Paid Social can reach potential customers before they actively search, but success depends on much more than choosing an audience and increasing the budget. The proposition, creative, platform signals, landing page and measurement all need to work together.
I help businesses plan, audit and improve paid social campaigns across Meta, LinkedIn and TikTok. My work combines channel strategy with hands-on campaign optimisation, creative testing and analytics so that decisions are based on commercial performance rather than reach and engagement alone.
A commercial role for Paid Social
The first question is not which platform to use. It is what Paid Social needs to achieve within the wider customer journey. That might be direct ecommerce sales, qualified B2B leads, demand generation, remarketing or testing a new proposition with a defined audience.
I establish that role before recommending budgets, campaign objectives or formats. This creates a clearer relationship between the activity, the expected customer behaviour and the way results should be measured.
Paid Social strategy and planning
I can build a paid social strategy from the ground up or review an established programme that is no longer delivering the expected return.
Strategy and planning can cover:
- Platform selection and channel roles
- Audience and market prioritisation
- Campaign and funnel structure
- Budget allocation
- Creative themes and testing plans
- Offer and landing-page alignment
- Prospecting and remarketing
- Measurement, attribution and reporting
- Team, agency and production requirements
Meta Ads consultancy
Meta can deliver scale across Facebook and Instagram, but increasingly relies on good creative, reliable conversion data and enough freedom for the platform to learn. Over-segmentation and constant intervention can be as damaging as a lack of control.
I help create a campaign structure that fits the available data and budget, develop a practical testing rhythm and assess performance across audience, placement, creative and landing page. For ecommerce activity, that can include catalogue and product-set strategy; for lead generation, it includes lead quality and the path from form submission to sale.
LinkedIn Ads consultancy
LinkedIn offers valuable professional targeting but carries a higher media cost than many consumer platforms. Campaigns therefore need a precise audience, a relevant proposition and a realistic view of the sales cycle.
I support B2B organisations with account structure, role and company targeting, lead-generation formats, content promotion, remarketing and measurement. The aim is to judge LinkedIn by the value and progression of opportunities, not simply the initial cost per form fill.
TikTok and emerging opportunities
TikTok can provide strong reach and discovery when the creative is native to the platform and the proposition is suited to the audience. I help businesses assess whether it deserves a role, define a controlled test and avoid treating it as another placement for creative made elsewhere.
The same principle applies to any emerging platform: use it because there is a clear audience and commercial hypothesis to test, not because it is receiving attention.
Creative testing as a system
Paid social performance is closely tied to the supply and quality of creative. One successful advert will eventually fatigue, and a stream of unrelated ideas makes it difficult to learn what is working.
I help build a structured creative-testing approach covering hooks, formats, propositions, proof points, calls to action and landing-page alignment. Results are used to inform the next round of production, creating a repeatable learning cycle rather than a collection of disconnected tests.
Tracking, attribution and lead quality
Platform reporting is useful, but it should not be accepted without comparison to analytics, CRM or sales data. Attribution windows, cross-device behaviour and duplicated conversions can make performance look stronger or weaker than it really is.
I work with analytics and development teams to improve event tracking, campaign tagging and reporting. Where the sales process allows it, I also help connect campaigns to qualified leads, customers and revenue.
Paid Social audits and ongoing support
A one-off audit can identify structural, creative, targeting and tracking issues without changing management arrangements. I can also provide ongoing optimisation, temporary leadership or senior oversight of internal teams and agencies.
My role is flexible, but the expectation stays the same: clear decisions, transparent reasoning and a focus on outcomes the business values.
Discuss your Paid Social activity
If Paid Social performance has stalled, reporting does not reflect lead quality or you need a clear strategy before increasing spend, get in touch.