On Meta, the creative is the targeting.

More than most teams expect, and the volume is set by spend and audience size rather than by preference. The higher the spend against a given audience, the faster it sees everything you have. We will size the pipeline against your actual budget rather than a generic number.

Yours, for deciding what the business earned. Meta includes modelled conversions and attributes generously within its own window. The point of reconciliation is not to catch the platform out — it is to know the ratio, so you can read platform numbers day to day without being misled by them.

They can, because instant forms remove friction for everyone including people with no intent. Qualification has to be designed back in — through the form, the creative that sets expectations, and what happens in the minutes after submission. Handled that way the format works; treated as a volume tap it does not.

Yes. A common arrangement is that we own the testing strategy and briefs while your team produces, since they hold the brand. What matters is that the queue keeps moving and each asset enters with a hypothesis attached.

It depends on whether your buyer is identifiable there and what a lead is worth to you. It is rarely the first channel we would recommend for a narrow enterprise ICP, and often a strong one for high-volume or founder-led B2B. We would rather tell you it is a poor fit than sell you a retainer on it.