Paid social
Social media advertising services
People on social apps are not looking for you. They are looking at their friends, the news and a cooking video. Paid social earns a few seconds of that attention and turns some of it into a conversation with your team.
Creative is the targeting now
Paid social used to mean stacking interests: women, 30 to 45, interested in skincare, living in your city. Privacy changes and platform automation have narrowed that. The platforms now prefer broad audiences and let their delivery systems find who responds.
Who they find depends on the ad. A video of a dentist explaining implants in the local dialect reaches different people from a price graphic in French. The ad itself decides who sees it, so producing enough distinct ads is the main lever you control.
The second lever is the signal you send back. Each major platform has a server-side channel for conversion data: Meta’s Conversions API, TikTok’s Events API, LinkedIn’s Conversions API. Feed them the leads your team qualified and the appointments that were booked, and delivery drifts toward people who buy.
Which platform suits which business
| Platform | Where it is strong | Typical fit |
|---|---|---|
| Facebook and Instagram | Reach across age groups, lead forms, WhatsApp chat ads | Clinics, real estate, local services, online shops |
| TikTok | Younger audiences, fast creative testing, creator content | Consumer brands, aesthetics, training |
| Targeting by job title, company and industry | B2B, recruitment, high-value services | |
| Snapchat, Pinterest, X | Specific audiences in specific markets | Tested once the main platform works |
What we manage across platforms
Platform choice
Where your buyers spend time, checked against what each platform allows for your sector and your country.
Creative volume
Several distinct concepts a month, cut into the formats each platform favours. Our ad creative work covers production.
Conversion signals
Server-side events on each platform, deduplicated against the pixel and fed with CRM stages.
Audiences and exclusions
Customers and recent leads excluded, retargeting kept apart, lookalikes built from qualified leads only.
Comments and messages
Questions under ads and in DMs answered from the unified inbox, so nobody waits until Monday.
One report
Every platform in one view, with each lead counted once in the CRM.
How we start and scale
Pick one platform
The one closest to your buyers. Budget stays concentrated there until it brings qualified leads at a cost you accept.
Test ideas before details
Different angles, offers and hooks first. Button colours and small wording changes can wait.
Connect the CRM
Qualified leads and bookings flow back to the platform before spend goes up.
Scale the winners
Budget rises in steps on what works. What does not is switched off.
Add a second platform
Only once the first one is stable, with its own test budget and target.
What we report
Cost per qualified lead by platform
From CRM stages, with each platform’s own figure shown beside it.
Cost per booked appointment
The figure that tells you whether to spend more.
Concepts that survived testing
Which ideas won, which lost, and what we take from each into next month.
Frequency and fatigue
How often the same people see an ad, and when its cost starts to climb.
Conversations from ads
Comments and DMs triggered by ads, and how many turned into leads.
Frequently asked questions
Which social platform is best for advertising?
The one your buyers use and your sector is allowed to advertise on. For most clinics and local services that is Facebook and Instagram; for B2B it is often LinkedIn; for consumer brands with a young audience, TikTok. We check before recommending.
What is the difference between paid social and social media management?
Paid social is advertising: you pay to reach people who do not follow you. Social media management is your organic presence: posts, comments and messages with the people who already do. The two work best side by side.
How many ads do we need?
More than most businesses expect. Platforms tire of an ad quickly, and each new concept reaches slightly different people. We plan new concepts every month and retire ads when their costs rise.
Is boosting a post the same as running ads?
Boosting is the simplest form of ad, with fewer settings and goals. It can help a good post travel. For leads, a campaign built in the ads manager with a conversion goal and CRM feedback gives you far more control.
How much does paid social cost?
It depends on the number of platforms, the creative volume and your markets. Our guide to social media marketing costs explains each factor.
Last updated · By the Napexy team
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