Where paid social fits
Paid social uses advertising placements to distribute a message beyond the reach of your organic posts. It can introduce a product, explain an offer, generate enquiries or support purchases. The useful starting point is the action you want someone to take, and whether your offer and destination make that action straightforward. It also needs a defined role alongside other channels. A product discovery campaign and a search campaign responding to active demand serve different moments in the buying journey. They should share a business objective without being judged by identical measures.
Choosing platforms and formats
Platform selection follows the audience, market, buying journey and available creative. Availability and account eligibility need checking for each market.
- Facebook and Instagram
Consider the mix of feed, Stories and Reels placements alongside how people will respond: visiting a site, sending an enquiry or buying. Plan assets for each placement rather than relying on one crop.
- TikTok
Plan for short, vertical video with an opening that makes the subject clear quickly. Demonstrations and explanations need to work in the feed, with captions and a clear next action.
Consider professional audiences and offers that relate to a business need. Lead Gen Forms can collect enquiries within the platform; the follow-up process still determines whether those enquiries progress.
What the campaign work includes
A clear scope connects planning, launch and ongoing decisions. Creative production, localisation and landing-page work should be agreed alongside media management.
Campaign brief and structure
Define the offer, audience, markets, budget, schedule and success measures. Decide how campaigns should be separated so their results can be interpreted.
Creative and destination review
Check the message, formats, language and landing experience. Agree the assets required and who will produce, approve and refresh them.
Launch and quality checks
Confirm account access, tracking and lead delivery. Check destinations, forms, naming and spend settings before launch, then monitor delivery for issues.
Testing and reporting
Test specific questions about the audience, message or offer. Review results with enough context to decide what to continue, change or stop.
Measures matched to the objective
Reporting should show the agreed outcome and the steps leading to it. Platform-reported conversions and business records may differ; those differences need explaining.
- Awareness and consideration
Review reach, frequency and relevant video or landing-page engagement. These show exposure and response, rather than proving a sale occurred.
- Lead generation
Track received enquiries, accepted leads and progression into opportunities. Cost per qualified lead can be more informative than cost per form alone.
- Commerce
Review purchases and revenue alongside returns, margin and repeat buying where that information is available. Agree which source is used to evaluate commercial results.
Improving the quality of B2B enquiries
A campaign promotes a consultation to a defined business audience. The team tests two explanations of the offer while keeping the qualification criteria consistent. The review compares enquiry cost with the proportion accepted by sales and the reasons for rejection. A cheaper form response is not automatically the better result: the next decision depends on the opportunities created and the capacity to follow them up.
Preparing for a useful first conversation
Bring the target markets, audience, offer, approximate budget and any existing campaign results. It also helps to know which assets are available and who owns the website and sales follow-up. From there, we can identify the work needed before launch and the decisions a test should answer.
Read about planning your APAC channel mixPlan your paid social campaign
Share your objective and target markets. We can discuss platform choices, creative requirements and a practical campaign scope.