Meta advertising
Facebook and Instagram feed, Reels, Stories and Advantage+ campaigns with proper conversions API setup so measurement survives browser restrictions.
Paid social
Social Media Advertising
Paid social is a creative business wearing a media buyer's clothes. We treat creative volume as the main lever and build the account structure to support it.
What is paid social advertising and which platform should I use?
Paid social advertising is buying placements inside social feeds and stories to reach audiences based on demographics, interests, behaviours and custom lists. Platform choice follows the buyer, not the trend: Meta for broad consumer reach and retargeting, TikTok for discovery among younger audiences, LinkedIn for B2B by job title and company, Pinterest for planning-stage retail intent, Snapchat for local and youth reach.
8-15Concepts in the first sprint
2-3 wksCreative refresh cycle
PartnerMeta and TikTok certified
YoursAd account ownership
We buy directly on
GoogleMetaAmazon AdsTikTokYouTubeLinkedInSnapchatSpotifyMicrosoft AdsPinterestTwitchRedditGoogleMetaAmazon AdsTikTokYouTubeLinkedInSnapchatSpotifyMicrosoft AdsPinterestTwitchReddit
What is included
What you actually get
TikTok and Snapchat
Native-first creative and Spark Ads that use content people actually watch, rather than a repurposed TV spot.
LinkedIn for B2B
Job title, seniority, company size and account list targeting, with lead gen forms and conversation ads for high-value pipelines.
Creative production at volume
Static, video and UGC-style assets produced in batches, because paid social fails from creative fatigue far more often than from bad targeting.
Audience and CAPI setup
First-party lists, lookalikes, server-side conversions API and value-based bidding built on your real customer data.
Testing framework
Structured hook, format and offer tests with enough budget behind each to reach significance, not five variants sharing $20 a day.
Our process
How we run it
Foundation
Pixel and conversions API, audience infrastructure, catalogue and event mapping. Measurement gets built before spend.
Creative sprint
A first batch of 8 to 15 concepts across formats. We are testing hooks and angles, not button colours.
Scale the winners
Budget consolidates behind proven creative and audiences. Losers get cut fast rather than nursed.
Refresh the pipeline
New creative enters every two to three weeks, because every winning ad has a shelf life and it is shorter than you think.
Platform selection
Which platform for which buyer
Being on every platform with a thin budget beats being on none, but only just. Here is where we start.
- Meta Business Partner and TikTok Marketing Partner
- Creative production included, not a separate line item
- Conversions API configured properly so you keep measuring
- Ad accounts stay in your Business Manager, under your ownership
| Platform | Strongest for | Watch out for |
|---|---|---|
| Meta | Consumer reach, retargeting, e-commerce | Creative fatigue within 3 to 4 weeks |
| TikTok | Discovery, younger audiences, impulse categories | Polished ads underperform native ones |
| B2B by title, seniority and account | High CPCs demand high deal value | |
| Snapchat | Local reach, under-30 audiences | Needs vertical-first creative |
| Home, retail, wedding, planning-stage intent | Long consideration lag | |
| YouTube | Consideration at scale | Belongs with your video plan |
Pairs well with
Services that compound this one
Ready to grow with Paid social?
Get a personalised look at how our paid social team can accelerate your growth.
A written read on your current setup within two business days. No obligation.
FAQ
Questions about paid social
The things clients ask before they sign, answered plainly.
How much should I budget for paid social?
Meta needs roughly $1,500 to $3,000 per month to test creative properly in a single market. TikTok is similar. LinkedIn realistically starts at $3,000 because CPCs run $6 to $12 and you need volume to learn anything. Below those numbers you can still run ads, you just cannot learn fast enough to improve them.
Why do my ads stop working after a few weeks?
Creative fatigue. Your audience has seen the ad enough times to tune it out, and frequency climbs while conversion rate falls. The fix is a creative pipeline, not endless targeting changes. We plan for fresh assets every two to three weeks from the start.
Do you handle organic social too?
We have a social media management team, and organic and paid work better together, particularly for Spark Ads on TikTok and creator content on Meta. That said, if you only have budget for one, paid produces measurable results faster.
Is iOS tracking still a problem for Facebook ads?
It is manageable now. Server-side conversions API, enhanced event matching and modelled conversions recover most of what was lost. What changed permanently is that platform-reported numbers and your analytics will never match exactly. We reconcile both against actual revenue and report the gap honestly instead of picking the flattering one.
Can you produce the creative or do I need to supply it?
We produce it. Static, motion, and UGC-style video are part of the program. If you have brand assets or existing footage we will use them, but we plan on a steady output of new concepts because that is what the channel runs on.
Who owns the ad account and the audiences?
You do. We work through partner access on your Business Manager. Your pixel, audiences, catalogue and creative history stay with you permanently.
Next step
Ready to see what your budget should actually be doing?
Send us your current campaigns. We will show you, line by line, where the waste is and what we would do differently. No pitch deck, no obligation.