META ADS · GOOGLE ADS · CONVERSION TRACKING
OJC Labs connects paid media, landing pages, conversion tracking and downstream sales signals so campaign platforms can optimise toward useful business outcomes instead of clicks alone.
We work across Meta Ads, Google Ads, GA4, Pixel, Conversions API, enhanced conversions, Tag Manager and CRM integrations according to the architecture your business actually needs.
Campaign architecture · Creative · Tracking · Attribution · CRM feedback
META OR GOOGLE
The useful question is not which advertising platform is universally better. It is where demand already exists, how people discover the offer and what action the campaign needs to generate.
Create demand, reintroduce an offer and reach people inside Facebook and Instagram environments.
Good fit whenCampaign objective · Audience · Creative · Placement · Destination · Conversion signal
See our Meta Ads system →Capture existing intent when people actively search for a product, service or problem you can solve.
Good fit whenSearch intent · Campaign type · Keywords / matching · Ads · Landing page · Conversion signal
See our Google Ads system →Many businesses need both: one channel creates or reactivates demand while another captures people already looking.
GOOGLE ADS
Reach people through searches that indicate relevant intent.
Useful when: Someone is actively looking for what the business sells or solves.
Connect products and commerce data to product-led advertising where the catalogue and market support it.
Useful when: The product itself, price and availability are central to the buying decision.
Use goal-based campaigns across Google's available inventory when the conversion signal, assets and business objective support broader automated delivery.
Useful when: The business can provide meaningful conversion data and enough usable creative / feed inputs.
Reach people outside direct search moments through visual and video inventory.
Useful when: The job is awareness, consideration, remarketing or creating demand rather than responding only to an existing query.
GOOGLE ADS · 2026
AI Max is an optimisation layer inside Google Search campaigns. It can expand search-term matching and use asset optimisation to adapt targeting, text and landing-page selection around the campaign objective.
Do not switch automation on simply because it exists. OJC Labs evaluates whether conversion tracking, budget, landing pages and account structure give the system a useful signal to optimise against.
Google can expand beyond the account's existing keyword set using broader and keywordless matching signals.
Text customisation and Final URL expansion can adapt the message and destination when those controls are enabled.
Campaign and ad-group controls can still restrict brands and eligible landing-page areas.
Google exposes the 1–10 Quality Score to help advertisers diagnose expected click-through rate, ad relevance and landing-page experience. Google explicitly says the displayed Quality Score itself is not an auction input.
Auction-time ad quality still matters to Ad Rank, but optimising a dashboard score is not the same thing as improving the actual user and landing-page experience.
FACEBOOK & INSTAGRAM ADS
Facebook and Instagram advertising works through several decisions that need to support the same business action.
What result should Meta optimise toward?
Who can enter the campaign's delivery pool?
What message, image or video gives the person a reason to act?
Where should the creative appear across eligible Meta surfaces?
Where does the person go after interacting with the ad?
Which event tells Meta that the useful action actually happened?
Changing the audience while leaving the offer, creative, landing page and conversion signal untouched does not automatically solve a campaign problem.
BOOST OR ADS MANAGER
Boosting gives an existing post paid distribution with a simplified setup.
Use forUseful does not mean sufficient for every acquisition objective.
Ads Manager provides broader control over campaign objectives, audiences, placements, creative variants, conversion optimisation and reporting.
Use forFACEBOOK & INSTAGRAM
A Meta campaign can distribute creative across Facebook and Instagram placements. The more useful decision is whether the message and format actually fit the environment where they appear.
Where is the intended audience actually available and responsive?
Does the asset make sense in Feed, Stories, Reels or another selected placement?
Can results be compared without confusing placement performance with differences in creative or audience?
Do not create separate campaigns simply because two app names appear in the interface.
CREATIVE & PLACEMENTS
Feed, Stories, Reels and other placements have different reading spaces, interface overlays and aspect ratios. OJC Labs prepares creative around the placements actually used instead of simply resizing the same asset everywhere.
Square creative for compatible feed and multi-placement use cases.
A taller feed composition that uses more mobile screen area.
Vertical creative intended for Stories and Reels-style full-screen environments.
Exact specifications can change. Use Meta's current official ad guide before exporting production assets. Meta currently recommends vertical creative for Reels with important content kept inside the placement safe zone.
COMPETITIVE RESEARCH
Ad libraries do not tell us which campaign is profitable. They do show the messages, formats and offers already competing for attention.
Use the Meta Ad Library to inspect ads currently running across Meta technologies and study recurring offers, creative patterns, formats and positioning.
An ad appearing in the library is evidence that it ran, not evidence that it performed well.
Open Meta Ad Library →Use Google's transparency tools to inspect advertising from verified advertisers and understand how competitors present their offers across Google surfaces.
Use it for market context, not for copying another company's campaign.
Open Google Ads Transparency Center →Competitive research should generate hypotheses. Your own conversion data decides whether those hypotheses survive.
BUDGET
Advertising cost changes with the market, objective, competition, audience, bidding strategy, placement, creative quality and the value of the action the campaign is trying to generate.
More advertisers competing for the same opportunity can increase the cost of reaching or converting the same audience.
A campaign optimised for a purchase or qualified lead is solving a different problem from one optimised for reach or traffic.
A cheap click becomes expensive acquisition when the destination fails to convert.
Automated bidding can only optimise toward the conversion actions and values it receives.
The useful budget question is not “What is the cheapest daily spend?” It is “How much evidence does this campaign need to test the acquisition hypothesis responsibly?”
Google calculates Ad Rank using more than the bid. Auction-time quality, landing-page experience, competition, thresholds and the context of the search also influence eligibility and position.
That is why landing-page quality belongs inside an Ads system, not outside it.
AFTER THE CLICK
A campaign may generate relevant traffic and still fail because the page, form, checkout or messaging flow does not make the next action clear.
Explain one offer and one useful next action clearly.
Web & CMS →Connect product, cart, checkout and purchase measurement.
E-commerce systems →Make sure conversations and form submissions reach the team able to respond.
Email & CRM →MEASUREMENT
A page view, a lead, a qualified opportunity and a completed purchase are not interchangeable signals.
Click, page view, product view or another early behaviour.
Form start, add to cart, booking step or meaningful enquiry.
Submitted lead, purchase, booking or another primary business action.
Qualified lead, revenue, closed sale or another CRM outcome where the architecture supports it.
Optimisation becomes stronger when the event used by the advertising platform gets closer to the business result we actually care about.
META MEASUREMENT
Meta Pixel can send browser events. Conversions API can complement those events with server-side signals when the architecture and consent framework allow it.
Browser and server implementations need the same understanding of what the event represents.
When the same action is sent from browser and server, the implementation must prevent it from becoming two conversions.
Useful first-party parameters can improve Meta's ability to associate an eligible event with the correct account when collected and sent lawfully.
See our conversion tracking work → · Meta Conversions API documentation →
GOOGLE ADS MEASUREMENT
Define which business action the campaign should use for reporting and bidding.
Send useful values when conversions are not economically equal.
Where appropriate, hashed first-party customer data can supplement existing conversion tags and improve measurement.
Lead-generation campaigns can become more useful when later CRM outcomes can be returned to the advertising system.
Google has been consolidating enhanced conversions for web and leads into a simpler setup and broadening how user-provided data can be supplied, including through website tags and API connections.
For new implementations, use Google's current documentation rather than copying an older setup guide.
GA4 & GOOGLE ADS
GA4 renamed its conversions to key events: important behaviours identified across analytics. A conversion used by Google Ads is a separate advertising measurement and bidding signal, even when it is imported from the same underlying action.
Understand behaviour across traffic sources and customer journeys using key events.
Measure and optimise campaign performance against selected conversion actions.
The same underlying business action may appear in both systems, but implementation and reporting rules still need to be checked.
ATTRIBUTION
Meta, Google Ads, GA4 and a CRM can use different windows, identity signals and attribution rules. Comparing totals without understanding those rules creates fake discrepancies and bad budget decisions.
Tracking problem.
Attribution problem.
CRM / revenue problem.
Tracking determines whether the event exists. Attribution determines who receives the credit.
Google's current documentation says all conversion actions are eligible for data-driven attribution regardless of volume. More data improves the model — Google recommends around 200 conversions and 2,000 ad interactions in 30 days for the most accurate pattern detection, as a benchmark rather than a fixed requirement to use it at all.
WHEN DASHBOARDS DISAGREE
The tag or trigger never ran, so no platform recorded the action at all.
Browser and server (or two tags) report the same action as two separate conversions.
Platforms compare a 7-day click to a 30-day click and count different sets of conversions.
Last-click, data-driven and CRM source fields can each credit a different touchpoint.
A declined consent choice or browser restriction can prevent an event from being recorded at all.
A lead converts offline, but that outcome is never sent back to the platform that generated it.
OJC LABS PROCESS
Agree what the campaign is actually supposed to produce.
Review campaign structure, delivery, creative, destinations and current results.
Inspect tags, conversion actions, events, attribution settings and CRM connections.
Fix the campaign, destination or measurement layer that is actually limiting the system.
Test browser, server and platform reporting against actual user journeys.
Use the resulting data to decide what to keep, change, stop or test next.
FROM REAL CAMPAIGNS
B2B Meta acquisition and lead conversations.
View PMJ case study →Meta Ads acquisition and creative performance.
View ComfortZone case study →FIELD NOTES
GA4
How to distinguish an event that does not fire from one that exists but is configured incorrectly.
Read the guide →Attribution
What first-click and last-click actually answer, and why neither represents the whole customer journey.
Read the guide →Attribution system
Why different channels can claim the same customer and still be operating according to their own reporting rules.
Read the guide →Tracking
Where disagreements between GA4, advertising platforms and actual sales data usually come from.
Read the guide →Funnel
Why accurate campaign tracking is useless if leads disappear after the conversion event.
Read the guide →OFFICIAL DOCUMENTATION
These are references, not calls to hire OJC Labs — the platforms document their own rules better than any secondhand summary.
CONNECTED SYSTEMS
Decide whether the next constraint is traffic, conversion or downstream sales performance.
Explore Growth Engineering →Build landing pages and destinations capable of converting the traffic campaigns generate.
Explore Web & CMS →Connect leads to qualification, follow-up and actual sales outcomes.
Explore Email & CRM →Move conversion and CRM signals between systems when the workflow requires it.
Explore Automation & Data →
FAQ
Neither platform is universally better. Google Search is useful when relevant demand already exists in search. Meta is useful when creative, audience and placement can create or reactivate demand. Many businesses use both for different stages of the same journey.
There is no fixed price. Cost depends on the market, objective, auction, audience, creative, placement and how efficiently the destination converts the traffic generated.
Budget should follow the cost of the market, expected conversion rate, value of the conversion and the amount of evidence needed to evaluate the campaign. A universal daily number would be misleading.
Boosting is useful for simple promotion of existing content. Ads Manager is the better environment when the campaign needs structured objectives, conversion optimisation, audience control, placement decisions or more detailed measurement.
They can be placements within the same Meta advertising system. The useful question is whether the audience, creative and placement fit the campaign objective.
No. Different systems can use different identity, attribution and reporting rules. Large unexplained gaps should still be investigated.
No. Browser and server signals can complement one another. The architecture must define events consistently and avoid duplicate counting.
AI Max is an optimisation layer for Search campaigns, not a separate campaign type. It can expand search matching and optimise assets while retaining campaign controls.
The displayed 1–10 Quality Score is a diagnostic tool. Google evaluates auction-time ad quality separately as part of Ad Rank.
NEXT STEP
Bring us the ad accounts, the website and the numbers that do not make sense. We will identify whether the constraint is campaign structure, creative, destination, tracking or attribution.
