Paid social advertising that reaches real buyers
Paid social advertising is buying ad placements on social platforms — Facebook, Instagram, LinkedIn, TikTok, X, YouTube — to reach users based on their demographics, interests, and behaviour rather than their search intent.
Create demand instead of just capturing it
It works by targeting audiences (cold, lookalike, or retargeted) with sponsored posts, videos, or carousels that appear natively in their feeds. On your website, a tracking pixel (Meta Pixel, LinkedIn Insight Tag) records visitor actions, feeding data back to optimise campaigns and retarget people who didn’t convert. Unlike PPC search, it creates demand instead of capturing it — you interrupt users rather than answer them.
Cold Audiences
Reach brand-new people by demographics, interests, and behaviour — introducing your business to those most likely to care.
Lookalike Audiences
Find new people who resemble your best existing customers, using the platform’s own modelling.
Retargeting
Bring back visitors who didn’t convert the first time, using pixel data to close the loop.
Social Media Optimization (SMO)
SMO is the organic side of social — improving your profiles, content, and engagement so your brand gets discovered and shared without paying for reach. It works through optimised bios and keywords, consistent posting, hashtags, engaging formats (reels, stories, polls), and community interaction that trains platform algorithms to push your content further.
On your website, SMO connects via share buttons, Open Graph tags, and social meta tags that control how your pages look when posted, plus embedded feeds and follow links. Unlike paid social, it builds reach slowly through relevance and engagement rather than budget.
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