What paid social campaigns are
Paid social means ads you buy inside Meta (Facebook and Instagram) and LinkedIn. Unlike search ads, they do not wait for someone to type a query. You choose an audience, and the platform shows your ad to people in it while they scroll.
That makes the work different. You are interrupting someone, so the creative and the first line of copy carry most of the load. Audience choices decide who sees it. A lead form inside the platform, or a landing page on your site, decides how easy it is to respond.
Managing paid social covers all of that inside Meta Ads Manager or LinkedIn Campaign Manager, in accounts you own, along with the tracking that tells the platforms which responses count.
What a paid social engagement usually includes
Scope is agreed directly with the service partner, but most paid social work covers:
- An audit of your Meta business portfolio or LinkedIn Campaign Manager account, or a clean setup.
- Pixel and Conversions API setup on Meta, or the Insight Tag on LinkedIn, with test events checked.
- Audience planning: saved audiences, website visitors, customer lists and lookalikes where allowed.
- Campaign structure, objectives and budget settings.
- Ad copy and creative briefs, or finished creative if that is in scope.
- Native lead forms or landing page links, with form fields agreed.
- A way for form submissions to reach your CRM or inbox.
- Frequency checks and a creative refresh schedule.
- A regular summary of changes and what is being tested.
Questions worth asking a paid social provider
- Will the ad accounts and pages stay owned by my business, with you added as a partner?
- Do you produce creative, adapt mine, or work from my brief?
- How often do you expect to refresh creative, and how do you decide when?
- Do you recommend native lead forms or landing pages for my offer, and why?
- How will form submissions reach my CRM, and how will you test it?
- Will you set up the Conversions API, or the pixel alone?
- Does my offer fall in a special ad category, and how would that change targeting?
- What goes in your regular summary, and how do you use my feedback on lead quality?
Questions about paid social campaigns
Do I need the Meta pixel and the Conversions API?
If you send people to your website, yes, ideally both. The pixel records events in the browser; the Conversions API sends them from a server, which helps when browsers block scripts. Set up with matching event IDs, Meta counts each event once. Native lead form submissions are recorded by Meta without either.
How often does ad creative need changing?
There is no fixed schedule. Creative needs refreshing when the same people have seen it often and stop responding, which shows up as a falling click rate and rising cost per lead. Small B2B audiences, especially on LinkedIn, tend to wear creative out sooner than broad ones.
What does frequency mean in paid social?
Frequency is the average number of times each person in your audience has seen an ad over a period. Some repetition helps people remember you. Too much, with the same creative, tends to bring hides, negative comments and fewer clicks. A provider watches it alongside budget and audience size.
Tell us what you sell and which channels you want to run. A service partner will reply with a scope and a quote.
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Search campaigns
Keywords grouped by intent, ads written for each group, and tracking that shows which searches turned into inquiries.
Page builds
Copy, layout, form setup and tracking for new landing pages, or fixes to pages you already send paid traffic to.
Follow-up setup
Alerts, tasks and simple follow-up sequences in your CRM, so new inquiries are answered by the right person.