Social Ads
Nobody searches for what they haven't heard of.
Reaching people before they know to look for you.
The Case
Why paid social earns its budget.
Every capture channel is capped by how many people are already looking. Growth past that point means reaching people who aren't.
- 1
They aren't looking yet
No query to capture. The demand doesn't exist in a search box.
- 2
Creative earns the stop
On social the creative is the targeting. Angles get tested and retired.
- 3
They remember you
Familiarity does the work capture channels can't do for themselves.
- 4
They search you by name
Which search will happily take credit for. We measure both together.
- 1
They aren't looking yet
No query to capture. The demand doesn't exist in a search box.
- 2
Creative earns the stop
On social the creative is the targeting. Angles get tested and retired.
- 3
They remember you
Familiarity does the work capture channels can't do for themselves.
- 4
They search you by name
Which search will happily take credit for. We measure both together.
Every capture channel — search, maps, answer engines — is limited by how many people are already looking. You can win a larger share of that demand, and eventually you have won most of it. Growth past that point requires reaching people who are not looking yet.
That is what paid social does. Meta and its platforms can put a specific offer in front of a specific kind of person on the strength of behavior rather than a typed query. Done badly, that means interrupting people who never wanted it. Done well, it means finding the people who would want it if they knew, and giving them a reason to look.
For e-commerce it is frequently the primary revenue channel outright — product discovery genuinely happens in a feed, and the path from seeing a product to buying it can be a few taps. For service businesses it works differently: less immediate purchase, more building the familiarity that means your name is the one they recognize when they eventually search.
And it is where retargeting lives — the cheapest audience you will ever reach is the one that already visited and left.
The Work
What we actually run.
Creative that carries the campaign
On paid social the creative is the targeting. We produce and iterate angles, hooks, and formats — retired before fatigue doubles your cost. Iteration beats polish.
Audience architecture
Cold prospecting, warm engagement, and retargeting separated so each gets its own budget and its own measurement. Lookalikes built from your real buyer data, not demographic guesses.
Retargeting and lifecycle sequences
The people who visited, browsed, added to cart, or filled out half a form — reached again with the message that fits where they stopped.
Offer and landing page alignment
The ad and the page it lands on treated as one unit. A strong ad pointing at a page that answers a different question is where budget disappears.
Tracking that survives modern attribution
Server-side tracking, conversion APIs, and platform events configured so the algorithm learns from real outcomes. Attribution reported honestly where platform numbers and actual revenue diverge.
Weekly optimization and live reporting
Budget, audiences, and creative adjusted weekly against what is converting. Spend, outcomes, and blended return in a live dashboard — alongside your other channels, not siloed.
Social + Search
Social starts the interest.Search closes it.
A great deal of paid social converts weeks later through a branded search — a conversion search takes credit for and social created.
A great deal of paid social does not convert in the ad. Someone sees a product, remembers it, and buys three weeks later after searching the brand by name — a conversion search will happily take credit for and social created.
That is why the two channels have to be measured together. Judged in isolation on last-click, social looks weaker than it is and search looks stronger than it is, and the budget moves in exactly the wrong direction.
We run them as one program with shared measurement: what each channel contributed, what the blend produced, and where the money should go next month. Not two dashboards arguing with each other.