Switch demand on for an audience that does not know it needs you yet.
The Outcome
Paid search captures buyers already looking. Paid social creates buyers who were not looking yet. It puts your offer in front of a precisely defined audience — by job title, industry, behaviour, life stage, or interest — at a moment when they are receptive, before the competition has entered their consideration. Done correctly, paid social is how you build pipeline from a cold audience and how you nurture warm prospects who visited your site, engaged with your content, or look like your best existing customers.
What We Do
We run paid social across the platforms that match your audience: Meta (Facebook and Instagram) for B2C and broad B2B awareness, LinkedIn for senior B2B decision-makers, TikTok for consumer and younger-demographic categories. We build the campaign architecture — funnel stages, audience targeting, creative briefs, copy, and budget allocation — and manage the full programme from launch through continuous optimisation. Creative is treated as the primary variable: we test formats, hooks, and offers systematically, and we allocate budget to what wins rather than running the same creative for months. We also build the retargeting infrastructure that keeps your brand visible to everyone who has raised a hand.
AI Layer
Paid social platforms are increasingly AI-driven in their delivery and optimisation. The strategic edge is now in creative strategy, audience segmentation, and offer development — and in feeding the platform's algorithm the right signals. We use AI to generate creative variants at scale for testing, analyse engagement patterns to identify which hooks and formats drive qualified action rather than cheap reactions, and model budget allocation across funnel stages. Our team makes the strategic decisions: which audience segments to build, what offers to test, how to interpret the data. AI runs the creative volume and pattern analysis. The operator runs the strategy and the budget.
Method
- 01
Define the funnel architecture: cold acquisition, warm retargeting, and past-customer layers — with distinct objectives for each.
- 02
Build audience targeting frameworks from first-party data, platform audiences, and lookalike modelling.
- 03
Develop creative briefs for each funnel stage: different messages for cold audiences versus warm prospects versus existing customers.
- 04
Launch with controlled creative tests — multiple hooks, formats, and offers — to find what actually drives the outcome, not just the click.
- 05
Scale budget into proven creative and audience combinations; cut what is not working before it compounds into wasted spend.
- 06
Report on cost per qualified pipeline stage — lead, SQL, proposal — not cost per click or cost per form fill.
Proof First
We will audit your current paid social activity — or map what a starting programme should look like if you are new to the channel — and show you the funnel architecture before we spend anything. You will know the logic and the expected cost-per-outcome range before we launch.
FAQ
Meta ads versus LinkedIn ads — which is better for B2B?
LinkedIn has the most precise B2B targeting by job title and company, but CPCs are significantly higher. Meta can reach business decision-makers at a lower cost when audience targeting is built carefully from first-party data and lookalikes. The right answer depends on your deal size, sales cycle, and how precisely you need to target by seniority or industry. We will recommend the right mix for your specific situation.
Creative keeps burning out. How do you handle that?
Creative fatigue is real and it is the most common reason paid social performance decays. We build a creative testing system from the start — launching multiple variants simultaneously, reading the signals early, and refreshing creative before performance drops rather than after. We treat creative as a variable to be systematically tested, not a static asset to be deployed.
We do not have a big creative team. Can you handle content creation?
Yes. We develop creative concepts, write the copy, brief and produce the visuals and video (or work with your existing assets and production partners), and manage the full creative workflow. We can also train your team to brief and produce social creative to our standard if that is your longer-term goal.
How do you attribute paid social to pipeline and revenue?
Social attribution is genuinely difficult because of multi-touch journeys, iOS privacy changes, and the difference between view-through and click-through attribution. We use a combination of platform reporting, UTM tracking, CRM attribution, and incremental testing to build the most accurate picture possible. We are always honest about the limits of social attribution rather than reporting numbers that overstate the case.
Want to build pipeline from audiences that are not yet looking for you? Request a free paid social audit — we will show you the funnel architecture and creative approach before we spend anything.
Request a free audit