The moving parts of a paid social account
A managed paid social account has a handful of pieces, each of which needs attention over time:
- Campaign objective, such as leads or website conversions, which tells the platform what to optimize for.
- Audiences: saved targeting, website visitors, customer lists and lookalikes on Meta; job and company targeting on LinkedIn.
- Creative: single images, short videos, carousels and, on LinkedIn, document ads.
- Copy: the primary text, headline and call to action.
- Destination: a native lead form or a landing page on your site.
- Tracking: the Meta pixel and Conversions API, or the LinkedIn Insight Tag.
- Budget and frequency, which together decide how often the same people see an ad.
The first month of a paid social campaign
- Access and audit. Get access to your Meta business portfolio or LinkedIn Campaign Manager, check pixel or Insight Tag status, and look at any past campaigns.
- Tracking and forms. Set up or fix conversion events, build lead forms or confirm landing pages, and connect form submissions to your CRM or inbox.
- Audiences and creative. Build the first audiences, write copy, prepare a first round of creative, and check whether a special ad category applies.
- Launch and watch. Start with a modest set of ad sets, check delivery and rejections daily at first, and gather your feedback on the first leads.
After that the work moves to the weekly routine: frequency, creative refresh, budget shifts and lead quality checks with you.
Questions worth asking a paid social provider
- Will the ad accounts and pages stay owned by my business, with you added as a partner?
- Do you produce creative, adapt mine, or work from my brief?
- How often do you expect to refresh creative, and how do you decide when?
- Do you recommend native lead forms or landing pages for my offer, and why?
- How will form submissions reach my CRM, and how will you test it?
- Will you set up the Conversions API, or the pixel alone?
- Does my offer fall in a special ad category, and how would that change targeting?
- What goes in your regular summary, and how do you use my feedback on lead quality?
Questions about paid social campaigns
Should I use Meta or LinkedIn?
It depends on your buyer. LinkedIn targets by job title, seniority, company size and industry, which suits offers aimed at specific roles, and clicks usually cost more. Meta reaches business owners in their personal feeds and relies on interests, website visitors and customer lists. Many advertisers test one before adding the other.
Do I need the Meta pixel and the Conversions API?
If you send people to your website, yes, ideally both. The pixel records events in the browser; the Conversions API sends them from a server, which helps when browsers block scripts. Set up with matching event IDs, Meta counts each event once. Native lead form submissions are recorded by Meta without either.
Who owns the Facebook Page and ad account?
Your business should. The Page, Instagram account, ad account, pixel and customer lists belong in a Meta business portfolio owned by you, with the provider added as a partner. LinkedIn works the same way: your Company Page and Campaign Manager account, with the provider added as a user.
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