import type { ServiceContent } from "@/content/types"; export const paidSocialService: ServiceContent = { slug: "paid-social", name: "Paid Social", shortDescription: "Meta and LinkedIn built on creative testing and lead quality.", stage: "acquire", seo: { title: "Paid Social Management for SaaS + E-commerce", description: "Meta and LinkedIn ads run as a creative testing system, with clean conversion signals and budgets judged by pipeline, new-customer CAC, and MER.", }, hero: { eyebrow: "Paid social", title: "Paid social that finds customers worth paying for.", intro: "We run Meta and LinkedIn ads as a steady creative testing system, backed by clean conversion data. Spend is judged by qualified pipeline, new-customer CAC, and MER.", outcomes: ["Higher-quality leads", "Lower new-customer CAC", "Creative that stays fresh", "Cleaner conversion signals"], }, problem: { heading: "Where paid social budgets leak.", intro: "The warning signs are easy to miss. Frequency creeps up, costs rise, and the conversions a platform reports stop matching what sales or finance can see.", items: [ { title: "Creative left to fatigue", description: "The same few ads run until the audience tunes them out. When costs finally spike, there are no tested replacements ready to launch.", }, { title: "Cheap leads, thin pipeline", description: "Prefilled lead forms make submitting almost effortless. Cost per lead falls, and sales spends its time on contacts who were never going to buy.", }, { title: "Missing and double-counted conversions", description: "Browser privacy limits and ad blockers hide conversions from the pixel. Without a conversions API and deduplication, the algorithm learns from partial or inflated data.", }, { title: "Retargeting that takes the credit", description: "Retargeting and past customers make reported returns look strong. Meanwhile, spend on reaching new buyers shrinks, and growth stalls behind a healthy-looking dashboard.", }, ], }, approach: { heading: "How we run paid social.", intro: "On Meta especially, the ad itself now does much of the targeting. So we build around creative, then make sure each platform learns from real revenue.", steps: [ { title: "Agree on the conversion that counts", description: "First we define the event that matters: an SQL or opportunity for SaaS, a profitable first order for e-commerce. CAC and MER targets follow from it.", }, { title: "Test angles before edits", description: "We test the message first: the pain point, outcome, offer, or objection. Each angle runs in several formats, so we learn which idea works, not which edit.", }, { title: "Catch fatigue early", description: "We track frequency, click-through rate, and cost trends for every ad. Replacements come from a backlog of untested angles, so refreshes are planned ahead.", }, { title: "Give every audience a job", description: "Prospecting, retargeting, and existing customers get separate roles, budgets, and exclusions. Retargeting can't claim sales that prospecting created, and past buyers stop seeing acquisition offers.", }, { title: "Send revenue back to the platforms", description: "Conversions API events, deduplicated against the pixel, give the algorithm fuller data. We also pass purchase values, margin tiers, or CRM stages so bidding favors valuable customers.", }, ], }, deliverables: { heading: "What's included.", intro: "We shape scope around where paid social is losing money today. Work usually includes:", items: [ { title: "Account and signal audit", description: "A review of structure, audiences, tracking setup, and creative history before anything changes.", }, { title: "Creative testing framework", description: "A matrix of angles, hooks, and formats, with a set rhythm for launching and retiring ads.", }, { title: "Creative briefs and iterations", description: "Briefs with a clear angle, audience, and format, plus new versions of current winners.", }, { title: "Meta campaigns and catalog ads", description: "Facebook and Instagram prospecting, retargeting, and catalog campaigns, each with a defined role and budget.", }, { title: "LinkedIn campaigns", description: "Account and job-title targeting, with messaging for each role in the buying group.", }, { title: "Conversions API setup", description: "Server-side events for Meta and LinkedIn, deduplicated against browser events so each conversion counts once.", }, { title: "CRM and value feedback", description: "SQLs, opportunities, purchase values, or margin tiers sent back to the platforms to guide bidding.", }, { title: "Commercial reporting", description: "Reporting on pipeline, new-customer CAC, and MER, with creative results broken out by angle and format.", }, ], }, applications: { heading: "What paid social does for each model.", intro: "A SaaS buyer needs a reason to take a meeting or start a trial. A shopper needs a reason to buy today. Campaigns, signals, and creative change to match.", saas: { summary: "For SaaS, paid social is judged by qualified pipeline and CAC payback, since cheap leads prove little on their own.", points: [ "LinkedIn targeting by company list, industry, company size, and job function", "Lead gen forms and landing pages compared on SQL rate", "CRM stages, such as SQL and opportunity, sent back as conversions", "Meta campaigns for self-serve plans, optimized toward activated trials", "Creative written for each role in the buying committee", ], }, ecommerce: { summary: "For e-commerce, paid social has to win new customers at a cost the first order and repeat purchases can support.", points: [ "Catalog ads from a clean feed, with products grouped by margin", "Broad targeting, with distinct creative doing the work of finding buyers", "Existing customers excluded from prospecting or given a separate budget", "Scale driven by proven creative angles rather than ever-narrower audiences", "Spend levels set by blended MER and contribution margin", ], }, }, process: { heading: "From clean signals to creative-led scale.", intro: "Fixes come before tests, and tests come before bigger budgets.", steps: [ { title: "Audit", description: "We review structure, tracking, and past creative to see what worked, what wore out, and what the data supports.", }, { title: "Fix signals", description: "We set up or repair the pixel, conversions API, deduplication, and CRM or order data before any budget increase.", }, { title: "Build the backlog", description: "Customer research, sales calls, reviews, and past winners become a ranked list of angles to test.", }, { title: "Test and iterate", description: "New angles launch on a steady cadence. Winners get fresh hooks and formats, and tired ads are retired.", }, { title: "Scale what's proven", description: "Budget moves behind proven creative while CAC, MER, and lead quality stay inside agreed limits.", }, ], }, measurement: { heading: "How we measure paid social.", intro: "Platform dashboards are one input, not the verdict. We read from business results down to the ad.", tiers: [ { tier: "Business outcome", summary: "What reaches revenue.", metrics: [ { title: "Qualified pipeline", description: "SaaS: SQLs and opportunity value that started with a social ad." }, { title: "New customers", description: "First-time buyers and new paying accounts, counted apart from repeat revenue.", }, { title: "Contribution margin", description: "E-commerce: profit left after COGS, shipping, returns, and marketing.", }, ], }, { tier: "Efficiency", summary: "What each new customer costs.", metrics: [ { title: "New-customer CAC", description: "Spend divided by first-time customers, not by every conversion." }, { title: "MER", description: "Total revenue divided by total marketing spend, across channels." }, { title: "Cost per SQL", description: "What each sales-qualified lead costs, by campaign and audience." }, ], }, { tier: "Diagnostic", summary: "Why results are shifting.", metrics: [ { title: "Creative fatigue", description: "Frequency, click-through rate, and cost trends for each ad over time.", }, { title: "Angle win rate", description: "The share of tested angles that beat the current best ad." }, { title: "Lead-to-SQL rate", description: "SaaS: the share of social leads that sales accepts, by form type and audience.", }, ], }, ], }, faqs: [ { question: "Which platforms does paid social cover?", answer: "We manage Meta (Facebook and Instagram) and LinkedIn. LinkedIn gives SaaS teams account and role targeting. Meta offers broad reach, catalog ads, and built-in tools for creative testing. Google Ads and Microsoft Ads sit under [paid media](/paid-media), planned alongside social so budgets and messaging stay connected.", }, { question: "Should we use LinkedIn lead gen forms or a landing page?", answer: "Lead gen forms prefill profile details, so they tend to bring more leads at a lower cost, often with weaker intent. A landing page adds friction that can filter for serious buyers. We test both and compare them on SQLs and pipeline. See how we build [landing pages](/landing-pages) for paid traffic.", }, { question: "How much creative do we need?", answer: "Enough to keep testing new ideas without recycling old ones. Variety of angles matters more than volume. Smaller budgets can only read results on a few sharp ideas at a time, so output is planned from spend. When production is tight, we extend winners with new hooks, opening frames, and formats.", }, { question: "Do we really need a conversions API?", answer: "In most cases, yes. Browser tracking misses conversions because of privacy settings, ad blockers, and cookie limits. A conversions API sends events from your server, store, or CRM, and deduplication counts each one once. It's also how SQLs reach the platforms. Our [attribution readiness guide](/resources/attribution-readiness-guide) covers the groundwork.", }, { question: "How do you decide when to increase spend?", answer: "When a creative angle holds up as reach grows, and the business numbers agree: new-customer CAC and MER for e-commerce, cost per SQL and pipeline for SaaS. Budget rises in steps, with marginal CAC checked after each one. If efficiency breaks, we pull back and test new angles first.", }, ], related: { services: ["paid-media", "landing-pages", "analytics-attribution"], resources: ["mer-vs-roas-guide", "saas-cac-benchmarking-guide"], }, };