Social Advertising
Social Media Advertising Services
Social media advertising is paid promotion across platforms like Meta, LinkedIn, TikTok and Pinterest — reaching people based on who they are and how they behave rather than what they are searching for. It is how you get in front of an audience beyond your existing followers, and how you reach buyers before they have started looking for a solution.
Paid social is the amplification half of our social media marketing offering. Organic builds an audience slowly; paid reaches people who have never heard of you, at whatever scale your budget allows.
It also solves organic's fundamental limitation. Reach on most platforms is deliberately constrained — the platforms sell attention, so they are not inclined to give much away. Content that resonates with your existing followers will still only reach a fraction of them without budget behind it.
This page covers paid social across platforms. If Facebook and Instagram are your primary focus, our Meta Ads management goes considerably deeper on that platform specifically.
What makes paid social work.
The order matters, and most accounts have it backwards.
Creative that stops the scroll
You are interrupting someone mid-feed. The first second decides everything, and no amount of targeting sophistication rescues an ad nobody looks at. Creative is the primary lever on every social platform now.
The right platform for the audience
LinkedIn reaches people in a professional mindset; TikTok reaches a scrolling, entertainment mindset. The same creative and offer perform completely differently across them, and platform choice is a strategic decision rather than a budget split.
Honest measurement
Platforms report generously and will each claim the same conversion. Managing to in-platform numbers alone leads to scaling something that may not exist. Reconciliation against real revenue is not optional.
What our paid social service includes.
Get a free proposal →Platform strategy
Choosing where your budget works hardest based on your audience and offer, rather than spreading it evenly across every platform with an ads manager.
Campaign structure & setup
Full-funnel architecture separating prospecting from retargeting, structured so each campaign has enough volume to optimise properly rather than fragmenting the budget.
Creative strategy & testing
A continuous pipeline of concepts, hooks and formats tested systematically. This is where most of the performance comes from, so it receives most of the attention.
Audience & retargeting
Prospecting audiences with proper signal, plus retargeting sequenced by intent — someone who visited a product page needs a different message from someone who watched a video.
Tracking & attribution
Server-side conversion tracking so data reaches the platforms reliably, and reporting that reconciles platform claims against what your business actually recorded.
Landing page alignment
Making sure the page matches the ad that earned the click. Handled with our CRO team, because mismatch between ad and page is the most common cause of expensive traffic converting badly.
Platforms we run
Each reaches a different mindset. We recommend based on where your buyers actually are, not where budgets are easiest to spend:
How we work
How we run paid social.
Signal first, then creative volume. Scaling comes last.
Audit & tracking
Review existing campaigns and creative history, then verify conversion tracking is complete and accurate. Poor signal quietly undermines everything downstream, so it is fixed before anything else.
Structure & baseline
Consolidate fragmented campaigns so budgets concentrate, set an acquisition cost target from your actual margins, and establish what current performance genuinely is.
Creative testing
A regular cadence of new concepts tested against proven controls — different hooks and formats rather than minor variations that produce no useful learning.
Scale & manage fatigue
Push budget into what clears the threshold while monitoring frequency and creative decay, which is the predictable cause of declining performance on every social platform.
Choosing between platforms
Meta remains the default for most consumer businesses — the largest reach, the most mature advertising tools, and strong performance for both eCommerce and local services. Covered in depth on our Meta Ads page.
LinkedIn is expensive per click and frequently worth it for B2B, because targeting by job title, company size and industry is genuinely accurate. For high-value services where one client justifies significant acquisition cost, the maths often works despite the price.
TikTok rewards businesses willing to produce native-feeling video and punishes repurposed polished assets. It can deliver very efficient reach, but only with a genuine commitment to the format.
Pinterest is closer to search than social in intent — people are actively planning purchases. Strong for home, interiors, food, weddings and fashion; largely irrelevant elsewhere.
We would rather run one platform properly than four thinly. Spreading a modest budget across every option guarantees none of them gathers enough data to optimise.
On measurement
Platforms grade their own homework.
Each platform reports on conversions it believes it influenced, using modelling to fill gaps left by privacy restrictions. Run several channels and their combined claimed revenue routinely exceeds what your business actually banked. Budget decisions made from those numbers scale something that may not be real.
See all paid ads services →- Server-side tracking for reliable signal
- Platform claims reconciled against actual revenue
- Blended acquisition cost across all channels
- Incrementality testing before major budget shifts
Paid social is where demand gets created
Search advertising captures people who already know they want something. Paid social reaches them earlier — before the problem has a name, before anyone has started comparing options. That makes it harder to measure and more valuable than last-click reporting suggests, because it is frequently what caused the search that later got the credit.
It is also the fastest way to test commercial ideas. A new offer, a different positioning, an untested audience — paid social will tell you within days whether anyone cares, at a cost far below building a campaign around an assumption. Several clients use it primarily as a research channel that happens to also generate sales.
The trade-off is that it demands continuous creative. Unlike search, where a well-written ad can run for a year, social creative fatigues predictably and needs replacing. Businesses that treat creative as a one-off delivery hit a ceiling they cannot buy past, and that ongoing production is the honest cost of the channel.
Where it fits, the strongest results come from running it alongside <a href="/services/social-media/management/">organic social</a> — organic identifies what resonates cheaply, paid puts budget behind what has already proven itself.
Related services
Questions, answered.
Still unsure? Ask us directly →
How much should I spend on social ads?
Enough for campaigns to gather sufficient conversion data to optimise, and enough to test creative meaningfully. Budget spread across too many campaigns or platforms performs poorly at any level. We size it from your target acquisition cost rather than proposing a figure in isolation.
Which platform is best for my business?
Depends on your audience and what you sell. Consumer products usually start with Meta; B2B services often justify LinkedIn despite higher costs; visual planning categories do well on Pinterest. We would rather run one platform properly than divide a modest budget across four.
How is this different from your Meta Ads service?
This page covers paid social across platforms and how to choose between them. Our Meta Ads service goes deeper on Facebook and Instagram specifically — structure, creative testing and measurement for that platform. If Meta is your only channel, start there.
Do I need new creative or can you use existing content?
We can start with existing assets, and your best-performing organic posts are usually a sensible first test. Sustained performance needs a continuous creative pipeline though, because fatigue is the main cause of decline. We can produce creative or work with your team.
How quickly will paid social produce results?
Traffic immediately, useful data within two to three weeks, reliable optimisation after roughly six to eight weeks depending on conversion volume. Early results are usually worse than settled performance because campaigns need data before they optimise properly.
Why do platform numbers not match my analytics?
Because platforms use modelling and different attribution windows, and each claims conversions it believes it influenced. Some discrepancy is expected and normal. What matters is reconciling against actual revenue and tracking blended acquisition cost rather than trusting any single platform's account of its own performance.
Is LinkedIn advertising worth the cost?
For B2B with high customer value, often yes. Clicks cost substantially more than other platforms, but targeting by job title and company is genuinely accurate. If one client is worth thousands, the arithmetic usually works. For low-value or consumer offers it rarely does.
Can you run retargeting only?
Yes, and it is frequently the most efficient starting point — you are reaching people who already showed interest. The limitation is that retargeting audiences are only as large as your traffic. Once you have captured that pool, growth requires prospecting to refill it.
Reach beyond the people who already follow you.
We will review your current paid social, check whether your tracking can be trusted, and show you where the opportunity is — free, with no obligation.