Paid social that brings in customers, not just clicks.
Meta, TikTok, and Reddit. Paid social is where you create demand. The new customers searching for you next month start by seeing your ads today. It rewards creative that earns attention, accounts built for how the algorithms actually work, and honest reporting that cuts through the metrics platforms use to flatter themselves.
- Meta
- TikTok
- Creative Strategy
- Honest Measurement
Who this is for.
Owners running paid social without a clear read on whether it's actually driving revenue. The Meta account claims 10x ROAS, GA4 shows 1.2x, and no one can explain the gap. Or a business that has never run paid social before but needs to build awareness beyond what search can capture.
Also for operators who've been burned by creative agencies that deliver beautiful assets and no performance data. Paid social rewards tight feedback loops between media and creative. I run the media side of that loop.
What you get.
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Account architecture built for the platform Campaign structure aligned to how Meta and TikTok actually allocate budget today. Fewer campaigns, broader audiences, cleaner signal, more learning per dollar spent.
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Creative strategy and direction Concepts, briefs, and creative frameworks that produce variants worth testing. The assets themselves come from your team or a production partner. I provide the direction and feed performance data back into the next round.
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Incrementality testing where budget allows Geo holdout tests, conversion lift studies, or ghost audiences, depending on what the account supports. Platform-reported ROAS is a starting point, not an endpoint.
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Reporting that includes the gap Platform metrics alongside GA4 last-click, revenue attribution, and when available, post-purchase survey data. You see the discrepancy. The monthly review explains it.
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Ongoing optimization and iteration Weekly creative rotation, audience and bid testing, landing page alignment. Monthly written review of what moved and what's next.
How the work runs.
Paid social engagements typically start with an audit of the existing account plus a creative audit of what's been tested. The first month is about getting signal clean, the second is about learning faster, and from month three the work compounds.
Account & creative audit
Written review of the account and every creative concept that's run. What's worked, what hasn't, what hasn't been tested yet.
Architecture rebuild
Campaign structure aligned to current platform mechanics. Pixel and conversion API validated.
Creative rotation in
New concepts deployed against a structured testing plan. Performance feedback to creative partners weekly.
Compounding iteration
Incrementality tests, expansion to additional platforms if the math supports it, landing page iteration.
Common questions.
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Do I need existing creative to run paid social?
No. I help with creative strategy, direction, and concepting, and work with a bench of production partners when needed. If you already have an in-house team or creative agency, I integrate with them and run the media side.
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Which platform should I be on?
Depends on the business. Meta still works for most SMBs. TikTok works for certain categories. Reddit is a sleeper for B2B and niche consumer. Part of the first-month work is deciding this based on your customer and your math, not on platform preferences.
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How do you measure paid social when attribution is broken?
A combination: platform-reported conversions, GA4 last-click as a floor, post-purchase surveys, and geo or holdout tests when budget allows. Incrementality over attribution. No single metric gets trusted in isolation.
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Can you work alongside an existing creative agency?
Yes. Paid social sits cleanly next to a creative shop as long as roles are defined. I run the media. The creative shop produces the assets. Performance data flows back to inform the next round.
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What's a realistic monthly spend to make paid social worth it?
Enough spend to get out of the learning phase every week and learn something from holdouts. That's typically a few thousand dollars a month minimum for a single platform. Below that, paid social can still work, but a consultant-managed engagement probably isn't the right structure.