3. Launch & Engage
Reach the customers who aren't searching yet.
Search captures demand that already exists. Paid social creates it — and brings back the people who visited once and left.
Who This Is For
Paid social advertising earns its budget when:
- Your product or service is visual, or benefits from being shown rather than described
- Nobody is searching for your category yet, so there's no demand to capture
- You have website traffic that leaves without converting — retargeting alone often justifies the channel
- You have an audience worth defining precisely: a location, an age range, an interest, a life event, or a customer list to build a lookalike from
It's a poor fit for genuine emergency services. Nobody scrolls Instagram deciding who to call about a flooded basement.
What's Included
What we manage
Platform selection
Meta for most local businesses. LinkedIn where the buyer is a business. TikTok and Pinterest where the audience genuinely lives there. We won't put you on a platform because it's fashionable.
Audience build
Cold audiences by geography, interest, and behavior. Warm audiences from site visitors and video viewers. Customer-list uploads and lookalikes where your list is large enough to be useful.
Creative production
Static, carousel, and short video, produced by our creative director rather than assembled from a template. Paid social is a creative channel first — targeting matters less than most people think, and creative matters far more.
Testing discipline
Multiple concepts per audience, retired on evidence rather than on preference. The ad you like least frequently wins.
Retargeting sequences
Different messages for someone who visited a service page, someone who abandoned a form, and someone who bought last year. Treating them identically wastes the channel's biggest advantage.
Conversion tracking and Conversions API
Browser pixels miss a growing share of conversions. Server-side tracking recovers much of it, and without it your reported cost per lead is wrong in a direction that flatters us — which is precisely why we set it up.
How The Fee Works
How the fee works
Same structure as search. You pay the platform directly, we don't mark up media or take a percentage of it, and our management fee is billed on its own.
Creative production is quoted separately when a campaign needs original photography or video. Where your existing assets are usable, we'll use them and tell you so rather than sell you a shoot you don't need.
Objections
Straight answers
Social media doesn't work for my business.
Sometimes true. It's genuinely weak for urgent, high-intent services and for narrow B2B niches where the addressable audience is a few hundred people. It's strong for anything with a visual result, a considered purchase, or a repeat customer worth bringing back. We'll tell you which one you are before you spend.
I boosted posts and got nothing.
Boosting optimizes for engagement — likes and comments — because that's the default objective. Engagement is not a customer. A properly structured campaign optimizes toward the conversion you actually care about, and the difference in cost per lead is usually not subtle.
Isn't this just interrupting people?
Yes. That's the channel. Which is why the creative has to be good enough to earn the interruption — and why we won't run a campaign built on a template and a stock photo.
Faq
Questions we get
Do you need access to my Facebook page?
Partner access through Meta Business Manager. You keep ownership of the page, the ad account, and the pixel. We're added, not handed the keys.
Can you use my existing photos?
Often, yes. Real photos of real work usually outperform polished stock. Where we need to shoot something, we'll say so and quote it separately.
What about organic posting?
That's a different service with a different job. Ads buy reach; organic builds the profile people check after they see the ad. They work better together.
How do I know the leads are real?
Every lead is tracked to the campaign, ad set, and creative that produced it. You see the source of each one, and you tell us which ones were any good — that feedback is what makes month three better than month one.
Do you run ads on my personal profile?
No. Advertising runs through a business page and a business ad account, always.
Let's see whether this channel fits you.
We run Facebook and Instagram ads for businesses across your city and the surrounding metro, and we start by telling you whether the channel suits your business at all.
Thirty minutes and an honest answer, including the answer where the honest one is no.