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Meta, LinkedIn, TikTok and Pinterest

Paid social judged on pipeline, not impressions

Social platforms are demand-creation channels, so they need a different measurement standard to search. We build them around creative volume, a clean signal back to the platform, and an honest read on what they actually caused.
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Paid social

Creative-led social campaigns measured against pipeline, not impressions.

  • Channel and audience strategy
  • Creative testing roadmap with briefs
  • Conversions API and consent implementation
  • Blended performance reporting
  • Incrementality test results
The problem

What usually goes wrong

Two failures dominate. The first is running search-style ads on a feed and wondering why nobody stops scrolling. The second is judging a demand-creation channel with last-click attribution, which will always make it look worse than it is and eventually gets it switched off.

Fit

Who this is for — and who it is not

We would rather tell you now than three months into an engagement.

A good fit if

  • Brands with something visually or narratively distinctive to say
  • Businesses that can produce or fund a regular flow of creative
  • Teams willing to measure with a blended or incrementality-based view

Probably not right if

  • Anyone expecting search-style intent and conversion rates
  • Businesses that cannot sustain creative production
  • Products with a genuinely tiny addressable audience
Outcomes

What this work is meant to produce

Commercial outcomes, stated without a ranking guarantee — because nobody can honestly offer one.

  • Creative that earns attention

    Concepts built for the feed, tested at enough volume to learn something.

  • A cleaner conversion signal

    Server-side events and consent handling so the platform optimises on reality.

  • Audience strategy that scales

    Broad targeting with creative doing the segmentation, rather than over-narrow audiences.

  • Honest attribution

    A measurement model that credits demand creation without inventing conversions.

Scope

What is included

  • 01

    Channel and platform selection

    Where your audience actually is, and where the economics work.

  • 02

    Creative strategy and testing framework

    Concepts, hooks and formats, with a defined test cadence.

  • 03

    Conversions API and consent setup

    Server-side event delivery with deduplication, configured lawfully.

  • 04

    Audience and exclusion architecture

    Prospecting, retargeting and suppression that do not overlap.

  • 05

    Landing experience

    Post-click pages built for cold traffic rather than reused from search.

  • 06

    Incrementality measurement

    Lift tests and geo holdouts where budget allows.

Method

How we run it

  1. Understand the buyer

    What they believe now, and what they would need to believe to act.

  2. Build the signal

    Server-side events and consent mode before spending at scale.

  3. Produce creative in volume

    Several genuinely different concepts, not one concept in five colours.

  4. Read results at the right level

    Account and blended, with platform numbers treated as directional.

  5. Scale the winners, retire the rest

    Creative fatigue is real; plan for replacement, not repetition.

FAQ

Paid social questions

Which platform should we start with?

For most UK B2B, LinkedIn for targeting quality and Meta for cost efficiency, with the split decided by how well you can identify the buyer. For consumer brands it usually starts with Meta and TikTok. We will tell you if the honest answer is neither.

How much creative do we need?

More than most teams expect. Plan for several distinct concepts a month once you are spending seriously — creative is the main lever on a feed platform, and fatigue arrives faster than people budget for.

Why do the platform numbers not match GA4?

They never will. Platforms use view-through and modelled conversions; GA4 uses its own attribution and consent-affected data. We report both, explain the gap, and make decisions on a blended view rather than pretending one is the truth.

Can you guarantee results?

No, and you should be wary of anyone who does. Auction platforms and search engines are third-party systems nobody controls. What we commit to is a documented plan, a baseline set before work starts, honest measurement, and a quarterly review where we look squarely at whether it is working.

Adjacent

Services that pair with this

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