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Paid social that creates demand instead of waiting for it.
Meta, LinkedIn and Microsoft planned as one budget, with creative testing on a schedule and winners decided by revenue.
Search captures demand that already exists. Paid social has to create it — which means the creative is the targeting, and a channel that cannot prove incrementality does not deserve the budget.
What’s included
What you actually get.
Channel mix modelling
One budget planned across platforms from your margins and sales cycle, not split evenly to look thorough.
Creative testing
A fixed testing cadence with a clear hypothesis per concept, so you learn something whether it wins or loses.
Audience architecture
Prospecting, retargeting and exclusion logic that stops you paying twice for the same person.
Meta Pixel and CAPI
Browser and server events deduplicated properly, so iOS and consent banners stop deleting your data.
LinkedIn for B2B
Insight Tag, lead forms and offline conversion imports so sales-qualified outcomes get back into the platform.
Incrementality tests
Geo holdouts and conversion lift studies to check whether the spend is adding revenue or just claiming it.
How it works
In the order that matters.
- We map where demand is created versus captured across your funnel.
- Measurement is rebuilt first — server-side events, deduplication, consent.
- Creative production runs on a schedule with a hypothesis behind each concept.
- Incrementality decides whether a channel stays funded.
Questions
Before you ask.
Do you produce the creative?
We produce the concepts, the briefs and the iterations. For heavier production we work with your team or a studio, but the testing framework and the decisions stay with us.
Why does creative matter more than targeting now?
Because platform targeting has been largely automated. On Meta in particular, the creative is what the algorithm uses to find the audience — so concept diversity does the work that manual targeting used to.
How do you prove paid social works?
Geo holdout tests and conversion lift studies. Platform-reported ROAS is a starting point, not evidence, and we treat it that way.
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