Meta Ads management,
creative and data that sell, not just reach.
Meta rewards advertisers who feed it strong creative and clean conversion data. Most accounts have neither: a few tired ads, a pixel losing signal and reporting that counts every view as a sale. I'm George Mortimer, and I've run paid media for global brands across 35+ markets. I fix the data, build a creative testing engine and judge Facebook and Instagram ads on incremental revenue.
€150m+
INCREMENTAL REVENUE
€1bn+
MEDIA SPEND MANAGED
35+
GLOBAL MARKETS MANAGED
Free 30-minute discovery call, I will listen to your business problems. No pitch.
PROVIDING DIGITAL MARKETING STRATEGIES TO SOME OF THE WORLD'S BIGGEST BRANDS
WHO I WORK WITH
Meta Ads for brands that need it to pay back.
Whether you sell online or need qualified leads, and whether you run one account or many markets, the same senior consultant plans, runs and measures your Meta advertising.
FOR ECOMMERCE & SMEs
Profitable growth on Facebook and Instagram
Advantage+ shopping campaigns, catalog ads and a steady flow of tested creative, judged on profit, not reach.
FOR ENTERPRISE
Meta at scale, measured properly
Multi-market structures, Conversions API, brand safety and lift studies, so Meta's role in your mix is proven.
META ADS SERVICES
Everything your Meta account needs.
Every engagement starts with an audit of your account, tracking and creative, then a plan ranked by revenue impact.
01
Meta Ads audit
An independent review of structure, audiences, creative and tracking, with a fix list ranked by expected revenue impact.
02
Creative strategy & testing
A steady pipeline of hooks, formats and angles tested properly, because creative now does most of the targeting.
03
Advantage+ campaigns
Advantage+ campaigns set up with the right inputs, exclusions and budgets, so automation works for you, not against you.
04
Conversions API & tracking
Pixel, Conversions API and event deduplication fixed, so Meta optimizes on real purchases and leads.
05
Catalog & dynamic ads
Product catalogs, feeds and dynamic ads set up for ecommerce, from prospecting to retargeting.
06
Incrementality & lift testing
Conversion lift and geo tests show what Meta adds beyond the sales you would have made anyway.
WHY A CONSULTANT
Meta Ads management: a senior consultant vs a Facebook ads agency
Many social agencies report results from Meta's own dashboard. A consultant ties Meta to revenue and incrementality. Here's how the two compare. Read the full comparison: consultant vs agency →
TRADITIONAL AGENCY
FULL-TIME SENIOR HIRE
GEORGE MORTIMER
Operator Level
With a retained agency
Mixed account team
With a full-time senior hire
One senior salary
✓ With George Mortimer
Director-level, on demand
Speed to impact
With a retained agency
Slowed by layers & onboarding
With a full-time senior hire
Three to six month ramp-up
✓ With George Mortimer
Diagnostic within weeks
Primary focus
With a retained agency
Campaign delivery & output
With a full-time senior hire
One role's bandwidth
✓ With George Mortimer
Systems & operating model
Commercial model
With a retained agency
Long fixed retainers
With a full-time senior hire
Permanent headcount cost
✓ With George Mortimer
Scoped to the objective
What's left behind
With a retained agency
Ongoing dependency
With a full-time senior hire
Capability tied to one person
✓ With George Mortimer
Embedded systems & playbooks
✓ George Mortimer
Operator level
Director-level, on demand
Speed to impact
Diagnostic within weeks
Systems & operating model
Primary focus
Scoped to the objective
Commercial model
Embedded systems & playbooks
What's left behind
Retained agency
Operator level
Mixed account team
Speed to impact
Slowed by layers & onboarding
Campaign delivery & output
Primary focus
Long fixed retainers
Commercial model
Ongoing dependency
What's left behind
Full-time senior hire
Operator level
One senior salary
Speed to impact
Three to six month ramp-up
One role's bandwidth
Primary focus
Permanent headcount cost
Commercial model
Capability tied to one person
What's left behind
HOW I WORK
A clear path from diagnosis to embedded capability.
Every engagement starts with evidence. No recommendations are made until the foundations have been audited and the real constraints are understood.
Diagnose
Audit structure, tracking, taxonomy and creative to find what is genuinely holding performance back.
You Get
A structured performance & tracking audit.
Build
Fix the foundations and set a prioritised testing roadmap tied to commercial outcomes.
You Get
A prioritised roadmap and testing plan.
Scale
Optimise budgets, automation and creative velocity to compound efficiency and growth.
You Get
Optimised budgets, automation and creative.
Embed
Install the systems, playbooks and capability so performance holds without external dependency.
You Get
Playbooks, governance and trained capability.
CASE STUDIES
Real results.
Measurable commercial impact.
Selected outcomes from enterprise and multi-market engagements. Client names are withheld for confidentiality; metrics are genuine.
COMMERCE
+8%
Incremental store visitation for a global fast-fashion retailer, proven through a structured incrementality testing framework.
AVIATION
−23% CPC · +50% revenue
Reduced costly competition between owned brands while lifting revenue through a rebuilt account structure.
SELF STORAGE
+150% leads
Lead volume up and CPA down through geo-controlled campaigns and advanced bidding strategies.
FINANCE
Full customer segmentation
Advanced data segmentation built to identify, profile and prioritise customers into actionable value buckets.
EDUCATION
+220% closed leads
Advanced lead scoring prioritised higher-quality prospects, lifting closed leads and overall return.
REAL ESTATE
+80% incremental leads
Cross-platform optimisation and synced messaging drove incremental lead growth for new property developments.
A GENUINE PARTNER
George doesn't operate just like another agency or freelancer, he fully integrates himself into the business and becomes an extension to the team
Marketing Director
Aviation Industry
FREQUENTLY ASKED QUESTIONS
Meta Ads management, answered
Meta Ads management is the planning, building and optimization of advertising on Facebook, Instagram, Messenger and the Audience Network. It covers account structure, creative testing, audiences, Advantage+ campaigns, conversion tracking and reporting. With me, the person running your account is a senior consultant, not a junior media buyer.
Yes. Facebook Ads became Meta Ads when the company rebranded. One Ads Manager account runs ads across Facebook, Instagram, Messenger and the Audience Network.
It depends on your account size, markets and how much creative support you need. I scope the work to the objective rather than charging a percentage of ad spend. We agree the scope and investment on a free 30-minute call.
The Conversions API sends conversion events from your server or ecommerce platform directly to Meta, alongside the pixel. It recovers signal lost to browsers and ad blockers, so most advertisers who rely on Meta for sales or leads should set it up.
Often, yes, especially for ecommerce brands with a healthy catalog and enough conversions. Advantage+ works best with strong creative, clean tracking and sensible exclusions, so I set those up first and test it against your existing campaigns.
Meta's own reporting tends to overstate results, especially with view-through attribution. I compare it with GA4 and your back-end sales, and use conversion lift or geo tests to measure the incremental revenue Meta drives.
Yes. Most clients use both, so I plan budgets, creative and measurement across the two, making sure each channel gets credit only for the sales it really drives.
Not sure where to start?
A free, 30-minute review with a Global Digital Director — a clear, honest read on where performance is leaking and what to do about it.
30 minutes · No pitch · hello@georgemortimer.com