Paid Social Agency for Brands That Need the Scroll to Stop
Paid social reaches people before they think to search. We plan the audiences, produce the creative and run the buying across Meta, TikTok and LinkedIn, with the creative treated as the main lever rather than the last step.
Talk to the teamBrands we work with
What Paid Social Does That Search Cannot
Search captures demand that already exists. Someone has a problem, they type it, you appear. Paid social works earlier than that. It reaches people by who they are, what they do and what they engage with, before they have decided they need anything.
That makes it the channel for launches, for new markets, for categories people do not yet know to search for, and for products that are bought on impulse or on identity rather than on specification. It also makes it the channel where the creative does most of the work, because there is no query telling the platform what the person wants.
Schematic. Social reaches people before the query exists, search captures it once it does.
The Networks We Buy On
Which platforms you belong on is a decision, not a default. It comes from where your audience spends attention and what your creative can realistically produce, not from which network is being written about this quarter.
TikTok
Strong for discovery and for products that demonstrate well in motion. Creative has to be made for the platform rather than resized from elsewhere, which is the main reason brands find it expensive.
The highest cost per click of the three and often the lowest cost per qualified lead in B2B, because the targeting reaches job function and seniority directly.
Creative Is the Media Plan
In paid social, creative decides most of the outcome. Audience targeting, bidding and budget matter, but the platforms have automated much of that, and the remaining variable you fully control is what the person sees. An account with excellent structure and tired creative will plateau. The reverse rarely happens.
Concept
We test the idea, not the shade of the button. Different hooks, different opening seconds, different reasons to care. Variations of one concept tell you very little.
Produce
Assets are built for the feed they run in, in the right ratio and length, with the first three seconds designed to hold attention on their own.
Read
Performance is read at the level of the hook and the format, so the finding is transferable. Knowing that a demonstration opening beats a lifestyle opening is worth more than knowing which single video won.
Brief again
Those findings go to the creative team as the next brief. Not as a monthly report they receive, as the input they start from.
Because our creative, video and paid teams sit together, the loop between what performs and what gets made next is short.
It works in the other direction too. When a brand campaign is being developed, the concepts can be tested cheaply in paid social before the full production budget is committed, which turns an expensive opinion into a measured decision.
Talk to the teamSince Andromeda, Meta's algorithm doesn't reward more ads, it rewards more diversity. It matches creative to people at a granular level, so an account running five variations of the same angle is starving the algorithm of signals. This is why creative can't be a monthly batch anymore. It has to be a system: clear audience segments, distinct angles and formats per segment, a production pipeline that ships new concepts every week, and a testing structure that tells you what to scale and what to kill. Media buying is now 20% of the job. The rest is creative.
Measuring a Channel That Works Before the Click
Paid social is systematically undercounted by last click reporting, because much of its effect is on people who see something, do nothing that day, and arrive later through search or directly. Judging it on last click alone leads to switching off the channel that was creating the demand the other channels then harvest.
Signal quality first
Before optimisation, we check what the platforms are actually receiving. Conversion events, server side tracking and consent settings decide the quality of every automated decision made afterwards.
Incrementality, not attribution
Where budget justifies it, we test by holding back spend in matched regions or audiences and comparing total outcomes. It answers the only question that matters: what would have happened anyway.
Blended numbers alongside platform numbers
We report total acquisition cost across all channels next to the platform figures, so a rise in one channel is read against what happened to the whole, not in isolation.
What Paid Social Gives the Rest of the Plan
It creates the searches other channels capture
A successful social campaign produces a measurable lift in brand and category searches a few weeks later. That is worth planning for rather than discovering: paid search brand campaigns and the organic pages for those terms should be ready before a launch runs, not built afterwards. When the two are planned together, social creates the demand and search catches it at a much lower cost than either achieves alone.
Schematic, not measured data. The lift arrives after the flight and outlasts it.
It tells content what people respond to
The hooks that hold attention in a feed are the propositions your market cares about, tested at speed and at low cost. They belong in your page headings, your email subject lines and your content plan. Most brands run this test every week and never circulate the results outside the paid team.
It runs on the data your CRM holds
Customer lists build the lookalike audiences that make prospecting efficient, and the exclusion lists that stop you paying to reach people who already bought last week. The quality of your segmentation directly sets the ceiling on what paid social can do.
Paid Social in Regulated Categories
Social platforms apply their own advertising policies on top of whatever your sector already requires, and the two do not always align. In pet and animal health, Veterinary Medicines Directorate requirements govern what a product can claim, while the platforms separately restrict how health outcomes can be shown. Creative that satisfies one and not the other gets rejected at review. Building to both from the concept stage avoids a production cycle spent reworking assets.
See our pet and veterinary workTell Us Who You Need to Reach
A launch, a new audience, a category that has to be explained before it can be sold, or an account where the creative has stopped working. Tell us the objective and what you can produce, and we will come back with where we would run it and what we would make.
Paid Social Questions, Answered
Which platforms should we actually be on?
Usually fewer than you expect. Spreading a budget across four networks generally means none of them gets enough conversions for the platform to learn from, and each one needs its own creative. Most accounts start with one or two, prove the model, then expand. Meta is the common starting point for consumer brands, LinkedIn for B2B, TikTok where the product demonstrates well in motion.
How much creative do we need to launch?
Enough to test genuinely different ideas rather than variations of one. As a rule of thumb that means three or four distinct concepts, each with a few cuts, rather than twenty versions of the same video. After launch the constraint becomes refresh rate: audiences see the same asset repeatedly and performance decays, so a steady production cadence matters more than a large initial batch.
Can paid social work for B2B and considered purchases?
Yes, with a different measure of success. For a purchase with a long decision cycle, judging paid social on same week conversions will always disappoint. It works as a way to reach a defined job function repeatedly, feed a nurture programme and make the later search or direct visit more likely. The metric to hold it to is qualified pipeline over the cycle, not immediate cost per lead.
Do you need us to appear on camera?
No, though founder and staff led content often performs well because it feels native to the platform. Product demonstration, motion graphics, user generated style content and creator partnerships all work without anyone from the leadership team being filmed.
What happens when we stop spending?
Delivery stops immediately, and the effect on demand fades over the following weeks rather than instantly, because the awareness you built keeps producing searches for a while. That tail is worth measuring before making a decision about pausing, since it is often the clearest evidence of what the channel was contributing.
Can you work with creative we already have?
Yes. We will usually test it as it is, then adapt the strongest elements into formats built for each feed. Assets designed for a website or a print campaign rarely perform unchanged in a vertical video placement, but the idea inside them often does.
