Social media marketing is different from social media management. Management is about maintaining a consistent presence. Marketing is about using social platforms to drive specific business outcomes: leads, event registrations, product sales, or brand awareness in a targeted audience.
We run social media marketing campaigns for small businesses on Instagram, Facebook, and LinkedIn. Paid campaign strategy, creative design within your brand identity, audience targeting, copy that converts, and performance reporting that shows what is actually working rather than just impressions and reach.
Part of our Marketing service. Works best when built on a foundation of strong organic presence through social media management and supported by a conversion-optimized landing page.
Paid social campaigns on Facebook and Instagram work best when your audience is defined enough to target precisely and your offer is specific enough to generate a response from a cold audience. They work less well when your product or service requires a long consideration period, when your audience does not spend time on social platforms, or when the creative does not work in a feed environment. We do not recommend paid social as a default. We recommend it when the audience fit and creative opportunity are both there.
A social media ad campaign that converts needs four things working together: an audience defined tightly enough to be relevant but broadly enough to have sufficient scale, creative that stops the scroll and communicates the offer in under three seconds, copy that makes the value clear without requiring the viewer to work for it, and a landing page that matches the ad promise and removes every possible conversion barrier. Most campaigns fail on landing page. The ad gets the click. A weak page kills the conversion.
Realistic CPL (cost per lead) varies significantly by industry, audience, and offer. Service businesses in competitive categories typically see CPLs between $30 and $150 on well-run Facebook and Instagram campaigns. LinkedIn CPLs run higher, often $100 to $300, because the audience quality is higher and the platform charges more. The metrics to monitor beyond CPL are cost per qualified lead (not all leads are worth the same), show rate for booked calls, and close rate from lead to client. CPL alone does not tell you whether a campaign is profitable.