Reach Your Audience
Before They Start Searching.
Search ads capture demand that already exists. Paid social creates it. Facebook, Instagram, and LinkedIn let you put your business in front of exactly the right people — by job title, interest, behavior, and life stage — before they’ve ever typed a query into Google.
Two Different Channels. Two Different Jobs.
Search ads and paid social aren’t interchangeable — they work at different points in the buyer journey and serve different strategic purposes. Understanding the difference is key to allocating budget correctly.
Search Ads (Google / Bing)
Capturing Existing Demand
Someone types “Denver SEO company” — they already know they need SEO and are actively comparing options. Search ads put you in front of high-intent buyers at the moment of decision.
- Best for: High-intent, bottom-of-funnel capture
- Targeting: Keyword intent
- Audience size: Limited to active searchers
- Cost: Higher CPC in competitive markets
- Timeline: Immediate results from launch
Paid Social (Facebook / LinkedIn)
Creating & Nurturing Demand
Someone scrolling their feed hasn’t searched for anything yet — but they match your ideal customer profile exactly. Paid social gets in front of them before competitors do, building awareness and intent.
- Best for: Awareness, retargeting, B2B nurturing
- Targeting: Demographics, interests, behaviors, job title
- Audience size: Massive — billions of users
- Cost: Lower CPM, higher volume at top of funnel
- Timeline: 60–90 days to optimize audiences
The most effective approach: Run search to capture people actively looking. Run paid social to build the pool of people who know you before they search — so when they do search, they recognize your name and choose you over a cold competitor.
The Right Platform for Your Audience and Goal
Not every business belongs on every platform. We match your campaign to the channel where your audience spends time and where your budget will generate the most qualified activity.
Meta Ads
Facebook & Instagram
The largest paid social platform with unmatched audience targeting depth. Facebook and Instagram share the same ad infrastructure — letting you reach 3B+ users across both platforms with a single campaign, with precise demographic, interest, and behavioral targeting.
- Lead generation and form ads
- Retargeting website visitors and video viewers
- Lookalike audiences from your customer lists
- E-commerce catalog and dynamic product ads
- Instagram Stories and Reels placement
- Pixel setup and event tracking
LinkedIn Ads
The only paid social platform where you can target by job title, company size, industry, seniority, and skills. If your business sells to other businesses — or to professionals in specific roles — LinkedIn delivers unmatched precision that no other platform can replicate.
- Sponsored content and message ads
- Lead gen forms with pre-filled LinkedIn data
- Job title, function, and seniority targeting
- Company-level targeting for ABM campaigns
- Retargeting website visitors and video viewers
- Thought leadership and brand awareness
Twitter / X Ads
Twitter / X
Effective for brands targeting tech-savvy, news-driven, or professionally active audiences. Twitter/X ads excel at conversation-driven campaigns, promoting content to engaged communities, and reaching audiences organized around specific topics and interests.
- Promoted posts and timeline ads
- Keyword and interest-based targeting
- Follower targeting (reach audiences similar to competitors)
- Website click and conversion campaigns
- App install and engagement campaigns
What Better Conversion Rates Actually Mean for Your Business
Conversion rate optimization isn’t a nice-to-have — it’s a budget multiplier. Here’s how small improvements compound into significant revenue impact.
01
Top of Funnel
Awareness
Cold audiences who’ve never heard of you. The goal is reach and recognition — not immediate conversion. Video, brand story content, and educational posts that introduce your brand to the right people.
- Video view campaigns
- Brand awareness objectives
- Interest and demographic targeting
- Broad but relevant audience segments
02
Mid Funnel
Consideration
Audiences who’ve engaged with your content or visited your site but haven’t converted. The goal is nurturing — keeping your brand in their feed as they research and compare options.
- Website retargeting campaigns
- Video retargeting (watched 50%+ of your video)
- Engagement retargeting (liked, commented, saved)
- Lead magnet and content offer campaigns
03
Bottom of Funnel
Conversion
Warm audiences who know you and are close to a decision. The goal is action — a call, a form fill, a purchase. Direct response ads with strong CTAs, urgency, and social proof.
- Lead generation form ads
- High-intent retargeting (pricing page visitors)
- Offer and promotion campaigns
- Lookalike audiences from converted customers
The Right Format for the Right Message
Each ad format serves a different purpose. We select and build formats based on your campaign objective, creative assets, and where the audience is in their journey.
Video Ads
Best for brand awareness and storytelling. Video stops the scroll and communicates your value proposition in seconds — the highest-engagement format on Facebook and Instagram.
Single Image Ads
Clean, direct, and versatile. Single image ads work across all objectives and placements — the workhorse format for most campaigns.
Lead Gen Forms
Pre-filled with the user's Facebook or LinkedIn profile data — drastically reduces form friction and increases submission rates for lead generation campaigns.
Carousel Ads
Multiple images or videos in a single swipeable ad. Ideal for showcasing multiple products, services, or features in a single placement.
Stories & Reels
Full-screen vertical placements on Instagram and Facebook Stories. High visibility, immersive format that reaches users in a distraction-free context.
Sponsored Messages
LinkedIn message ads delivered directly to your target audience's inbox — high open rates and direct response for B2B campaigns targeting specific job titles.
How We Build and Manage Your Paid Social Campaigns
Audit & Audience Strategy
We audit your existing campaigns and pixel setup, map your ideal customer profile to platform audiences, and build a full-funnel strategy that matches campaign objectives to each stage of your buyer journey.
Build & Launch
Campaign structure, audience targeting, ad creative briefing and copy, pixel verification, and conversion event setup — all completed and reviewed before launch. We don’t go live until tracking is confirmed end-to-end.
Audience Learning & Optimization
Paid social algorithms need data to optimize. The first 60 days focus on feeding the algorithm enough conversion events, testing creative variants, and refining audience segments based on engagement and cost-per-result.
Creative Refresh & Scaling
Ad creative fatigues faster on social than search. We refresh creative monthly, scale winning audiences, build lookalikes from converters, and provide monthly reporting on reach, CPL, ROAS, and audience performance.
Common Paid Social Questions Answered
For most businesses we recommend a minimum of $1,500–$2,500/month in ad spend to generate enough data for meaningful optimization. Meta’s algorithm needs approximately 50 conversion events per week to exit the learning phase — budgets below this threshold can result in campaigns that never fully optimize. B2B LinkedIn campaigns often require higher budgets due to higher CPCs in professional targeting.
Yes — LinkedIn in particular is purpose-built for B2B. The ability to target by job title, company size, industry, and seniority makes it the most precise B2B targeting available in any paid channel. For top-of-funnel awareness and lead nurturing, LinkedIn delivers quality that outperforms most other platforms for professional services, SaaS, and enterprise sales. Facebook can also work for B2B with the right audience strategy.
Boosting a post is a one-click shortcut that hands control to Facebook’s algorithm with minimal targeting and no conversion optimization. Properly managed paid social uses Ads Manager with full campaign structure, precise audience targeting, conversion event optimization, creative testing, and ongoing management. Boosted posts burn budget with very little strategic return — they’re not a substitute for a real campaign.
We write all ad copy and provide creative direction and specifications. For image and video assets, we work with what you provide or can coordinate with our design team to produce campaign-specific creative. Strong creative is one of the most significant performance levers in paid social — we treat it as a priority, not an afterthought.
For most businesses, yes. Search captures people actively looking for your service. Paid social builds awareness and nurtures the broader pool of potential buyers who aren’t searching yet. Running both creates a full-funnel presence — you’re visible at every stage of the buyer journey rather than only at the bottom.
Your Audience Is on Social.
Are You in Front of Them?
Get a free paid social audit — we’ll review your current campaigns, assess your audience strategy, and show you exactly where your budget could be working harder.