Meta Ads (Facebook & Instagram)

Meta's algorithm rewards three things now: creative volume, signal quality and account stability. The agencies that win on Meta in Nigeria right now are the ones that ship the most fresh creative every week without sacrificing brand discipline. We staff for that - a dedicated creative strategist plus a video editor per account, fed by a vetted Nigerian UGC creator network, producing ten to twenty new variants weekly.

Signal quality means Conversions API, server-side event matching, and clean parameter discipline. Without that, Meta's machine learning is operating on partial information and your campaigns underperform by a margin that compounds month over month.

Meta's in-platform ROAS overstates contribution. We know this; you probably suspect it; your CFO definitely suspects it. We triangulate three views: Meta-reported revenue (overstated), your GA4 last-click (understated), and your back-office sales data (the truth). Then quarterly we run geo-hold-out tests in two or three states to estimate true lift - turning Meta off in Kaduna while keeping it on in Abuja, holding everything else constant, and comparing sales velocity. Those tests give your CFO defensible numbers and give us the calibration data we need to know how to value Meta's reported conversions in our optimisation.

Meta has tightened enforcement substantially. Accounts get restricted with little warning when an ad triggers a policy review - even for false positives - and the appeal process is often slow and opaque. The cost of a restriction to a brand running heavy spend is real. We pre-empt this by maintaining strict policy hygiene, multiple ad-account backups, and a clean Business Manager with limited admin access. When the platform glitches and a campaign goes down, recovery time is hours rather than days because the operational scaffolding is already in place.