Pixel + Conversions API
Server-side setup via Stape, Cloud Run or GTM Server. EMQ above 8, correct deduplication, hashed user_data on every event.
Senior · CAPI EMQ 8+ · 22+ brands
Senior Meta Ads specialist
Facebook and Instagram Ads since 2021. Advantage+ Shopping, Sales and Leads. Pixel + Conversions API server-side with EMQ 8+. Creative testing protocol, audience design, fatigue management. Based in Lisbon, working with international brands.
What I actually do
Technically sound Meta Ads
Advantage+ Shopping / Sales / Leads
Setup with clean feed (e-commerce), strong Audience Signals (B2B), exclusion of internal audiences. Works well when configured properly.
Creative strategy
Angle per persona, 3-second hooks, format per channel (Reels, Feed, Stories), fast iteration. I ship to test every week — no 'evergreen creative'.
Audiences & lookalikes
Lookalikes 1-3% and 3-7% per source (buyers, qualified leads, top 25% LTV). Retargeting windows aligned to sales cycle. Matched audiences for B2B.
Fatigue management
Frequency monitored per audience, systematic creative refresh, kill rules for sub-1% CTR creatives in 3 days. Long-term account health.
Looker Studio reporting
Unified Meta + GA4 + CRM dashboard. What turned into revenue, ROAS per campaign, where spend leaks. Clients read it.
Quick answers
Before you ask
+Why does Meta tracking matter more than the creative in 2026?
Since iOS 14, Meta's signal collapsed. The brands that recovered EMQ above 8 — through Conversions API server-side, correct hashing, deduplication and rich user_data — out-perform creative-only operators by 30-50% on the same spend. Technical setup is now half the job.
+Is Advantage+ Shopping worth it?
Yes — when the product feed is clean, you have enough creatives in rotation and you exclude internal audiences (current customers, leads in pipeline). Misconfigured, it burns budget on overlapping audiences. In 2026, it's the biggest efficiency lever for e-commerce, but it requires careful technical setup.
+Pricing for Meta Ads in UK/IE?
Monthly retainer £1,000–£3,000 depending on spend and creative volume; percentage of spend 10–15%; hybrid models (base fee + bonus). Makes sense from ~£2,000/month in ad spend. Audit-first is the right approach for smaller accounts.
+Do you make creatives or just run campaigns?
Strategy: yes. Production: no. I define creative strategy (formats, angles, hooks, fatigue thresholds), brief the designer, and iterate fast. I work with the client's in-house designer or recommend trusted partners. Creative strategy + testing protocol is mine; execution is collaborative.
+How do you fix EMQ below 6?
Server-side Conversions API setup via Stape, Cloud Run or GTM Server. Push hashed email, hashed phone, fbp and fbc on every event. Deduplicate Pixel client and CAPI server using event_id. Audit the customer hand-off (checkout, form submit) to ensure user data is actually captured. Most accounts get to EMQ 8+ within 2 weeks.
+Do you work with B2B SaaS or only e-commerce?
Both. B2B SaaS via Lead Gen Forms with matched audiences (LinkedIn → Meta), retargeting visitors with high intent, and offline conversion tracking back to CRM. Different playbook from e-commerce but same technical rigour.
Free audit on your Meta account
I check CAPI EMQ, creative fatigue, overlapping audiences, missing exclusions and budget drift. PDF in 24h, no mandatory call.