CTR
The first read on whether a creative is landing, well before cost per result has enough volume to trust. A weak click-through rate is the earliest warning that an idea worth testing isn’t.
Back to Social Media
Social Ads
Paid campaigns on Meta, Instagram, TikTok and LinkedIn
- Setup: 2-3 weeks
Creative that captures the customer, targeting that makes it count
On social platforms, the creative is what earns a customer’s attention. The targeting only matters once something has made them stop scrolling. We build campaigns around ideas worth testing, put them in front of the audiences likeliest to act on them, and shift budget toward whichever combination of creative and audience is actually converting, instead of pouring spend into one ad and hoping.
- Creative built for each format
- Budget behind what earns it
- Tracking in place before the first dollar is spent
- Audiences built from your own customer data
- Reporting on cost per result
Have your paid social audited
We will look at what is running today and tell you what is worth keeping
What this covers
- Meta Ads across Facebook and Instagram
- TikTok Ads, built for the format rather than resized
- LinkedIn Ads for B2B and recruitment
- Audience building from your own customer data
- Remarketing to people who already engaged
- Structured creative testing
- Reporting against cost per result
Where does this stop and Campaigns & Ads start? Paid social lives here, because it runs on the same creative and the same community as the organic side. Google Search, Display, Shopping and YouTube live in Campaigns & Ads, where the job is intent rather than attention.
How a campaign gets built
The order matters: offer first, creative second, targeting last. Doing it the other way round is how budget gets spent proving that an unclear offer does not sell.
Offer & measurement
What is being sold, to whom, and how we will know it worked. Tracking goes in before the first dollar is spent.
Creative set
Several distinct angles produced for each format.
Launch & learn
Campaigns go live with enough budget per variant to reach significance, and we let them run before touching anything.
Scale & refresh
Budget moves to what works, losers are cut, and new creative enters before fatigue shows up in the cost per result.
The numbers we report on
Reach and impressions are inputs on the way to a result. These are the figures that decide whether a campaign continues.
Cost per result
Per lead, per purchase, per booking: whatever the campaign was actually for, tracked to the platform and to your own analytics.
ROAS
Return on ad spend where there is revenue to attribute, with the gap between platform-reported and real revenue stated plainly.
ROI
ROAS is before margin, ROI is after it: the number that says whether the spend actually made money once cost of goods and delivery come out.
Creative fatigue
Frequency and rising cost per result, watched so refreshes happen before performance falls off rather than after.
Incrementality
Whether remarketing is buying conversions that were going to happen anyway, which is the most common way paid social flatters itself.
I want budget behind this
Tell us the offer and the monthly spend, and we will tell you if paid social is the right home for it
How we actually do it
Before the first ad runs, we fix the measurement. The Meta Pixel or the TikTok Pixel goes in through Google Tag Manager, the conversion that matters is defined with you and tested end to end, and GA4 receives the same events, so platform numbers can be checked against your own analytics.
Campaigns are built in Meta Ads Manager and TikTok Ads Manager, inside your own ad accounts. Creative comes from the same team that makes your organic content, and we look at what already performs organically before deciding what to put budget behind.
- Month 1tracking, audiences, the offer and the first set of creative variants live, each with an equal budget.
- Month 2budget moves toward the variants with the best cost per result, the weakest are paused and new angles come in.
- Month 3we compare cost per lead or per purchase with month 1 and with your other channels, and decide whether to scale.
The monthly report shows spend, results and cost per result for each campaign and each creative, reconciled with GA4, plus the creative we plan to test next.
A real example
The best signal for what to promote is what people already chose without being paid to. On Vinnie Fisher’s LinkedIn, a fast reaction to big news earned more than seven times the average reactions, and two of the three top posts came from the same regulation pillar. That is the pattern we look for before spending: a topic and a format that already earn attention.
The Vinnie Fisher work was organic LinkedIn content, so read it as the method we follow: test organically, read the numbers, then put money behind the idea that proved itself. See the Vinnie Fisher case study.
What we check before calling it done
- The pixel fires on the conversion event, confirmed in the platform’s event tools and in GA4.
- The ad account, page and pixel belong to your business, with us added as partners.
- Each variant has enough budget to produce a result we can read.
- Ads are vertical, captioned and show the product or the offer in the first seconds.
- The landing page keeps the promise of the ad and loads fast on mobile.
- Every ad carries UTM parameters, so GA4 attributes sessions correctly.
- Copy and claims follow Meta and TikTok advertising policies.
When it is not the right service
If people already search for what you sell, Google Search will usually reach them closer to the purchase. Our Campaigns & Ads service covers Google Search, Shopping and YouTube, plus LinkedIn for B2B audiences.
If your accounts have no content yet, ads send curious people to a profile with nothing on it. Start with Content Creation and add budget once there is something to find.
And if the offer itself is unclear, no targeting will fix it. Sharpening the positioning with our Branding team comes first.
Questions about social ads
We answer the most common questions about our services
What is the minimum budget worth starting with?
We suggest at least $500 a month in media per platform, plus the management fee. Below that a test rarely gathers enough data to tell a good ad from a bad one, and you end up paying for an answer you cannot trust.
Do you produce the ad creative?
Yes. It is the same team that handles Content Creation, so the ads look like the rest of your feed rather than like something bought from elsewhere.
How is this different from Campaigns & Ads?
Paid social is here. Google Search, Display, Shopping and YouTube are in Campaigns & Ads. They are different jobs: one interrupts attention with something worth watching, the other answers a search someone already made. Most brands eventually want both, and we run them so they do not bid against each other.
Who owns the ad account?
You do. We work as a partner inside your own ad accounts. Meta calls it a Business Manager, Google Ads and TikTok structure it differently, but the principle holds everywhere: the account, the audiences and the historical data stay with you if we ever stop working together.
How long before we know whether a campaign works?
Click-through rate gives a first read on the creative within days. Cost per result needs enough conversions to trust, which takes a few weeks at a sensible budget, so we agree the review date before launch.
Can you run TikTok ads if we do not post there organically?
Yes. TikTok ads can run without an active organic account, although a profile with some content helps the people who tap through to check you out. We produce the vertical video creative either way.
What happens when an ad gets tired?
Its cost per result rises and its click-through rate falls as the same people see it again. We watch frequency and cost per result during the month and rotate new creative in before the drop becomes expensive.
Ready to talk about your project?
Contact us today and we will build a plan for your brand together, with clear goals and timelines
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Why Choose Us?
- Personalized strategies
- Measurable results
- Expert team
Explore our Social Media Ecosystem
Four parts of one job. Content gives you something worth following, community management answers the people who do, paid social buys reach for what already works, and the reporting tells you which of the three to spend more on.
Social Media Management
The full program: content, community, paid social and the reporting that says which of them is working.
View serviceContent Creation
Posts, reels, carousels and stories produced for the platform they run on.
View serviceCommunity Management
Daily replies to comments, mentions and DMs, in an agreed brand voice, with real inquiries routed to you.
View serviceSocial Ads
Paid campaigns on Meta, Instagram, TikTok and LinkedIn, built around creative worth testing.
View serviceAnalytics & Reporting
Web and social measurement reconciled into one monthly report you can act on.
View serviceFrom the glossary
The words on this page, defined
- CPM (Cost per mille) The cost of a thousand impressions: the price of being shown, rather than the price of a result.
- Creative testing Running several versions of an ad against the same audience to find out which one that audience actually responds to.
- Lookalike audience An audience the platform assembles by finding people who resemble a list of customers you supplied.
- ROAS (Return on ad spend) The revenue an ad platform credits to a campaign, divided by what that campaign cost to run.