Phase 1
Account & Signal Audit
- Full audit of your structure, creative, tracking and attribution settings
- Pixel, Conversions API and event match quality checked event by event
- Break‑even CAC, margin and the real scale ceiling worked out before launch
Meta Ads
The Meta ads agency built for how Meta works now
Facebook and Instagram ads for eCommerce brands, run from Melbourne by the team behind $50M+ a year in ad spend. Since Andromeda, Meta's algorithm does the targeting. We give it the creative and the signals it needs to find your next customer at a profit.
$0M+
Yearly Ad Spend
$0M+
Sales GeneratedRevenue Generated
0K+
Creatives Tested
0+
Brands Scaled
Trusted by brands in every niche
The Andromeda shift
Meta changed the rules.
Signals are the new targeting
Andromeda is the retrieval engine Meta rolled out through 2025. It scans tens of millions of ads and picks the few thousand worth showing each person, based on what the creative says and what Meta knows about them. Advantage+ then automates the audience, placements and budget. Your old levers moved: out of the ad set, into the creative, the offer and the data you send back.
The old Meta playbook
What Meta rewards now
Then
Interests, lookalikes and age brackets did the targeting. The media buyer's skill was stacking the right audiences.
Now
Advantage+ treats those inputs as suggestions, and Meta retired thousands of detailed-targeting interests in January 2026. The ad finds its audience: Andromeda reads the creative and matches it to the people most likely to act.
Then
Dozens of ad sets, one audience each, all bidding against each other for the same people.
Now
Consolidated Advantage+ sales campaigns with fewer ad sets, so budget and learning pool instead of fragmenting.
Then
The pixel on its own, and tracking that quietly broke after iOS 14 and was never properly rebuilt.
Now
Pixel plus the Conversions API, first-party customer data and a high event match quality, so Meta sees every sale it drove and optimises toward the right people.
Then
Two hero ads carrying the account for months, refreshed when someone remembered.
Now
A steady supply of genuinely different concepts. Near-identical variations get treated as one ad, and Ads Manager now scores creative fatigue and similarity for you.
Then
In-platform ROAS as the scoreboard, with Meta marking its own homework.
Now
Incremental attribution, value optimisation and MER, so budget goes to the sales that wouldn't have happened without the ad.
+8%
Ad quality on Advantage+ campaigns since Andromeda
17.8%
Lower cost per result running the Pixel with the Conversions API
+46%
Incremental conversions with incremental attribution switched on
Meta's own published figures, December 2024 to April 2026.
What most brands
struggle with on Meta
“Our CPMs keep climbing and our ROAS keeps sliding.”
What we do
Rising CPMs are the price of competing for the same people with the same ad. We widen the creative so Andromeda has more matches to make, and fix the signals so the auction values your ads on real outcomes.
“We switched on Advantage+ and lost all control.”
What we do
Advantage+ isn't set-and-forget. Audience, placements, budget and creative are each a switch, and we decide which stay automated for your account. The control didn't vanish, it moved into the creative, the offer and the data you feed Meta.
“Our tracking was never fixed properly after iOS.”
What we do
We rebuild the measurement first: Pixel plus the Conversions API, server-side events, an event match quality score worth having and first-party data flowing back in. Meta can only optimise for the sales it can see.
“We've got one winning ad and it's fatiguing.”
What we do
Fresh concepts every month, not ten variations of the same one. Meta now flags creative fatigue and similarity inside your account. We read those reports every week and brief the next batch off them.
“Every time we scale the budget, performance collapses.”
What we do
Scaling is a structure problem. Consolidated campaigns, budget moved in steps the algorithm can absorb, and a creative pipeline built to carry the extra spend before it arrives.
“The report looks great. The bank balance doesn't.”
What we do
You get a live dashboard built on MER, CAC and margin, with incremental attribution switched on, so you see the sales Meta actually caused rather than the ones it claims.
Full funnel, one platform
We shape the whole funnel
inside Meta
Meta is a prospecting channel, a retargeting channel and a retention channel in one account. Run by one team, each stage feeds the next, and the creative is briefed for the job it has to do.
Prospecting
Finds new customers
Advantage+ sales campaigns running broad, with the creative doing the targeting. Every concept is written to find a different person with a different reason to buy.
- Consolidated Advantage+ sales campaigns built to take scale
- Monthly concept batches across problem, proof, offer and comparison angles
- Hooks and formats tested weekly across Feed, Reels, Stories and Threads
Retargeting
Brings them back to buy
Catalogue ads and audiences built from your own data, with creative that answers the objection that stopped the first visit turning into a sale.
- Advantage+ catalog ads on a clean, enriched product feed
- Audiences built from your pixel, Conversions API and engagement data
- Proof, offer and objection-handling creative for people who’ve already looked
Retention
Grows lifetime value
Customer lists synced into Meta, value optimisation pointed at revenue and margin, and existing buyers kept out of prospecting so that budget finds new ones.
- Customer lists synced from your store and CRM through the Conversions API
- Value optimisation toward revenue and margin, not just conversions
- Launch, replenishment and loyalty campaigns to the people who already trust you
The Pulp Meta Growth Engine
Our 4 phase approach
to scaling on Meta
Signals first, then creative, then scale. The order matters: budget put behind an account that can’t see its own sales just buys the wrong customers faster.
Phase 2
Measurement & Strategy
- Pixel and Conversions API rebuilt, with first‑party data flowing back to Meta
- Incremental attribution and value optimisation set up where they fit your margin
- Roadmap with targets, budget steps and the creative volume to match them
Phase 3
Creative & Launch
- Concepts briefed from your customers, reviews and competitors’ ads
- Consolidated Advantage+ campaigns, with each automation switched on by decision
- Statics and video live across Facebook, Instagram, Reels, Stories and Threads
Phase 4
Scale & Optimise
- Weekly testing calls made off fatigue, similarity and conversion reports
- Budget scaled in steps into the concepts that are winning
- Monthly reporting on MER, CAC and incremental sales, not platform ROAS
What Meta ads management includes with Pulp
Strategy, creative and media buying from one senior team in Cremorne, inside your own ad account. Nothing is outsourced and nothing is held hostage.
Placements we run
- Reels
- Stories
- Threads
- Messenger
- Audience Network
- Meta ads strategy and account structure
- Advantage+ sales, catalog and leads campaigns
- Pixel and Conversions API setup and repair
- Event match quality and first‑party data
- Creative strategy, briefs and monthly concept batches
- Static and video ad production
- Weekly creative testing and fatigue management
- Audience, exclusion and customer list management
- Incremental attribution and value optimisation
- Budget scaling plans tied to margin
- Live dashboard on MER, CAC and margin
- Weekly strategy calls and daily Slack
Built for brands
ready to grow today
Think of us as a growth partner, not just another Meta ads agency. The best results always start with the right fit.
Good fit
- $80k+ a month in revenue.
- Spending $20k+ per month.
- Know your margin, or want help finding it.
- Creative is a major constraint.
- You want profit, not platform ROAS.
Not a fit
- You don’t have a marketing lead.
- Zero internal creative capabilities.
- Product margins are very low.
- You need results this fortnight.
- Cashflow is limited to scale.
What our clients
say about us
“Pulp scaled our spend with the right strategies and unique creatives. They were instrumental to the level of scale we achieved in a short time. From ad account structure to daily creative testing, every touchpoint was mapped out and optimised so nothing was left to guesswork. What used to take us weeks of trial and error now happens in days, and the results speak for themselves. It’s rare to find a team that moves this fast without cutting corners on strategy, and rarer still to find one that keeps communicating clearly the whole way through.”
Brodie & Roger CookFounders, Lucent Globe
“Working with the Pulp team has been a refreshing experience from our previous 3 agencies. The building framework that Pulp has implemented in our business has helped optimise the way we manage our digital & content strategy. We have never been so collaborative with an agency and the results have been fantastic. Since engaging Pulp, our digital business is on track to double sales sustainably within the first 4 months of working together.”
Jordyn EvansDirector, Mingle Seasoning
“As a new business, we had no idea how to run and scale ads. We were burnt by previous agencies who made big promises but didn’t deliver. The Pulp team have been a game-changer for us. From day one, they’ve been nothing but professional, reliable, and on top of the latest strategies. They consistently bring fresh ideas and innovative approaches that deliver incredible results. Pulp exceeded our expectations which gave us the confidence to trust in their expertise to help us reach and exceed our goals.”
Kate CroukampFounder, Clean Like a Pro
“We’ve been with Pulp Digital since November 2024 and our growth in that time has been huge. They go above and beyond every single time. Our Creative and Digital Strategist Ciara is fantastic. I actually look forward to our regular weekly calls, not just for the ideas and expertise she brings to the table, but for the genuine interest she takes in helping our business grow. It never feels like just another client call. And they don’t churn staff either, so you’re not constantly re-explaining your business to someone new. The owner Sam Despo is an absolute legend, the GOAT. As a small family business, having a team like this in our corner has made a real difference. Couldn’t recommend them more highly.”
Matt DonkinOlivia & Grace
“Sam and the team at Pulp have been incredible to work with since day one. While we engaged with them to purely manage our Meta account, they’ve gone above and beyond to help support our business in other ways. It’s very easy to hit a wall and not have any creative ideas for content, but the Pulp Digital team have a constant ‘finger on the pulse’ and recommend organic content ideas when we need it. We look forward to seeing our businesses grow together in the future!”
Matt GrisoldFounder, Coated
“Pulp is like no other agency we have ever worked with. Milligram has been with Pulp for over four years and we have seen incredible results across Meta and Google. They really are thought leaders when it comes to strategy in the digital marketing space. The team are extremely generous with their time, knowledge, and have heaps of input into our content and media planning, which really sets them apart. Plus we love our weekly meetings!”
Hanna HughesMarketing Manager, Milligram
Meta ads questions, answered
What does a Meta ads agency actually do?
A Meta ads agency plans, builds and runs your Facebook and Instagram advertising: the strategy, the campaign structure, the tracking, the creative and the daily media buying. The good ones also own the measurement, so you know what the spend actually returned. At Pulp the creative team and the media buyers are the same team, because on Meta today the creative is most of the targeting.
How much does a Meta ads agency cost in Australia?
Most Australian agencies charge either a flat monthly retainer, a percentage of your ad spend, or a mix of the two. What the fee buys matters more than the number: a junior checking in twice a week is cheap for a reason. We scope every account on its spend and the creative volume it needs, and you’ll get an exact figure on the first call, with everything it includes. Ad spend is always paid by you, directly to Meta, from your own account.
How much should we be spending on Meta ads?
Enough for the account to exit learning and for the creative tests to read, and no more than your margin can carry. That number comes from your AOV, your break-even CAC and how many concepts need testing to find winners, not from a rule of thumb. On the call we work backwards from your revenue target and tell you what’s realistic, including when the honest answer is less than you spend now, structured better.
What is Andromeda, and why does it change how Meta ads are run?
Andromeda is the machine-learning retrieval engine Meta announced in December 2024 and rolled out through 2025. It is the first stage of ad delivery: from tens of millions of possible ads it picks the few thousand worth ranking for each person, and it does that by reading the ad itself alongside what Meta knows about that person. Meta reports it lifted ad quality on Advantage+ campaigns by 8%. For advertisers it means the creative, not the audience settings, decides who sees what, so an account needs a wider range of genuinely different ads and cleaner signals to perform. Near-identical variations don’t count as variety.
What is Advantage+, and do you use it?
Advantage+ is Meta’s name for its automation: Advantage+ sales, leads and app campaigns, Advantage+ audience, placements, budget and creative. Since early 2025 it is the default way a sales campaign is built, and the age, interest, custom and lookalike audiences you add are treated as suggestions Meta can reach beyond. Yes, we use it, and we decide layer by layer what stays automated for your account. Meta is very good at finding the buyer for a given ad. It still can’t write the offer, make the creative or fix your tracking, which is where the work is now.
Do you run Instagram ads as well as Facebook ads?
Yes. Facebook and Instagram ads run from the same Meta ad account, and so do Reels, Stories, Threads, Messenger and WhatsApp placements. For most eCommerce brands Instagram and Reels carry the majority of the spend. We build the creative for the placement it will run in, vertical video for Reels and Stories and 4:5 statics for the feeds, rather than cropping one asset to fit everywhere.
How long before we see results?
Early signal inside 30 days, and a clear read on what’s scaling by day 60 to 90. If your tracking needs rebuilding, that happens in the first fortnight, because every test after it depends on Meta seeing the right sales. Kaladé hit a 7.18 ROAS in the first month; most accounts take a little longer to find their first winning concepts, and then compound from there.
Do you work with brands outside Melbourne?
Yes. We’re based in Cremorne, Melbourne, and work with eCommerce brands across Australia and overseas. Everything runs through weekly video calls, daily Slack and a live dashboard, so distance has never been the thing that decides whether an account works. You also always own your ad account, pixel, audiences and creative. If we ever part ways, all of it stays with you.
Let's find out what's
holding you back
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