Turn your clicks into clients with an effective Facebook Ads strategy.
I'm Théo Maupilé, a freelance Meta Ads (Facebook & Instagram) specialist based in Barcelona, trained at a global Top 5 advertising group. I manage the strategy, audiences, creatives and tracking of Facebook Ads campaigns for SMBs and larger companies. Every engagement is priced per project, after an account review.
Google Partner · 5/5 on Malt and LinkedIn (61 reviews) · 100+ clients supported.
A Partner By My SideMeta audience structure: broad prospecting guided by creative signals, intent-based retargeting, lookalikes and clean exclusions. On Meta, the creative is part of the targeting: each segment gets the angle that speaks to it.
Meta Pixel and Conversions API wired properly with GTM and GA4: deduplicated events, reliable signals sent back to the algorithm, and decisions based on data you can trust.
Budget split between prospecting and retargeting, learning phase managed, progressive scaling: investment concentrates on the audiences and creatives that actually deliver.
Concrete recommendations to keep the post-click experience consistent with the ad: same promise, same angle, faster pages that convert.
Career
Three steps, one specialty: online advertising managed for profitability.
Before 2021 – 2023
Google Ads specialist, official Google project
Trained on Google’s official best practices and on Google Ads betas, I managed campaigns for 40 companies and marketing agencies in the French-speaking market.
Then 2023 – 2024
Paid Media expert for Google Ads and Amazon Ads, a global top 5 media group
Over €400,000 in annual budget managed for luxury, automotive and e-commerce brands.
Today since 2023
Growth partner, working directly with my clients
More than 100 companies supported, budgets from €750 to over €100,000 per month, 61 five-star reviews on Malt and LinkedIn.
Growth partner
A campaign works at its best when everything around it works with it. These are the six areas I work on with my clients.
Every market follows the innovation adoption curve: a few pioneers, then the early adopters, then the majority. Each group buys for a different reason: the first ones want a head start, the majority wants proof.
My role: I place your customer on this curve, then compare your offer with what your market already provides. Together, we turn your difference into a message that speaks to the right part of the curve.
Algorithms learn like a student: with the right answer key, they improve fast. That answer key is your conversion data.
My role: I make your tracking reliable and send your real sales back to the ad platforms. I recommend starting here, because every other lever builds on it.
Behind every click there is a human being, with emotions and mental shortcuts. Many of our choices come from intuition, and reason comes afterwards to justify them.
My role: I start from your customer's buying psychology: what reassures them and what makes them act. I use proven mechanisms, such as social proof or the way an offer is framed, in your ads and on your page.
The click is bought, the page converts. Your page is a salesperson talking to all your visitors at once: every friction you remove makes your whole budget more profitable.
My role: I rank the friction points on the page that receives the click by what they cost. My recommendation starts with the first one to fix, the one that pays back fastest.
Advertising and AI tools change every month. Well chosen, they save hours and give you an early edge in your market.
My role: I explore for you. I test new features as soon as they ship, and your campaigns adopt the ones that have proven themselves. You get the right choice, with the reason behind it.
A good decision made once gives one result. Turned into a system, it runs every month and improves each time, like compound interest.
My role: I turn what works into a repeatable routine, with automated checks and regular reports. Your growth then rests on a method.
Pick a lever to see how I work on it.
A simple and seamless process that drives your results
Start by reaching out through our contact page. Fill out the form or book a call to discuss your project, goals, and ideas.
Création de campagnes structurées, ciblages affinés, créas optimisées et suivi des conversions fiable.
Lancement de tests créatifs et d’angles publicitaires, activation de nouveaux formats (reels, messages, catalogues…) et montée en puissance progressive.
By your side at every step for a frictionless experience.
My Stack
Commitment
I offer to work with or without a commitment, because each option has its advantages depending on the moment.
The work continues as long as it makes sense for you.
The Benefits
Good To Know
Visibility builds month by month, with a strategy planned in shorter cycles.
We set a length together from the start, for more stability.
The Benefits
Good To Know
The agreed term runs to its end, with less room to change course if your priorities shift along the way.
Each option has its moment. I am open to both, and we discuss it together at the quote stage.
Either way, for a first launch or a first campaign test, I recommend 2 to 3 months minimum, to gather as much data as possible before judging how well an account or a campaign performs.
FAQ
Quickly find answers to your most frequently asked questions about Facebook Ads
There is no universal minimum. What matters isn’t a fixed amount but whether your budget lets each campaign exit its learning phase, by gathering enough conversions for Meta to optimize reliably. A key principle: set aside a dedicated test budget, typically 20 to 40% of your spend, specifically to let Meta explore and identify your best-performing asset (creative, audience, format) before concentrating budget on it. In short, the right budget is the one that gives the algorithm enough data to learn and enough room to test, rather than a number decided in advance.
There’s no price list: Facebook sells through an auction. Your cost depends on the audience you target, how many advertisers are targeting it at the same time (December costs more than February), and the quality of your ads: Meta delivers what people watch for less, and charges more for what they ignore. That’s why two companies in the same industry can pay three times more or less than each other. The number that matters isn’t the price of a click: it’s what a customer costs you.
Initial data becomes visible within the first few days, but it usually takes 2 to 4 weeks for Meta’s algorithm to start optimizing campaigns effectively. For a launch, I recommend at least 2 to 3 months of management: that is the time the algorithms need to finish learning, and for performance to rest on enough conversions to make decisions. It is a recommendation, and you stay free to choose the length.
Google Ads captures search intent, the user is already looking for a solution. It’s ideal for converting warm leads or driving direct sales.
Facebook Ads (Meta Ads), on the other hand, targets cold audiences based on interests and behaviors. It’s perfect for generating awareness or engagement.
The main types of Facebook & Instagram campaigns:
Meta (Facebook & Instagram) offers three main audience types to effectively target your campaigns:
1. Core Audiences: Targeting based on demographics (age, gender, location), interests, behaviors, language, job, family situation, etc. Ideal for reaching people who match a specific profile.
2. Custom Audiences: Allows you to retarget people who have already interacted with your brand (website visitors, followers, customers, people who engaged with your ads or Instagram/Facebook account, email list…). Perfect for retargeting.
3. Lookalike Audiences: Facebook analyzes data from an existing audience and finds other people who share similar behaviors, profiles, or interests. Very powerful for expanding your reach while staying relevant.
The Meta Ads ecosystem includes all of Meta’s advertising platforms: Facebook, Instagram, Messenger, WhatsApp, and Audience Network.
I’ve seen both sides: employed by one of the world’s Top 5 advertising groups, then freelance. The real difference isn’t the price, it’s who touches your account: in an agency, the person who sells you the project is rarely the one who runs it. With a freelancer, you know exactly who’s working, and you talk to them directly. An agency keeps a real advantage when you need a full team (creative, video, influencers) on a very large setup: it’s up to you to judge what your account needs.
The click shows the ad did its job; the page has to keep the same promise. I check the consistency between the ad and the page, the speed, and the clarity of the offer and of the post-click journey, and I give you concrete recommendations, with no coding required.
Facebook Ads runs on an engagement-based algorithm. When a creative (visual + copy) runs for too long, it eventually wears out the audience: performance drops, costs rise, and the algorithm slows down.
Regularly updating your creatives helps maintain attention, test new angles, and reignite engagement. It’s one of the most powerful levers to improve ROAS and avoid ad fatigue.
The Boost button is the simplified version: it buys visibility for one post, with little control over who sees it and objectives limited to engagement. A campaign built in Ads Manager starts from a business objective (sales, leads), targets a precise audience, and lets the algorithm optimize for conversions rather than likes. Boosting can help test a post; as soon as you want customers, it’s a campaign.
A form that is very easy to fill in attracts volume at the expense of quality. Several levers exist: a qualifying question, a higher-intent form, and sending back to Meta the leads that actually become customers, so it learns to find them.
A relaunch is prepared: a structure that separates prospecting from retargeting, a test budget to let Meta spot the creatives that work, then a gradual scale-up that protects the learning phase.
Yes, as long as you have a clear offer, well-thought-out targeting, and a minimum budget to let the algorithm work effectively.
Instagram and Facebook are managed in the same place: a single Meta campaign can run on both, and the algorithm shifts budget toward the placements that convert best. So the real question isn’t Instagram OR Facebook, but whether your audience is there and whether your visuals belong there: Instagram is a highly visual placement, strong on some audiences, weaker on others. I let the data decide: a few weeks of delivery are enough to see where your conversions come in cheapest.
The two main methods are the Meta Pixel and the Conversions API (CAPI). The Pixel runs in the browser and records actions on your website; the Conversions API sends the same events server-side, directly from your server to Meta. Since browser-side tracking has become less reliable (ad blockers, iOS/ATT, cookie loss), the current best practice is to run both together with event deduplication, so you recover signal that would otherwise be lost, while respecting user consent (GDPR).
The algorithm tests different combinations (audiences, placements, creatives) to find what works best. This phase is crucial and shouldn’t be interrupted too early.
A short form: your website, your budget, your goal. Two minutes is all it takes.
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
We start building your strategy from everything you have shared with me.
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Growth partner
Positioning, acquisition, innovation: together we build a lasting growth system.
Théo MaupiléFreelance Paid Media
Google PartnerSuperMalter
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