Search captures people who already know what they want. Paid social reaches people who do not yet, which makes the offer and the creative do far more work. That is the whole difference, and it is why campaigns transplanted from search usually disappoint.
Where it fits
- introducing something people do not know to search for
- reaching a defined professional audience on LinkedIn
- remarketing to visitors who did not enquire
- supporting a launch, event or seasonal push
- building recognition ahead of a longer buying cycle
The offer carries the campaign
Interrupting someone requires a reason to stop. A discount, a genuinely useful resource, a specific outcome. Vague brand messaging performs poorly on paid social because nothing about it interrupts anything.
We work on the offer before the targeting, because no audience configuration rescues a proposition nobody wants.
Creative is the main variable
On paid social, creative usually beats targeting for impact. We plan several angles rather than one polished asset, then let the data decide. Expect creative to be refreshed regularly: fatigue is real and shows up as rising costs on a campaign that was working.
Measurement without self-deception
Platform-reported conversions are generous. Attribution windows are long and the platform is marking its own homework. We reconcile against your own numbers so decisions rest on enquiries you can actually count.
Consent and tracking
Meta and LinkedIn pixels require consent in Germany, and consent rates are never one hundred percent, so platform data will always be partial. We would rather set that expectation at the start than explain a discrepancy later.
Pixels are only installed behind a working consent mechanism, with the privacy policy updated first.
What we will not do
Promise a cost per lead before any data exists, run campaigns to an audience the business cannot serve, or install tracking that has no lawful basis because it makes the reporting look better.
FAQ
Which platform should we use?
Whichever your customers actually use. For most B2B that is LinkedIn, at a much higher cost per click. For consumer services it is usually Meta.
How much should we budget?
Enough for the platform to exit the learning phase, which in practice means a meaningful daily budget for several weeks rather than a small amount spread thin.
Can you produce the creative?
We produce the concepts and the layouts. Photography and video are arranged separately where a project needs them.