Paid social

Paid social where the creative earns its spend.

Social advertising is a creative test with a budget attached. We build the test properly, read it honestly, and stop paying for the versions that lose.

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The channels

One plan across the platforms, not a separate agency for each.

Meta and Instagram

Lead forms, site enquiries and retargeting for local and national offers. Broad targeting with strong creative usually beats narrow interest stacks.

For higher value B2B work, where job title and company size make the audience worth the higher click cost.

TikTok

Short, native video for consumer offers. It needs volume of creative, so we only recommend it where you can supply or approve it quickly.

Creative testing

Three to five concepts per round, one variable at a time, judged on cost per qualified lead rather than click rate.

Retargeting

Sequenced by how far someone got, with a different message for a form view than for a page visit.

Measurement

Pixel and server side events, deduplicated, so the platform numbers and your own enquiries agree.

The method

Fresh creative, honest counting, and a human check.

What usually goes wrong

Most paid social accounts we grade fail in the same three places. The creative is a single asset run for months, so the audience is bored and the cost per lead climbs. The pixel fires twice, so the platform reports double the leads. And nobody looks at which ads produced enquiries that actually answered the phone.

What we do about it

Run a creative rotation, so there is always a fresh asset in test
Check the event stream against your own enquiry list, monthly
Judge every ad on cost per qualified lead, not on clicks or reach
Keep the budget in your own ad account and the pixel in your own business manager

Paid social rarely works alone. It works best as the demand layer above search, where the search account catches the people who go looking afterwards.

Where it fits

Social works differently by category.

Moving companies

Long consideration and seasonal peaks. Retargeting and lead forms carry most of the volume.

Moving company marketing

Medical and therapy

Careful creative and intake that respects privacy. Appointment requests, not open lead forms.

Medical marketing

Retail

Catalogue and offer led. The margin per order sets what a lead can cost.

Retail advertising