Paid social for demand you have to create

For demand creation and retargeting, yes, and the CPMs are a fraction of LinkedIn's. What it cannot do is target by job title with any accuracy, so it is the wrong instrument when your addressable market is a specific list of companies. The usual sensible split is social for reaching people who have the problem and do not yet know your category exists, LinkedIn for the named accounts, search for the ones already looking.

Ideally none, because we produce it — and the volume required is higher than most people expect, since fatigue is the main limiting factor. What we do need from you is access to real proof: product screenshots, actual customer language, genuine numbers we are permitted to use. We will not invent results to put in an ad, so if nothing can be evidenced yet, that shapes what the creative can honestly claim.

Because the platforms count differently and in their own favour. They credit view-through conversions, use long attribution windows, and have no visibility into whether a lead became an opportunity. Our reporting shows both sets of numbers and the gap between them, because the gap itself is informative — and we optimise against the CRM side, not the platform's.

Enough for one platform to accumulate meaningful conversion data within a few weeks, plus the creative production to keep it fed. The media figure depends on your category's CPMs, which we check against live platform data during the audit. The more common failure is not too little media budget but too little creative — a well-funded account with three ads will still stall.

Only with a test, which is why we run geo holdouts or scaled-spend tests where the budget supports them. Without a test, anyone claiming certainty about incrementality on a demand-creation channel is guessing confidently. We will tell you what the available evidence does and does not support, and what a test would cost to settle it.

Retargeting moves almost immediately, because those people already know you. Demand creation does not: it works by making people aware of a category or a problem, and that shows up first as branded search and direct traffic rather than as last-click conversions. We report leading indicators in the meantime and are explicit about which numbers are early signals rather than outcomes.

No — we run the paid side. We will tell you when organic presence is the missing piece, because on some platforms, Reddit and TikTok especially, an account with no organic footprint makes the ads work harder than they need to. That is honest advice rather than something we are trying to sell you.

You do. Everything is built in your own business accounts under your billing, with us operating as a user. Pixels, server-side tagging, custom audiences, creative files and the reporting build stay with you, and access can be revoked at any point without us holding anything hostage.

Yes, when the evidence says so — in the quarterly review, in writing. Paid social is the easiest channel in which to keep a retainer running on engagement metrics that feel like progress. If the incrementality evidence is weak and cost per opportunity is worse than your alternatives, the recommendation will be to move the budget.

Through message testing, mainly. Paid social tells you within days which angles, objections and phrasings actually move people — evidence that would take months to gather organically. Those winning angles then become the briefs for the pages we want ranking in search and cited by AI assistants, so the paid budget buys both pipeline and research.

Whichever one your buyers plausibly use and your product can be understood on in a few seconds — which for most B2B and considered-purchase companies means Meta first, because its optimisation is the most mature and its audience the broadest. The exceptions are real: technical and developer products often do better on Reddit, where the audience self-selects by topic, and anything that demonstrates well in motion is worth testing on TikTok. We pick one, give it enough budget and creative to produce a verdict, and expand only once it has.