Paid social campaigns in a few sentences
You pick who should see the ad. You write and design something that gives them a reason to stop and respond. The platform shows it to people in that audience, and you pay for the impressions or clicks.
Then the upkeep starts: watching how often the same people see each ad, swapping in new creative before it wears out, checking that lead forms and tracking still work, and passing every response to whoever follows up. That is paid social management, run in Meta Ads Manager or LinkedIn Campaign Manager inside accounts you own.
What a paid social engagement usually includes
Scope is agreed directly with the service partner, but most paid social work covers:
- An audit of your Meta business portfolio or LinkedIn Campaign Manager account, or a clean setup.
- Pixel and Conversions API setup on Meta, or the Insight Tag on LinkedIn, with test events checked.
- Audience planning: saved audiences, website visitors, customer lists and lookalikes where allowed.
- Campaign structure, objectives and budget settings.
- Ad copy and creative briefs, or finished creative if that is in scope.
- Native lead forms or landing page links, with form fields agreed.
- A way for form submissions to reach your CRM or inbox.
- Frequency checks and a creative refresh schedule.
- A regular summary of changes and what is being tested.
What drives the cost of paid social management
Fees for paid social work vary mainly with how much creative and how many audiences the job involves.
Creative production is often the largest variable. A provider adapting images and copy you supply does less work than one designing and editing new video every few weeks.
Platforms and campaigns add up. Running Meta and LinkedIn together means two accounts, two tracking setups and two sets of lead forms.
Tracking state matters at the start. A site with no pixel, no Conversions API and no CRM connection needs setup work before any ad runs.
Cadence also counts: weekly refreshes and written summaries take more hours than a monthly check. Ad spend itself is billed by Meta or LinkedIn to you, apart from the fee.
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.
Can you produce the ad creative?
That depends on the service partner and the scope you agree. Some produce images, short video and copy; some adapt material you supply; some write briefs for your designer. Mention in your quote request what material you already have, and the partner will say how they would handle it.
How do lead form submissions reach my CRM?
Usually through an integration. HubSpot, Salesforce and Pipedrive offer connections for Meta and LinkedIn lead forms, and connector tools can send submissions to a CRM or shared inbox. A CSV download from the platform is the fallback. The connection should be tested with a real submission after setup.
Tell us what you sell and which channels you want to run. A service partner will reply with a scope and a quote.
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Search ads
Ads that show when people search for what you sell. Includes search term checks, negative keywords and budget pacing on a regular schedule.
Forms that connect
Form submissions routed to the right inbox or CRM pipeline, tagged by source, with a clear thank-you page.
Offline conversions
Closed deals in your CRM sent back to the ad platforms, so campaign data reflects what happened after the form.