Audience building
Lookalikes from your actual customer list, retargeting pools that are segmented rather than lumped together, and interest targeting used sparingly. The audience is usually a bigger lever than the creative.
Taking on new Orlando clients
Social Ads Built for Leads, Not Likes
Paid social reaches people before they are searching — which makes the creative, the audience and the offer do all the work. We build campaigns on Facebook, Instagram and LinkedIn and judge them on what they cost per qualified lead.
- Creative tested against conversions, not engagement
- You keep ownership of the ad accounts, pixels and audiences
- No long-term contracts and no jargon in your reporting
Free · No obligation
Get your free paid social review
We’ll look at the ads you have running publicly, how your site handles social traffic, and where the drop-off is most likely happening.
What’s included
What a paid social engagement actually involves
Creative production and testing
Static, video and carousel variants produced and tested in rotation. We keep the ones that lower cost per lead and stop the ones that only collect engagement.
Platform selection
Facebook and Instagram for consumer demand, LinkedIn where the buyer is a job title rather than a household. We will tell you if one of them is not worth your budget.
Landing pages and offers
Social traffic is colder than search traffic and converts differently. The page it lands on and the offer it meets usually matter more than the ad itself.
Pixel and conversion tracking
Tracking installed and verified so a lead can be traced back to the campaign, audience and creative that produced it — including after the platform changes the rules again.
Reporting you can read
Monthly reporting on leads and what they cost, by platform and campaign, in plain language rather than platform vocabulary.
Why us
Why most paid social reporting tells you nothing
Reach, impressions, engagement rate, video views, followers gained. Every one of those numbers can go up in a month where you sold nothing, which is exactly why they get reported.
- We report cost per qualified lead. Engagement is an input, not an outcome. We report what a lead cost and where it came from, and if the number moved the wrong way we say so.
- Creative is tested, not admired. We run variants against each other and let the cost per lead decide. The ad you like least is quite often the one that works.
- You own the accounts and the audiences. Your ad account, your pixel, your custom audiences. Those audiences are an asset you have paid to build, and they stay yours.
- We will tell you if paid social is wrong for you. Some offers are too considered, too expensive or too niche for cold social traffic. Better to hear that at the review than after a quarter of spend.
Illustrative — where paid social budget usually leaks
- Boosted posts
- Reach bought, intent never tested
- One creative, run to exhaustion
- Costs climb as the audience tires
- Everyone in one audience
- Cold and warm traffic priced the same
- Traffic sent to the homepage
- A cold visitor with nothing to do
Illustration only. Your free review shows what is actually happening in your account.
How it works
Four steps, starting with a free review
Step 1
Review
We look at the ads you are running publicly, how your site handles social traffic and what your competitors are putting in front of the same people. Free, and yours to keep.
Step 2
Build
Audiences, pixel and conversion tracking, creative variants and the landing pages they point at — set up before budget is scaled.
Step 3
Test
Creative and audiences run against each other on a deliberate rotation, judged on cost per qualified lead rather than on engagement.
Step 4
Report
A monthly number you can act on, plus which creative and audiences earned their place and which were stopped.
Results
What the work has produced
Real engagements, and what the work actually produced.
<$20
Cost per lead, down from $200+
We rebuilt lead acquisition for INB Homes and moved their cost per lead from over $200 to under $20.
INB Homes, homebuilderMulti-market
Meta ad testing built to be measured
We designed a series of Meta ad tests for the Jamaica Tourist Board so they could measure and assess how new marketing messaging performed across several markets and visitor profiles.
Jamaica Tourist Board, Meta Ads
Who this is for
Paid social earns its place when demand has to be created
Search captures people who already know they want something. Paid social is for the rest — the buyer who has not started looking yet, the offer that needs explaining, the audience you can describe but they cannot name. That makes it strong for launches, events, seasonal pushes and anything visual.
It is a poor fit where the purchase is rare, urgent and purely functional. If someone only wants you at the moment their pipe bursts, your money is usually better spent on search first.
Industries we work in
- Travel, hospitality & attractions
- Homebuilders & residential real estate
- Med spas & aesthetics
- Healthcare & dental practices
- Events & entertainment
- Professional services (LinkedIn)
Based in Winter Garden, serving Orlando, Greater Orlando and Central Florida — and clients elsewhere in Florida and the US.
FAQ
Paid social, answered straight
What does social media advertising management cost?
Two numbers, and we keep them separate. Your ad spend goes to the platforms, not to us. Our management fee is the greater of $2,000 a month or 20% of ad spend — so below roughly $10,000 a month in spend you pay the flat $2,000, and above that the percentage takes over. Creative production is the variable that moves it most: running your existing assets is a different job from producing new video every month, and we will tell you which one we think you need. We also work hourly at $99 to $150 for defined projects, such as a campaign build or a creative test you want to run once.
How long before it works?
Expect sixty to ninety days before the numbers are trustworthy. Paid social takes longer to settle than paid search because you are testing creative as well as audiences, and creative needs more cycles to produce a clear winner. You will see leads before then; you should not draw conclusions from them yet.
Which platforms do you run?
Facebook, Instagram and LinkedIn. Facebook and Instagram for consumer demand, LinkedIn where your buyer is a job title rather than a household. We would rather run three platforms properly than spread a budget thinly across every network that exists.
Do you produce the creative, or do we?
Either. We can produce static, video and carousel creative and test it in rotation, or work with what your team already makes. What we will not do is run a single creative until it burns out — that is the most common reason a paid social account gets quietly more expensive every month.
Is this the same as managing our social media accounts?
No, and they are genuinely different jobs. This page is about paid advertising — putting budget behind creative to generate leads. Keeping your own profiles active and on-brand is organic social media management, which we also do, and which you can read about on its own page.
Do you require a long-term contract?
No. The review is free with no obligation, and we do not lock clients into long contracts. Paid social does need a testing runway before the numbers mean anything, and we will be honest with you about that before you start, but staying should be your choice each month.
Find out what your social spend is actually producing
A free review of your paid social presence. No cost, no contract, no obligation.
Prefer email? hello@marketingcounselors.com