Meta Ads expert for Facebook and Instagram, tracking every dollar to a lead or a sale.
I manage Meta alongside Google for businesses in Australia, the UK, the US and the UAE. The pixel and the Conversions API come first, then creative testing and a budget you can explain. This sits inside $1.3M+ a year in ad spend across 35+ accounts.
TL;DR
I run Facebook and Instagram ads for businesses in Australia, the UK, the US and the UAE. Tracking is fixed before I scale spend.
Creative is tested on a schedule. Lead ads and landing pages are judged on the jobs and sales that follow, which is the number I report.
The work sits inside $1.3M+ a year across 35+ accounts. Across an agency portfolio, leads grew 30 to 40% and conversion rate 20 to 30%. Google Ads stays on the PPC page when search is the better first click. Market notes: Australia, the UK and the US.
Vicky Lalwani is a freelance Meta Ads consultant for Facebook and Instagram, working with businesses in Australia, the UK, the US and the UAE. He has managed $1.3M+ a year in ad spend across 35+ accounts. A furniture e-commerce account peaked at 10.4x monthly ROAS. He sets up the pixel and Conversions API before creative tests and budget moves. Google Ads · Tracking.
At a glance
Pixel first. Then creative. Then budget.
Most wasted Meta spend I see is a campaign optimising toward a lead that never becomes a job. I rebuild the event first: the pixel in the browser, the Conversions API on the server, duplicates removed, and the campaign pointed at the enquiry, booking or purchase the business actually wants.
Then creative. A few new ads go in, the ones that do not earn a lead come out, and the winners get the budget. For local services the offer and the first line do more than a new audience trick. For e-commerce the catalogue and the ads have to say the same thing.
Advantage+ shopping suits a catalogue that already has purchase data. A manual campaign suits a local service business that needs to see which town and which ad produced the lead. I pick after looking at the account. I will not turn Advantage+ on to hide a broken pixel.
- Pixel and Conversions API, deduplicated, before the budget moves
- Advantage+ and manual campaigns, chosen for the business
- Creative testing with a written rule for what stays and what is paused
- Lead ads and landing pages, judged on sales quality
- Instagram and Facebook budget split from the results
- Local services and home services, including Sydney and other AU cities
Freelance Meta Ads consultant, agency, or in-house?
The useful question is who opens the ad account each week.
| Freelance Meta consultant | Meta agency | In-house buyer | |
|---|---|---|---|
| Who runs the account | Vicky leads strategy. A small team handles delivery. | A pod, often with a junior in the account | One employee, one account |
| Tracking | Pixel and Conversions API before spend is scaled | Depends on the onboarding list | Whatever the last person left behind |
| Creative | A test plan: new ads in, weak ads paused, winners funded | A studio when the scope includes one | Whatever the brand team can send that week |
| Lead ads or a landing page | Chosen from the leads that become jobs | Often judged on cost per lead alone | Whichever form already exists |
| Best for | Local services, clinics and stores in AU, UK or US | Brands that need a large creative team | Companies with daily in-house media ops |
What the Meta engagement includes
Account audit
Events, wasted spend, tired creative, and the leads that never closed.
Tracking setup
Pixel, Conversions API, and the same conversion Google Ads uses when both channels are live.
Campaign structure
Prospecting, retargeting, and a catalogue campaign when the feed is ready.
Creative system
Hooks, offers and formats on a test calendar your team can keep feeding.
Lead quality
Lead forms or landing pages, with questions that keep the weak enquiries out.
Reporting
Cost per lead checked against the CRM, not Ads Manager on its own.
How we'll work together
Tracking
Pixel, Conversions API, and a conversion that matches a real lead or sale.
Structure
Campaigns for the offer, the country and the people you can actually serve.
Creative
A test plan, with weak ads paused on a schedule.
Scale
Budget moves to the ads and audiences that produce the lead you want.
Clear terms, no surprises
What working together looks like before you sign anything.
You own everything
Ad accounts, analytics, data, content and assets stay in your name, always, including if we stop working together.
No minimum budget
No minimum ad spend. I'll tell you honestly what your budget can achieve on the free call.
3-month minimum, then monthly
Three months gives the work time to show results. After that it's month to month.
Senior work, direct access
I lead the strategy and I am your contact. A small team handles delivery. My AI agents cover the repetitive audits and reports.
Scoped and quoted up front
Pricing depends on channels and markets. You get a written scope and quote after the free 30-minute call.
Plain-English reporting
Regular reports tied to leads, bookings and revenue, not vanity metrics.
Results from similar work
Client names and domains withheld for confidentiality.
Scaled to 10.4x ROAS
Google Ads, Shopping and Performance Max with feed and creative testing, plus top visibility across Search, Images and AI Overviews.
35+ accounts, consistent lift
Restructured campaigns, targeting and tracking across a large multi-vertical book of business.
High-intent case acquisition
Multi-location law firms across Google Search, Local Services Ads and Meta, with qualified case inquiries at a controlled cost per lead.
Questions people ask
What does a Meta Ads consultant do?
A Meta Ads consultant builds and runs Facebook and Instagram campaigns, including the pixel, the Conversions API, audiences, creative tests and the budget. I lead the strategy and I am your contact. A small team handles delivery. Reporting stays on leads and sales.
Do you work as a Meta Ads expert in Australia, the UK and the US?
Yes. I manage Meta for businesses in Australia, the UK, the US and the UAE, alongside Google where search is part of the journey. Australian budgets are planned in AUD. UK work is in GBP. US work is in USD. The market pages are Meta Ads Australia, Meta Ads UK and Meta Ads USA.
Are you a freelance Meta Ads consultant?
Yes. I lead the strategy and I am your contact. A small team handles delivery. I also take Facebook ads freelancer searches that really want a senior on the account. There is no published rate. The scope is quoted after the free call.
Can you run Meta Ads for a business in Sydney?
Yes. I work with Sydney and other Australian cities remotely, with afternoon overlap on AEST and AEDT. The offer, the suburbs you can serve, and the lead event are set before the budget moves. See Sydney for the local search work.
Advantage+ shopping or a manual campaign?
Advantage+ shopping when the catalogue has purchase history and the pixel is clean. A manual campaign when you sell a local service and need to see the town, the ad and the lead. I use both, and I do not use Advantage+ to paper over bad tracking.
How do you test Meta creative?
A small set of new ads goes live against the current winner. I judge them on the lead or the sale, then pause the ones that spend without that result. The test has a written rule so it does not become a pile of drafts.
Lead ads or a landing page?
Lead ads when the offer is simple and the form asks enough to filter weak enquiries. A landing page when the sale needs more explanation, or when the same page also serves Google Ads. I compare the two on the leads that become jobs, not on the cheapest form fill.
How should I split budget between Instagram and Facebook?
I start from where your buyers already respond, then move money toward the placement that produces the lead at an acceptable cost. For many local services Facebook still carries the lead volume. For visual products Instagram often earns the first click. The split is a result, not a rule I copy from one account to the next.
Do you set up the Meta pixel and the Conversions API?
Yes. Browser pixel, server Conversions API, and deduplication so the same sale is not counted twice. The setup lives with analytics and tracking when Google Ads needs the same events.
Do you run Meta Ads for local service businesses and home services?
Yes. Trades, clinics and other local services usually need a clear service area, a lead event that matches a real enquiry, and creative that states the offer in the first line. I would rather have fewer leads that book than a cheap form full of people outside the area.
Who owns the ad account?
You do. The ad account, the pixel and the data stay in your name, including if we stop working together. Engagements start with three months, then run month to month. There is no minimum ad spend.
Works best together with
Meta Ads Australia
Facebook and Instagram ads for Australian businesses: AUD reporting, state time zones, and the Privacy Act before the budget moves.
Learn more →Meta Ads UK
Facebook and Instagram ads for UK businesses: GBP reporting, a London clock on the ad account, and consent before the pixel fires.
Learn more →Meta Ads USA
Facebook and Instagram ads for US businesses: USD reporting, Limited Data Use for state privacy laws, and special ad categories for housing, jobs and finance.
Learn more →PPC & Google Ads
Google Ads, Performance Max, Shopping, Meta, LinkedIn and Microsoft Ads, managed to ROAS, not clicks.
Learn more →Analytics & Tracking
GA4, Google Tag Manager, enhanced conversions, Meta CAPI and Looker Studio: measurement you can trust.
Learn more →Australia
Sydney, Melbourne, Brisbane, Perth and Adelaide: each city has its own SEO, GEO and Google Ads page.
Learn more →Let's build something that grows.
Tell me where you want to grow: search, ads, social or AI. I'll reply within one business day with honest next steps.