Most Canadian local businesses waste thousands on Facebook and Instagram ads that never convert. We build Meta advertising campaigns with strategy first — targeting the right people, in the right places, with messaging that moves them from scroll to sale.
Whether you call it Facebook ads management, Meta Ads Manager, or Meta Business Suite, we handle the full stack: audience research, creative strategy, campaign setup, ongoing optimisation, and transparent reporting.
Active Campaigns
Local Leads — Ottawa
Facebook + Instagram
This month
24 leads
Cost per lead
$18.50 CPL
Emergency Services Retargeting
This month
11 leads
Cost per lead
$9.20 CPL
Seasonal HVAC — Summer
This month
8 leads
Cost per lead
$22.10 CPL
Total leads this month
43 qualified leads
Avg. CPL
$16.60
Illustrative example — individual campaign performance varies by market, budget, and creative.
Facebook ads management looks deceptively simple. Meta Business Suite makes it easy to boost a post. Facebook Ads Manager gives you all the targeting options you could want. But most local businesses still burn through their budget without seeing real leads.
The problem isn't the platform. It's the lack of strategy. Boosting your latest post to "people near me" isn't a campaign — it's a hope. Real Meta advertising starts with understanding your customer journey, mapping where they are in the buying cycle, and building campaigns that meet them at the right moment with the right message.
We treat Meta Ads the same way we treat SEO: strategy first, execution second. We don't launch campaigns until we know exactly who we're targeting, what we're saying, and how we're measuring success. That's why our clients see leads, not just likes.
Common Mistakes We Fix
Boosting posts instead of building campaigns
Proper campaign architecture with clear objectives
Targeting 'everyone near me' with no segmentation
Layered audience research and precise targeting
Sending ad traffic to the homepage
Dedicated landing pages built to convert
No conversion tracking or pixel setup
Full pixel installation and event tracking from day one
Setting and forgetting campaigns
Daily monitoring, weekly bid adjustments, monthly strategy reviews
Our Meta Ads management covers the full campaign lifecycle — from audience research to ongoing optimisation, every stage handled by Kevin and Guido.
We map your ideal customer profile and build custom audiences in Facebook Business Manager — lookalike audiences, interest targeting, geographic targeting, and retargeting lists all configured for maximum relevance.
We architect your campaigns in Meta Ads Manager with proper hierarchy: campaign objectives aligned to business goals, ad set segmentation for testing, and ad creative variations for data-driven optimization.
We write ad copy that converts and provide creative direction for visuals. Whether you're using existing assets or need direction for new creative, we ensure your ads stop the scroll and drive action.
Meta ads are only as good as the page they send traffic to. We audit your landing pages and recommend changes to improve conversion rates before we spend a dollar on ads.
We monitor performance daily, adjust bids and budgets weekly, and provide monthly reports with clear metrics. You'll always know what's working, what's not, and what we're doing about it.
We connect your campaigns across Facebook, Instagram, Messenger, and WhatsApp where appropriate. Multi-platform reach managed from one unified system aligned with your organic social content.
Explore the complete Digital Moose System — SEO, content, GBP, and paid media all working together.
Meta offers multiple tools for managing ads: Facebook Ads Manager, Meta Business Manager, Meta Business Suite, and the Facebook Business Managerinterface. Each serves a different purpose, and most local businesses don't know which one to use or how they connect.
We use Meta Business Manager as the central hub for account access, permissions, and asset management. This is where we connect your ad account, Facebook Page, Instagram account, and pixel — the backend that keeps everything organized and secure.
For campaign creation and optimization, we work in Facebook Ads Manager (also called Meta Ads Manager) — the dedicated advertising interface where we build campaigns, set budgets, configure targeting, upload creative, and monitor performance.
For clients who manage organic content alongside paid campaigns, we integrate Meta Business Suite so your team can handle day-to-day social media while we manage the advertising side. You don't need to learn these tools. That's our job.
The Meta Tool Ecosystem
Meta Ads Manager
Campaign creation & optimization hub
Meta Business Manager
Account access & asset management
Meta Business Suite
Formerly Facebook Business Suite. Unified organic + paid dashboard.
Meta Pixel
Website tracking & retargeting data
Meta's platform reaches billions globally. For Canadian local businesses, that translates to precise targeting within your service area.
3B+
Monthly active users across Meta platforms worldwide
89%
Of marketers who use Facebook for advertising (Hootsuite)
$1.72
Average cost per click for Facebook ads in Canada (WordStream)
30+
Years combined digital marketing experience — Kevin & Guido
Meta advertising works differently for local service businesses than for e-commerce or national brands. Here is what we build for Canadian home service companies.
We set radius targeting around your service area or target specific cities and postal codes. No wasted impressions on people you cannot serve.
Meta's native lead forms let people submit their contact info without leaving Facebook or Instagram. Lower friction means more leads, especially on mobile.
Most people don't convert on first touch. We build retargeting audiences from website visitors, Facebook Page engagers, and Instagram profile viewers to stay top-of-mind.
HVAC, roofing, landscaping, and other seasonal trades need different messaging in January than July. We adjust campaigns to match seasonal demand and search behavior.
For emergency services (plumbing, locksmith, water damage, HVAC), we prioritize call campaigns with click-to-call buttons. Speed matters when someone needs help now.
We create layered audience segments based on demographics, homeownership status, interests, and behaviors. Precision targeting means your budget reaches the people most likely to hire you.
Our clients see real results from founder-led strategy and execution.
“We had an excellent experience working with Kevin and Guido from Digital Moose. From start to finish, their professionalism, creativity, and attention to detail were outstanding. They truly understood our vision and delivered a professional website design that we absolutely love — the look and feel of our new site exceeded expectations. What really stood out was how painless they made the entire process for our team. Communication was clear, timelines were met, and every step felt organized and stress-free. We couldn't be happier with the result.”
“The team at Digital Moose is outstanding. About 6 months ago, they reworked my website, and I am now reaping the benefits!! Clients are more easily able to find me online, and my rankings have improved. There is no question my business has greatly benefited from the hard work that Kevin and Guido put in. I have tried many different options to increase the visibility of my business online, and working with Digital Moose is the first time that my investments have tangibly paid off. I would recommend them without reservation to anyone looking for web, SEO, or marketing support.”
Meta advertising works best when it is part of a complete marketing system, not a standalone tactic. That's why we integrate Meta Ads with SEO, content marketing, and AI automation.
SEO builds your long-term organic visibility. Meta Ads fills the gap while your SEO gains traction and provides immediate lead flow for seasonal campaigns or new service launches. Together, they create a system where you are visible at every stage of the customer journey.
When someone searches "emergency plumber near me" at 2 AM, your SEO-optimized website shows up in local results. When that same person scrolls Instagram the next morning, your retargeting ad reminds them you are the right call. When they visit your website, your AI chat widget captures their contact info instantly.
Meta Ads management is available as an add-on to the core Digital Moose System. We don't sell paid media without SEO attached because too many businesses waste money on ads that send traffic to poorly optimised websites.
The Complete Customer Journey
SEO
Searches 'emergency plumber Ottawa' at 2 AM
Meta Ads
Sees retargeting ad on Instagram next morning
GBP
Finds your Google Business Profile listing
AI Chat
AI chat widget answers questions instantly
Conversion
Books the job — new paying customer
Common questions
Meta Business Manager is the central hub for account access, permissions, and asset management. Facebook Ads Manager (also called Meta Ads Manager) is the dedicated interface for creating, managing, and optimizing campaigns. Both are part of the Meta ecosystem and work together.
Most Canadian local businesses see meaningful results with $1,000–$3,000 per month in ad spend, plus management fees. Smaller budgets work for highly targeted local campaigns. Larger budgets allow for broader reach and more testing. We recommend an optimal budget based on your market and business capacity.
Yes, but most DIY campaigns waste budget on poor targeting, weak creative, and no optimization strategy. Meta Business Suite makes it easy to boost posts, but effective advertising requires audience research, campaign architecture, creative strategy, and ongoing data-driven optimization.
Absolutely. Meta's geographic targeting lets you reach people within your exact service area. Lead form ads, call campaigns, and retargeting work especially well for plumbers, electricians, HVAC, roofers, and other home service businesses seeking qualified local leads.
Most campaigns generate leads within the first 2–4 weeks. Optimization takes 60–90 days as we test audiences, creative, and messaging. Unlike SEO (which builds over 6–12 months), Meta Ads provide immediate lead flow while your longer-term channels gain traction.
Full campaign lifecycle: audience research, campaign setup in Meta Ads Manager, creative strategy, landing page optimisation, ongoing optimisation, and monthly reporting. You get founder-led strategy at every stage, not a junior coordinator following a template.
Yes. Instagram ads are managed through the same Meta Ads Manager interface as Facebook. We create campaigns that run across Facebook, Instagram, Messenger, and WhatsApp where appropriate. Multi-platform reach is managed from one unified system.
Yes. Meta requires a Facebook Business Page to run ads. If you don't have one, we'll help you set it up as part of campaign onboarding. We also connect your Instagram account if you're running ads on that platform.
Get a free Meta Ads audit from Digital Moose. We'll review your current campaigns — or your competitors' if you're starting from scratch — and show you exactly how we'd build a strategy-first campaign.
Meta Ads is a $697/month add-on to The Digital Moose System (or 15% of ad spend, whichever is higher). Core package starts at $1,497 CAD/month.
No long-term contracts. No obligation. Just honest analysis from Kevin and Guido.
Tell us about your current campaigns and goals. We'll audit what's working and what isn't.