Paid social that generates demand, not just impressions.
Meta, TikTok, and Reddit. Paid social is where you create the demand that paid search eventually captures. It rewards creative that earns attention, accounts that are built for the way the algorithm actually works, and reporting that cuts through platform-flattering metrics.
- Meta
- TikTok
- Creative Strategy
- Incrementality Testing
Who this is for.
Owners running paid social without a clear read on whether it's driving actual revenue. The Meta account shows 10x ROAS, the GA4 report shows 1.2x, and no one can explain the gap. Or a business that's never leaned on 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; we 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 learnings per dollar spent.
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Creative strategy and direction Concepting, briefs, and creative frameworks that produce testable variants. We don't produce the assets ourselves, but we give your team or production partner a clear direction and feed performance data back into the next round.
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Incrementality testing where budget allows Geo holdouts, conversion lift studies, or ghost audiences depending on the account. 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 where we can, post-purchase survey data. You see the discrepancy and we interpret it for you.
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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 we work.
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. We 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, we 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 where we'd prefer to spend.
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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. We run the media, they produce the assets, we feed performance data 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.