UTM Parameters for Facebook Ads: The Complete Guide (2025)
Master UTM parameters for Facebook ads in 2025. Learn setup, dynamic tracking, automation, and best practices for crystal-clear attribution data.
TABLE OF CONTENTS
Facebook Ads Agency: How to Find the Right Partner (2025)
Everything you need to know about Facebook advertising agencies: services, pricing (£1k-£10k monthly), choosing criteria, and partnership best practices.
Facebook and Instagram advertising can unlock serious growth for your business, but only if you know what you're doing. With over 3 billion people active on Facebook's platforms each month, the opportunity is massive.
The challenge? Actually harnessing that opportunity requires real expertise.
That's where a Facebook Ads Agency comes in. This 2025 guide breaks down everything you need to know: what these agencies actually do, why they're valuable, when you should hire one, how to pick the right partner, what you'll pay, and how to make the partnership work. Whether you're a business owner looking to boost ROI or a marketer weighing agency vs. in-house, you'll find practical, data-backed insights here.
What Is a Facebook Ads Agency?
A Facebook Ads Agency specializes in creating, managing, and optimizing advertising campaigns on Facebook and Instagram (both run on Meta's ad platform). Think of them as your expert navigators through Meta's advertising ecosystem. They're focused on one thing: getting your ads in front of the right people and turning that attention into real business results.
These agencies typically employ two core types of specialists:
→ Social Media Advertising Experts: These are the strategists and creatives who understand how Facebook's users actually behave and what makes them engage. They craft visuals and ad copy that blend into users' feeds while still grabbing attention. They also handle the targeting, making sure your message reaches the right people at the right moment.
→ Media Buyers: These specialists handle the execution side of things. Budget allocation, bidding strategies, placement optimization, getting the most value from every advertising dollar. A media buyer decides how to split your budget between Facebook and Instagram, which ad formats to use (video vs. carousel vs. single image), and how to adjust bids so well-performing ads reach more users.
But agencies do more than just "run ads."
A good Facebook ads agency acts as a strategic partner, aligning campaigns with your business goals and helping you navigate the platform's complexities. They leverage deep knowledge of Facebook's algorithm, policies, and best practices to ensure your ads don't just reach people, but actually drive meaningful results like clicks, conversions, and sales.
Why Hire a Facebook Ads Agency?
If you're wondering whether partnering with an agency is really worth it, consider what they bring to the table:
Expertise and Proven Strategies
Facebook's advertising platform evolves constantly. New features, targeting options, and algorithm changes roll out regularly.
Agencies work on Facebook and Meta campaigns all day, every day, so they stay current on what's working now. They bring knowledge from hundreds of campaigns, meaning they've likely developed data-backed strategies in your specific industry.
This expertise makes the difference between wasting money and building a profitable growth engine. The right agency can transform your ad spend from a cost center into a valuable investment by applying lessons learned across dozens or hundreds of clients.
Advanced Targeting and Tools
Facebook offers incredibly granular targeting options (demographics, interests, behaviors, lookalike audiences). Skilled agencies know exactly how to exploit these to your advantage. Many have access to advanced tools or are part of the Facebook Marketing Partners program, which grants insights and beta features not easily available to average advertisers.
They also use professional software for tasks like bulk ad creation, analytics, and attribution tracking.
For instance, leading agencies often use tools like AdManage instead of manually building campaigns in Ads Manager. This lets them launch hundreds of ad variations in minutes with structured naming conventions, UTM enforcement, and Post ID preservation, ensuring faster testing cycles and better campaign organization.
Creative Firepower
Success on Facebook and Instagram depends heavily on creative quality. Your ads need to stop the scroll and spur action.
Many Facebook ad agencies have in-house designers and copywriters, or at least a network of content creators. They can produce a stream of fresh, high-quality ad creatives tailored to your brand, from video ads for Stories and Reels to carousel ads showcasing multiple products.
Just as importantly, they understand which creative angles work on Facebook. An agency can refine your messaging and visuals through continuous A/B testing. The result? Ads that engage users and convert more effectively.
Efficiency and Time Savings
Running Facebook ads well is time-consuming and complex. A huge benefit of hiring an agency is outsourcing the heavy lifting of daily campaign management.
The agency handles setting up campaigns, tweaking targeting, adjusting bids, monitoring performance, and troubleshooting issues. This frees up your time to focus on other aspects of your business.
They also minimize costly errors. It's easy for a busy marketer to accidentally choose the wrong objective or forget to turn off a placement. An experienced agency has checklists and systems to prevent such mistakes. As Facebook's platform gets more sophisticated, having specialists manage it can save you countless hours and headaches.
Improved ROI and Lower Costs
Perhaps most importantly, a good agency can deliver better return on ad spend (ROAS) than you might achieve on your own. Through expert optimization, they squeeze more results from the same budget.
They know how to avoid money pits (like ineffective audience overlaps or pointless clicks) and reallocate spend to the best-performing tactics.
Facebook advertising, when done right, remains cost-effective. Recent benchmarks show around 1 per click and 8 per thousand impressions. But those low costs only hold if campaigns are well-optimized.
An agency's continuous monitoring and tweaking can ensure your cost per result stays as low as possible. In many cases, their fee pays for itself through the savings and extra revenue they generate.
Keeping Up with Changes
The digital ads environment in 2025 presents new challenges. Competition on Facebook is growing (Meta reported a 14% increase in overall ad costs recently, outpacing the 6% rise in impressions).
Privacy changes have made precise targeting harder. Facebook's own algorithms (like Advantage+ automated campaigns) are taking over more targeting and budgeting decisions.
In this climate, you need experts who adapt to these shifts. Agencies are on the front lines of such changes, adjusting strategies when costs rise, finding creative ways around data limitations, and leveraging Facebook's AI rather than fighting it. If you don't have that expertise in-house, an agency ensures your campaigns aren't stuck using last year's playbook.
Focus and Bandwidth
Hiring an agency also means you get a team of people focusing on your advertising performance. If you're a founder or marketing manager juggling many channels, you might not have the bandwidth to give Facebook ads the daily attention they need.
An agency dedicates specialists to your account, often leading to faster reactions (like pausing an underperforming ad set before it drains budget, or capitalizing on a trend quickly with a new ad).
They handle the day-to-day minutiae and firefighting while you maintain high-level control and oversight.
What Services Does a Facebook Ads Agency Provide?
A quality Facebook ads agency offers end-to-end management of your campaigns. Here are the core services you can expect:
Campaign Strategy and Setup
The agency works with you to define campaign objectives (awareness, traffic, lead generation, sales, etc.) and design a strategy around them.
This includes deciding which Facebook ad products to use and how to structure campaigns. They might recommend a mix of prospecting campaigns for new audiences and retargeting campaigns to re-engage past website visitors.
They handle all the technical setup in Meta's Ads Manager, ensuring correct campaign settings, conversion tracking (Pixel or Conversion API) configuration, and compliance with Facebook's ad policies.
Audience Research and Targeting
A Facebook ads agency identifies your ideal target audiences and configures ad targeting accordingly. This involves researching demographics, interests, behaviors, and leveraging tools like Facebook Audience Insights.
Agencies build custom audiences from your customer data and create lookalike audiences to find new people similar to your best customers.
They'll also set up retargeting (showing ads to users who've engaged with your business before) and use Facebook's advanced options like engagement retargeting and video view audiences to make sure your ads reach people likely to convert.
Ad Creative Production or Coordination
Many agencies offer creative services as part of their Facebook ad management. They'll design eye-catching image ads, film or edit short videos, write persuasive ad copy, and choose headlines and calls-to-action that drive clicks.
Even if you provide creative assets, the agency will often guide the creative strategy, advising on what imagery or messaging might work best.
Creative is such a critical part of Facebook advertising that top agencies emphasize iterating on creative constantly. Expect them to deliver a steady stream of new ad variations for testing.
A/B Testing and Optimization
Optimization is at the heart of what a Facebook ads agency does. After launching campaigns, they continuously monitor performance and run experiments to improve results.
This includes A/B testing different elements: trying multiple ad creatives, testing different copy angles, experimenting with audience segments or lookalike sizes, and even landing page variations.
They analyze metrics like click-through rate, conversion rate, cost per conversion, and return on ad spend. Based on data, they pause underperforming ads, scale up winners, tweak targeting criteria, adjust bids or budgets, and generally fine-tune the campaign week by week. This constant optimization is something busy in-house teams often struggle to keep up with, but agencies make it a priority.
If you're running large-scale creative testing (say, hundreds or thousands of ad variations), many agencies use specialized tools like AdManage to bulk-launch campaigns with consistent naming, UTM tracking, and creative grouping across Meta and TikTok. This kind of workflow efficiency is critical when you're testing at scale.
Budget Management and Scaling
Managing the budget is a key agency responsibility. They'll recommend how much to spend to achieve your goals and how to allocate that spend across campaigns and audiences.
An agency might suggest a higher daily budget for your remarketing campaign during a promo week, or reallocating spend toward a campaign that's showing a lower cost per acquisition.
Importantly, they ensure your budget is used efficiently. Every dollar is tracked and justified with results. As your campaigns prove successful, a good agency will help scale up the ad spend systematically to grow results while maintaining ROI. Conversely, they'll cut back spend on tactics that aren't working to avoid waste.
Performance Tracking and Reporting
Transparency and data are central to agency services. You should receive regular reports (often monthly or even weekly) detailing your campaign performance: impressions, clicks, conversions, cost per result, return on ad spend, etc.
Agencies use analytics tools and Meta Ads Manager reporting to pull these numbers.
Many agencies also provide insights and commentary, explaining what was done, what's working or not, and their plans going forward. They might build custom dashboards or hold review calls with you. The goal is that you have full visibility into your Facebook advertising ROI and can clearly see the value the agency is adding.
Some agencies even include competitor or industry benchmark data for context. Robust reporting is a sign of a transparent, results-driven agency.
Pixel and Conversion Tracking Setup
Early on, the agency will ensure your Facebook Pixel or Conversions API is correctly set up on your website or app. This is crucial for retargeting and tracking conversions from your ads.
They'll set up standard events (like Add to Cart, Purchase, Lead) or custom events aligned to your business.
A competent agency also assists with verifying your domain with Facebook and configuring any necessary aggregated events (important in the post-iOS14 world for attribution). Essentially, they handle the technical groundwork so that all your conversions are tracked and fed back into the ad system for optimization.
Account and Policy Management
Dealing with Facebook's quirks is part of an agency's job too. They can help navigate Business Manager admin settings, ensure the proper Page and Ad Account access is in place, and troubleshoot issues (like disapproved ads or disabled accounts).
Experienced agencies know Facebook's advertising policies well, so they'll craft ads that comply and reduce the risk of your account getting flagged.
If problems do arise, they often have rep contacts or faster support channels by virtue of managing high ad volumes. This kind of support can be a lifesaver if you ever face an unexpected account issue.
When Should You Outsource to a Facebook Ads Agency?
Not every business needs an outside agency for Facebook ads. Sometimes it makes sense to manage in-house, especially at smaller scales. Here are some scenarios where partnering with an agency is especially beneficial:
You Have a Substantial Ad Budget and Growth Goals
If you're planning to spend at least a few thousand dollars (or pounds) per month on Facebook ads, and especially if you're a new business or startup, an agency can be a smart move. At this level of spend, the stakes are high. Professional management can ensure that budget isn't wasted.
New companies often don't have seasoned Facebook ad experts on staff, so an agency provides an instant infusion of knowledge.
Rule of thumb: If Facebook or Instagram is a key customer acquisition channel for you and you can afford more than $3,000 per month in ad spend, it's worth considering an agency to maximize that investment.
Your In-House Team Hit a Wall
Perhaps you've been running campaigns yourself and saw decent results initially, but now things have stagnated or declined. This is a classic moment to bring in an agency to level up your strategy.
Agencies have the benefit of cross-industry experience. They might introduce new approaches you hadn't tried, or identify issues (like poor funnel design or targeting burnout) that are holding you back.
If your cost per result has plateaued or you're not sure how to scale further, an agency's fresh perspective and advanced tactics can help push past that ceiling.
You're Managing a Large or Complex Ad Account
When your Facebook advertising involves high spend (five or six figures monthly), multiple products or markets, or a complex funnel, it can quickly overwhelm a small in-house team.
An e-commerce brand spending $50k per month might be running dozens of ad sets for various product lines and countries. At that scale, even small optimizations can save thousands, and small mistakes can be costly.
A specialized agency is accustomed to handling big budgets efficiently. They bring enough manpower to manage complexity: analyzing performance by segment, rotating creatives to combat ad fatigue, and so on. If you plan to spend 50,000 a month, you won't see the ROAS you want without the right expertise and adequate time dedicated to the account. An agency provides both.
Your Internal Team Lacks Specific Facebook Advertising Skills
Maybe you have a generalist marketing team, but no one who truly owns Facebook or Instagram ads full-time. Or your team is great at creative production but weak at analytics (or vice versa).
In such cases, an agency can fill the gap. It's like extending your team with Facebook specialists for a fraction of the cost of hiring in-house.
Instead of hiring a dedicated Facebook ads manager (with salary, benefits, training, etc.), you could pay an agency retainer and immediately get a whole team (strategist, media buyer, designer, etc.) working on your account. This is often more cost-effective, especially for small and mid-sized businesses.
You Need to Focus on Your Core Business
Many entrepreneurs and marketing heads simply don't have the time to become Facebook ads experts while also running the rest of the business.
If you find managing your campaigns is taking time away from other critical tasks (developing product, serving customers, etc.), consider delegating it.
An agency can take the day-to-day campaign grind off your plate. You'll still be involved in setting goals and reviewing progress, but you won't be in the weeds of Ads Manager every day. This can be extremely liberating and allow you to focus on strategy and overall marketing integration while the agency executes tactically.
When might you NOT need an agency?
If your ad budget is very small (say 1,000 a month), paying agency fees might not be worth it. You could try running a few basic campaigns in-house using Facebook's guided tools (like Boosted posts or Advantage+ campaigns) until you scale up.
Also, if you already have a talented internal team with deep Facebook Ads experience, you might keep it in-house and save on fees (though you might still consider tools or consultants to support them). Very early-stage companies often DIY their first ads just to test product-market fit before involving an agency.
How to Choose the Right Facebook Ads Agency
Selecting a Facebook ads agency is a big decision. This partner will potentially manage a significant portion of your marketing budget and represent your brand online.
You'll want to evaluate your options carefully. Here are the top factors to consider:
Track Record and Case Studies
Look for an agency with a proven track record of success, ideally in your industry or a similar space.
Reputable agencies should be able to show you case studies, success stories, or portfolio examples of past campaigns. Examine those case studies for tangible results: "helped XYZ E-commerce boost online sales by 150%" or "reduced lead cost for ABC Software by 40%."
Pay attention to metrics that matter to you (ROAS, conversion rates, customer acquisition cost, etc.) and see if they have experience hitting those goals.
Also, consider the industry alignment. If you're a B2B SaaS company, an agency whose case studies are all local restaurants might not be a great fit. You'd prefer someone who understands longer sales cycles and lead nurturing.
Conversely, an e-commerce brand should seek agencies with D2C or retail success stories, those who know how to optimize for catalog sales and have experience with dynamic ads and retargeting to recover abandoned carts.
The more an agency can demonstrate relevant experience, the shorter your ramp-up time will likely be.
Expertise and Team Credentials
Ask about the team that will actually work on your account. A good Facebook ads agency will have specialists with strong credentials.
For example, Facebook Blueprint certifications, or individuals who previously worked at Facebook or Meta or big-name advertisers. You want to gauge their level of expertise. Are they thought leaders in the space? Do they speak at conferences or publish insights?
An agency's blog or LinkedIn can reveal how advanced their thinking is. During initial calls, don't hesitate to ask detailed questions about Facebook ads strategy. A top agency will have no problem discussing things like the latest iOS14+ tracking adaptations, Advantage+ campaign use cases, or creative testing methodologies.
If they seem shaky or overly generic in their knowledge, that's a red flag.
Team dynamics matter too. A cohesive, dedicated team will collaborate efficiently on your campaigns. Ask if they have in-house creative staff or if they outsource creative production. Inquire who your main point of contact will be (an account manager or directly the media buyer?).
Ideally, you get a sense that the agency's team is passionate and up-to-date, enthusiastic about new ad features, constantly learning, and genuinely interested in your project. Strong expertise coupled with good team energy often translates to better results.
Communication and Transparency
Communication can make or break an agency partnership. You want an agency that is responsive, clear, and transparent in all interactions.
From the first proposal or audit they give you, assess how they communicate. Do they explain their strategies in a way that makes sense? Are they honest about challenges and realistic about results?
Throughout the relationship, a good agency should provide regular updates on performance, usually weekly or monthly reports, and be available for calls or meetings to discuss progress. They should proactively share what they are doing and why.
Avoid agencies that feel overly salesy at the start or that dodge tough questions. If an agency promises unrealistic results ("we guarantee 10x ROAS in one month!") or is not willing to walk you through their process, be wary.
Transparency is crucial. You should have access to your own ad account and data (many agencies will run campaigns in your Facebook Business Manager, not their own, so you retain ownership and visibility).
Also, clarify how they handle reporting: will they send a dashboard link? A slide deck? In what frequency?
You should never feel in the dark about your ads. A reliable agency will make you feel like a true partner. They listen to your needs and keep you in the loop at every step.
Client Retention and References
One of the best indicators of an agency's performance and trustworthiness is their client retention rate. Agencies that consistently deliver results tend to keep clients for the long term.
You can ask an agency about their average client tenure or what percentage of clients renew after the first contract. High retention (clients sticking around year after year) is a promising sign that the agency provides ongoing value.
Don't be afraid to ask for references or testimonials. Speaking to a current or past client of the agency can provide insight into what it's like to work with them.
Ask references about the results achieved, but also about communication, responsiveness, and any drawbacks. If an agency balks when you ask for references, that could be a red flag. Most reputable agencies have clients willing to vouch for them (barring NDAs in some cases).
Alignment with Your Business
Finally, trust your instincts on the culture fit. The agency could have great numbers on paper, but do their working style and values align with yours?
During initial calls, gauge whether they get your brand and vision. Are they excited about your project or just going through a checklist?
You want an agency that will treat your ad campaigns with the same care and enthusiasm as if they were their own. If something feels off (maybe the agency is too pushy, or they seem to not listen well), take note.
A polished pitch is one thing, but day-to-day collaboration is another.
The best agency relationships feel like an extension of your own team. You should feel comfortable sharing ideas and concerns with them. If you have any doubts in the vetting phase, it's okay to walk away and explore other options. It's crucial that you trust the agency you choose.
Pricing Structure and Flexibility
While we'll dive deeper into pricing in the next section, you should also consider if an agency's fee model aligns with your preferences.
Some businesses prefer a flat monthly retainer for predictability, while others don't mind a percentage-of-ad-spend model. Ensure the agency is transparent about how they charge (management fees, any commission, minimum ad spend requirements, etc.).
Clarify if there are additional costs for creative production or strategy sessions. The right agency for you will have a pricing model that makes sense for your budget and gives you confidence that incentives are aligned.
Specializations and Services Offered
Does the agency offer the specific services you need? All Facebook ad agencies will handle core campaign management, but what about related needs?
If you know you need a lot of video ads, does the agency have video editing capabilities in-house? If you want multi-channel integration (say Facebook and Google Ads together), can they do that?
Some agencies are full-service across social platforms, while others are strictly Facebook or Instagram specialists. Neither is inherently better; it depends on your requirements.
Ensure the agency is equipped to handle creative production, funnel optimization, landing page advice, or any other element you expect as part of the engagement.
Similarly, consider if they have experience with the type of business and audience you target. If your business is very niche or technical (marketing a pharmaceutical product or a blockchain service), an agency that has tackled similar challenges could have a leg up.
Many agencies highlight industry specialties. You might see labels like "we specialize in eCommerce growth" or "experts in lead gen for SaaS." Those can be useful in narrowing down candidates. Just ensure they can back up the claim with knowledge and results.
How Much Does a Facebook Ads Agency Cost?
Budget is a major consideration when bringing on an agency. The cost of Facebook ad management services can vary widely depending on the agency's pricing model, your ad spend, and the scope of work.
Here are the common pricing structures and what to expect in 2025:
Pricing Models Comparison
Real-World Pricing Context:
According to industry analysis, most agencies charge around £1,000 per month as a starting retainer, but prices can range up to £10,000+ per month for large enterprise clients.
Percentage-of-spend fees often hover in the 10% to 15% range (some go lower for huge budgets, or higher for very small budgets).
If you're a small business with a modest budget, you might find agencies or freelancers in the 1,000 per month range, but be sure they will give enough attention for that price.
On the high end, top-tier agencies serving big brands might charge $20k per month or more, which includes extensive creative and strategy services.
Important Pricing Considerations
Ad Spend is Separate: These fees are in addition to your actual ad spend on Facebook. You will pay the ad spend directly to Facebook (via your ad account) and pay the agency their fee separately.
For example, if you have 4,000 goes into Facebook ads and $1,000 to the agency management.
Minimum Ad Spend Requirements: Many agencies will want to work with a minimum ad spend (they might say "we work with clients spending at least $3,000 per month on ads" because below that it's hard for their work to have impact or justify the fee).
Contract Length: Agencies often require an initial commitment like 3 months or 6 months minimum. This is because it takes time to optimize and show results; a one-month trial may not be enough to really judge success in Facebook advertising.
Be prepared to commit for a few months, but also have a discussion about exit options if things aren't working. Some agencies will offer a break clause or a pilot project as a compromise.
Evaluating ROI: In evaluating cost, consider the value you expect. If an agency charges 5,000 in sales, it's worth it.
The equation should be ROI-positive.
Still, it's wise to compare a few agencies and see what each includes for the fee. Don't simply choose the cheapest option. Choose the agency that you feel will drive the best results for the fee they charge.
Getting the Most Out of Your Facebook Ads Agency Partnership
Hiring a great agency is only half the battle. The way you work with them will also influence the success of your campaigns.
Here are some tips to foster a productive partnership and maximize your return:
① Align on Goals and KPIs from Day 1
Clearly communicate what success looks like for your business. Is it a certain cost per acquisition? A target ROAS? A volume of leads per month?
By setting specific objectives, the agency can tailor their strategy and you'll both be on the same page.
For example, if you tell them you need at least a 3:1 ROAS to be profitable, they know the benchmark to hit. Also discuss secondary goals (like growing your email list, or getting engagement to build brand awareness) if relevant.
Good agencies will ask these questions upfront, but if not, proactively ensure goals are documented.
② Provide Brand Guidelines and Assets
To help the agency produce on-brand creative and copy, give them everything they need.
This includes your brand guidelines (logos, color codes, tone of voice document), images or video assets you have, examples of past successful ads, and even information on your customers (buyer personas, pain points, reviews).
The more context you share, the quicker the agency can craft ads that resonate. If you have a library of product photos or b-roll footage, send it over.
Some agencies will have a formal "discovery" phase where they gather this. If not, proactively supply it. Remember, they are experts in marketing, but you are the expert in your business.
③ Establish Communication Cadence
Work out a consistent schedule for check-ins and reports. Typically, a weekly 30-minute call (or email summary) and a more in-depth monthly review meeting works well.
Use these touchpoints to discuss what's happening in the campaigns and any new initiatives.
Outside of scheduled calls, agree on how ad-hoc communications should go. Can you Slack or WhatsApp them for quick questions? Will they email you daily updates or only reach out if something major occurs?
Setting these expectations avoids frustration.
It's reasonable to expect prompt replies within 1 business day for non-urgent queries, and near-immediate alerts if something critical (like ads getting disapproved or spend anomalies) happens.
④ Trust Their Expertise, but Stay Engaged
Micromanaging an agency defeats the purpose of hiring them, but you also shouldn't disappear entirely. Aim for a collaborative relationship.
Be open to the agency's ideas and let them execute without undue interference on minor details.
At the same time, stay engaged by reviewing reports and asking questions. If you see something in the metrics you don't understand, ask them to explain. If the agency suggests a bold new strategy (like shifting budget to a different campaign type), discuss the rationale and risks.
Treat them as an extension of your team. You provide guidance on business priorities, they provide recommendations on advertising tactics. When both sides contribute their expertise, campaigns thrive.
⑤ Give Creative Feedback and Insights
While the agency may handle creative production, your feedback is valuable since you know your brand and customers deeply.
If an ad concept or copy doesn't feel on-brand, speak up. Agencies appreciate constructive feedback to get the creative direction right.
Also share any insights from your end that could help. For example, if you notice a certain product is trending in your store, or your sales team hears a common customer pain point, tell your agency. They might incorporate those angles into new ads.
Conversely, listen to the feedback they provide from campaign data (like "Video ads are outperforming images for us" or "Offer-based headlines are getting more clicks"). Use that to inform your broader marketing strategy.
This two-way exchange makes the partnership more effective.
⑥ Monitor Performance Together
Even though the agency is doing the heavy lifting, you should keep an eye on key metrics too. Make sure you have access to the ad account or a live dashboard.
This isn't to second-guess the agency, but to maintain visibility.
Review the numbers at least monthly yourself. Are the trends going in the right direction? If anything concerns you (say, a spike in cost per result or an audience that seems tapped out), bring it up.
A good agency will likely already be addressing it, but it shows them you're paying attention and care about results.
On the flip side, celebrate the wins together. If a campaign hits a record high ROI, acknowledge the agency's good work. Positive reinforcement motivates the team to keep pushing for great results.
⑦ Be Patient and Plan for the Long Term
Successful Facebook advertising is an iterative process. Especially if you're starting from scratch with an agency, it may take a few weeks (or a couple of months) to really dial in the winning strategy.
There may be initial experiments that don't perform amazingly. That's normal.
Give the agency a reasonable runway to test, learn, and optimize. Typically, you might see some quick wins in the first month, but months 2 to 3 are where the real performance gains often kick in after enough data and refinement.
This is why many agencies ask for a 3-month initial commitment.
Of course, you shouldn't pour money down a black hole if there are zero signs of progress, but do approach it as a partnership where both sides refine the approach over time. Set evaluation points (review after 90 days) rather than expecting a miracle in 2 weeks.
⑧ Discuss Strategy Adjustments Regularly
The Facebook ads landscape can change fast. New competitors enter auctions, seasons affect consumer behavior, or Meta rolls out a platform update.
Make sure you regularly discuss strategy adjustments with your agency.
For instance, as you approach Q4 holiday season, you might need to prepare different creative and higher budgets. Or if something isn't working, pivot.
A flexible agency will not just put your ads on autopilot; they'll be thinking ahead and proposing changes. Be open to those changes.
Conversely, if you have new business goals (launching a new product, shifting focus to a different demographic), inform the agency so they can adjust targeting and messaging. Continual alignment ensures the campaigns stay effective and relevant.
⑨ Use the Agency's Knowledge to Learn
A side benefit of working with an agency is that you can absorb knowledge from them. Ask them to explain not just what they are doing, but why.
Over time, you'll gain insight into Facebook advertising yourself. This can be valuable, because it enables you to contribute more to strategy and maybe even handle certain parts in-house if needed.
Some businesses treat agencies as long-term partners, others eventually bring things internal. Either way, improving your own understanding of Facebook ads is a win.
Many agencies are happy to educate clients who show interest (it makes collaboration easier). So think of it as having consultants on hand. Don't be shy about picking their brain on related topics like landing page optimization, other paid social channels, or analytics, if it's relevant.
Finally, keep the relationship professional and respectful. If performance dips at some point, avoid a knee-jerk blame game. Instead, problem-solve together. Ask what the agency will do to course-correct and what context you should know.
The best outcomes happen when client and agency act as partners with a shared goal: profitable growth. If you've chosen your agency well and maintain good communication, you'll typically see continuously improving results and a valuable return on your advertising investment.
Why AdManage Makes Facebook Ads Agencies More Effective
If you're working with a Facebook ads agency (or considering becoming one), understanding the operational tools that power successful campaigns is crucial.
Many top-performing agencies use specialized ad operations platforms like AdManage to handle the bulk launching, testing, and optimization workflows that manual campaign management simply can't support at scale.
The Scale Challenge
Modern Facebook advertising success follows a heavy-tail distribution. You need to test many creative variations to find the breakout winners.
But the bottleneck isn't creative production anymore; it's the human time required to launch and manage hundreds or thousands of ad variants through Facebook's Ads Manager interface.
This is where AdManage comes in. It's built specifically for agencies and in-house teams that need to launch large volumes of ads quickly while maintaining perfect naming conventions, UTM consistency, and campaign structure.
What AdManage Does
AdManage is a specialized ad ops tool that bulk-creates and launches ads on Meta and TikTok. Think of it as the infrastructure layer that lets agencies actually execute on their creative testing strategies.
Key capabilities include:
• Bulk Multi-Platform Launching
Push the same asset set to both Meta and TikTok. The platform auto-groups creatives by aspect ratio and lets you launch campaigns as paused for review. You can generate bulk preview links for client or team approvals before anything goes live.
• Naming and UTM Enforcement
Dynamic naming conventions that fit your schema automatically. Account-level UTM rules ensure every ad has proper tracking. You can set creative-enhancement toggles per account, preventing unwanted Meta algorithm changes.
• Social Proof Preservation
One of AdManage's standout features is explicit support for Post ID preservation. When you find a winning ad, you can scale it using the same Post ID to preserve all engagement counts and social proof.
The platform includes documentation for using Post ID and Creative ID with existing ads, which is critical for agencies managing client social presence.
• Templates and Translation
Reusable ad copy templates save hours on campaign setup. Multi-market teams can use built-in translation features to adapt campaigns for different regions while maintaining brand consistency.
• Reporting and Comment Management
AdManage includes 12 dashboards for creative performance and auditing. The platform also offers AI-assisted ad comment sentiment analysis and reply management, helping agencies maintain client reputation across campaigns.
• Team and Enterprise Features
Unlimited team members with granular permissions by ad account. Google SSO for easy access. Enterprise tier adds SSO/SAML, white-labeled reports, audit logs, and custom SLA agreements for agencies with specific compliance needs.
Integration Ecosystem
→ Google Sheets Add-on: Launch drafts directly from spreadsheets, export ad sets with pagination, schedule background syncing, and use intelligent column mapping. This means your team can work in the tools they already know.
→ Google Drive: Launch campaigns directly from Drive folders where creative assets are stored.
→ Zapier and Make.com: API-key based connections to automate uploads and workflows. Connect AdManage to your agency's broader tech stack.
→ Frame.io and Slack: Recent updates added Frame.io integration for creative collaboration and Slack notifications for top-performing creatives on Meta and TikTok.
Proven Results
The numbers speak for themselves. AdManage's status page shows approximately 494,000 ads launched and 71,950 batches processed in the last 30 days, with 37,087 hours marked as time saved.
The platform maintains a public leaderboard of top ad launchers, demonstrating real-world usage at scale.
The operational creative calculator on AdManage's homepage claims that 1,000 ads equals 166.7 hours saved and **55 per hour fully-loaded ad ops cost).
Pricing That Works for Agencies
AdManage uses fixed monthly pricing with no ad-spend tax:
- In-house plan: £499 per month for 3 ad accounts with unlimited uploads, launches, team members, and spend
- Agency plan: £999 per month for unlimited ad accounts with unlimited uploads, launches, team members, and spend
- Enterprise: Custom pricing that adds SSO/SAML, custom SLA, white-label reports, and audit logs
Who Uses AdManage
AdManage is trusted by performance marketing teams at brands like Veed, Photoroom, Speechify, Bolt, and Calm.
The company was built by performance marketing veterans and founded by two brothers who previously managed $50M+ in ad spend across brands like MVF, Nextdoor, Photoroom, and Zoe.
Why This Matters for Your Agency Decision
When evaluating Facebook ads agencies, understanding what operational tools they use can give you insight into their sophistication and efficiency.
- Test more creative variations faster (crucial for finding winners)
- Maintain perfect naming and UTM consistency (critical for attribution)
- Preserve social proof when scaling ads (better performance)
- Launch campaigns across multiple platforms efficiently (broader reach)
- Free up strategist time from manual tasks (more attention to optimization)
If you're interviewing agencies, it's worth asking: "What tools do you use for bulk ad launching and campaign management?" The answer will tell you a lot about their operational maturity.
And if you're running an in-house team considering agency support, tools like AdManage might offer a middle ground. You maintain strategic control while getting the operational efficiency that typically requires agency-level resources.
Frequently Asked Questions
What exactly does a Facebook Ads Agency do?
A Facebook Ads Agency manages your entire Facebook and Instagram advertising campaigns from start to finish. This includes strategy development, audience targeting, creative production, campaign setup, daily optimization, A/B testing, budget management, and performance reporting.
They act as your specialist team dedicated to maximizing results from Meta's advertising platform.
How much should I budget for Facebook advertising?
Most agencies recommend a minimum monthly ad spend of 5,000 to see meaningful results, though this varies by industry and goals.
Remember that agency fees are separate from ad spend. A typical small to mid-sized business might allocate 10,000 total per month (7,000 in ads plus 3,000 agency fee).
Larger businesses often spend 100,000+ monthly. You can use AdManage's ad cost calculator to estimate your budget needs.
How long does it take to see results from Facebook ads?
You might see initial results (traffic, engagement) within the first week or two, but meaningful business results typically take 4 to 8 weeks.
The first month is usually about testing and learning. Months 2 and 3 are where performance really improves as the agency gathers data and optimizes.
Most agencies ask for a 3-month minimum commitment because that's how long it takes to properly test and scale campaigns.
Should I hire an agency or keep Facebook ads in-house?
Hire an agency if:
- You're spending $3,000+ monthly on ads
- You lack in-house Facebook expertise
- You want to scale quickly without hiring full-time staff
Keep it in-house if:
- You have a small budget (under $1,000 monthly)
- You already have skilled Facebook advertisers on staff
- You're just testing if Facebook ads work for your business
Many growing businesses start in-house and switch to agencies as they scale.
What's the difference between a Facebook Ads Agency and a full-service digital marketing agency?
A Facebook Ads Agency specializes exclusively in Facebook and Instagram advertising. They're deep experts in Meta's platform but may not handle other channels.
A full-service digital marketing agency covers multiple channels (SEO, Google Ads, email, content, etc.) but may have less specialized Facebook expertise.
If Facebook is your primary growth channel, a specialist agency is usually better. If you need multi-channel support, consider full-service.
How do I know if my Facebook Ads Agency is doing a good job?
Track these key indicators:
- Are your cost-per-acquisition and ROAS improving over time?
- Is the agency providing regular, transparent reports?
- Do they proactively suggest strategy changes?
- Are they responsive to your questions?
- Do you have full access to your ad account data?
Most importantly, is the agency generating profitable returns that exceed their fees? A good agency should clearly demonstrate ROI.
Can I use AdManage without hiring an agency?
If you have someone on your team who understands Facebook advertising but struggles with the manual work of launching hundreds of ads, AdManage can be a perfect solution.
The in-house plan at £499 per month covers 3 ad accounts with unlimited launches, which can dramatically speed up your testing cycles without needing full agency support.
What should I ask a Facebook Ads Agency before hiring them?
Ask these critical questions:
- Can you show me case studies from my industry?
- What's your average client retention rate?
- Who will actually work on my account?
- What tools do you use for campaign management and reporting?
- What's your typical timeline for results?
- How do you handle communication and reporting?
- What's included in your fee vs. what costs extra?
- Can you provide client references I can speak with?
Do Facebook Ads Agencies guarantee results?
Reputable agencies don't guarantee specific results (like "10x ROAS guaranteed") because too many variables affect ad performance.
But good agencies will commit to specific processes, testing methodologies, and optimization standards. They should be confident in their ability to improve performance over time and willing to show you historical case studies.
Be wary of agencies making unrealistic promises.
How do Facebook ad costs compare to other advertising channels?
Facebook advertising remains relatively cost-effective compared to Google Ads or traditional media. Current benchmarks show 1 per click and 8 per thousand impressions.
But costs have been rising (Meta reported a 14% increase in 2024-2025).
The key is working with experts who can maintain efficiency as competition increases. Well-optimized Facebook campaigns still deliver strong ROI for most businesses.
Conclusion
Facebook advertising, with its billions of users and sophisticated targeting, remains one of the most potent marketing channels in 2025.
But it's also a channel that rewards expertise and punishes trial-and-error waste.
A Facebook ads agency can be the catalyst that turns your social ad spend into real business growth, providing the creative muscle, analytical rigor, and strategic know-how needed to thrive in the competitive Meta ads ecosystem.
By understanding what a Facebook ads agency offers and following the guidance in this guide, you can determine if hiring an agency is right for you, select the best partner for your needs, and build a collaborative relationship that maximizes results.
Remember to weigh the costs against the potential uplift in performance. A great agency doesn't cost you money; it makes you money by driving efficient results.
And even as you delegate the day-to-day work, stay engaged and informed. The combination of your business insight and the agency's advertising expertise is powerful.
Whether you work with an external agency, use tools like AdManage to supercharge your in-house team, or do a mix of both, the goal is the same: to deploy winning Facebook ad campaigns that deliver a strong return on investment and propel your business forward.
With the right partner and approach, Facebook and Instagram ads can become a growth engine that scales your customer acquisition to new heights.
Related Posts
Facebook Ads Automation: How to Scale Campaigns (2025)
Master Facebook ads automation with this complete 2025 guide. Learn to automate budgets, scale testing, and save hours weekly while improving ROAS and costs.
What Are Spark Ads on TikTok and How Do They Work?
Discover TikTok Spark Ads: boost organic posts, keep engagement forever, and drive 25% higher conversions. Complete guide to setup and scaling.