London guide · Hermes
Treat Meta Ads as an experiment with measurable inputs, not guaranteed revenue.
How London businesses can plan Meta Ads testing, landing pages, tracking, retargeting and realistic expectations without confusing ad spend with management fees.
Decision guide
Use the sections below to identify the next controllable decision. The guide is educational context for London and UK businesses or learners; it does not create a guaranteed ranking, lead, employment, or revenue outcome.
Separate spend from management
Media budget goes to the platform; strategy, creative, setup, optimisation and reporting are operational scope. Keep these costs visible so campaign economics are understandable.
Test the whole path
Audience and creative matter, but so do offer, landing page, form friction and follow-up speed. A weak downstream path can make a workable campaign appear broken.
Use decision thresholds
Define what evidence would justify continuing, changing creative, narrowing the offer or stopping. No responsible provider can guarantee CPL, sales or revenue before the market responds.