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Society State | Boutique Ads Agency Melbourne

@societystate

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Action + connection for authentic brands. Meta, Google & Pinterest ads for $5k+/mo brands. BFCM audits + coaching.
Meta Ads Membership Waitlist Open.

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If you’re doing $10–20k months… but you’re still:
🚫 Tweaking ad creatives late at night
🚫 Guessing campaign set up
🚫 Wondering if results could be better

That’s usually the sign it’s time to stop managing ads yourself.

We manage Meta, Google, LinkedIn & Pinterest ads for growing brands who want:
✔️ Consistent, scalable ad performance
✔️ Clear reporting & strategy
✔️ Less to think about day-to-day

You focus on your business.
We do the hard work behind the scenes to ensure you’re hitting your growth targets.

DM “ADS” to see if we’re the right fit. by @societystate

Meta changed your live ads last week. 😳 Have you checked them?

On 28 October, Meta switched on product browsing for existing Facebook and Instagram ads, unless you opted out first. A tap on your ad can now open a Meta page with your products and personalised suggestions before anyone reaches your website. I’ve already seen it switched on in client accounts.

Meta says it lifted conversions by 3% on average. That’s across roughly 117,700 advertisers, so it doesn’t tell you what will happen in your account.

My advice is to test it. Switch it off on ads where your landing page does the selling. On catalogue campaigns, run one ad set with it on and one with it off for 7 to 10 days, and judge it on orders in Shopify, not Ads Manager.

Black Friday is 27 November. Start the test this week and you’ll have an answer before your spend ramps up.

Revie ad by ad now: Destination, then Personalised destinations, then Product browsing. While you’re there, check the other personalised destinations too. On a new shopping ad I built, three of them were on by default.

The full checklist is on the blog. Link in bio.

#metaads #blackfriday #ecommercetips #facebookads by @societystate

Good vibes & only great results ‘round here. 💫 by @societystate

Agencies don’t suck. Bad agencies suck.

I’m sick of hearing “agencies suck” and “outsourcing never works” like it’s a rule. It’s not. Bad agencies suck. That’s a different thing.

Here’s what you’re actually paying for when you work with a good one:

You’re paying for years of expertise. Real training, real degrees, and a decade or more of refining the craft.

You’re paying for a senior marketer, not a junior learning on your budget.

You’re paying for someone who knows the right campaign structure for your business, based on experience, data and insights. Not a cookie-cutter strategy that worked for someone else.

You’re paying for tailored solutions. Full management, a strategy, an audit, one-off coaching or a membership, depending on what you actually need.

At my boutique agency we do things differently. I’ve been doing this for 18 years, and I’ll still tell you when you don’t need an agency yet.

But if you’ve been burned, I get it. The answer isn’t “never outsource.” It’s knowing what to look for.

So tell me: what’s the worst agency experience you’ve had? Or what made you walk away? 👇

#metaads #googleads #melbourneadsagency #metaadsexpert by @societystate

A click tells you someone turned up. Tracking will tell you what they did next.

For an online course provider, we managed their paid media (Meta and Google) to a quiz that helps parents work out whether their child might have a speech delay. To improve it, we needed to know how many people started the quiz, how they moved through it and how many finished.

So we built the tracking in Google Tag Manager, covering quiz starts and completions. From Feb to May 2026, 2,396 people started the quiz and 1,288 finished (53.76%). That gave us data to test changes to the quiz itself, and we fed completions back into Meta so the campaigns had a clearer signal to optimise towards.

Swipe to see how it came together.

Want a second set of eyes on your tracking? 👀 Book a Google or Meta Ads audit via the link in bio. by @societystate

Choosing where to invest is one of the hardest decisions as a boutique agency owner.

Half the time I’m running ideas past my husband (who doesn’t work in marketing) and trusting I’ve made the right call.

I’ve been playing with AI, Claude in particular, since the start of the year. I’ve already put time, energy and money into training with peers and workshops.

Even basic AI automations and workflows have changed how we work. We spend more time on what matters most to our clients, and I can see how much more efficient we could get.
AI is here to stay, and I won’t ignore it from an operations, efficiency or growth perspective.

So this week I signed Society State up for an Agency AI Intensive with one of Australia’s agency experts.

I can’t wait! by @societystate

Every account we take on starts the same way: the ad platform says one number, and the bank account says another.

Before we touch a single campaign, we find out why.

Three things we check first, always: whether UTM tagging is actually consistent across campaigns, what the attribution window is set to, and whether GA4 is properly connected to the platforms spending the money.

Skip that step and you’re optimising blind. You could “fix” an ad that was never broken, or keep scaling one that was never working in the first place. 🚩 If the agency you’re working isn’t having robust conversions around measurement and tracking, it’s an immediate red flag.

Measurement first. Then strategy. Then spend. That’s the order, on every account, every time. by @societystate

Eighteen years in marketing, and the panic cycle is always identical.

Something changes at Meta. Everyone posts about it. Everyone rewrites their strategy. Six or so weeks later, the accounts doing well are the ones that didn’t panic - because they already had an offer people wanted, creative that stopped someone, and a reason to come back.

iOS 14 was going to kill ads. Advantage+ was going to kill media buyers. Every time.

I’m not saying the changes don’t matter. I’m saying they matter far less than the three things you already control, and most accounts I audit and manage are losing money on those three long before the algorithm gets a say.

If your ads stopped working this month, start there before you start blaming Meta.

Which change had you most worried? Tell me and I’ll be honest about whether it’s worth your attention.

—

Hi, I’m Ali. Eighteen years in marketing across beauty, insurance, endurance events and fashion, then nine running my own agency, Society State.

This is The Tea: one cup, one honest thing about your ads, every week. No gatekeeping. Under $5k a month I’d rather teach you to own your ads than take your money. Above it, I’ll run them like it’s my own money.

#melbourneagency #metaadsexpert #facebookadsexpert #spillthetea by @societystate

Wins like these are why our Meta Ads Management books are almost full. We have just one spot left for BFCM and sales season. Want it? Book a discovery call via the link in bio. 📞 Not ready for a retainer? An Ads Audit or 1:1 Coaching session is a quick way to start.

#facebookadsmanagement #supportsmallbusiness #melbournebusiness #facebookads by @societystate

Five nights away… and my laptop came too.

I know, I know. But here’s the thing - a client’s event sold out a month early while I was checking into our resort accommodation in Queensland, and someone booked a coaching session while I was at the beach playground with my family.

That’s not me being unable to switch off.

That’s me having built something small enough that - few hours a day is genuinely all it needs, and I have a team supporting me and our clients when I need.

My girls got slow mornings, no schedule and plenty of pool time. And I got to read an actual book. Everyone won.

Swipe for the running commentary in my head 👀 by @societystate