Paid Social
Paid social that turns scrolls into booked jobs
Most Meta accounts we audit have the same three problems: untested creative, audiences built on guesses, and a budget split nobody's revisited. We run paid social as a system you can steer toward booked jobs, orders or signups.
Platforms we run
Meta is primary. Pinterest where the vertical fits. Tag Manager wired into both.
Why most paid social underperforms for service businesses
Three patterns we see again and again when we audit Meta accounts for service businesses. Each one is fixable, and fixing them is where the account turns around.
Creative that hasn't been tested in months
The platform rewards iteration. Three ads launched on day one and never refreshed get buried in the auction, and the algorithm starts spending against fatigued creative because there's nothing fresh to lean on.
Audiences built on guesses, not data
Interest stacks pulled from the platform's suggestion panel. Lookalikes built off the wrong seed list. No first-party signal feeding the model. The result is a campaign optimizing toward people who look like a noisy sample of who you want to reach.
Budget split set on day one and never revisited
Three ad sets at 33% each because that felt fair. Six months later, ad set two is burning 30% of the budget at twice the cost-per-lead of ad set one, and nobody's looked.
How we manage paid social
Three things we treat as non-negotiable on every account. The pillars are where the work compounds.
Creative is the variable that matters most
Test deliberately, kill losers fast, scale what works.
Audience strategy that holds up under scrutiny
- Broad audience
- Interest + behavior signals
- First-party signals (CRM, customer file)
- High-intent retargeting
Audience precision narrows toward highest-intent retargeting.
Vertical-specific creative and offer logic
Home services
Multi-location
Franchise
Restaurants
How we run an account
Same backbone we use across every paid channel. Front-loaded strategy work; ongoing optimization that compounds.
Step 01
Audit
We pull the last 12 months of account history, creative performance, audience structure, and pixel + Conversions API health. We surface what's working, what's leaking budget, and what's structurally wrong.
Step 02
Strategy
We map campaign architecture to your service mix, locations, and the verticals you serve. We agree on the leading metrics, the budget shape, the creative testing plan, and what success looks like together.
Step 03
Build and launch
We rebuild campaigns as needed, integrate Conversions API and call tracking, brief and ship the initial creative round, and stand up the testing structure. We share full visibility into what's running.
Step 04
Optimization and review
Regular creative refreshes, structured A/B testing, audience iteration, and budget reallocation, paired with strategic check-ins to revisit what's compounding and what's coming next quarter. You see the changes; we explain the reasoning.
What we run inside the account
The full paid-social stack, managed as one system. Which pieces run depends on your creative volume, audience size, and what the offer can support.
Facebook and Instagram campaigns
Lead-gen, traffic, and conversion campaigns across feed, Stories, Reels, and Messenger. Structured around your service mix and the buyer-decision flow, not around what looks good in the dashboard.
Performance video and creative production
Short-form video built for the auction: native-feeling, hook-first, formatted for the placements that convert. We make simple, ad-ready videos from your footage and brand assets. Full shoots and post-production come from your team or your video partner.
Retargeting and customer-list audiences
Retargeting ladders sized to actual visitor volume so spend stays disciplined. Customer-list lookalikes that anchor on people who've paid you, not anonymous lead form submits.
Conversions API and server-side measurement
Standard in every engagement. Server-side event forwarding so the platform's optimization runs on real conversion signal, surviving browser privacy changes that have hollowed out client-side pixel data.
Pinterest Ads (select verticals)
We run Pinterest where the buyer journey fits, home services with strong visual transformation (landscaping, remodel, design-led trades) and restaurants with regional reach. Not a default; a targeted addition where it earns its place.
Lead forms with CRM integration
Native lead forms wired to your CRM with call-routing and SMS notifications, so leads land in front of someone within minutes. Form leads that sit overnight don't convert; the integration is what makes the channel work.
Industries
Who we serve
Different businesses, different definitions of a win. We learn yours, then bring what's already working across every industry we serve.
Across our careers
- 400+
- Clients we've worked with
- 12+ years
- Senior performance-marketing experience
- $1M+/mo
- Peak monthly ad spend managed
Common questions
How long does it take to see results from Meta ads?
For most service-business accounts, the first 30 days are about cleaning up structure, fixing tracking, and getting the first creative round into the auction. Weeks 4 to 8 are when the data starts steering budget toward what's working; by month 3, cost-per-booked-job starts to compound down. Categories with longer sales cycles take longer.
What's a reasonable monthly budget to start with?
Budget depends on your service area, average job value, and how competitive the auction is in your market. We will tell you honestly if your budget is too small to give the strategy a fair test, or if you should be spending less than you currently are.
How do you charge?
A predictable structure that scales with the work: a base management retainer plus a small percentage tied to the ad spend we manage. We share the specifics on a strategy call once we understand the scope.
We've been burned by an agency before. What's different here?
Integrity is built into how the work runs. The processes, the systems, the strategy, and the training all start from the assumption that we'll tell you the truth, including when the truth costs us money. That's what makes it possible to say "spend less here," "you're not ready for this yet," or "someone else is a better fit for this piece." It also makes the execution better, because nobody is quietly defending a decision they know is wrong. Most people who've had a bad agency experience weren't failed by tactics. They were failed by someone who wasn't straight with them.
Who does the creative work?
We brief, concept, and make performance creative, from static ads to simple ad videos, or work with your existing design and content team. Creative ownership stays with you; the working files transfer at any time.
Do you have experience in our industry?
We have worked with over 400 businesses across our careers: home services, multi-location and franchise operators, restaurants, ecommerce and SaaS. That gives us a good sense of what works across Google Ads, Meta, websites and the rest. What decides the result is how well all of it gets adjusted to your market, your competition and your economics, and working across industries is what keeps those adjustments sharp.
What about LinkedIn ads?
We run LinkedIn for the rare engagement where the buyer is genuinely on the platform, B2B service work into multi-location operations or franchise corporate teams. Not a primary capability and not a fit for owner-operator service businesses; we will tell you directly if it's not the right channel for you.
What happens to my account if we stop working together?
You keep the account, the campaigns, the creative library, the conversion history, and the integrations. We document handoffs and remove our access. Most engagements start month-to-month so you can leave when you need to.
Get social ads built to earn the click, not just the impression.
Show us where the budget stands, and get a clear read on what's working, and what isn't.