Handing over your ad budget to someone else is a big deal. Whether you're a small business owner who's never run a campaign or a growing brand ready to scale, the person managing your Meta® ads has a direct line to your revenue. Get it right and you'll wonder how you managed without them. Get it wrong and you'll be left with an empty wallet and a lot of unanswered questions.
I'll be honest with you: not everyone calling themselves a Meta® ads manager has the experience to back it up. I've seen it first-hand in industry groups. People managing paying client campaigns who are simultaneously asking what a campaign objective is. It's very concerning.
This guide will walk you through exactly what to look for, what to ask, and which warning signs should make you walk away.
The right ads manager won't just run your campaigns — they'll understand your business, set realistic expectations, and treat your budget like it's their own.
Why Choosing the Right Meta® Ads Manager Matters So Much
Meta® advertising, across Facebook®, Instagram®, Threads® and audience network is one of the most powerful marketing channels available to small and medium-sized businesses. But it's also one of the easiest to get wrong.
The Meta® Ads platform is complex, constantly evolving, and unforgiving of rookie mistakes. A poorly structured campaign can burn through hundreds of pounds with little to show for it. And because results often take weeks to materialise, you might not realise there's a problem until a lot of money has already been spent.
This is why the vetting process matters. A little due diligence before you commit can save you a great deal of frustration, and money down the line.
6 Questions to Ask a Prospective Meta® Ads Manager
1. Have you set up, run and managed Meta® ad campaigns before?
This seems obvious, but you'd be surprised how many people present themselves as ads managers on the basis of a short course or having run a boost for their own business.
You want someone who has recently managed campaigns for paying clients. Not just their own side hustle. If the answer is yes, follow up with specifics: how many clients, for how long, in what industries and what are those clients looking to achieve?
2. When did you last run a campaign, and how do you keep your skills current?
Meta®'s platform changes constantly. New objectives, updated auction systems, changes to targeting. The landscape looks very different today than it did even three months ago.
A great ads manager invests in staying up to date. Listen for mentions of industry newsletters, testing new features with their own accounts, or being part of professional communities. Enthusiasm for the platform is a very good sign.
3. What types of campaigns have you run, lead generation, sales, awareness?
Meta® ads can be set up to achieve very different goals. Those with larger budgets may be running for muliple goals at the same time. A campaign designed to generate leads for a service-based business is structured differently from one driving e-commerce sales. Brand awareness campaigns require different strategies again.
Make sure the person you're considering has experience with the type of campaign you actually need. Someone who has only ever run awareness campaigns for large brands may struggle with the nuances of a local lead generation campaign for a small business.
4. What budgets are you used to working with?
This question works both ways. You want to know whether they can work effectively within your budget, but also whether your budget is realistic for your goals.
A good ads manager will be honest if your expected spend isn't enough to generate meaningful data or results. They should also be able to tell you what you might reasonably expect at different budget levels, based on experience with similar clients.
5. Can you share examples of past results or case studies?
Concrete examples matter. Ask for case studies or testimonials of results from past campaigns.
Be wary of anyone who promises spectacular results from day one, or who quotes specific figures without context. Every industry, audience, and offer performs differently.
Anyone promising guaranteed results is either inexperienced or dishonest.
6. How will you communicate with me, and what does your reporting look like?
Good communication is the foundation of a successful working relationship. You should know what to expect in terms of:
- How often you'll receive updates or reports
- Which metrics they'll report on, and what those metrics actually mean for your business
- How quickly they respond to queries
- Whether they'll flag problems proactively or wait for you to ask
A monthly report with plain-English commentary is worth far more than a spreadsheet full of numbers you don't understand.
Red Flags to Watch Out For
Just as important as the right answers are the wrong ones. Here are some warning signs that should give you pause:
🚩 They guarantee specific results e.g. 'I'll get you 100 leads in your first month.' No reputable ads manager can promise this.
🚩 They can't explain their process in plain language. If they're vague about how they'd approach your campaign, that vagueness will extend to your budget.
🚩 They ask for access to your personal Facebook® profile rather than your Business Manager. This is unnecessary and a security risk.
🚩 They want to run your ads from their Business Manager. Not only does this break Meta's own rules, they'll be keeping your data and making it very difficult for you to see what's happening within your own ad account.
🚩 Their pricing seems unusually low. Quality expertise has a cost. Someone charging £400/month to manage campaigns is unlikely to be investing proper time in your account. Just think how many clients they'd need to be looking after to make a living.
🚩 They can't show you any previous work, case studies, or client references. Everyone starts somewhere, but transparency matters.
What a Good Meta® Ads Manager Will Tell You
As much as you're interviewing them, a confident and experienced ads manager will also be assessing whether you're the right fit for them. Here's what you should expect a good one to say:
- They'll be honest if your budget isn't enough to achieve your goals
- They'll tell you results take time, typically several weeks and explain why
- They'll ask about your wider business, not just your ad spend
- They'll benchmark costs against other campaigns they manage in your industry
- They'll flag if they think your product or funnel needs work before ads will be effective
The best working relationships are built on honesty, not flattery. If someone's telling you only what you want to hear, that's a problem.
How Access and Account Management Should Work
A legitimate Meta® ads manager will never need access to your personal Facebook® profile. Here's how it should work:
- They should request to be added to your Business Manager and Ad Account.
- You remain the owner of your ad account and your data at all times
- If the relationship ends, you should be able to remove their access cleanly, with all campaign history intact in your own account
If a prospective manager asks you to add them as a personal friend, requests your login details, or suggests creating a new ad account under their own Business Manager, treat this as a serious red flag.
Your Hiring Checklist at a Glance
- ✅ They have verifiable experience managing campaigns for clients
- ✅ They stay up to date with Meta® platform changes
- ✅ Their experience matches the type of campaign you need
- ✅ They're realistic and honest about budgets and timelines
- ✅ They can share examples of past results
- ✅ Their reporting and communication process is clear
- ✅ They work correctly within Meta® Business Manager not via personal accounts
- ✅ They've asked you enough questions to understand your business
Frequently Asked Questions
How much does a Meta® ads manager charge in the UK?
Fees vary widely depending on experience and what's included.
Freelance Meta® ads managers in the UK typically charge anywhere from £600 to £4,500+ per month for campaign management. This figures will depend on your ad spend levels and the complexity of the work. Be cautious of very low fees, proper campaign management takes significant time and expertise.
What's the difference between a Meta® ads manager and a social media manager?
A social media manager typically handles content creation, scheduling, community management, and organic posting.
A Meta® ads manager specialises in paid advertising, campaign strategy, audience targeting, creative testing, budget management, and performance analysis.
These are two distinct skill sets, and not all social media managers have paid advertising expertise and vice versa.
Should I use a freelancer or an agency for Meta® ads?
Both can deliver excellent results.
Freelancers, like myself, often offer more personalised attention and lower fees, while agencies may have larger teams and broader resources.
The most important factor is the experience and communication style of the individual who will actually be managing your account regardless of whether they're freelance or agency-based.
Are you speaking with the owner of the agency or the person who will be day to day managing your account?
How long should I give a Meta® ads manager before seeing results?
Most campaigns need a minimum of four to six weeks before you can draw meaningful conclusions. The first two weeks are typically a learning phase for the algorithm. Switching campaigns off too early is one of the most common reasons small businesses don't see returns from Meta® advertising.
What should be included in a Meta® ads management contract?
At minimum, your contract should cover: the scope of work (which campaigns, which platforms), monthly fee and any ad spend minimums, reporting frequency and format, notice period for ending the engagement, and clarity on who owns the ad account and data. Never work on a handshake alone.
Do I need a big budget to hire a Meta® ads manager?
Not necessarily, but you should factor in both the management fee and the ad spend itself. A common starting point for small businesses is a management fee of £600–£950/month plus a daily ad budget of £10–£30. A good ads manager will be upfront with you if they don't think your budget is sufficient to achieve your goals.
Thinking about hiring a Meta® ads manager?
Before we dive into any campaigns, I always take the time to understand your business, your goals, and whether advertising is the right next step for you right now. If you'd like a no-pressure conversation about what's possible, I'd love to hear from you.
You might also find it helpful to read:
👉 Are You Ready to Run Social Media Ads? (Read the checklist)