Paid versus organic social
Organic social is what you post for free to your followers, and its reach is often limited. Paid social puts your content in front of new people, on a schedule and budget you control.
How targeting works
You can target by location, age, interests and job details on some platforms, retarget people who visited your website, or let the platform find people similar to your customers. Broad targeting with strong creative often works well today.
Choosing platforms
Pick the platforms where your buyers spend time. LinkedIn suits many B2B offers, while Facebook and Instagram reach broad local and consumer audiences. TikTok can reach younger viewers with short videos.
Why Paid Social matters
Paid social can create demand from people who weren't searching yet. With good tracking, it can be a steady source of leads and sales and a strong partner to search ads.
Reaching people before they search
A new pilates studio had few followers and little search demand. It ran short video ads of real classes to women nearby with an intro offer, and filled its first beginner sessions within weeks.
Common mistakes
Boosting posts without a goal
Boosting random posts often buys likes, not customers. Pick a clear goal and track it.
Weak tracking
Without a pixel and conversion events, platforms can't optimize. Set up tracking before spending.
Running the same ad too long
Ads tire out as people see them again and again. Refresh creative regularly.
Where we work on this