MarketInc is a Sydney-based Facebook Ads agency that builds Meta campaigns around specific audience segments, conversion-focused creative, and the kind of active weekly management that actually moves a cost per lead in the right direction over time
MarketInc is a marketing agency that manages Meta advertising campaigns for Sydney businesses, focusing on feeding the algorithm the right data, showing the right creative to the right audience segment at the right stage of awareness, and making active weekly adjustments based on real performance insights.
Facebook’s interest targeting categories sound specific, but are actually massive. ‘Interested in home improvement’ in Sydney includes hundreds of thousands of people who are renters, people who just watched one YouTube video about home renovation, and people who clicked a home brand’s ad two years ago. Without building custom audiences from your actual customer data, layering exclusions, and segmenting by intent signal, you are paying to reach a pool of people that is far too broad to convert efficiently.
People open Facebook and Instagram to see content from people and brands they have chosen to follow. An ad that is visually indistinguishable from a business directory listing, with a logo, a tagline, and a phone number on a stock image background, is one of the lowest-performing formats on the platform. Meta’s own research shows that creative quality is the biggest single variable in campaign performance, ahead of audience targeting and bidding strategy.
Most businesses running their own Facebook Ads have no warm audience retargeting in place at all. They spend their entire budget trying to convert cold audiences on the first impression, which requires far more frequency and spend than converting someone who already knows who you are. A properly structured Meta campaign has a cold awareness layer and a warm retargeting layer working simultaneously. Without both, you are leaving the most efficient part of the funnel completely untouched.
Apple’s iOS 14 privacy changes in 2021 significantly limited Meta’s ability to track conversions from iPhone users, who make up more than half of Australian smartphone users. Many businesses that set up their Facebook Ads tracking before 2021 are now operating with conversion data that is incomplete, delayed by up to 72 hours, or attributed to the wrong campaign entirely.
We build three distinct audience layers for every account we manage. A cold layer reaching new audiences who match your ideal customer profile, built from custom audience lookalikes and tightly filtered interest and behaviour combinations. A warm layer retargets people who have already interacted with your brand across your website, video content, or social profiles. And a hot layer targeting people who have taken a specific action, such as visiting a contact page or starting a form, but have not completed it
We develop ad creatives specifically for how people consume content on Facebook and Instagram, not for how businesses want to present themselves. This means leading with the problem your audience has before mentioning the solution, using visual formats that blend into organic content rather than broadcasting obvious advertising, and writing copy that earns attention in the first line rather than burying the point after a company introduction.
We configure both the standard Meta Pixel and the Meta Conversions API for every account we manage. The Conversions API sends event data directly from your server to Meta, bypassing the browser-based tracking limitations introduced by iOS privacy changes. This means that conversions from iPhone users, Safari browsers, and people with ad blockers are captured and attributed correctly rather than disappearing from your data. Correctly configured dual tracking is the foundation of accurate reporting and effective algorithm optimisation
We build campaigns with a clear structure that separates objectives, audiences, and creative testing into distinct layers. This prevents the budget from bleeding between audience types, makes it possible to identify exactly which combination of audience and creative is driving results, and keeps the account clean enough to optimise effectively as it scales.
For service businesses, we evaluate whether native Facebook Lead Generation forms or external landing pages will deliver the best cost per lead for your specific offer. Lead forms reduce friction and work well for high-volume, lower-consideration services. Landing pages allow more persuasive copy and proof elements and work better for higher-consideration services where a warm-up is needed before a prospect converts.
Your monthly report tells you what happened with your budget in plain language: how many leads were generated, what each lead cost, which audiences and creatives drove results, and what we are changing based on that data. We also include a summary of any Meta platform changes that affected your campaigns during the month and how we responded to them. You should never need to read a glossary to understand what your Facebook Ads agency did with your money last month.
If you have an existing Meta Ads account, we audit it before recommending anything. We look at historical performance data, audience configuration, Pixel and Conversions API setup, campaign structure, creative history, and attribution accuracy. We want to understand what has been tried, what worked, what failed, and why before making any changes. If you are starting fresh, we interview you about your best existing customers, define the audience segments we want to build, map the full-funnel campaign structure, and develop a creative brief before any spending begins.
We configure your Meta Business Manager, verify Pixel and Conversions API tracking, build your custom and lookalike audiences from existing data, and structure your campaigns before developing creative. Ad copy, creative direction, and initial testing variants are developed and reviewed before the campaign goes live. We do not launch with a single creative. Every campaign launches with a minimum of three ad variations across at least two audience segments, so we have something to learn from in the first two weeks.
The first four weeks after launch are a learning phase where Meta's algorithm calibrates toward your conversion goal, and we gather the data needed to make meaningful optimisation decisions. We review performance weekly throughout this period and make adjustments to bids, placements, and audience exclusions while the algorithm learns. From week five onwards, we make more significant structural changes based on what the data tells us: scaling what is working, pausing what is not, introducing new creatives to prevent fatigue, and expanding into new audience segments as initial ones approach saturation.
At the end of each month, we review the full campaign performance, share a plain-language report with you, and discuss the strategy for the month ahead. We are transparent about what is working and what is not. If a specific audience or creative direction has not generated results, we say so and explain what we are doing differently. If a campaign is performing strongly, we present options for scaling it. Strategy evolves based on data, not on what was planned three months ago.
Both approaches work for different goals. Lead forms generate higher volume at a lower cost but may reduce lead quality. Website traffic usually brings more qualified leads and helps build stronger retargeting audiences over time.
This will close in 0 seconds
