Facebook · Instagram · Lead gen
Facebook and Instagram campaigns built for enquiries that become work, with server-side CAPI tracking underneath, run by the two founders for a fixed fee from £995 a month per platform with no contract.
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Bons & Frazer is a UK Meta ads agency running Facebook and Instagram campaigns for lead generation. We build the Conversions API server-side, feed CRM outcomes back so bidding chases enquiries that become work, and direct the creative. Fixed fee from £995 a month per platform, no contract, founder-run.
Facebook advertising works for lead generation because it reaches people before they search. Nobody types your service into Facebook. You interrupt a feed, make an offer clear enough to stop a scroll, and capture the enquiry while the attention is still there. Done properly that produces leads at a cost search alone cannot reach — particularly in markets where the monthly search volume runs out by the second week.
We build Facebook campaigns in Meta Ads Manager against a lead or conversion objective. Not reach, not engagement, not page likes. The structure is deliberately simple: few enough ad sets that each one clears the learning phase, broad targeting where Meta’s signal is strong enough to do the work, and exclusions that stop you paying to advertise to people who already enquired last week.
Placements matter more than most accounts assume. The Facebook Feed, Reels, Stories, Video Feeds and Marketplace all behave differently, and one asset stretched across all of them underperforms in most of them. We build for the surface, then let Meta push budget towards the response.
The measure of a Facebook campaign here is cost per qualified enquiry and cost per booked job — not impressions, not click-through rate, and not Meta’s reported conversion count taken at face value. You can see the numbers we publish from live accounts, including a Central America travel operator we took from 356 enquiries a month to 1,054, with cost per enquiry down from £2.98 to £1.47 over the same period on a comparable monthly budget.
Instagram is bought through the same platform as Facebook, which is why we treat it as one account with two very different audiences. Same campaign, same conversion event, same budget pool. Different creative, because what performs in the Instagram feed rarely performs in the Facebook Feed, and the reverse is just as true.
Instagram is where the vertical placements carry the weight: Reels, Stories and Explore. That means creative shot for a phone held upright, captions burned in for sound-off viewing, and a hook that lands inside two seconds. Landscape footage recropped to 9:16 is the most common reason an Instagram ad set spends money and returns nothing.
Whether Instagram deserves a meaningful share of your budget depends on your market, not your preference. For consumer services with a visible outcome — clinics, home improvement, hospitality, anything with a genuine before and after — Instagram often produces the cheaper lead. For B2B and older demographics, Facebook usually still does. We don’t split budget evenly on principle. We run both, read the placement breakdown, and move money towards whichever is producing enquiries that turn into revenue.
Meta instant forms open inside the app and pre-fill the user’s name, email and phone. Landing pages send the click to your website. Instant forms almost always produce more leads at a lower cost per lead. Landing pages almost always produce better ones. Which is right depends on what your sales process can absorb.
Instant forms suit higher-volume services with a fast, low-friction sale and someone able to ring back quickly. The trade-off is real: a pre-filled form is two taps, so intent is thinner and speed to lead becomes the whole game. If nobody calls within minutes, most of the value of that lower cost per lead has already gone.
Landing pages suit considered purchases, higher ticket values, and anything where the prospect needs to understand the offer before they’ll trust you with their number. Cost per lead is higher. The lead is warmer and closes at a better rate.
Where instant forms are the right answer we build them properly — the higher-intent form type rather than Meta’s default, qualifying questions that filter out the merely curious, a custom disclaimer that sets expectations before the tap, and a direct CRM connection so leads arrive in your pipeline in real time instead of sitting in Ads Manager waiting to be exported. Then we test both approaches against each other on cost per qualified lead, not cost per lead, because that’s the only comparison that means anything.
On Meta, the creative is the targeting. Audience controls have been consolidated into broad targeting and Advantage+ tools, so the ad itself now decides who sees it — the algorithm serves each creative to the people most likely to respond to that specific hook. Change the hook and you have changed the audience. It is the single most useful thing to understand about how Facebook and Instagram ads work now.
Which makes creative volume, not creative polish, the constraint. An account running the same two ads unchanged for six months has no test data and a fatigue problem it can’t see. We work to a brief of genuinely different concepts rather than colour variations of one idea — different angle, different objection, different level of awareness — and let the account tell us which one to put money behind.
You don’t need a production budget. Some of the strongest Facebook and Instagram creative is filmed on a phone by the business owner. What the good ones have in common is a first line that names the viewer’s problem, proof somewhere in the middle, and one clear action at the end. We direct the brief, tell you exactly what to film, and write the copy. When creative is the bottleneck rather than the targeting or the budget, we say so rather than quietly reshuffling ad sets.
The Meta pixel runs in the browser, and the browser has been closing to it for years — iOS prompts, Safari cookie limits, ad blockers stripping it out entirely. Whatever share of your conversions that removes, Meta fills the gap with modelled data and reports the result as fact. Optimising a lead-gen account against that number means the algorithm is learning from an incomplete picture of who actually converted.
The Conversions API sends events from your server instead. We implement it server-side through Google Tag Manager, deduplicated against the pixel so nothing is counted twice, with as much matched customer data as your consent setup lawfully allows. That match quality is what Meta uses to go and find more people like your best enquiries.
For lead generation, though, the part that matters most happens after the form. A form fill is not a customer. We feed CRM outcomes back into Meta as offline conversions so the account optimises towards enquiries that became booked work, rather than enquiries that became nothing. That one change usually moves cost per sale further than any targeting decision. It is the same foundation we build on every account, explained in full on our conversion tracking page, and Consent Mode v2 goes in alongside it — accurate measurement has to happen inside the rules, not around them.
Meta ads management starts at £995 a month, fixed, plus a one-off fee for the tracking build. That is the fee whether you spend £500 a month on ads or £50,000. We don’t take a percentage of ad spend, because a percentage pays us more every time we tell you to spend more, and there is no contract or minimum term — 30 days’ written notice to leave. The full breakdown is on our pricing page.
Your ad spend goes straight to Meta and we never mark it up. What you need in media depends on your cost per lead: the algorithm wants steady weekly conversion volume, so a service selling at £200 needs far less spend than one selling at £5,000. If the management fee would swallow most of your total budget, we’ll say so and tell you to fix something else first.
You deal with Jake or Jamie directly. No account managers, no outsourcing, no senior in the pitch and a junior on the account afterwards.
Work back from your cost per lead rather than picking a round number. Meta’s guidance is roughly 50 conversions per ad set per week for the algorithm to optimise confidently, so if leads cost you £30 that is a very different budget to one where they cost £150. Below the level that produces steady weekly conversions the account never settles, results swing week to week, and you end up judging the channel on noise. We’ll give you a straight number for your sector before you commit anything.
Usually yes on the first contact, and that’s expected. Google captures people already looking. Facebook and Instagram reach people who weren’t. The fix isn’t to avoid the channel, it’s to qualify harder inside it — higher-intent form settings, qualifying questions, honest pricing in the ad copy so unqualified people opt out before they cost you anything, and feeding your CRM outcomes back to Meta so it learns which enquiries actually became customers.
They share one account and usually one campaign, because both are bought through Meta Ads Manager and splitting them fragments the data the algorithm learns from. What we do separate is the creative. A Reels asset for Instagram and a Facebook Feed asset are different builds, and we report performance by placement so you can see exactly which network is producing your enquiries and at what cost.
No. Phone-shot footage regularly beats studio work on both Facebook and Instagram, because it looks like the rest of the feed rather than an interruption. What you do need is enough of it. One polished video a quarter loses to six rough ones testing six different angles. We’ll tell you what to film and how to frame it, and we write every line of the copy that goes around it.
Almost always, and it’s usually the better option. Your conversion history, audiences and learnings sit in that account, and starting fresh throws them away for no reason. We begin with an audit of the structure, the pixel and CAPI setup, the audiences and what the campaigns are actually optimising towards. We only recommend rebuilding when the tracking foundation is broken badly enough that the historical data is misleading the algorithm rather than helping it.
Tell us where your Facebook and Instagram ads stand today. We’ll come back with a free tracking audit and a straight answer on whether we can help — usually within one business day.