Facebook, Instagram,
and the apps in between.
Meta Ads is the largest paid social platform in Australia and the most algorithm-driven. We run it the way the platform wants to be run, broad targeting, strong creative, ruthless creative testing, with the rigour of a paid-search account underneath.
- Why Meta still matters in Australia
- // Industry data, 2024-25
17M
Monthly active Australian users on Facebook
- Meta, 2024
13M
Monthly active Australian users on Instagram
- Meta, 2024
1.7h
Average daily time spent on Meta apps per Australian user
- Statista, 2024
~$3B
Annual Australian digital ad spend on Meta platforms
- IAB Australia, 2024
- // Surfaces & objectives
Six surfaces. One coordinated account.
FEED (FB & IG)
The classic placement. Still the highest-volume surface across both apps.
- Image & video creative
- Carousel ads
- Collection ads
- Advantage+ placements
FEED (FB & IG)
Image and video ads in the Facebook and Instagram feeds. Volume is enormous, attention is real but short, the creative carries the campaign. Production discipline matters more here than bid strategy.
TALK TO US ABOUT FEED
- Image & video creative
- Carousel ads
- Collection ads
- Advantage+ placements
REELS
The fastest-growing surface on Meta. Vertical, full-screen, sound-on-by-default.
- Vertical creative production
- Hook & payoff structure
- Captions & subtitling
- Native-feel music
REELS
Reels has cannibalised feed time and inherited TikTok's vertical-video grammar. We brief creative teams (or produce in-house) for sound-on, sub-9-second hooks, captions baked in. The biggest creative shift on Meta in five years.
TALK TO US ABOUT REELS
- Vertical creative production
- Hook & payoff structure
- Captions & subtitling
- Native-feel music
STORIES
Full-screen, swipe-up placements across Facebook, Instagram and Messenger.
- Story-format creative
- Polls & interactive add-ons
- Sequential storytelling
- Frequency capping
STORIES
Stories ads run between organic stories, full-bleed and full-screen. Built for high-frequency, short-form storytelling and ecommerce product showcases. Pairs strongly with Reels in the same campaign for full vertical-surface coverage.
TALK TO US ABOUT STORIES
- Story-format creative
- Polls & interactive add-ons
- Sequential storytelling
- Frequency capping
ADVANTAGE+ SHOPPING
Meta's automated ecommerce campaign. Smart in skilled hands, wasteful in others.
- ASC strategy & guardrails
- Creative volume planning
- Catalogue & feed hygiene
- Customer-list seeding
ADVANTAGE+ SHOPPING
Advantage+ Shopping (ASC) leans hard on Meta's audience-finding model. It works when your creative library is large, your catalogue is clean, and your existing customer signals are properly fed in. It fails when those things aren't true.
TALK TO US ABOUT ADVANTAGE
- ASC strategy & guardrails
- Creative volume planning
- Catalogue & feed hygiene
- Customer-list seeding
MESSENGER & WHATSAPP
Click-to-message ads. Underused in Australia but a strong lead channel for service businesses.
- Click-to-message setup
- Auto-reply / saved-reply flow
- Lead-handoff to CRM
- Quality of conversation tracking
MESSENGER & WHATSAPP
Ads that open a conversation in Messenger or WhatsApp instead of sending to a landing page. Best for service businesses, hospitality and considered-purchase enquiries where a quick chat converts better than a form fill.
TALK TO US ABOUT CLICK-TO-MESSAGE
- Click-to-message setup
- Auto-reply / saved-reply flow
- Lead-handoff to CRM
- Quality of conversation tracking
AUDIENCE NETWORK & MARKETPLACE
Off-platform inventory. Useful as a price floor, dangerous as a default placement.
- Placement-level reporting
- Exclusion strategy
- Brand-safety controls
- Targeted retargeting
AUDIENCE NETWORK & MARKETPLACE
Audience Network (mobile apps and third-party sites) and Facebook Marketplace inventory. We use both selectively, typically excluded from prospecting, included for retargeting at low bids.
TALK TO US ABOUT OFF-PLATFORM
- Placement-level reporting
- Exclusion strategy
- Brand-safety controls
- Targeted retargeting
- // Real examples
What great Meta creative looks like.
01/04
Instagram Feed
The classic placement. Still the highest-volume surface across both apps.
02/04
Instagram Reels
The fastest-growing surface on Meta. Vertical, full-screen, sound-on-by-default.
03/04
Stories
Full-screen, swipe-up placements across Facebook, Instagram and Messenger.
04/04
Facebook Feed
Meta’s automated ecommerce campaign. Smart in skilled hands, wasteful in others.
04/04
Advantage+ Shopping
Click-to-message ads. Underused in Australia but a strong lead channel for service businesses.
04/04
Lead Ads
Off-platform inventory. Useful as a price floor, dangerous as a default placement.
- // How we work
A method, not a mystery.
01
Audit
Account audit, conversion-tracking review, competitive benchmark. Wasted spend identified, restructure mapped before anything goes live.
02
Restructure
Campaign architecture aligned to margin, not vanity. Match types, audiences, bidding, naming conventions, all rebuilt from the ground up where they need to be.
03
Launch & Iterate
Creative, copy, landing-page recommendations and weekly hygiene. Negatives, query reports, bid adjustments, audience refinements. Done as a habit, not an emergency.
04
Report
Plain-English reporting that ties spend to revenue, not impressions. Monthly business review with a senior account lead, not an account-management report.
- // Why Paperstack
Creative-led, measurement-honest.
Meta is now a creative-volume game. Most agencies run two ads and call it a campaign. We run 8-15 creative variants in any given test cycle, retire the losers fast, scale the winners hard, and report what’s real (incremental lift) versus what’s flattering (last-click attribution).
150+
Australian brands run across paid media at Paperstack
20+ yrs
Senior paid-media experience leading every account
Partner
Google Premier Partner, Meta Business Partner, Microsoft Advertising Partner
2
Studios: Melbourne CBD + Surfers Paradise
- // FAQs
Questions, answered straight.
What's a realistic starting Meta spend?
$3,000/month media is the floor for a properly structured account, below that you can’t run enough creative variants for the algorithm to learn. Most accounts we work with sit in the $10-50k/month range, with larger ecommerce accounts going well above that.
How do you handle creative production?
Three options: (1) we brief your in-house team or agency partner, (2) we produce in our own studio (mostly static + simple video), (3) we connect you with our trusted creative production partners for high-end video and motion. Most accounts use a mix.
What's the deal with iOS 14 and tracking?
It’s been four years, the answer is: server-side tracking via the Conversions API, plus Meta’s modeled attribution. We set up CAPI on every engagement, validate match quality, and treat in-platform attribution as one signal among several, not the source of truth.
How is Meta different from Reddit or TikTok?
Meta is algorithm-driven, broad targeting, creative-volume reliant. Reddit is community-driven, narrow targeting, creative-quality reliant. TikTok sits between the two. Different platforms reward different inputs, and a Meta playbook doesn’t transplant cleanly to either of the others.
Are you contract-based?
No lock-in contracts. Month-to-month engagements. We earn our place every month with results that show up in your dashboard, not in our pitch deck.
- // Meta Ads
Want a free Meta Ads audit?
30 minutes with a senior strategist. We’ll review your account live, surface the three biggest wins available this quarter, and tell you honestly what we’d do in your shoes.