What paid social campaigns are
Paid social means ads you buy inside Meta (Facebook and Instagram) and LinkedIn. Unlike search ads, they do not wait for someone to type a query. You choose an audience, and the platform shows your ad to people in it while they scroll.
That makes the work different. You are interrupting someone, so the creative and the first line of copy carry most of the load. Audience choices decide who sees it. A lead form inside the platform, or a landing page on your site, decides how easy it is to respond.
Managing paid social covers all of that inside Meta Ads Manager or LinkedIn Campaign Manager, in accounts you own, along with the tracking that tells the platforms which responses count.
Pixel, Conversions API and the Insight Tag
Without tracking, the platforms cannot tell which clicks led to a form submission, and their delivery algorithms work blind. Setting this up is part of the job.
On Meta, the pixel runs in the browser and the Conversions API sends events from your server or a connected tool. Using both, with matching event IDs so events are not counted twice, makes tracking sturdier when browsers block scripts.
On LinkedIn, the Insight Tag records site visits and conversions, and LinkedIn also offers its own Conversions API for server-side events.
Most setups go through Google Tag Manager. The provider tests events after setup, and again after any change to your site or form. Native lead form submissions are recorded by the platform itself, without the pixel.
Brand material and approvals
Paid social uses far more visual material than search, so expect to supply some of it.
Useful starting material includes your logo in a few formats, brand colors and fonts, real photos of your work or team if you want them shown, short video clips, and any existing guides or checklists that could become an offer. Stock imagery can fill gaps, but ads tend to look generic without some of your own material.
Agree an approval routine early. Who signs off on ad copy and creative? How quickly can they respond? Are there claims, words or images your industry or counsel rules out? A short written list of dos and don'ts saves rounds of edits later.
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.
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.
A few details about your business is enough to begin. A service partner replies to you directly.
Get startedOther services
Search advertising
Campaigns for buyers who are already looking. A partner handles setup and routine checks, and the platforms decide where ads appear.
Page builds
Copy, layout, form setup and tracking for new landing pages, or fixes to pages you already send paid traffic to.
Lead tracking and follow-up
Conversion tags, CRM routing and follow-up reminders set up so each inquiry is recorded with its source and assigned to someone.