Social media marketing — creative that gets tested, leads that land in your CRM

Two things kill most social budgets, and neither is the platform.

The first is boosting. A post does slightly better than usual, and the boost button is right there. Money leaves in small amounts with no hypothesis behind it and no structure to learn from. A year of that produces a folder of screenshots and no conclusions.

The second is what happens after the ad works. A stranger comments, messages, or fills in a lead form, and that lead now lives in an app on someone's phone. It gets answered when the owner notices, or it doesn't. Nobody can say how many arrived last month or which ad produced them. The ads did their job; the business lost the lead anyway.

Social pays only when both halves work: creative that is tested properly, and a pipeline that catches what the creative produces.

What social media marketing means in our hands

Creative is the variable that still moves, so we test it deliberately. Targeting is largely automated now; what the ad says and shows is the lever left. Every test isolates one thing — hook, format, offer or audience — with a hypothesis and a decision rule agreed before it runs. Losers retire on schedule; winners get iterated instead of quietly fatiguing.

Leads land as records, not notifications. Lead forms, comments and messages arrive in your CRM as structured records with source, campaign and the exact creative attached. Someone owns each one, and outcomes feed back to the platform so it optimises toward customers rather than form submissions. No system to catch them yet? See CRM development.

Organic and paid run off one content system. Organic is where you learn what resonates before paying to amplify it, and it's the profile a prospect checks right after seeing your ad. One calendar, one production run, one approval queue, with the strongest organic posts promoted into paid.

What a typical engagement includes

• Account and audience audit: what exists, what is tracked, what is wasted
• Channel strategy across Meta, Instagram and LinkedIn, including the honest recommendation to skip a platform where your buyers aren't
• Creative production: platform native vertical video, statics, carousels and copy built for the feed, not repurposed from a brochure
• A testing framework with a documented backlog of hypotheses, sequenced to produce conclusions
• Audience building and retargeting: customer-list custom audiences, lookalikes, engagement audiences, site visitors, video viewers, cart and form abandoners
• Organic content calendar with an approval flow, published on cadence
• Community management: comments, replies and message triage within agreed response times
• Reporting that ties spend to leads and outcomes, not to impressions and likes

The stack and the approach

• Platforms: Meta Ads Manager for Facebook and Instagram; LinkedIn Campaign Manager for B2B
• Measurement: Conversions API and server-side events, GA4, and CRM outcomes fed back to the platforms
• Destinations: landing pages we design and build ourselves on Next.js 16, held to Lighthouse 95+ and WCAG 2.1 AA
• Pipeline: leads written straight into your CRM; heavy inbound messaging can be triaged by an AI agent first
• Ownership: ad accounts, pixels and audiences stay in your business manager, under your name

What this looks like in practice

Two shapes most engagements take:

A consumer business on Meta and Instagram. A clinic, studio, restaurant group or local retailer creating demand rather than waiting for search. Short vertical video on a monthly production cadence, a standing test between offer angles, retargeting for anyone who watched or visited, and every inquiry landing as a CRM record with its source creative attached.

A B2B firm on LinkedIn. Narrow targeting by industry, seniority and company size, paired with content that demonstrates expertise rather than announcing it. Lead forms feed the CRM, sales outcomes feed back to the platform, and retargeting keeps the firm in front of accounts that engaged but didn't convert.

Social creates demand; PPC captures the demand that already exists, and SEO compounds underneath both.

Pricing

Social media marketing is scoped per project. Cost depends on how many channels you run, how much original creative gets produced each month, and whether organic and community management are in scope — a retainer number quoted before we understand that would be a guess. After a short call you get a written scope and a fixed price for it. Ad spend is separate, paid directly to the platforms. Contact us for a quote.

Ready to make social accountable?

Tell us what you sell and who buys it, and we'll tell you which platforms deserve your budget and which don't. Every brief gets a reply within four business hours.

Start a social media project → — or book a call