The moving parts of a paid social account
A managed paid social account has a handful of pieces, each of which needs attention over time:
- Campaign objective, such as leads or website conversions, which tells the platform what to optimize for.
- Audiences: saved targeting, website visitors, customer lists and lookalikes on Meta; job and company targeting on LinkedIn.
- Creative: single images, short videos, carousels and, on LinkedIn, document ads.
- Copy: the primary text, headline and call to action.
- Destination: a native lead form or a landing page on your site.
- Tracking: the Meta pixel and Conversions API, or the LinkedIn Insight Tag.
- Budget and frequency, which together decide how often the same people see an ad.
How a social campaign runs from week to week
Once campaigns are live, the routine settles into a pattern.
At the start of each week the manager checks delivery. Are ad sets spending, or stuck in learning? Has anything been rejected? Did lead form submissions reach the CRM, and does the count match what the platform reports?
Midweek is about creative. Frequency is checked against each audience. Ads whose click rate is sliding while frequency climbs are marked for replacement, and new variations go into the queue.
Toward the end of the week, budgets are rebalanced between ad sets if one is clearly doing better on cost per lead and lead quality, as judged by the feedback you give on the leads themselves.
Changes go into a short log you can read, and the monthly summary pulls the threads together.
Questions worth asking a paid social provider
- Will the ad accounts and pages stay owned by my business, with you added as a partner?
- Do you produce creative, adapt mine, or work from my brief?
- How often do you expect to refresh creative, and how do you decide when?
- Do you recommend native lead forms or landing pages for my offer, and why?
- How will form submissions reach my CRM, and how will you test it?
- Will you set up the Conversions API, or the pixel alone?
- Does my offer fall in a special ad category, and how would that change targeting?
- What goes in your regular summary, and how do you use my feedback on lead quality?
Questions about paid social campaigns
What is the difference between a lead form and a landing page?
A native lead form opens inside Facebook, Instagram or LinkedIn and is often prefilled, so it is quick to submit. A landing page sends people to your site, where more drop off but those who finish have read more. Many advertisers test both. See landing pages and forms.
Do I need the Meta pixel and the Conversions API?
If you send people to your website, yes, ideally both. The pixel records events in the browser; the Conversions API sends them from a server, which helps when browsers block scripts. Set up with matching event IDs, Meta counts each event once. Native lead form submissions are recorded by Meta without either.
Can I upload my customer list for targeting?
Both Meta and LinkedIn accept customer lists and hash the data before matching. You need the right to use that data for advertising under your own privacy policy and any consent you collected. Lists also help exclude existing customers from prospecting ads, so they see fewer offers they do not need.
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Search ads setup
A one-off build of campaigns, conversion actions and budgets in Google Ads, ready for you or a partner to run afterward.
Landing pages
Pages written and built to match each campaign, on a tool you can edit later, checked on mobile before traffic arrives.
Lead source reporting
A simple report showing inquiries by channel and campaign, built from your own CRM and analytics data.