its job
You can run more Facebook ads. The summary also offers Instagram ads, LinkedIn ads, and email marketing as the next services. On Facebook itself, a Custom Audience focuses spend on the people with the most potential. A further campaign can build the email list so existing contacts can be targeted later.
Pixel data is used to improve the wider strategy. The code on the website tracks actions such as purchases and add-to-cart. For Instagram-only ads, the summary says interest is tracked so those people can be retargeted later. For a B2B client, LinkedIn is described as more suitable than Facebook for building an email list (Maven Technology, 31/10/2023). LinkedIn Insight Tag data can be gathered and retargeted on another channel. Email newsletters can nurture the audience so the conversation stays warm. Email is not part of this fee.
How agencies usually sell it
The summary’s five points: offer advertising across more than one platform, mark the fee up so the margin is yours, talk about conversion and reaching the right audience, offer a strategy conversation so the client can ask questions and name the goal, and make clear that the campaign is tailored rather than one layout for every business.
An Instagram campaign is the upsell the summary names after a Facebook campaign has worked.
Agencies often add these
Frequently asked questions
Agencies that want to sell Facebook advertising under their own name, for a defined goal such as leads, sales, sign-ups, or traffic.
Shall we start Facebook Advertising under your name?
You keep the client. We plan, build, and manage the campaigns, and the month-end report is white-label. Ad spend stays separate from the management fee.