Paid social
Paid social, judged on the enquiries it produces.
We run paid social advertising, and we will tell you when it is the wrong channel for your business. For something a buyer takes weeks to decide on, it frequently is: search reaches people who have already decided they want it, and social interrupts people who have not.
Where it genuinely fits, it is one demand source inside the same outcome as everything else here, and we are accountable for the enquiries it produces rather than for reach, clicks or engagement.
What is in scope
Audience definition, creative and message testing within the volume available, campaign structure, budget pacing, and the landing experience the click arrives on.
The same conversion measurement as every other source: recorded server-side against the enquiry itself, and reported as enquiries rather than as engagement.
When we would tell you not to do this
Cheap clicks are not the same as enquiries.
When what you sell is a considered purchase with a long decision, a small addressable audience, and buyers who search for it by name. Our judgement in that situation is that the same budget works harder in search — social is reaching people at the moment they were thinking about something else.
When there is no reliable way to measure what the spend produced. Paid social is the easiest channel to be flattered by, because reach and engagement figures look like progress and are not.
We do not do social media management, content calendars, community management, or brand-building campaigns. Those are different jobs with a different unit of value.
We do not claim one channel outperforms another for your business. Nothing has been measured on your account yet, and a claim made before that would be invented.
Tell us what you are running now
What it costs, and what it brings.
If paid social is already running, the useful first message is what it costs, what it brings, and whether any of it turns into an enquiry you could quote for. If the honest answer is that you cannot tell, that is the finding worth starting from.