Black Lion Digital · Meta Ads · Part 01 of the system
Meta ads measured in leads, not likes.
Facebook and Instagram campaigns built in your own ad account and aimed at buyers rather than browsers. Each one lands on a page built for it and is followed up until it books. Counted in leads, appointments and purchases, never in likes.
Social media is sold as posting. We run it as campaigns.
Social media marketing splits into two approaches. Passive is organic content, and retargeting the people who have already engaged with you, with content worth their time. It keeps you top of mind and builds your authority, and it is the right choice for a business that is not after rapid growth.
Active is running campaigns that put your offer in front of a specific audience to make them act. It is the approach for a business that wants to grow now, and it is the one that produces a reliable stream of clients.
This page is about the active kind. It is the part of the system that makes the lead, so everything after it is built on it. The passive kind runs behind it as remarketing: people who engaged with your profiles, your site and the data you upload see tailored content until they act.
Organic content, and tailored content for people who already know you. Right for staying top of mind and being known as the authority, and for future-proofing a pipeline that is already full.
02
Active This page
Campaigns · Reports leads
Your offer delivered to a chosen audience to make them act. Right for a business that wants to grow now and can take the work. The kind we build the system on.
03 · The anatomy of the ad
One ad, taken apart.
We have published how we build a Facebook ad, and it starts with a rule most owners get wrong: the ad's job is not the sale. Its job is the click to a page that does the selling. Here is that rule on an ad for our own Acquisition Audit, in the four steps a reader takes.
00 / 04In the feed
Then the page makes it an enquiry, and the CRM follows it up. In our own published view the ad and the page share the result about half each, which is why we never run one without the other.
Black Lion DigitalSponsored
Newcastle business owners: you are paying for ads, checking the lead sheet every morning, and the phone is not ringing the way the spend says it should.
It is rarely the ads alone. The page they land on and what happens after the enquiry carry half the result. We review all three and show you what we would change. A limited number each month.blackliondigital.com.au/audit
What should your marketing be returning?
The Acquisition AuditTraffic, pages and follow-up, reviewed
Request my audit
01
Stop the scroll
The media comes first: a pattern interrupt, something out of the ordinary or highly specific to them, so the right people stop.
02
Spark curiosity
The first three lines call the audience out and name a daily behaviour that comes from the problem you solve, so they tap to read more.
03
Commit to the click
The rest carries empathy for the problem and a benefit worth knowing, and never tries to sell the job on the platform. The link goes at the bottom.
04
The page does the selling
The ad's job ends at the click. The page it lands on is the salesperson on shift all day, and the enquiry it makes lands in the CRM.
The CRM · new enquiry
Acquisition Audit · requested
Name
Business
Phone
Email
Lead made
04 · Where it sits
Part one of four.
Meta ads make the lead. The rest of the system takes it from there: the page it lands on, the CRM that catches it, the follow-up that books it, and the invoice that counts it. One agency runs the whole line, so no part can hide behind another.
Six things that are true of every Meta campaign we run, whatever the business sells.
01Built in your account
Everything is created in your ad account, which you give us access to. Never ours, so the asset stays yours.
02Aimed at buyers
The platform can target a very specific audience. We use that to talk to your ideal client, not to a sea of uninterested tyre kickers.
03A page for every campaign
The results do not depend on your website. Each campaign gets its own page, built to turn the click into an enquiry.
04Remarketing behind it
People who engaged with your profiles, your site and the data you upload see tailored content until they act.
05Tested without end
A culture of continuous testing and experimenting with how to use the algorithm to outperform your competitors, on top of more than $2 million invested in testing since 2015, by our own count.
06One dashboard
Performance tracked in one dashboard, so where to scale and where to cut is decided on data and reported to you plainly.
Facebook and Instagram. We do not have proven results or a specialist for Pinterest, X, YouTube or Snapchat, so we do not offer them. If that is where your buyers are, we will say so and refer you to someone who can help.
07 · In their words
Five stars, 59 times.
5.0
59 reviews on Google, every one of them five stars. Read them all
Google review
Honestly, we couldn’t be happier with Black Lion Digital. From the very beginning, they were great to deal with and made the whole process really easy.
Dean Sands
Google review
Black Lion Digital recently designed and built my new website. Choosing them was one of the best decisions I have made. I found them to be very professional and easy to deal with and they made the whole process very simple.
Dom
Google review
Danny and the team did an excellent job on redesigning and re structuring my website and online store. This has resulted in more sales and more business for my company.
Jack Semken
Google review
If you're a business owner in Newcastle looking for a results-driven digital marketing agency, Black Lion Digital is the one to trust.
Daniel
Google review
Danny & Black Lion Digital have helped me cut through the noise and confusion surrounding marketing that has been nearly impossible to penetrate as a small business owner.
Michael Fernandez
Google review
Danny and his team are absolutely incredible! Such communicative and honest people with an eye for detail. Service is unparalleled here, I would never use anybody else!
Jacob Allen
Google review
The team at Black Lion Digital are amazing at what they do! They take the hassle out of marketing and make it super simple and easy. If you're on the hunt for an expert marketing team, look no further!
Madison Eskbank
Google review
The team at Black Lion did a fantastic job of our website rebuild - from strategy to design, subject matter expertise through customer service! I highly recommend their services.
info - All Design Construction
Google review
Danny & the team did an excellent job on my website design. Came to me recommended and would recommend myself. Class act.
James Berry
Google review
Daniel and his team provided a very informative and interactive marketing workshop. They assisted us every step of the way and made us feel confident in moving forward with our business marketing
Naomi Rodwell
Google review
BLD created our website from scratch and has provided an huge amount of technical assistance to get us up and running. Highly Recommended!.
Dane Mason
Google review
The team at Black Lion go above and beyond. Their level of detail and ability to easily explain and guide me through explaining everything has been very helpful. I am very grateful.
Justin Smith
Google review
BLD has been incredibly supportive in helping us hit our targets. Their team possesses a diverse skill set, seamlessly moving from brainstorming to execution in no time.
Peter Critch
Google review
Black Lion Digital has been an absolute game-changer for The Movement Collective! Their expertise in digital marketing, branding, and strategy has helped us reach more people, grow our community, and streamline our online presence.
Rod Cooper
Google review
In a industry that feels like a bunch of "used car salesmen" black lion were the few that actually declined my business because they couldn't help to their maximum potential. Unheard of! They referred me to another specialist.
Leigh
Google review
Danny has been incredibly helpful and professional. His website and digital marketing knowledge is second to none. He is very prompt to respond to any questions and feedback along the way.
Angela Cooper
Google review
Danny and his team at Black Lion Digital has been instrumental in helping me clearly convey my mission, brand values and create a clear marketing strategy for Desert Lily Vintage.
Sara Carney
Google review
The team at black lion are always on top of our content, we get our matrix each month which is great to see. Highly recommend
Nathan Wilson
Google review
Black Lion Digital have been fantastic to deal with and always willing to help with anything that comes up. I absolutely recommend their digital marketing services!
Matt Mingin
Google review
I’ve been with Black Lion Digital for several years now. Daniel and his team are very professional and take a lot of pride in their work.
Danny Curtis
Google review
The black lion team have been fantastic in relation to growing my business. Highly recommend.
Stacy Munzenberger
Google review
Incredible knowledgeable with the ability to simply everything you need for powerful and effective social media marketing. Could not recommend Danny and his team enough.
Luke Donnelly
Google review
The whole team at Black Lion Digital have been world class and extremely knowledgeable and forward thinking. I highly recommend
Ryan Houston
Google review
Excellent service nothing was a problem especially from Georgina and Daniel I would highly recommend them
Susan Matthews
08 · Questions owners ask about Meta ads
Straight answers.
No. Everything is built in your account, which you give us access to. We recommend never letting an agency own any of your marketing assets.
Yes. We recommend one, but the results do not depend on it. We build a specific page for each campaign, optimised to turn the click into an enquiry.
By the metrics that lead to your goal: new clients, leads, appointments booked and purchases. We do not count impressions, reach, likes or comments. They feel good, and they do not grow your business.
Facebook and Instagram, which is what this page covers. We do not have proven results or a specialist for Pinterest, X, YouTube or Snapchat, so we do not offer them, and we will refer you to someone who can help.
Because the ad is only half of it. Its job is the click. The page it lands on has to turn that click into an enquiry, and in our own published view the two share the result about half each. Before deciding the ads are not working, look at the page's conversion rate.
No. Most startups and new businesses do not have the operational capacity to keep up with the results, and the usual outcome is an overwhelmed sales team or broken operations. We are the right fit once the business can take more work than it has.
09 · The Acquisition Audit
Find out what your marketing should be returning.
We take on a limited number of Acquisition Audits each month. We review how you get customers today and show you what we would do differently.
