Account structure and creative built to pass review; we only test hypotheses we can explain. Budget goes in in steps, and there is a rebuild plan ready for the day something gets switched off.
What the work actually is
Meta is the largest source of attention you can buy, and the least forgiving place to spend if your category is on its restricted list. That isn't a dead end. The mechanics are the same as anywhere: audiences, placements, creative, budget. The difference is the approach. In white niches, everything runs from one or a few of the company's own accounts, and we're simply given access. In grey niches, it's work with review and with agency accounts, where what happens after a ban is decided in advance.
What we do to make it work
We build the infrastructure for launching and running ads, the analytics and the decision logic, study the product and the audience, and choose the approach that fits your goal. If you've advertised before, we run a free audit and explain why it didn't work — or, if it did, how to make it work better.
If nothing is ready yet for Meta, we'll help. Every project is different and there is no magic button, but experience lets us find a solution that fits and reproduce it: a landing page, a quiz, a Telegram bot, social profiles, tracker and analytics setup (Keitaro). We do everything marketing touches, and every solution has been proven in practice and is kept up to date. So we don't just talk about it — we do what we talk about.
Account structure
The structure follows one rule: don't put all your eggs in one basket.
- Spend is spread across more than one ad account when the situation calls for it. In grey niches this prevents downtime; in white niches it avoids competing with yourself and keeps scaling predictable.
- Budget goes in in steps of 20–30%, so optimisation isn't knocked off course.
- Replacements are prepared while everything is working, not after it stops.
- Pixels, integrations, catalogues and settings are documented, so a rebuild is a checklist rather than an excavation.
From Kiryl's own experience: bans are more often caused by sudden, poorly thought-out moves than by the creative or the launch method.
Creative
Since Andromeda, creative needs a different approach — not a hundred near-identical variations, but genuinely different ideas. We follow changes in Meta's algorithms and only offer what works now. Creative is produced in sets, tested on a clear rotation, and we record which approach won and why. That keeps us from going back to what doesn't work, and gets you the results you expect.
That experience compounds like nothing else. Knowing that a particular phrasing, visual or angle works for, say, a medical clinic is worth more than another round of design.
The landing page is part of the ad
People read not just the creative but where it takes them. A page that promises something the ad didn't is a losing page from the start. This is where most potential customers are lost. We build landing pages and every other step of the funnel so people keep moving forward instead of leaving for a competitor.
When something is switched off
Sooner or later it will be. The plan is written before launch: which account takes over, which creative set moves with it, who files the appeal and what it says. Appeals are worth filing — a meaningful share succeed — but an appeal is not a strategy, and waiting on one with nothing running is exactly how a week disappears.
What you see each week
Spend, results, and the changes we made — in that order. Where tracking can be trusted, the numbers are reconciled from both sides and any gap is named, not averaged away. Where it can't be trusted, we say so instead of reporting a number we don't believe ourselves.
