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.
Creative and copy formats in rotation
Paid social runs on creative, and creative wears out. Part of the work is keeping a steady supply in the formats each platform supports.
- Single image ads, the simplest to produce and test.
- Short video, often with captions, since many people watch with sound off.
- Carousels, a few cards that can walk through steps or services.
- Document ads on LinkedIn, which let people page through a guide in the feed.
- Text and conversation ads on LinkedIn for some offers.
Copy matters as much as the visual. The first line of primary text, the headline and the call-to-action button each get tested. Ask the provider whether they produce creative themselves, adapt what you supply, or brief a designer.
What you supply for paid social
- Access to your Meta business portfolio (formerly Business Manager) or LinkedIn Campaign Manager, as a partner or user.
- Admin or editor access to your Facebook Page, Instagram account or LinkedIn Company Page.
- Access to Google Tag Manager or your website, for the pixel and Insight Tag.
- Your logo, brand colors and any photos or video you are happy to use.
- A description of your buyer: role, company size, industry.
- Customer or prospect lists for audiences, if you have consent to use them that way.
- A monthly ad budget.
- Someone to approve ads and give feedback on the leads that come in.
Questions about paid social campaigns
What does frequency mean in paid social?
Frequency is the average number of times each person in your audience has seen an ad over a period. Some repetition helps people remember you. Too much, with the same creative, tends to bring hides, negative comments and fewer clicks. A provider watches it alongside budget and audience size.
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.
Can I upload my customer list for targeting?
Both Meta and LinkedIn accept customer lists and hash the data before matching. You need the right to use that data for advertising under your own privacy policy and any consent you collected. Lists also help exclude existing customers from prospecting ads, so they see fewer offers they do not need.
You keep the accounts and the data. Ask a service partner to quote the hands-on work.
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