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Social Media Advertising

Reach B2B buyers outside business hours.

Your buyers don't stop being buyers when they close LinkedIn.

They're still on Facebook, Instagram and other social platforms. But they're there in a different context, and that changes what advertising needs to do.

We plan and manage paid social around whether the audience can be meaningfully reached, what role the channel should play and whether the activity is producing commercially useful results.

DISCUSS YOUR SOCIAL CAMPAIGN →

THE PROBLEM

Your audience may be there. Their work mindset may not be.

Most social platforms weren't built as B2B environments.

That doesn't mean B2B buyers aren't using them.

But there are two different questions.

Can the platform identify and reach the people you care about?

And if it can, what are you asking those people to do?

Someone can fit your ICP perfectly without having any intention of buying today. A campaign can generate clicks, conversions and inexpensive leads without producing enquiries that sales considers useful.

That's why paid social needs a clear commercial role before it needs a media budget.

Being the right person doesn't mean it's the right time.

HOW WE HELP

Give paid social a job worth paying for.

Find out if the audience is really reachable

Knowing your ICP doesn't mean every social platform can identify it accurately.

We assess the available targeting, audience size and campaign economics before deciding whether paid social belongs in the plan at all.

Decide what social needs to contribute

Awareness. Demand creation. Content distribution. Retargeting. Event promotion. Lead generation.

Different jobs require different audiences, messages, offers and measures of success.

We decide what social needs to contribute before deciding how to advertise on it.

Build for the environment

Paid distribution doesn't make weak advertising interesting.

We adapt campaign messaging, creative and offers to the platform and context rather than carrying the same B2B advertising everywhere.

Optimise for useful outcomes

Platform metrics tell us part of the story.

Where the evidence is available, we look beyond reach, clicks and CPL to enquiry quality, downstream conversion and sales feedback, then use that evidence to decide what to change, increase or stop.

WHAT WE DO

Paid social with a commercial role.

Strategy & planning

Campaign role and objective
Audience and platform assessment
Targeting strategy
Campaign and funnel planning
Budget allocation
Offer and conversion strategy

Campaign setup

Audience configuration
Campaign structure
Objectives and placements
Bidding and budgets
Tracking setup and review
Retargeting setup where appropriate
Launch QA

Advertising

Ad copy and campaign messaging
Creative direction and formats
Offer and CTA alignment
Campaign variations
Creative and message testing

Creative and content production can be scoped separately where the campaign requires new assets.

Ongoing management

Audience performance review
Creative performance and fatigue monitoring
Budget optimisation
Conversion and lead-quality review
Performance analysis
Ongoing recommendations

OUR POINT OF VIEW

Don't bring the boardroom into someone's feed.

B2B buyers are still people after work.

But being able to reach them on a social platform doesn't mean they want to spend their evening consuming another corporate advertisement.

A whitepaper nobody wanted at 2pm doesn't become interesting at 8pm because it appeared on Instagram.

The advertising still has to earn a response.

But the response isn't always a lead.

Sometimes paid social should introduce an idea. Sometimes it should create interest, promote an event or bring someone back to something they've already considered. And sometimes the audience and offer are strong enough to ask for an enquiry.

What matters is whether that response contributes something useful to the business.

A cheap lead isn't cheap if sales has to waste time qualifying it.

IS THIS RIGHT FOR YOU?

Social Media Advertising tends to make sense when...

  • Your B2B audience can be meaningfully identified on Meta or another social platform.
  • You need to reach potential buyers before they're actively searching for you.
  • You want paid social to support awareness, demand creation, retargeting, event promotion or another defined campaign objective.
  • You have an offer or campaign message strong enough to compete for attention outside a work environment.
  • You're generating leads from paid social but sales questions their quality.
  • Your campaign metrics look healthy, but you're not sure whether the activity is producing useful business outcomes.
BEFORE YOU CONTACT US

Common questions.

Does Facebook or Instagram really work for B2B?

Sometimes.

The fact that your buyers use a platform isn't enough. We look at whether the platform can meaningfully identify the audience, what role it can play and whether the likely economics make sense

Sometimes the answer is not to use it.

Search captures people expressing active intent through what they're searching for.

Paid social usually reaches people based on who they are, their interests, behaviour or previous interactions. They may fit the audience without currently looking for what you sell.

That changes what we ask the campaign to do.

It can, but lead generation isn't the only commercially useful job.

Paid social can create awareness, introduce an idea, promote an event, distribute campaign content or re-engage people who already know something about you.

We judge the campaign against the job it was designed to do.

We'd want to know what happens to them.

CPL is useful, but it doesn't tell us whether the enquiries are relevant, whether sales can progress them or whether they contribute to opportunities.

Where possible, we use downstream evidence and sales feedback alongside platform metrics.

Ad copy and campaign messaging are part of the work.

Where new design, video or substantial content production is required, we can scope that separately.

No.

We can control the strategy, targeting, campaign setup, messaging, optimisation and how the budget is managed. We cannot guarantee that a particular person will respond or become a customer.

LET'S TALK

Make paid social earn its place in the media plan.

Tell us who you're trying to reach, what you're trying to achieve and what you've tried so far.

We'll start there.

DISCUSS YOUR SOCIAL CAMPAIGN →