Social Ads Management

Phase01

Account setup and measurement

• Objectives and KPIs
• Platform selection (Meta, TikTok and others)
• Tracking tags and landing page check

Eighty per cent of whether an ad works is decided before it ever runs.

Starting from the outcome you want — bookings, purchases, applications, awareness — we choose the campaign objective and platform, then get the tracking in place first: Pixel, CAPI, UTMs and the landing page that has to receive the traffic. Targeting, budget and bidding are set up so the algorithm learns properly and the data accumulates.

1. Platform and objectiveWe choose the platform (Meta, TikTok and so on) and the campaign objective to suit your product and audience.
2. Measurement foundationsTracking goes in first, so you can see which ad produced which booking or purchase.
3. SegmentationRather than broad age and gender buckets, we split the audience by situation and by the problem they have.

Phase02

Creative production

• Multiple cuts across multiple angles
• Vertical video and stills
• Creative that doesn't look like advertising

Not one perfect ad, but a set you can actually test across angles.

We frame each angle as who, then what, then how, and produce vertical video and stills for each — features, comparison, experience, emotion. Using the non-advertising-looking creative and POV technique we developed running organic accounts, the ads get watched to the end instead of skipped.

1. PositioningWe study competitors' ads and settle on the differentiating message nobody has said yet.
2. Multiple angles per ideaWe produce many ads across angles — features, comparison, experience, emotion — and test-run them to find the winner.
3. SequencingThe ads people see change in order — discover, understand, decide — walking them toward the purchase.

Phase03

Test campaigns and winner selection

• Small-budget test runs
• Judged on early data
• Only winners go to full delivery

Not a gamble. We confirm the winner in the data before the budget goes in.

We test several pieces of creative on a small budget first and judge them on early CPM, retention, CTR and conversion data. Only what passes goes to full delivery, so the budget never disappears into ads that might not have worked. If you also use our account management, posts already proven organically can be run as Spark Ads or partnership ads, raising the odds further.

Phase04

Optimise and scale

• Budget reallocation
• New hooks, scaled out
• Two-week iteration cycle

Budget moves to the winning creative, and improvement carries on in short cycles.

Budget is reallocated to the creative and segments that performed, and each winner is extended through variants with new hooks, stretching its useful life. Because production and campaign management sit with one team, we can run a two-week iteration cycle that split-function setups cannot. If organic is running too, both data sets inform the decision.

1. Scaling the winnersWe make versions of the winning ad with only the opening changed, extending its life before the audience tires of it.
2. Budget and bid optimisationBudget moves to what is performing, bringing the cost per acquisition down step by step.
3. Landing page and journey fixesWe look past the click, at the landing page and the form, and close the leaks.

Phase05

Reporting and next month's plan

• Monthly reporting
• Evaluated on layered KPIs
• Next month's creative direction

Not just what you spent and what it bought, but what to make next.

Alongside outcome metrics like CPA and ROAS, we evaluate leading indicators — CPM, retention, growth in branded search — and report on all of it monthly. The analysis of what worked and what didn't turns directly into next month's production and delivery plan.