We run Facebook and Instagram ads for Singapore SMEs and brands. Audience strategy, creative testing, conversion tracking — all built around your real revenue, not platform vanity metrics.
PaperCut Collective is a PSG-approved digital marketing vendor. Eligible Singapore SMEs can claim up to 50% off our Meta Ads packages through Enterprise Singapore’s Productivity Solutions Grant. We file the application, you save the money.
Verified by Meta for sustained ad performance and platform expertise across Facebook, Instagram, and Messenger. Look for the badge — not every agency has it.
Meta Ads is the umbrella term for paid advertising on Facebook, Instagram, Messenger, and the Audience Network. Same ad platform, four placement surfaces, one objective: get your offer in front of the right Singaporean at the right moment in their scroll, then turn that scroll into a click, a lead, or a sale.
What makes Meta Ads work is not the platform — it is the creative and the audience. Most Singapore SMEs spend wrong because they keep boosting posts or running the same ad to the same audience for months. We do the opposite: structured creative testing, audience segmentation that actually matches buyer intent, and conversion tracking built around your real KPIs.
Singapore has one of the highest Meta penetration rates in Southeast Asia: over 4.5 million active Facebook and Instagram users out of a population of roughly 6 million. Your customer is on Meta. The question is whether your competitor reaches them first.
PSG Grant eligible. A free consultation could save you thousands.
Eligibility: registered in Singapore · 30%+ local shareholding · group annual sales under SGD 100M or fewer than 200 employees
Meta Ads is a discipline of structured experiments, not heroic single-ad campaigns. Every PaperCut Collective Meta engagement follows the same testing framework, agreed up front, with clear weekly checkpoints.
Audit your Meta account, fix Pixel, install Conversions API for iOS 14+ accuracy, and map every funnel event. By Week 2 your tracking is clean.
Build Custom Audiences, seed 3–5 Lookalike segments, and launch 9–15 ad variations across static, carousel, and short-form video.
Campaigns push through Meta’s learning phase (50 conversion events). Hook rate, hold rate, CTR, CPA tracked. Losers cut, winners get more budget.
Weekly creative refreshes, Advantage+ audience expansion, budget reallocation. By month 4 most clients have a Top 3 ad set producing 80% of results.
Layer in retargeting and post-purchase campaigns: cart abandoners, lapsed customers, upsell flows. Revenue lift here is usually larger than the original acquisition lift.
Instagram-first creative formats, Reels-led acquisition, TikTok or LinkedIn expansion for B2B. The Meta account becomes a steady revenue lever — not an experiment.
We do not charge separately for creative, ad management, or reporting. Every monthly retainer includes the full Meta Ads stack.
Custom Audiences setup (website, customer list, engagement), Lookalike Audiences at multiple match rates, Advantage+ Custom Audience configuration, exclusions to prevent re-targeting recent buyers, and proper interest stacking for cold acquisition.
Ad creative across static, carousel, short-form video, and Reels formats. Hooks tested at the thumb-stop level. Copy variations tested at the headline level. A new creative refresh every 14 to 21 days to fight ad fatigue.
Campaign objective selection (Sales, Leads, Engagement, Reach) matched to your funnel stage. Budget structure using either CBO or ABO depending on volume. Placement strategy across Facebook Feed, Instagram Feed, Reels, Stories, and Audience Network.
Meta Pixel installation or audit, Conversions API setup for iOS 14+ tracking accuracy, custom event configuration, server-side event de-duplication, and dataset quality monitoring inside Events Manager.
Daily checks on spend and pacing, weekly creative refresh decisions, audience scaling decisions, and budget rebalancing based on incremental CPA per ad set. We do not ‘set and forget’ Meta accounts.
Weekly Slack or email update with spend, CPA, ROAS, and top-performing creatives. Monthly report a non-marketer can read, with clear summary: are we hitting target ROAS, and what is changing next month.
Not sure which tier fits? Book a free strategy call and we will tell you honestly. We do not upsell into a tier that is bigger than your monthly ad spend justifies.
For brands running monthly Meta budgets of SGD 1,500 to 5,000. Best for SMEs starting on Meta or running their first paid acquisition campaign.
For brands running monthly Meta budgets of SGD 5,000 to 25,000. Full-funnel with structured creative testing.
Custom-scoped after audit. Dedicated creative production, advanced attribution, and direct Meta Business Partner support escalation.
All tiers PSG-eligible. Up to 50% of management fee covered for qualifying Singapore SMEs. We handle the paperwork.
Across industries, businesses are achieving an average 5.1x ROAS — meaning every $1 invested in advertising generates approximately $5.10 in revenue.
Came to us boosting Instagram posts with no audience segmentation and no tracking. After Meta Advantage+ rebuild and CAPI install, ROAS climbed from 1.4 to 5.1 in 4 months. Monthly Meta-attributed revenue went from SGD 8K to SGD 41K.
Stuck at SGD 37.20 cost per purchase for 6 months. We rebuilt the creative pipeline around UGC-led content from micro-influencers, layered in dynamic product retargeting, and ran a 21-day audience expansion test. Cost per purchase dropped to SGD 16.20.
Lead campaigns producing 60% junk leads from broad interest targeting. After restructuring with Lead Form Ads, qualifying questions, and stricter Lookalike audiences — quality leads up 4X, cost per qualified consultation dropped from SGD 88 to SGD 31.
Faster than SEO, slower than people expect. Week 1 to 2 is account setup and tracking, no spend optimisation yet. Weeks 3 to 6 is the learning phase as Meta gathers conversion data. Most clients see clear ROAS or CPA trends by end of month 2, and meaningful scale by month 3 to 4. Anyone promising results in week 1 is either lying or planning to inflate vanity metrics.
Below SGD 1,500 per month in actual ad spend, the algorithm cannot gather enough conversion data to optimise properly. We would tell you to run it in-house with templates rather than pay for full agency management. SGD 3,000 to 5,000 per month is the sweet spot for most Singapore SMEs starting out.
Yes. Pixel install or audit, Conversions API setup with server-side events, custom conversions, event deduplication, and Events Manager quality checks are all included in every package. Most accounts we audit have at least one critical tracking issue, and fixing those usually delivers more ROAS lift than any creative change.
No. Our minimum commitment is three months because Meta's learning phase, audience iteration, and creative testing realistically need that runway. After three months we work month-to-month.
We do, included in every package. Static ads, carousels, short-form video edits, and Reels-format creative. If you have existing UGC, photo shoots, or brand video assets, we use those too. For Growth and Enterprise tiers, we can produce fresh creative including paid creators or full-shoot production.
After filing applications, approval typically takes 4 to 6 weeks. Once approved, you pay our regular management fee and Enterprise Singapore reimburses up to 50% directly to you.
The Conversions API (CAPI) is Meta's server-side tracking method. Instead of relying only on the browser Pixel — which iOS privacy changes can block — CAPI sends conversion events directly from your website's server to Meta. Since the iOS 14.5 App Tracking Transparency rollout, many advertisers lost roughly half their tracking signal. CAPI recovers much of that lost data, which is what lets Meta's algorithm keep finding the right buyers. We set it up and monitor it for every client.
Usually both, and Meta lets us run them together. Facebook still has the broadest reach across age groups in Singapore, while Instagram skews younger and is stronger for visual, lifestyle, and Reels-led creative. Rather than pick one upfront, we let placement testing and your conversion data decide where your budget performs best, and we tailor creative to each surface.
Yes. Your ad account, Pixel, audiences, and creative are all created and held under your own Meta Business Manager. We are added only for management access. If the engagement ends, you keep the account, the history, and the data — there is no lock-in.
