Facebook Ads agency · Melbourne · DTC and B2B
A Melbourne Facebook Ads agency that fixes the measurement before the spend.
Most Melbourne Facebook Ads agencies report platform-attributed ROAS and call it a day. The number is wrong by 14 to 38 percent for almost every account we audit. We rebuild Meta CAPI, deduplicate against your CRM, and only then is it worth talking about scaling spend. From there we run your Facebook and Instagram campaigns against the corrected numbers, week to week.
30 minutes with Andy McMaster, founder. No pitch, and the written fix list is yours.
- Recovered for one Melbourne DTC client, year one
- $1.42M
- Meta Event Match Quality, one documented engagement
- 3.1 → 7.4
- Budget and creative decisions, with the reasoning written down
- Weekly
Context
Why Melbourne brands come to us for Facebook Ads work.
Most of the Melbourne ecommerce operators we meet have been through the same arc: built on Meta in 2018-2020, hammered by iOS 14.5 in 2021, never quite recovered. The dashboards still report numbers, but the numbers do not match the bank. They have been through one or two agencies and the pattern repeats.
Hospitality and B2B services have a different problem. The acquisition channel works (Meta and Google paid search), but the funnel after the click is leaky. Form submissions go nowhere fast, and the CRM does not pass conversion data back to Meta.
In both cases, the fix starts with Meta CAPI configured properly, not a creative refresh.
Deliverables
What we actually deliver on Facebook Ads engagements.
01
Server-side Meta CAPI with hashed email, phone, FBP, FBC, IP, and order ID on every event. Event Match Quality lifted from 3-5 (typical untouched setup) into the 7.0 to 8.5 band over six to eight weeks.
02
Browser pixel and CAPI deduplication via stable event IDs. No more double-counted purchases inflating reported ROAS.
03
Offline conversion uploads from your CRM (Klaviyo, Shopify, HubSpot, Salesforce, Pipedrive) so post-call lead-gen revenue is fed back to Meta's optimiser.
04
Consent banner reconfigured against AU and EU norms so server-side calls are correctly classified under marketing consent.
05
Reconciliation layer in Looker Studio: Meta-reported revenue vs CRM revenue, monitored monthly. The gap is what tells us whether the rebuild is holding.
06
Ongoing management of your Facebook and Instagram campaigns once the signal is clean: budget shifted on contribution margin, creative tested and rotated, Advantage+ used where it suits the account, and the reasoning for each weekly call written down.
Side by side
How this differs from a typical Melbourne Facebook Ads agency.
Typical FB Ads agency
- Optimises against platform ROAS
- Reports from Meta Business Suite directly
- Browser-side pixel, no CAPI or partial CAPI
- Creative-first, measurement-second
- Monthly report, quiet account
Profit Geeks
- Optimises against contribution-margin ROAS
- Reports reconciled to CRM and bank-anchored revenue
- Server-side CAPI on your domain, fully deduplicated
- Measurement-first; creative work happens with reliable signal
- Weekly decisions, with the reasoning written down
Who this is for
- Melbourne or VIC operator running Meta Ads with $20K+ monthly spend
- Meta-attributed ROAS that has stopped matching the CRM
- DTC ecommerce, lead-gen services, hospitality groups, or B2B with paid acquisition
- Want the people who rebuilt the tracking running the account, not a junior media buyer
Who it isn't
- Looking for the cheapest cost per lead regardless of what those leads are worth
- Sub-$2M revenue trying to scale Meta before the offer is proven
- Need a creative refresh, not a measurement rebuild
- Want media run without letting us rebuild the measurement underneath it
Proof, in numbers
Numbers from typical Melbourne Meta engagements.
Aggregated and rounded across our last six Melbourne Meta-heavy engagements. Specific outcomes are documented in the case studies; the figures here are typical-result ranges.
4.1 → 7.9
Median EMQ before vs after the rebuild
11%
Median attributable revenue recovery in year one
Under 5%
Meta-vs-CRM gap we will not cut over below
6-8 weeks
Typical time from kickoff to live server-side CAPI
What you actually buy
We fix the measurement, then we run the account. It starts with a free call.
Which of these sounds like your week?
- Meta says one number, Google says another, the CRM says a third, and the bank says something else again.
- The leads come in and most of them are rubbish.
- Traffic is fine. Not enough of them buy.
- You cannot spend more without losing margin.
- Something is wrong and you cannot say what.
All five are the same job. We fix the measurement first, then the same senior operators run the spend against it. The free call is where we work out which part you need first.
00 · Free
Run your own numbers
Six calculators and an attribution reference. Work out your break-even ROAS, your CAC payback, and whether the spend is structurally profitable, before you talk to anyone. The calculators need no signup.
01 · Free · 30 minutes
The profit audit call
A senior operator looks at your real spend, revenue and attribution gap on a call. You leave with a written fix list you keep, whether or not we ever work together. No deck, no follow-up sales sequence. We reply within one business day with three times to choose from.
02 · Optional · Two weeks
The two-week diagnostic
Read-only. We change nothing in your accounts. Every tag, event and consent rule mapped and written up: 20 to 35 pages, every issue rated P0 to P3 with an engineering-day estimate, and a 90-minute walk-through on day twelve. Yours to hand to us, your own team, or your existing agency. About a third of clients run this first, then decide.
03 · The engagement · Ongoing
The rebuild, then we run it
The first twelve weeks rebuild the measurement server-side so the reports reconcile to the bank, and work the funnel where the leak actually is. From there the same senior operators keep running Google Ads, Meta and search, with budget, bids and creative decided weekly against contribution margin and the reasoning written down. If your measurement is already sound, management starts straight away.
What it costs
Four things set the number
- The size of your stack
- How many ad platforms are live
- The state of your CRM integration
- How many service lines and locations you run
Two things do not
- Your industry
- How much you spend on ads
Revenue only matters because a bigger business is usually a bigger scope. We do not price off a percentage of it. We charge for the work, not for what you look like you can afford.
How it is billedThe rebuild is fixed scope, paid in instalments. Ongoing management is a fixed fee for the agreed scope. Both are quoted in one written proposal after the call. No hourly billing and no percentage of ad spend.
Included at no extra costThe written playbook and decision log, yours to keep whether we run the account or your team takes it in-house.
Where to go next
The rest of the work, by service and by city.
Most engagements pull from more than one of these. If you're not sure where you fit, the free profit audit is the right starting point. We'll tell you on the call.
Same city, different lens
Melbourne · Marketing consultant →
Want a senior plan and advice rather than us running the account? Same team, consulting engagement.
Related services
Other locations
Sydney
Brisbane
Perth
Adelaide
National
In their words
What owners say once the numbers add up.
Sales +140%, past $25M
“Profit Geeks rebuilt our whole sales engine, and not just the ad accounts. …”
−$1K/week → $10K+/day
“We were quietly bleeding about a thousand dollars a week and had no idea why. …”
2 → 15+ jobs/week, $10M+ turnover
“We went from scraping together two installs a week to running four crews and fifteen-plus jobs a week, north of $10M turnover. …”
$1.42M ad spend recovered, year one
“After iOS, our Meta numbers stopped matching the bank, and we'd basically been writing the gap off as “just tracking.” …”
+312% blended ROAS ($4.8M → $9.1M)
“We didn’t spend a dollar more on ads. …”
Reasonable questions
What you're probably thinking.
01We've been burned by an agency before.
02How do I know it'll actually work for my business?
03What if there's nothing worth fixing?
04What does it cost, and what am I signing up for?
Frequently asked
What operators ask before booking the call.
Do you run day-to-day Facebook Ads buying for Melbourne clients?
Yes. Once Meta CAPI is rebuilt, or straight away if your tracking is already sound, the same senior operators run your Facebook and Instagram campaigns week to week, with on-site sessions in Melbourne every fortnight. Budget, audiences and creative are decided against contribution margin, and the reasoning is written down. If your team later wants to take the account in-house, the playbook is yours.
How we run Facebook ads week to weekWhat does a Meta CAPI rebuild typically recover?
Eight to 18 percent of attributable revenue in year one for most operators we work with. The recovery comes from server-side bypass of ad-blockers and ITP, EMQ lift on Meta's side, and offline conversion uploads from the CRM.
Are you in Melbourne?
Sydney HQ with a Brisbane office in Hamilton. On-site working sessions in Melbourne are scheduled fortnightly. CBD, Richmond, and Cremorne are the usual offices. Travel from Sydney is included for engagements that warrant it.
How long does a Meta CAPI rebuild take?
Six to ten weeks from kickoff to live. Week one is diagnostic, weeks two to four are the staging build, week five is the cutover with old and new running in parallel, weeks six to ten are stabilisation and reporting sign-off.
How much does it cost to hire a Facebook ad agency?
Australian agencies usually charge a percentage of ad spend or a flat monthly retainer. As a reference point, Google Ads agencies typically charge 10 to 20 percent of spend, or $1,500 to $8,000 a month flat, and Meta management is priced on the same models. Ours is a fixed fee for the agreed scope, never a percentage of your spend: the Meta CAPI rebuild first, then ongoing management, quoted in one written proposal after the audit call. If your spend is too small for our fee to pay for itself, we will say so on the call.
How much a Google Ads agency costs in AustraliaWhat happens after you book
Three steps. No mystery.
Step 01 · Within 1 business day
30-minute audit call with Andy
Andy looks at your real numbers with you: spend, revenue and the attribution gap. He tells you on the call whether the rebuild is worth doing and where it would start. No pitch deck.
Step 02 · Within 1 week
Written proposal
Fixed scope, fixed number, written up. The proposal names deliverables, timeline, the people involved, and the price. No hourly billing, no retainer drift.
Step 03 · Within 2 weeks
Engagement starts
Senior operators from day one. The measurement rebuild starts, we take over day-to-day buying on the channels we can measure, and the first working session lands. Inside two weeks of the call.
Next step
Limited engagement intake. We talk to operators, not buyers.
If you're a Melbourne operator running Meta Ads at meaningful spend and the reports have stopped reconciling, the next step is a free 30-minute profit audit. Bring a Meta dashboard, the matching CRM revenue, and one number you would not want to defend in a finance meeting.