Paid Social
Paid Social Advertising
Social is where demand gets created rather than captured. That makes creative, audience and measurement discipline far more important than the number of campaigns running.
What it covers
What paid social work includes.
Audience strategy
Deciding who to reach, how broadly, and where platform signals should do the work instead of over-segmented manual targeting.
Creative testing
A structured testing plan across concepts, hooks and formats, with enough volume behind each test to produce a usable answer.
Funnel stages
Prospecting, consideration and retargeting treated as distinct jobs with distinct messaging and distinct success measures.
Retargeting that respects the customer
Sensible frequency, exclusions and sequencing, so remarketing supports the sale rather than annoying people into leaving.
Ecommerce and lead generation
Catalogue and product-led campaigns for ecommerce; qualified-lead campaigns with quality feedback loops for lead generation.
Measurement and incrementality
Platform-reported results read alongside your own data, with lift testing or geo testing where budgets make it worthwhile.
When it makes sense
Signs this is the right next step.
- You need to reach people before they start searching for a solution.
- Search is working but has limited remaining headroom.
- You have, or can produce, a reasonable flow of creative.
- Your product or service benefits from being shown rather than described.
- You are launching a new product, market or offer.
Common challenges
What usually goes wrong.
Creative fatigue
Most paid social plateaus are a creative problem wearing a media costume. Without new concepts, performance decays predictably.
Over-trusting in-platform numbers
Platforms are motivated to claim credit. Reported results need cross-checking against orders, leads and revenue.
Lead quality ignored
Cheap leads are easy to generate. Without quality feedback from sales, campaigns optimise towards the wrong people.
Too many campaigns, too little data
Fragmented structures starve the learning phase and make every result ambiguous.
Edify's approach
How the work is actually done.
Creative first
Planning starts with the message and the format, because that is what moves performance most on social platforms.
Consolidate for signal
Structures are kept simple enough to learn from, with segmentation added only where it earns its place.
Close the loop on quality
For lead generation, campaigns are optimised against qualified outcomes wherever your CRM can supply them.
Validate the numbers
Platform reporting is compared with your own data, and significant decisions are supported by more than one source.
Platforms & capabilities
What Edify works with.
Platforms
- Meta Ads (Facebook)
- TikTok Ads
- LinkedIn Ads
- Pinterest, where relevant
Supporting capability
- Creative testing frameworks
- Conversions API and server-side tracking review
- Catalogue and product feed setup
- CRM lead quality feedback
- Audience and exclusion architecture
Measurement
Commercial focus, not vanity metrics.
- Blended cost per acquisition and contribution reviewed alongside platform reporting.
- Creative-level reporting so you can see which concepts carry performance.
- Lead quality tracked past the form where your CRM allows it.
- Incrementality testing considered where spend justifies it.
How engagement works
Four straightforward stages.
- 01
Initial conversation
A straightforward discussion about the business, the goals and what is currently getting in the way. No pitch deck.
- 02
Review and proposal
A look at existing accounts, tracking and data, followed by an honest view of the opportunity and what would be involved.
- 03
Onboarding
Access, measurement, reporting and priorities are agreed, with a clear plan for the first ninety days.
- 04
Ongoing work
Regular optimisation, testing and reporting, with direct access to Ed and documented reasoning behind changes.
FAQ
Paid Social questions.
Do you produce the creative?
Edify sets the creative strategy, briefs and testing plan, and works with your in-house team or production partners. Where you have no creative resource, Ed can recommend suitable partners.
Does paid social work for B2B?
It can, particularly LinkedIn for considered purchases with longer sales cycles. The economics need checking first, since B2B costs per click are typically much higher.
How much creative do we need?
Enough to keep testing without constantly reusing the same asset. The right volume depends on spend level and audience size, and it is set out clearly before launch.
More questions are answered on the FAQ page.
Related services
Often planned alongside this.
Paid Search & Performance
Google Ads, Google Shopping and Microsoft Advertising designed around profitable growth and measurable demand.
Paid SearchEcommerce Performance
Integrated acquisition strategy for ecommerce brands across search, shopping, social and retargeting.
EcommerceProgrammatic & Display
Programmatic planning and premium media buying across display, video and relevant local publishers.
ProgrammaticNext step
Looking for a better way to grow?
Tell Ed what you're trying to achieve and where your marketing is today. The first conversation is simply about whether Edify can help.