Paid social that starts with the people who already know you
Paid social is very good at two things: reaching people who already visited your site, and reaching people who look like your existing customers. It is much worse at catching someone in the moment they decide they need a plumber, a lawyer or a new roof, because nobody opens Instagram to solve that problem.
So we spend it in that order. Retargeting first, because the audience is already warm and the clicks are cheap. Lookalikes built from your actual customer list second. Cold interest targeting last, and only once the earlier layers are saturated. Everything is reported on cost per lead against the rest of your marketing, not on reach.
Warm before cold, every time
Retargeting site visitors typically costs a fraction of cold prospecting and converts several times better, because you are talking to people who already showed intent. Most accounts we inherit have a large cold prospecting budget and almost no retargeting, which is exactly backwards.
Your customer list is your best targeting asset
Interest targeting is a guess. A lookalike built from an uploaded list of your actual high value customers is derived from real behavior. It takes ten minutes to export and it consistently outperforms every interest stack anyone assembles by hand.
Creative is the targeting now
Platform algorithms find the audience if the creative signals who it is for. A photo of an actual job with a plain sentence about what it cost and how long it took will out deliver a designed brand asset almost every time. Refresh before fatigue, not after performance collapses.
Lead forms versus landing pages is a real tradeoff
Native forms convert at a much higher rate and produce leads who barely engaged. Landing pages produce fewer, better qualified leads. Which one wins depends on whether your bottleneck is lead volume or sales team time, so we test rather than assume.
Speed to lead matters even more here
Social leads are colder and they cool fast. If a form fill sits for a day the lead is usually gone. Everything routes straight into your CRM or inbox with instant notification, and we test that path monthly because it breaks quietly.
Compared against search, not against itself
A paid social report that only compares this month to last month can hide the fact that the same money in search would have produced twice the leads. We show cost per qualified lead beside your other channels so the comparison is possible.
Recent reading from our team
Written by our team, not spun by a tool. Everything we publish is something we do for clients.
