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Facebook ads for businesses: how they work and how to make the decisions, from goal to result

Facebook ads for businesses: how they work and how to make the decisions, from goal to result

by Lauris Krolis | Sep 3, 2026 | Meta Ads

This guide is for a business owner who is considering Facebook and Instagram advertising, or already advertising without a clear system. It shows how the decisions connect into one chain, from the business goal to the result, and at every step it points to a deeper...
Facebook retargeting: when it is worth it and what data it needs

Facebook retargeting: when it is worth it and what data it needs

by Lauris Krolis | Sep 2, 2026 | Meta Ads

Retargeting is advertising to people who have already interacted with your business. It sounds like the safest money in advertising, and that is exactly why it is so often overrated. This article explains what a retargeting audience is built from, when a separate...
Facebook ads audiences: when to let Advantage+ expand and when to constrain

Facebook ads audiences: when to let Advantage+ expand and when to constrain

by Lauris Krolis | Sep 2, 2026 | Meta Ads

A Facebook ads audience is no longer a list of interests you tick. Today it is two kinds of decision: boundaries the system will not cross, and signals it is allowed to expand beyond. This article explains how that model works, when to constrain an audience and when...
Meta Pixel and Conversions API: what they do and how to check your tracking works

Meta Pixel and Conversions API: what they do and how to check your tracking works

by Lauris Krolis | Sep 2, 2026 | Meta Ads

The Meta Pixel (formerly the Facebook Pixel) and the Conversions API are two routes by which events on your website reach Meta. This article explains what each of them does, how to check in Events Manager whether your tracking works, and why data that arrives is not...
Facebook ads strategy: what order to make the decisions in

Facebook ads strategy: what order to make the decisions in

by Lauris Krolis | Aug 31, 2026 | Meta Ads

A Facebook ads strategy is not a set of campaign settings. It is a series of decisions in the right order, from the business goal to the criteria for judging a test. This article walks through that order and ends with a one-page plan you can fill in yourself. What a...
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