
Paid Social Advertising
Meta Advertising
Meta Advertising Agency: Advertise on Meta With One Day Agency
Meta is the world's largest social media ecosystem, incorporating Facebook, WhatsApp, Messenger, Instagram and Threads. In 2024, the company reported that daily active users had hit 3.35 billion, which means a remarkable 60% of people who use the internet are also active on at least one Meta platform.
Created, of course, originally as Facebook, and having evolved massively over the years to take over multiple messaging and content-sharing apps, Meta offers a huge range of ad formats, each with pros and cons.
Brands can, for example, develop cross-platform campaigns for market penetration, launch promotions only on Instagram and Facebook for visual-centric advertising, or design Reels and Stories that can go viral overnight.
The Advantages of Meta Advertising
Facebook and Meta ads have evolved into one of the most sophisticated targeting systems in digital marketing. Originally centred around basic demographics like age, gender, and location, Meta’s platform now harnesses vast amounts of behavioural and interest-based data, allowing brands to reach people based on lifestyle, purchasing habits, and online activity.
Meta’s AI-enabled features are advanced, with tools like Andromeda AI that businesses can use to optimise the way their ads perform, strategically boosting returns on ad spending.
Using the diverse Meta channels gives businesses a way to diversify the context and look of their ads, without detracting from their messaging. That could mean having vertical visual ads on Instagram, messaging placements in Messenger and WhatsApp, discussion campaigns on Threads and video or static promotions on Facebook.
The Meta Advertising Model
Meta’s advertising model is built on scale, data, and precision. With billions of daily users across Facebook, Instagram, Messenger, and WhatsApp, it offers businesses access to one of the largest and most diverse audiences in the world. The model combines auction-based bidding with powerful targeting, allowing advertisers to set budgets, define objectives, and reach people based on demographics, interests, behaviours, and intent signals.
Facebook: 3.07 billion active global monthly users, ideal for video and carousel ads and lead generation-focused campaigns.
Instagram: 2 billion active monthly users around the world, best for story, retail and video advertising with full-screen Stories for time-limited promotions.
WhatsApp: Over 3 billion monthly active users globally, without direct ad features but with options to use click-to-WhatsApp elements in adverts.
Messenger: Around 1.3 billion monthly active users, offering options like sponsored messages and click-to-Messenger links for ads elsewhere on Meta.
Threads: A relatively new part of the Instagram experience, achieving 400 million+ monthly active years in 2025, and used for conversational and feedback-gathering promotions.
In every Meta ad campaign, brands can use the comprehensive targeting functions to ensure their ads are reaching relevant audiences.
Types of Meta Ads
Cross-Platform Meta Campaigns
Most businesses use the flexibility of Meta to design cross-channel promotions, which means they can use the same videos, visuals or messaging and tweak this to slot into the formatting options available on each platform.
News Feed Ads
Available within Facebook and Instagram, single-image and video ads that appear as natural content work well, with targeting used to ensure promotions feel and look like native posts and appeal to viewers' interests, activities or past interactions.
Stories and Reels
Time-sensitive Stories and Reels appear for 24 hours, creating a sense of urgency. They are widely used to advertise flash sales and online events. Brands can use the same format on Instagram and Facebook and cross-post automatically or by selecting a tick-box.
Messenger and WhatsApp Ads
Messenger ads can pop up between conversations, as a direct-to-inbox promotion, or be used within both Messenger and WhatsApp to complement CTAs. For example, a user interested in an ad could be directed to the relevant messaging app to ask a question or register their interest.
Threads Promoted Posts
A new feature within Threads, Promoted Posts, integrates into user feeds, with a comparable appearance to a regular user-generated post, although with a discreet 'sponsored’ tag to comply with transparency rules.
Who Is Meta Advertising For?
Versatile ad formats and placements make Meta uniquely flexible and suited to almost any brand, with the most successful campaigns taking full advantage of all the features and targeting options available:
Broad-scope, cross-channel reach with unified ad messaging ensures users have consistent experiences and brands achieve progressively higher brand familiarity.
Storytelling enhances click-throughs and interactions by utilising multiple engagement points. Ads can initially be displayed in social media feeds and then rolled out across Reels, Stories, and chat promotions.
Shopping and retail campaigns use added-value features, with messaging options to add peace of mind, confirming order placements, providing updates or verifying user registrations.
Even smaller and less established Meta channels, such as Threads, can provide strong returns, particularly for brands leveraging lower competition levels to promote their offerings to early adopters.
Why Advertise on Meta?
Whether you want to drive brand awareness, encourage more in-app or online conversions, or incentivise users to participate in messaging responses or polls, there are compelling reasons to consider Meta:
Meta's size is unparalleled, with ad revenues that reached £35 billion last quarter, representing a 22% boost year on year, largely down to better user engagement metrics and AI-led optimisations.
The user base and integrations Meta offers provide resilience, without vulnerability to sudden changes in trends or user perceptions. This provides reassurance that issues around trade tariffs, for instance, are highly unlikely to make a significant impact on the returns achievable through Meta ads.
Targeting is precise and expansive, with audience filters that range from simple behavioural, interest-related and demographic parameters to more customisable lookalike audiences.
Brands can retarget campaigns across any Meta platform, set daily or lifetime budget limits, and pick from a range of automated or manual bidding processes depending on their objectives and the outcomes they want from their campaigns.
How Can One Day Help?
One Day has a proven track record in mastering Meta ads, with an all-senior advertising, marketing, creative, and media buying team. We specialise in aligning visuals and messaging with precision research into the types of ads, placements, and formats your ideal viewer will respond to.
We are well-versed in AI-powered Meta campaign optimisation, providing clients with access to cutting-edge ad tech. Our team helps businesses measure performance in real-time, enabling them to jump on trends, scale winning ads, and stay connected with what their users want to see.
Latest Paid Media Campaigns.
See below our selected work in media planning and buying, click or tap to view.
Motorsports - Experiential OOH Campaign
FMCG - Out-of-Home Campaign in Ireland.
Non-Alcoholic Beer - Out-of-Home Campaign & TV

Meet the Media Planning Team
Klaudia
Head of Department
Shelby
Media Planning & Buying
Scott
Media Planning & Buying
“Advertising on Meta might be an obvious solution – but it's also crucial for brands to think beyond a single ad on a single platform. Consistent, unified stories and well-planned viewer journeys are vital, backed by algorithms that are quick and responsive if you need to make tweaks mid-campaign.”
Ricardo Seixas, Founder and CEO, One Day Agency
Frequently Asked Questions.
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Absolutely – and the power of Meta is all about the accuracy of the targeting options, giving brands a massive amount of data and personalisation options to ensure they’re not wasting a single penny of their advertising budget.
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Meta advertising costs vary depending on the objective, industry, and audience targeting, but on average businesses can expect CPMs of around $8–$12 and CPCs between $0.50–$1.00. Broader industries such as retail or apparel often see lower costs, sometimes as little as $0.40 per click, while high-value sectors like finance or technology typically pay much more, with CPCs over $3 and CPAs exceeding $50. Instagram ads generally run slightly higher than Facebook, with CPMs often between $5–$15 and CPCs averaging $0.40–$2.00.
Overall, Meta’s ad model remains cost-efficient compared to traditional channels, with pricing driven by an auction system and optimised by machine learning. Advertisers set their budget and goals, while Meta adjusts delivery to maximise results—whether that’s clicks, leads, or sales. This flexibility allows both small businesses and global brands to scale campaigns effectively, making Meta one of the most versatile and accessible ad platforms.

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