Facebook and Instagram advertising for your business
Facebook and Instagram ads reach people who are not searching for you yet but match by location, interests and behaviour. The studio sets up your Meta ad account, audiences, creatives in each language, the Meta Pixel with Conversions API and lead forms — and then manages the campaigns.
from €250 · management from €190 per monthThe exact price is fixed in the quote
Who social media advertising suits
Google captures existing demand; Meta creates it. That is why Facebook and Instagram ads work best where decisions are visual and emotional: beauty salons, cafés, clothing shops, fitness studios, events and new venues in town.
They are especially effective for offers tied to a place and a date — a new menu, free slots next week, a seasonal collection. For niche B2B services, an enquiry here usually costs more, and starting with Google is often the better move.
What the service includes
- checking or creating your Meta business account and an ad account in your company’s name;
- connecting your Facebook Page and Instagram account;
- the Meta Pixel and Conversions API, wired to respect cookie consent;
- audiences for each goal and language;
- creatives: copy plus images and short videos prepared from your own material;
- campaigns, lead forms and A/B tests of ad variations;
- a monthly report and a plan for changes.
Audiences: where, which language, who
In Estonia, targeting starts with location and language. Narva and Ida-Viru County, Tallinn and Harju County, Tartu or the whole country each deserve their own campaign and message. English, Estonian and Russian speakers each see ads written for them, not one ad in two languages.
On top of that come interests, Meta’s automated audience targeting (Advantage+), website visitors who accepted cookies, and people similar to them. A customer list can only be uploaded for advertising if you have a lawful basis to use that data this way.
Creatives that stop the scroll
- vertical 9:16 video and images for Reels and Stories; 4:5 or 1:1 for the feed;
- real photos of your work, premises and people outperform stock images;
- one message per ad and a clear action: book, order, see the terms;
- as little text on the image itself as possible;
- several variations to test — the winner is the one that brings enquiries, not likes.
Meta Pixel and Conversions API
The Pixel sends visitor actions from the browser to Meta: page views, enquiries, purchases. Conversions API sends the same events from the server, so fewer are lost to ad blockers and browser restrictions. Meta recommends using the same Pixel ID for both, and duplicate events are filtered out.
Both channels switch on only after the visitor gives consent in the cookie banner. Without consent, no event is sent — that is a legal requirement, not a matter of preference.
Lead form or landing page?
| Meta lead form | Landing page | |
|---|---|---|
| Where it is filled in | Inside Facebook or Instagram | On your website |
| Number of leads | Usually higher — the form is shorter | Lower, but people have read about the service |
| Lead quality | Needs qualifying questions | Generally higher |
| What you need | A link to your privacy policy | A page for the offer, plus tracking |
Budget and Meta’s rules
Meta charges the ad budget to the payment method in your own ad account. The studio’s work is invoiced separately under the contract.
All ads go through Meta’s review. Credit, employment and housing ads fall into special categories with restricted targeting. Since October 2025, Meta no longer runs political, electoral or social issue ads in the European Union.
Pricing
The cost depends on the scope
Starting prices are shown on each service page and on the Pricing page. The exact cost depends on the scope — languages, sections, payments, booking — and is worked out for the task and fixed in the quote and the contract before work starts.
Describe the task
What the site has to do, who it is for and what takes up your time today. A reply comes within 24 hours — with clarifying questions or a preliminary estimate of cost and timing.
Quote and deadline in the contract
What is included, for how much and by when is fixed before the work starts. The price does not grow along the way: new large sections are priced separately and in advance, not on the invoice.
Monthly maintenance
Hosting, certificate, platform and security updates, backups and small edits — a separate monthly line in the quote. Domain renewal is paid to the registrar unless the contract says otherwise. If you decide to leave, you take the content as an archive and the domain, which is registered in your name.
FAQ
Frequently asked questions
How much budget do Instagram ads need?
It depends on the city, the audience and the goal. The studio proposes a test budget for the first few weeks, which shows what an enquiry actually costs. You pay that budget directly to Meta.
Do you need a Facebook Page if you only use Instagram?
Usually yes: Meta’s ad tools are built around a business Facebook Page with the Instagram account connected to it. The ads themselves can still run on Instagram only.
Why run separate ads for each language?
Each audience reads the message in its own language without clutter. Results can also be compared separately, so the budget can move to where enquiries are cheaper.
What if visitors reject cookies?
Then the Pixel and Conversions API do not track them, and some conversions will not show in reports. That is why results are also measured by the enquiries that actually arrive in Telegram or by email.
Where do lead form submissions go?
They are stored in Meta and can be downloaded or sent to a CRM through an integration. What matters most is a fast reply — a lead from social media goes cold within hours.
Can you promote bookings or a time-limited offer?
Yes, this is one of the best uses of Meta ads. The ad leads to a lead form or your online booking page, and the campaign runs only for the dates of the offer.
What material does the studio need from you?
Photos and short videos of your work, premises and team, shot on a phone in good light, are usually enough. Plus access to your Facebook Page and Instagram account, and a description of the offer being promoted.
Read also
Get in touch
Tell us about your business
A reply comes within 24 hours — in Estonian, Russian or English. Your contact details are used only to reply; there are no newsletters.
Replies within 24 hours, any day of the week.