Paid social ads on Facebook, Instagram, LinkedIn and TikTok. We track revenue from every dollar of social spend, not just likes and impressions. No lock-in contracts.
Book a Free Discovery CallWhy Paid Social
Paid social advertising offers something unique in the marketing mix: the ability to reach massive audiences with unprecedented precision while delivering both brand awareness and direct response in a single channel. With billions of active users across Facebook, Instagram, LinkedIn, and TikTok, social platforms represent where your customers spend their time—and where competitors are increasingly investing to capture attention.
Unlike search advertising, which captures existing demand, paid social creates demand by introducing your business to people who match your ideal customer profile but may not be actively searching for solutions. This proactive reach is powerful for businesses looking to scale beyond the limited volume of people searching for their services at any given moment. Sophisticated targeting allows you to reach prospects by demographics, interests, behaviours, job titles, and even similarity to your best existing customers.
The real power of paid social lies in its full-funnel capabilities. You can build awareness with video campaigns, nurture consideration through retargeting, capture leads with instant forms, and re-engage past customers for repeat business—all within the same platform ecosystem. When properly tracked and optimised, paid social becomes a predictable engine for customer acquisition that scales with your business.
Platforms
Facebook remains the cornerstone of paid social advertising, offering unparalleled reach with 17+ million Australian users and the most sophisticated targeting capabilities in the industry. What makes Facebook powerful is the depth of data available for audience creation—detailed demographic targeting, interest-based targeting based on pages liked and content engaged with, behavioural targeting including purchase behaviours and device usage patterns, and custom audiences from your existing customer data.
Facebook's retargeting capabilities are unmatched, allowing you to re-engage website visitors, video viewers, and past engagers with tailored messaging based on their interaction level. Lookalike audiences enable you to find new customers who share characteristics with your best existing clients, scaling successful campaigns efficiently. Lead generation forms keep users on the platform, reducing friction and improving conversion rates for qualified enquiries. For most businesses, Facebook represents the highest-volume opportunity in paid social, capable of delivering both brand awareness and direct response at scale.
Instagram has evolved from a photo-sharing app to a comprehensive marketing platform with over 12 million Australian users, particularly strong among demographics under 45. The platform's visual nature makes it ideal for businesses with strong visual propositions—property, retail, hospitality, lifestyle services, and consumer brands. Instagram advertising leverages Facebook's powerful targeting infrastructure while offering creative formats optimised for visual storytelling.
Stories ads provide immersive full-screen experiences that feel native to the platform, while Reels ads tap into the fastest-growing content format. Shopping ads enable direct product discovery and purchase without leaving the app. The platform's emphasis on aesthetics means creative quality matters—polished, visually compelling content significantly outperforms repurposed assets. Instagram excels at brand building and awareness, with retargeting capabilities that move engaged audiences toward conversion. For businesses targeting younger demographics or those with visually compelling offerings, Instagram is increasingly essential.
LinkedIn is the definitive platform for B2B paid social, offering targeting capabilities based on professional attributes unavailable elsewhere. With 12+ million Australian professionals, LinkedIn enables precise targeting by job title, company name, industry, company size, seniority level, skills, and job function. This professional data makes LinkedIn indispensable for businesses selling to other businesses, targeting decision-makers, or offering high-value professional services.
Sponsored Content places your messaging directly in the professional news feed, while Message Ads (InMail) deliver personalised messages to target inboxes with guaranteed delivery. Lead Gen Forms pre-populate with LinkedIn profile data, dramatically reducing friction for high-value B2B leads. Document ads enable distribution of whitepapers and reports directly in the feed. While cost per click is higher than consumer platforms (typically $5-$15+), the ability to reach specific decision-makers with tailored messaging often delivers superior ROI for B2B campaigns. LinkedIn excels for account-based marketing, executive thought leadership distribution, and high-value lead generation.
TikTok represents the fastest-growing opportunity in paid social, with over 8.5 million Australian users and engagement rates that dwarf established platforms. What makes TikTok unique is its algorithm-driven content distribution, which can deliver massive organic reach for content that resonates, regardless of follower count. For advertisers, this means the potential for campaigns to achieve significant reach at lower costs than saturated platforms.
TikTok's user base skews younger (primarily 18-34), but the platform is rapidly expanding across demographics as it mainstreams. The key to TikTok advertising success is native-feeling creative—content that looks like organic TikToks rather than repurposed ads from other platforms. In-Feed Ads appear in the For You feed alongside organic content, while TopView and Brand Takeover formats offer premium visibility. The platform's immersive, full-screen video format demands attention in ways banner ads never could. For B2C brands targeting younger demographics, or businesses willing to invest in platform-native creative, TikTok offers significant opportunity before competition and costs increase.
Our Process
Platform selection, audience definition, competitive analysis, and campaign architecture. We build the strategic foundation before spending a dollar.
Platform-native creative briefs, asset production, and ad copywriting. Creative that stops the scroll and drives action.
Pixel installation, conversion tracking setup, custom audience creation, and lookalike development from your customer data.
Account structure, campaign configuration, bid strategies, and initial launch with close monitoring during the learning phase.
Weekly performance adjustments, creative testing, budget reallocation to top performers, and transparent monthly reporting on metrics that matter.
What's Included
Platform selection, audience targeting strategy, funnel architecture, and competitive positioning. We build campaigns designed for your specific objectives.
Detailed creative direction for internal or external production teams, ensuring platform-native content that performs. Includes format specifications and messaging frameworks.
Pixel and tracking implementation, custom audience creation from your data, lookalike audience development, and ongoing audience refinement based on performance.
Account structure, campaign configuration, ad set targeting, creative upload, and conversion tracking verification. Everything needed for proper launch.
Continuous performance monitoring, bid adjustments, budget reallocation, audience refinement, and creative testing. We improve campaigns every week.
Comprehensive reports showing spend, impressions, clicks, leads, cost per lead, and—most importantly—attributed revenue. Business metrics, not vanity metrics.
Who We Work With
We specialise in paid social advertising for high-ticket SMEs—businesses where customer lifetime value justifies investment in sophisticated acquisition channels. Our typical clients have:
Minimum $2,000 monthly ad spend per platform. Below this threshold, campaigns struggle to generate sufficient data for optimisation. We recommend starting at $2,000 per platform and scaling proven campaigns.
High customer lifetime value. Paid social works best for businesses where a single customer is worth thousands or tens of thousands over their lifetime—professional services, property, financial services, B2B, healthcare, and premium consumer brands.
Willingness to invest in creative. Social platforms are visually driven. Businesses committed to producing quality video, imagery, and copy see significantly better results than those trying to succeed on strategy alone.
Focus on measurable outcomes. We track revenue, not reach. If you care about likes and impressions more than leads and sales, we're not the right fit. We work with businesses that understand marketing is an investment to be measured, not an expense to be minimised.
FAQ
Facebook Ads and Google Ads serve different purposes and work best together. Google Ads captures existing demand—people actively searching for solutions right now. Facebook Ads creates demand—reaching people who match your ideal customer profile but aren't actively searching. Google Ads typically deliver higher intent leads at higher cost per click. Facebook Ads offer lower cost per reach and powerful audience targeting but often require more nurturing. For most businesses, we recommend both: Google for immediate lead capture, Facebook for awareness, retargeting, and reaching new audiences. The optimal budget split depends on your industry, customer acquisition cost targets, and sales cycle length.
Paid social advertising costs vary by platform, industry, and targeting. Facebook and Instagram ads typically range from $0.50-$3.00 per click, with cost per lead varying from $15-$100+ depending on competition and offer quality. LinkedIn is more expensive, with clicks ranging $5-$15+ and cost per lead often $50-$200+. TikTok offers lower costs currently, with clicks $0.30-$2.00, though costs are rising as the platform matures. Management fees for professional campaign management typically start at $1,500-$3,000 monthly plus ad spend. We recommend minimum ad budgets of $2,000 monthly per platform to generate sufficient data for optimisation.
Social media targeting uses platform data to show ads to specific audience segments. Facebook and Instagram offer demographic targeting (age, location, gender), interest targeting (pages liked, content engaged with), behavioural targeting (purchase behaviour, device usage), and lookalike audiences (people similar to your existing customers). LinkedIn enables targeting by job title, company, industry, seniority, skills, and company size—powerful for B2B. TikTok offers interest and behaviour targeting plus custom audiences. Advanced strategies include retargeting website visitors, video viewers, or engagers; creating lookalike audiences from high-value customers; and layering multiple targeting criteria to reach precise segments.
Apple's iOS14+ privacy changes significantly impacted social advertising by limiting tracking capabilities. The App Tracking Transparency framework requires users to opt-in to tracking, with most users declining. This reduced the effectiveness of retargeting, made conversion tracking less accurate, and increased cost per acquisition for many advertisers. Platforms like Facebook developed alternative tracking methods (Aggregated Event Measurement, Conversions API) to mitigate these impacts. Successful advertisers have adapted by: diversifying across platforms, building first-party data through email and SMS, focusing on platform-native lead generation (lead forms), and using broader targeting that relies less on precise tracking. While challenges remain, paid social advertising remains highly effective with proper strategy.
The best creative format depends on platform and objective. On Facebook and Instagram, short-form video (15-30 seconds) typically outperforms static images, particularly for prospecting campaigns. Carousel ads work well for showcasing multiple products or features. User-generated content style ads (authentic, less polished) often outperform highly produced creative. On LinkedIn, thought leadership content, case studies, and professional imagery perform best. Document ads (PDFs shared as posts) drive high engagement for B2B. On TikTok, native-style video that feels organic to the platform significantly outperforms repurposed ads. Regardless of platform, creative should hook attention in the first 3 seconds, clearly communicate value, and include a strong call-to-action.
Lead quality from social media varies significantly based on targeting, offer, and industry. Generally, social leads require more nurturing than search-intent leads (Google Ads) because they're not actively seeking solutions when they see your ad. However, well-targeted social campaigns can generate high-quality leads at lower cost than search. We improve lead quality through precise audience targeting, lead form qualification questions, lead magnets that attract serious prospects (not just freebie seekers), and retargeting warmer audiences. The key is measuring quality through to revenue—tracking which leads become customers—rather than making assumptions based on source. Many businesses find their best lifetime value customers come from social channels, even if initial conversion rates are lower.
We provide weekly performance snapshots via email showing key metrics (spend, impressions, clicks, leads, cost per lead) and any significant changes or optimisations made. Comprehensive monthly reports include detailed analysis of performance by campaign, ad set, and creative; audience insights; competitive observations; and strategic recommendations for the upcoming month. Real-time dashboard access allows you to monitor performance anytime. Additionally, we schedule monthly strategy calls to review results, discuss lead quality feedback from your sales team, and align on upcoming priorities or campaign adjustments. For high-spend accounts or during campaign launches, we increase communication frequency as needed.
We recommend minimum ad spends of $2,000 per month per platform to generate sufficient data for meaningful optimisation. Below this threshold, campaigns struggle to exit the learning phase and achieve stable performance. For single-platform campaigns (Facebook only, for example), this means $2,000 monthly minimum. Multi-platform campaigns should budget $2,000+ per platform. Our management fees are separate from ad spend and typically range $1,500-$4,000 monthly depending on campaign complexity, number of platforms, and creative requirements. We work with businesses where the economics make sense—if your customer lifetime value doesn't support customer acquisition costs at these spend levels, we'll advise you honestly.
Paid social campaigns typically require 2-4 weeks to optimise and deliver stable results. The first week involves algorithm learning as platforms understand who responds to your ads. By weeks 2-3, we have sufficient data to make informed optimisations to targeting, creative, and bidding. By week 4, campaigns usually reach stable performance with predictable lead costs. However, this timeline assumes proper tracking, conversion-optimised landing pages, and competitive offers. Campaigns with broken tracking, poor creative, or uncompetitive offers may never perform well regardless of runtime. We provide honest assessments within the first month—if fundamentals are wrong, we'll tell you rather than burning budget indefinitely.
No. We operate on rolling monthly agreements with 30 days' notice. We believe in earning your business every month through demonstrable results, not locking you into long-term commitments. This no-lock-in approach keeps us accountable and ensures our incentives align with your success. You can pause, adjust, or cancel as your business needs change—seasonality, budget fluctuations, or strategic shifts. Many clients have worked with us for years because the results justify continuing, not because they're contractually obligated. We simply ask for sufficient time (typically 60-90 days) to properly test and optimise campaigns before making performance judgments.
Get Started
No lock-in contracts. No fluff. Just a straight conversation about your growth targets and whether we can hit them.