Performance Marketing
Social Ads
Meta, LinkedIn, and TikTok advertising for awareness, consideration, and conversion.
Why Paid Social Advertising Drives Growth
Paid social advertising reaches audiences where they spend their attention — scrolling through feeds, watching stories, and engaging with content. Unlike search advertising, which captures existing demand, social ads create demand by introducing your brand, products, and value proposition to people who match your ideal customer profile.
The power of paid social lies in targeting precision. Meta's interest and behavioural targeting, LinkedIn's firmographic data, and TikTok's interest graph allow you to reach exactly the right audience with the right message at the right stage of their journey.
Which Social Platform Should You Advertise On?
Platform selection depends on your audience, business model, and objectives:
- Meta (Facebook and Instagram) — Best for B2C, e-commerce, and consumer brands. Massive reach, advanced machine learning, and diverse ad formats. Works for both brand awareness and direct response.
- LinkedIn — Best for B2B, professional services, and high-value lead generation. Unmatched firmographic targeting: job title, company size, industry, seniority. Higher CPMs but higher lead quality for B2B.
- TikTok — Best for younger demographics, brand discovery, and viral content amplification. Growing e-commerce capabilities with TikTok Shop integration.
Most businesses benefit from a multi-platform approach, with budget weighted toward the platforms where their audience converts most efficiently.
Our Approach to Social Advertising
- Audience strategy — We build detailed audience profiles based on your customer data, then map targeting options across platforms. First-party data (customer lists, website visitors) combined with platform targeting creates high-converting audience segments.
- Creative strategy — Social ads live and die on creative. We develop creative briefs, test multiple formats (static, video, carousel, UGC), and run structured experiments to find winning combinations.
- Full-funnel campaigns — We build campaigns for each funnel stage: awareness (reach and video views), consideration (engagement and traffic), and conversion (leads and sales). Each stage has appropriate creative, messaging, and optimisation targets.
- Testing framework — We run systematic A/B tests on audiences, creative, copy, and landing pages. Every test has a hypothesis, a control, and a clear success metric.
- Cross-platform attribution — We track performance across platforms and use attribution modelling to understand the true contribution of each channel, avoiding double-counting and misallocation.
What's Included
- Audience research, segmentation, and targeting strategy
- Creative briefing and ad format recommendations
- Campaign builds across Meta, LinkedIn, and TikTok
- Full-funnel campaign architecture (awareness, consideration, conversion)
- Conversion tracking and pixel/CAPI implementation
- Creative testing with structured A/B experiments
- Cross-platform reporting and budget optimisation
- Monthly performance reviews with strategic recommendations
Results You Can Measure
[PLACEHOLDER: Case study — e.g., 'Full-funnel Meta and LinkedIn strategy drove 156 qualified leads per month at 43% lower CPA for [Client]']
Frequently asked questions
with specific answers
The best platform depends on your audience and business model. Meta (Facebook/Instagram) is best for B2C and e-commerce with broad reach. LinkedIn is best for B2B targeting decision-makers by job title and company. TikTok is best for younger audiences and brand discovery. Most businesses benefit from a weighted multi-platform approach.
Minimum viable budget depends on your platform and goals. Meta campaigns typically need at least £1,500-3,000/month to exit the learning phase and generate meaningful data. LinkedIn requires higher minimums (£2,000-5,000/month) due to higher CPMs. We recommend starting focused on one platform and expanding as you prove ROI.
Organic social is unpaid content posted to your profile that reaches followers (and occasionally beyond via algorithmic amplification). Paid social uses advertising budgets to reach targeted audiences beyond your followers. Organic social builds community; paid social drives measurable business outcomes at scale.
We measure social ad success by funnel stage. Awareness: reach, frequency, video views, CPM. Consideration: click-through rate, cost per click, engagement rate. Conversion: cost per lead, cost per acquisition, ROAS, and pipeline value. Monthly reports show performance by campaign, audience, and creative.
Creative performance varies by platform and audience, which is why we test. Generally, short-form video (15-30 seconds) outperforms static images for awareness. Carousel ads work well for product showcases and storytelling. User-generated content (UGC) often outperforms polished brand creative for direct response campaigns.
Book a free call. We would love to talk growth.
All engagements start with a free 30-minute discovery call before anything is proposed or priced. No pitch deck. No pressure.
