Why Organic Reach Alone Isn’t Enough
Social media platforms have made organic reach increasingly difficult for businesses. Facebook organic reach averages 2-5% of your followers. Instagram and LinkedIn aren’t much better. Paid social advertising is the key to reaching your full audience and finding new customers.
Major Social Advertising Platforms
Facebook and Instagram Ads
The most versatile social advertising platform. Reach over 3 billion users with targeting options including demographics, interests, behaviors, custom audiences, and lookalikes. Best for B2C businesses, local businesses, e-commerce, and brand awareness.
LinkedIn Ads
The premium B2B advertising platform. Target by job title, company size, industry, seniority, and skills. Higher CPCs but unmatched B2B lead quality. Best for B2B companies, recruiting, and professional services.
TikTok Ads
The fastest-growing advertising platform with lower CPMs than Meta. Best for reaching younger demographics, brand awareness, and businesses with visual or entertainment-oriented products.
X (Twitter) Ads
Good for real-time engagement, trending topics, and B2B thought leadership. Lower cost but smaller audience than Meta platforms.
Getting Started
Define Your Objective
Every platform offers objective-based campaigns: awareness (reach and impressions), consideration (traffic, engagement, video views), and conversion (leads, sales, app installs). Choose the objective that aligns with your business goal.
Set Your Budget
Start with at least $500-1,000 per month per platform to gather meaningful data. Set daily or lifetime budgets and let the platform optimize delivery within your constraints.
Create Compelling Creative
Social ads compete with friends, family, and entertainment for attention. Your creative must stop the scroll. Use eye-catching visuals, clear value propositions, and strong calls-to-action. Video typically outperforms static images.
Targeting Best Practices
Start broad and let the algorithm find your audience. Use custom audiences (website visitors, email lists) for retargeting. Build lookalike audiences from your best customers. Layer targeting carefully — too narrow limits optimization.
Measuring Success
Track cost per result (CPC, CPL, CPA), return on ad spend, frequency (how often people see your ads), and relevance/quality scores. Optimize based on data, not assumptions.
Launch Your Paid Social Strategy
Brandastic manages paid social campaigns across all major platforms. Get a free social advertising consultation.
