Facebook Ads expert: how to recognise a good Meta Ads consultant

"Facebook Ads expert", "Meta Ads consultant", "media buyer", "Facebook advertising specialist": the title says nothing, anyone can use it. What counts is what the person has already done, and how they will work on your account.

What doesn't prove much

• Certificates. Meta's certifications show knowledge of the tool, not the ability to bring in customers. A plus, rarely proof.
• Follower counts. Getting views on your own social media and getting a tradesperson's jobs signed are two different jobs.
• ROAS screenshots without context. A ROAS of 8 over one week, on a small budget, without the basket or the margin, says nothing about what you would earn.

What really proves something

Case studies with numbers, including the budget. How much was spent, how many enquiries or sales, over what period, for what kind of business. On this site, for example, the joinery case shows 193 quote requests for €6,500 of advertising in two months, and also says what the numbers don't tell you. The full case.

Reviews on a platform where they can't be made up. Malt, Google, LinkedIn. Read what clients notice: responsiveness, clear reporting, the ability to produce the creatives.

A clear explanation of how they work. Who makes the videos, how often you talk, which numbers the campaign is judged on. If the answer stays vague, so will the work.

Questions to ask before signing

1. Who actually works on my account?
2. Do the ad account and the pixel stay in my name?
3. Who produces the videos, and how many per month?
4. Which number do you judge a campaign on: clicks, enquiries, customers?
5. How are you paid, and what is tied to results?
6. If we stop, what do I keep?

These six questions in detail.

Warning signs

• A guaranteed result in numbers before they have even seen your account.
• An ad account created in the contractor's name.
• Reporting made of reach and clicks, never enquiries or customers.
• No questions about your margin, your average basket or how fast you call back.

That last one is the most telling. A good consultant starts from your business numbers, because they decide how much you can pay for a customer.

And me, in all this

I am a freelance media buyer. I produce my clients' videos and run their Meta and Google campaigns. My case studies are published with their numbers, my reviews are on Malt. I don't guarantee results in numbers, and part of my pay depends on results. My Meta Ads page.

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Further reading: Meta Ads agency or freelancer and how much a Facebook Ads agency costs.

Comparing several providers? Book a 30-minute call and ask me the six questions.

Frequently asked questions

How do I recognise a good Facebook Ads expert?+

By proof more than title: case studies with budget and duration, reviews on a platform where they can't be made up, and a clear explanation of how they work. Certificates and follower counts prove little.

What are the warning signs?+

A guaranteed result in numbers before seeing your account, an ad account created in the provider's name, reporting made of clicks and reach, and no questions about your margin or average basket.

Do I need a Meta-certified expert?+

It isn't necessary. Certifications show knowledge of the tool, not the ability to bring in customers. Results published with their numbers say more.