The Meta Ads agency that builds the creative too.

A Meta Ads agency is a specialist agency that plans, builds and manages paid advertising campaigns across Meta's platforms: Facebook, Instagram, Messenger and the Audience Network. The core service covers campaign structure, budget allocation, bid strategy, conversion tracking setup, audience configuration and ongoing optimisation against a commercial goal such as cost per install, cost per acquisition or return on ad spend.

The scope varies significantly between agencies, and the difference matters more in 2026 than it used to.

Media-only agencies manage the account and the spend. Creative is supplied by the client or a third party. This model made sense when targeting was the primary lever.

Full-service Meta Ads agencies manage both the media and the creative production that runs on it. The brief, the production and the performance data sit in one loop.

Paid social agencies cover Meta alongside TikTok, Snapchat, Pinterest and similar. Broader platform coverage, usually less depth on any single one.

The Social Outline is a full-service Meta Ads agency for mobile apps and consumer brands. We run the media and produce the creative, because since Andromeda the creative is where nearly all of the remaining leverage lives.

Meta announced the Andromeda retrieval engine in December 2024 and completed the global rollout by October 2025. It represents roughly a 10,000x increase in model complexity at the retrieval stage, and it fundamentally reassigned the work. Andromeda now scans billions of eligible ads and narrows them to around a thousand auction candidates in milliseconds, using semantic analysis of the actual creative content rather than the targeting parameters an advertiser sets.

The practical consequence is that narrow audience targeting now hurts you. Constraining the pool the algorithm can draw from reduces its ability to find converting users. Broad audiences with strong, diverse creative consistently outperform tight audiences with the same creative.

The second consequence is less widely understood. Andromeda evaluates creative similarity across your own library. Two ads that look completely different to a human but occupy the same psychological position register as near-duplicates in the retrieval logic. This is why refreshing the visuals every fortnight stopped resetting fatigue, and why accounts running 200 creatives get beaten by accounts running 30 genuinely distinct ones.

There are four common models. Percentage of ad spend aligns the agency with scale but not necessarily with efficiency. Flat monthly retainer is predictable for both sides and the most common structure for creative-led engagements. Per-asset pricing works for creative-only scopes but breaks down when strategy is included. Performance-based sounds appealing and rarely survives contact with attribution reality.

We work on a flat monthly retainer scoped to the creative volume and media management your account actually needs. We don't publish package tiers because the right scope for an app spending £15k a month and one spending £120k are genuinely different engagements. Apply and we'll review your account, your current numbers and your goals, then propose a structure.