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.
30 min · No pitch · Senior operator on the call
Engagement intake, currently open
$1.42M
Recovered for one Melbourne DTC client, year one
3.1 → 7.4
Meta Event Match Quality, one documented engagement
16 wk
Sample engagement length
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.
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 retainer, ongoing scope
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
- Fixed-scope rebuild, ends in a handover
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
- Have an in-house performance person or existing media buyer to operate the rebuilt setup
Who it isn't
- Looking for a Melbourne agency to run Meta accounts day-to-day
- Sub-$2M revenue trying to scale Meta before the offer is proven
- Need a creative refresh, not a measurement rebuild
- Already running clean server-side Meta CAPI with EMQ above 7.0
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
One piece of work. Twelve weeks. 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 do not sell five products for them. We sell one rebuild, and the free call is where we work out which part of it 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 · Twelve weeks
The twelve-week rebuild
Twelve weekly 90-minute working sessions with you and your operating team, plus the build work those sessions identify. Measurement rebuilt server-side so the reports reconcile to the bank. The funnel worked where the leak actually is. Scaling rules tied to contribution margin, not platform ROAS. At week twelve your team gets a written playbook and operates it without us, with a quarterly check-in for six months included.
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 billedFixed scope, quoted in a written proposal after the call, paid in instalments across the engagement. No hourly billing, no retainer, nothing that renews on its own.
Included at no extra costThe written playbook at handover, and a quarterly check-in for six months after the engagement closes.
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 · Growth consultancy →
Looking for advisory rather than paid media? Same team, different lens.
Related services
Other locations
Sydney
Brisbane
Perth
Adelaide
National
Proof, with the working shown
We'd rather show you the maths than the buzzwords.
“Profit Geeks rebuilt our whole sales engine, and not just the ad accounts. They went after the systems sitting behind them too. Sales are up 140% and we've pushed past $25M. Honestly the bit I didn't see coming was the operation running leaner than it did back when we were half the size.”
“We were quietly bleeding about a thousand dollars a week and had no idea why. They found the leaks, sorted out the measurement and the offer, and now we'll do more than $10K in a single day. Same product. Completely different business.”
“We went from scraping together two installs a week to running four crews and fifteen-plus jobs a week, north of $10M turnover. The clever bit was they tied the scaling to what we could actually deliver, so growth never broke the operation. Booked jobs, not vanity leads.”
“After iOS, our Meta numbers stopped matching the bank, and we'd basically been writing the gap off as “just tracking.” Profit Geeks rebuilt our measurement server-side and reconciled it straight back to the P&L. Turned out about $1.42M of ad spend in year one had been working all along. They're the first team that showed me the maths instead of a dashboard.”
“We didn’t spend a dollar more on ads. What they did was fix how we counted a booked job versus a platform “conversion,” cut the wasted spend, and by week twelve our blended ROAS had more than tripled. Revenue went from $4.8M to $9.1M. Same senior bloke on every call too. No juniors, no relay race.”
Reasonable questions
What you're probably thinking.
01
We've been burned by an agency before.
Most of our intake has. The difference is structural. A senior operator runs your account, not a junior hidden behind a dashboard, and you leave the first call with written findings you own even if we never work together. No relay race, no account manager translating between you and the people doing the work.
02
How do I know it'll actually work for my business?
You don't yet, and neither do we until we've seen your numbers. That's why the first step is a diagnostic, not a contract. We've documented this in DTC and home services (the case studies show the full working) and run the same playbook in professional services. If the maths isn't there for you, we'll tell you on the call.
03
What if there's nothing worth fixing?
Then you've spent thirty minutes and walked away with a second opinion that cost you nothing. We'd rather say no than take on an engagement we can't earn, so we turn away intake that isn't a fit. There's no pitch and no follow-up sales sequence.
04
What does it cost, and what am I signing up for?
One fixed-scope engagement fee, billed in instalments. No per-channel markup, no retainer fluff. The same senior operators handle measurement, media and margin, and scaling is tied to your contribution margin, so spend only climbs when the numbers say it's working. The call is where we scope what that looks like for you.
Frequently asked
What operators ask before booking the call.
Do you run day-to-day Facebook Ads buying for Melbourne clients?
Yes, inside engagements where we also own the measurement underneath. The same senior operators who rebuild Meta CAPI run the day-to-day Meta buying against it. We refuse to run media on broken data and we refuse to hand the buying to an agency that can't see contribution margin. After the engagement closes, the in-house team operates the documented playbook.
What 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 the reporting handover.
How much does it cost?
We don't publish a rate card. A standalone Attribution Fix that includes the Meta CAPI rebuild is one shape; the full PROFIT framework, which adds the other five pillars on top of the Meta work, is another. Both are fixed-scope with a defined deliverable, not a retainer. We scope it to your Meta spend and your goals, then send a written proposal with the fixed number after the audit call.
What happens after you book
Three steps. No mystery.
Step 01 · Within 1 business day
30-minute audit call
A senior operator on the call. We look at your real numbers, spend, revenue, attribution gap, and tell you on the call whether the rebuild is worth doing for you 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.