ServicesPaid mediaPaid social
Paid social that reaches the right people, not just more of them.
Meta and LinkedIn campaigns with audiences built on purpose and remarketing that brings back the visitors who nearly enquired. Measured to the enquiry, like the rest of our paid media.
The problem
It is easy to spend on social and hard to see what came back.
Social ads reach people who were not searching for you. That is their strength, and it is also why they are easy to waste: the platforms make it simple to boost a post, reach thousands of people and come away with likes rather than enquiries.
The common problems are audiences that are too broad, campaigns aimed at reach or engagement when the goal is enquiries, existing customers being shown the same ads as strangers, and reporting taken from the platform's own figures without checking them against anything else.
We set campaigns up around the outcome you want, split audiences so each one sees the right message, and measure the results against your own data.
What's included
Campaigns built around the outcome.
Run in your own Meta and LinkedIn ad accounts, billed to your own card.
Meta campaigns
Facebook and Instagram campaigns with the objective set to the result you want, sending people to a landing page or to a Meta Instant Form, whichever suits the offer.
LinkedIn campaigns
For business-to-business services, LinkedIn lets us target by job title, function, seniority, company size and industry. Clicks usually cost more than on Meta, so it suits higher-value work, and Lead Gen Forms keep the enquiry on the platform.
Audience segmentation
Separate audiences for new prospects, recent website visitors and existing customers, so each sees the right message and you are not paying to reach people who have already bought.
Remarketing
Ads for people who visited your site or engaged with you but did not enquire, with a close eye on how often they see them, and enquirers removed so they are not chased.
Ads and creative
Copy written for each audience and ads built in the formats each platform suits, from your own photos, video and brand. If a campaign needs new imagery, we will say so and help you brief it.
Tracking that holds up
The Meta Pixel and LinkedIn Insight Tag set up behind your cookie consent, with each platform's Conversions API where it adds value, so enquiries are still counted when browsers limit tracking.
How it is measured
Checked against your own numbers.
Every platform counts conversions its own way, including people who saw an ad but did not click it, so the totals in Meta, LinkedIn, Google Ads and GA4 rarely agree. Adding them together usually counts the same enquiry more than once.
So we report from GA4 and, where you have one, your CRM, with each channel counted the same way. That depends on conversion tracking that is set up properly. You see cost per enquiry by campaign and audience in a live dashboard, and we tell you plainly which audiences are paying their way.
How it fits
Social creates the demand search catches.
Paid social rarely works best on its own. It is one part of the paid media work, planned with the rest.
Google & Microsoft Ads
Someone who sees your ad on Instagram today may search for you next week. Search campaigns make sure you are there when they do.
Conversion tracking
Without tracking that counts enquiries the same way across channels, there is no fair way to compare social with search.
Landing pages
Social traffic is colder than search traffic, so the page it lands on has to do more work. PPC landing pages are built for that job.
Reporting
Social sits in the same live dashboard as every other channel, built the same way as our reporting automation.
How it works
Plan, launch, refine.
Plan
A discovery call, then a look at your customers, your offer, your tracking and any campaigns you already run. We agree which platform, audiences and budget make sense to start with.
Build & launch
Tracking, audiences, ads and landing pages, launched on a budget agreed with you up front.
Refine & report
We test audiences and ads, move budget towards what produces enquiries and report the results next to your other channels.
Further reading
Before you boost another post.
- Paid media channels for SMEsWhere a small or medium business should put its first and next pound of ad spend.
- Measuring to the enquiry, not the clickWhy click-based reporting flatters the wrong campaigns, and how to wire tracking so it cannot.
- Why is my website not converting?Paid traffic only pays when the page it lands on does its job. The usual causes, in order.
Questions
Good to know.
Should I advertise on Meta or LinkedIn?
It depends on who you sell to. Meta, which covers Facebook and Instagram, suits consumer services and local businesses, and usually costs less per click. LinkedIn suits business-to-business services where job title, seniority or company size matter, and clicks usually cost more. Many businesses only need one of them to start with, and we will recommend which on the discovery call.
What is remarketing?
Remarketing shows ads to people who have already visited your website or engaged with you, but have not enquired yet. Website remarketing relies on the Meta Pixel or LinkedIn Insight Tag, which set cookies that are not strictly necessary, so in the UK visitors need to agree to them first. We set the tags up to respect your cookie consent banner.
Can you use our customer list?
Yes, where you have a lawful basis to use it that way and your privacy notice covers it. Customer lists can be uploaded as custom audiences to exclude people who already buy from you, or to show them a different offer. We will check the basics with you before anything is uploaded.
How much does paid social management cost?
It is part of our paid media fee, from £1,500 a month, agreed up front and separate from the ad spend, which stays in your own ad accounts on your own card. What moves the fee is how many platforms and campaigns are running and how much testing they need. You get the figure before anything starts.
Do you create the ads?
We write the copy and build the ads from your own photos, video and brand assets. If a campaign needs new photography or video, we will tell you and help you brief it, rather than run weak creative.
How long before we know if it is working?
Ads can start delivering within days of approval. The platforms need some results to learn from, so allow a few months for a fair read on cost per enquiry, and longer if your customers take time to decide.
Spending on social without clear answers?
Book a 30 minute discovery call. We will look at your audiences, your tracking and your current campaigns, and tell you what we would change.
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