Facebook & Instagram · Fixed fee · No contract
Run directly by its two founders. We manage Facebook and Instagram campaigns on server-side CAPI with incremental attribution — so you see what Meta actually contributes, not what the platform claims. Fixed monthly fee. Leave any time.
No pitch. No obligation. We reply within one business day.
Or see what we manage ↓Bons & Frazer is a UK Facebook and Instagram (Meta) ads agency run directly by its two founders, Jamie and Jake. We manage paid social for small and medium UK businesses — campaign strategy, audience architecture, creative and the measurement underneath it. The difference is honesty about what Meta actually delivers: standard Meta reporting credits itself with conversions it merely showed an ad to and, since iOS and Safari restrictions, models the rest — typically overstating its true contribution by around 60–75%. We rebuild tracking with the server-side Conversions API and report on incremental performance, so you scale on the number you can bank, not the platform’s marketing. Fixed monthly fee, no contract, no account managers. You deal with the people running your campaigns.
Full-funnel campaigns across Feed, Reels, Stories and Explore, built on Meta’s ODAX objectives and structured for the conversion that matters — not reach for its own sake.
Server-side event delivery via Google Tag Manager, deduplicated against the pixel, with Event Match Quality pushed as high as your data allows. The foundation everything else runs on.
A deliberate cold / warm / retargeting structure with proper exclusions and lookalikes built from clean first-party data — so you’re not paying to retarget people already at checkout.
With targeting increasingly automated, creative is the main lever. We build for each surface, test hooks and formats systematically, and iterate on what the data says is working.
GA4 server-side, Consent Mode v2 and a first-party data layer that feeds both Meta and Google clean, lawful conversion data across browsers and cookie restrictions.
Dashboards that show cost per lead, cost per booking and true ROAS next to Meta’s reported figure — with the gap made explicit, so you decide on the honest number.
Running Google Ads as well? The same tracking feeds both platforms clean data. See our Google Ads agency UK page →
Based in Norfolk or Norwich? See our local Facebook Ads page →
Standard Meta attribution credits the platform with every conversion that touched an ad — including the people who would have bought anyway. Incremental attribution asks the only question that matters for your budget: how many of those sales would not have happened without the ads?
The gap is usually large. Say Meta reports a 6:1 ROAS on £5,000 of spend — £30,000 of sales. Strip out the brand searchers, existing customers and people retargeted one click from checkout, and the incremental figure might be 2.5:1 — £12,500 of sales you genuinely wouldn’t have had otherwise. Both numbers are “real”. Only one tells you whether scaling that campaign will actually make you money.
The Meta pixel runs in the browser, and the browser has become hostile to tracking. Apple’s iOS privacy prompts let users opt out of app tracking; Safari’s Intelligent Tracking Prevention caps and deletes cookies; ad blockers strip the pixel entirely. For the UK — where iPhone share is high and Safari is the default browser on every one of them — that quietly removes a large slice of your conversion data before Meta ever sees it.
The Conversions API fixes it by sending events from your server instead of the browser. Properly matched and deduplicated against the pixel, CAPI restores the events iOS and Safari strip out, lifts Event Match Quality, and gives Meta’s algorithm the signal it needs to find buyers and bid accurately. In our experience that recovers a meaningful share of conversions that browser-only tracking silently loses.
There’s a UK-specific reason to do it the right way, too. Under UK GDPR and the PECR rules, you need a lawful basis and proper consent for tracking — which is exactly why we implement Consent Mode v2 alongside CAPI. Server-side tracking, done correctly, isn’t a way around privacy law; it’s how you measure accurately within it. That distinction matters to UK businesses, and most agencies gloss over it.
“Our Event Match Quality went from the low 4s to over 8 once Bons & Frazer moved us to server-side CAPI — and for the first time, the leads Meta reported matched what actually landed in our inbox.”
Private clinic — UK“They were the first agency to tell us our Facebook ROAS was flattering us — then prove it. The incremental number was lower, but it was real, and we finally scaled with confidence.”
E-commerce client — UKWhy is my Meta Ads ROAS probably wrong?
Because Meta marks its own homework. By default it counts conversions on a 7-day click and 1-day view window, and it claims credit for sales it merely showed an ad to. Since iOS privacy changes and Safari tracking restrictions, the pixel also misses a large share of events, which Meta then models and fills in. The result is a reported ROAS that typically overstates Meta’s true contribution — in our experience by around 60–75% for UK lead-gen and e-commerce accounts. The fix is server-side tracking plus an incremental view of performance, so you measure what Meta actually added rather than what it took credit for.
What is the Meta Conversions API and do I need it?
The Conversions API (CAPI) sends conversion events to Meta from your server instead of only from the browser pixel. Because it doesn’t depend on the browser, it survives ad blockers, iOS restrictions and cookie loss that silently break the pixel. If you spend meaningfully on Facebook or Instagram, you need it: better event coverage means higher Event Match Quality, which is the data Meta’s algorithm uses to find buyers and optimise bids. We deliver CAPI server-side via Google Tag Manager, deduplicated against the pixel so events aren’t double-counted, and we measure the recovery before and after.
What’s the difference between standard and incremental attribution on Meta?
Standard attribution credits Meta with every conversion that touched an ad, including people who would have bought anyway. Incremental attribution asks a harder question: how many of those sales would not have happened without the ads? The gap is usually large. A campaign retargeting people already heading to checkout can show a stunning standard ROAS while adding almost nothing incrementally. We use a mix of geo-tests, conversion-lift studies and clean server-side data to estimate the incremental number — the one that actually tells you whether to scale a campaign or cut it.
How much does Meta Ads management cost in the UK?
We charge a fixed monthly management fee, agreed up front, rather than a percentage of your ad spend — so the cost is predictable and we aren’t incentivised to inflate your budget. Your ad spend is separate and paid directly to Meta; we never mark it up. Most UK SMEs should expect management fees from a few hundred to a couple of thousand pounds a month depending on the number of campaigns, creative volume and tracking complexity. We’ll quote a specific number for your account before you commit, and tell you honestly if your budget is too low to generate the conversion volume Meta’s algorithm needs.
Do you manage Facebook and Instagram separately or together?
Together. Facebook and Instagram both sit inside Meta’s ad system, so we run them as one strategy with placements optimised across Feed, Reels, Stories and Explore. In practice we let Meta’s Advantage+ placements distribute budget to where each creative performs, while controlling the things that matter — audience structure, exclusions, creative and the conversion event being optimised. Treating them as two separate channels usually just fragments your data and slows the algorithm’s learning. The exception is creative: a format built for Reels shouldn’t be the same asset you run in the Facebook Feed, and we build for each surface.
How do you handle iOS tracking restrictions for UK advertisers?
iOS privacy prompts and Safari’s tracking prevention stop the browser pixel from seeing a large share of conversions, especially for the iPhone-heavy UK audience. We handle it the only way that genuinely works: server-side tracking through the Conversions API, sending properly matched events from your server so they aren’t dependent on the browser or third-party cookies. We also implement Consent Mode v2 so the data we send is collected lawfully. The aim isn’t to dodge privacy rules — it’s to measure accurately within them, which is exactly what iOS and Safari force every serious advertiser to do now.
Can you take over an existing Meta Ads account or do you start fresh?
Usually we take over the existing account. It keeps your conversion history, learnings and audience data, which the algorithm relies on — starting fresh throws that away and forces a new learning phase. We begin with an audit: account structure, the pixel and CAPI setup, audiences, creative and what’s actually being optimised. Sometimes the right call is to restructure campaigns within the existing account rather than rebuild from zero. We only recommend a fresh start when the tracking foundation is so broken that the historical data is misleading the algorithm rather than helping it.
How do you report on Meta Ads performance if standard attribution is unreliable?
We report against the numbers you can actually bank, not Meta’s self-reported ROAS in isolation. That means cross-referencing Meta’s data with GA4, your CRM or sales data, and — where budget allows — incrementality tests, so you see Meta’s real contribution rather than its claimed one. Our dashboards show cost per lead, cost per booking or true ROAS alongside Meta’s reported figure, with the gap made explicit. You’ll always know which number is the platform’s marketing and which is the one to make decisions on. Honest reporting is the entire reason clients move to us.
Tell us about your Facebook and Instagram ads. We’ll audit your pixel, CAPI and reporting, and show you the gap between your reported and real performance — usually within one business day.