Our approach to paid social media services
At iProspect UK, our approach to paid social media services is rooted in strategy, insight and measurable results. We understand that in today’s digital landscape, the social ecosystem is fragmented. Audiences are active across disparate platforms -Facebook, Instagram, TikTok, LinkedIn, and Pinterest - and we’re in a paid social era that’s dominated by algorithms.
Our paid social media experts understand that every paid social strategy will be unique to each client. From campaign set up and conversion tracking to ongoing optimisation and reporting, our methodology is designed to maximise ROI (Return On Investment) and deliver long-term growth. With a focus on measurable outcomes, we’re here to help brands scale efficiently, whilst maintaining authenticity and connection with their customers.
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How our paid social media services work
Our paid social media services are offered across our four office locations in London, Leeds, Manchester and Stafford. As a full-service marketing agency, our cross-functional model ensures we are at the forefront of innovation within the paid social landscape.
SHAPING THE FUTURE OF PAID SOCIAL MARKETING
We understand the importance of an integrated approach to platforms, strategy, media buying, analytics and measurement. At iProspect, our hyper-specialists span paid social, organic social, social commerce, and creator content to deliver full-funnel activation with precision, agility, creativity and measurable client impact.
Being more than just a paid social agency, we have the ability to combine wider audience research with thorough creative testing, and leverage advanced platform insights, to deliver campaigns that successfully convert.
We’re also proud to pioneer AI-driven media buying - challenging the social algorithms, optimising inputs, and accelerating outcomes to deliver transformative social media campaigns. Rooted in advanced machine learning and experimentation, we proudly stand as Meta's Tier 1 Experimentation Partner - celebrated for fostering a dynamic test-and-learn culture. We have more than 350 certifications across major social platforms, and we are TikTok's most accredited agency partner for media advertising on TikTok Shop.
CHOOSING THE RIGHT PAID SOCIAL PLATFORMS
We run paid social campaigns across the social platforms that your customers actually use. Each platform plays a unique role, and the choice of channels will depend on your brand’s unique goals. Meta platforms (Instagram & Facebook) are seen as the big ‘key players’ for paid social, thanks to their large-scale reach and mature targeting capabilities. LinkedIn has solidified their reputation as the leading platform for B2B marketing and professional audiences, whereas newer additions to the paid social advertising space (TikTok, Snapchat, Pinterest, Reddit, X, WeAre8) provide more unique, creative capabilities.
USING PAID SOCIAL TO UNDERSTAND YOUR TARGET AUDIENCE
A/B testing helps to remove the guesswork when it comes to paid social advertising campaigns. Setting up controlled experiments – where we can test versions of creative, formats, copy, call-to-action signals, audience targeting – allows for clearer, data-driven decisions to be made to support our client’s goals.
These testing processes not only improve overall efficiency (allowing for budgets to shift towards higher-performing ads and lowering wasted spend) but also highlight clear target audience preferences - providing deeper insights into how different target groups respond to paid social content.
As social media platforms are constantly evolving, it’s important for our clients to stay ahead of the curve. A/B testing (or split testing) allows us to do so by enabling real-time optimisation, and analysis of tangible results to identify actionable insights which will ultimately drive greater success and cost-efficiency.
THE IMPORTANCE OF PAID SOCIAL BEST PRACTICES
The key pillars behind paid social success are having the right audience, the right message and the right timing. Implementing paid social advertising successfully can ultimately boost conversions and engagement, whilst enhancing your brand’s presence online. Being more than just a paid social agency, we don’t treat paid social in isolation. Our full suite of digital marketing services allows us to provide consistent messaging and a unified digital marketing approach for our clients – allowing them to successfully cut through the noise and deliver messaging to high-value audiences. Using data-driven insights to understand what works best and continually refining our approach, we also have access to proprietary tools to help us track performance, identify areas for improvement and optimise in real-time. Managing ads across various platforms can be complex – which is why we’re here to help.
MANAGING TAILORED PAID SOCIAL REPORTING
Why is paid social reporting crucial for brands? The current social media marketing landscape is moving – fast. Running successful paid social campaigns requires more than boosting a post and hoping for the best. It requires a tailored paid social strategy with precise performance tracking. Paid social media provides brands with the opportunity to get in front of potential audiences in a way that isn’t feasible through organic social alone. However, it’s not just about spending budget.
We work with our clients to create paid social advertising campaigns that resonate with their ideal customer - using the right social media platforms and measuring success against KPI’s (Key Performance Indicators) that truly matter. Leveraging our proprietary platforms and specialist paid social practitioners, we help our clients to build a sustainable engine for growth.
No matter the focus - click-through rate (CTR), conversion rate, cost per click (CPC), engagement (likes, comments, shares, saves), return on ad spend (ROAS), impressions, reach, cost per acquisition (CPA), lifetime value of a customer (LTV) or quality scores – the key is not to look at metrics in isolation. We’re here to guide you through the planning, execution, measurement and optimisation of your paid social campaigns - holistically.
Why choose iProspect as your paid social media agency?
At iProspect, our paid social services are built around performance, insight and optimisation. We’re the UK’s largest paid social community, housing 200+ specialists who are dedicating to mastering the paid social media craft. Our Tier 1 partnerships with Meta, TikTok and Snapchat exemplify our commitment to pushing boundaries.
Our paid social community is 100% certified across scaled partners and is divided into core channel experts and ‘hyper specialists’. These hyper specialists collaborate closely with their counterparts at partner platforms, enabling us to unlock and deploy innovation more efficiently that the generalised approach others may adopt.
As part of a full-service marketing agency, our paid social strategies don’t sit in isolation. Going beyond surface-level targeting, our comprehensive range of services gives us the opportunity to integrate paid social advertising with wider digital channels including organic social, SEO and content marketing, programmatic, paid search, retail media, video advertising, digital OOH and affiliate marketing.
We understand that choosing the right paid social agency is critical to driving sustainable growth. Our paid social specialists combine deep platform expertise with data-led strategy and proprietary tools to create paid social advertising campaigns that work harder and perform better. Ensuring consistent messaging and joined-up performance across customer touchpoints, we deliver paid social strategies that are designed to win.
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FAQs
1. What is paid social?
Paid social refers to targeted advertising on social media platforms. Paid social advertising uses a variety of formats – images, videos, carousels – which are typically marked with labels such as “sponsored”, “promotion” or “ad”. The benefit of paid social campaigns? Brands can pay to target specific audiences – helping with brand awareness, engagement and conversions.
2. What’s the difference between organic and paid social?
Social media services typically fall into two categories: paid and organic. Both types play a crucial role and are often combined as part of a comprehensive digital marketing strategy. Whilst organic social media content is often associated with brand/ community building, paid social media offers more precise targeting, the ability to cut through platform noise and opportunities for A/B testing to learn more about your target audience.
3. How does paid social work?
Paid social media involves investing money in targeted advertising. When setting up paid social campaigns, you’ll need to decide the desired KPIs you want to measure against and the ideal target audience you’d like to reach. Unlike posting organically, paid campaigns allow you to target specific demographics based on audience attributes such as age, location, job title, purchasing behaviours, and various other demographics, interests, behaviours and more advanced data signals.
4. What are the benefits of paid social advertising
Paid social media advertising allows you to reach the right people at the right time. It’s scalable, flexible and measurable – giving you control over budgets, bidding strategies and creative formats. Whether you’re looking at focusing on driving conversions through personalised retargeting or boosting brand awareness and engagement – paid social media marketing allows brands to test, learn and refine campaigns to unlock success.