Paid Social

Paid social is advertising delivered through social platforms such as Meta, TikTok, LinkedIn, and YouTube, using audience, behavior, and interest targeting. It supports multiple objectives including awareness, lead generation, app installs, and direct response sales. Success depends on fast creative testing, strong audience segmentation, and tight alignment between ad promise and landing experience. Paid social can scale quickly, but performance often degrades without refresh cycles and frequency controls. Teams should analyze results by objective and funnel stage, not only blended account metrics, because prospecting and retargeting behave differently. Sustainable paid social programs treat creative iteration as the primary growth lever.