SOCIAL MEDIA
ADVERTISING
Turn Scrolling Into Action. Social media advertising helps you reach the people most likely to care about your products or services with targeted campaigns designed to build awareness, generate leads, drive sales and keep your brand top-of-mind.
What is Social Media Advertising?
Social media advertising is paid advertising delivered through platforms such as Facebook, Instagram, LinkedIn, TikTok and other social networks.
Unlike organic social media, where your content primarily reaches followers and people who discover it naturally, paid social allows your business to put its message in front of specific audiences based on who they are, what they're interested in and how they interact online.
The strongest social strategies often use both organic and paid social strategies.
Not Every Business Belongs on Every Platform
Meta (Facebook + Instagram)
Reach consumers through highly visual advertising across feeds, Stories, Reels and other Meta placements.
Best for: Local businesses, ecommerce, consumer services, lead generation, brand awareness and retargeting.
Reach professionals and business decision-makers within a professional social environment.
Best for: B2B businesses, professional services, recruitment, high-value products and services, and reaching specific professional audiences.
YouTube
Bring digital targeting to real-world advertising through digital billboards and screens.
Best for: Local awareness, events, high-traffic areas and geographic campaigns.
TikTok
Reach audiences through short-form, mobile-first video designed to fit naturally into how people consume content on the platform.
Best for: Brand discovery, younger audiences, consumer brands, visually engaging products and businesses with strong video storytelling opportunities.
Build Brand Awareness
Generate Leads
Drive Website Traffic
Generate Sales
Promote Events + Offers
Stay Top-of-Mind
What Can Social Media Advertising Do For Your Business?
There's a difference between putting money behind a social media post and building an advertising strategy.
A strategy considers: Who are we trying to reach? What do we want them to do? What message will get their attention? What happens after they click? How are we measuring success? Performance Digital combines paid media strategy, social expertise, creative production, analytics and website experience to build campaigns around the entire customer journey.
Stop Boosting Posts. Start Building Campaigns.
Even great creative doesn't perform forever. People see ads repeatedly. Audiences change. Offers change. Platforms change. Performance changes. That's why social advertising requires ongoing testing.
The goal isn't to find one winning ad and run it forever. It's to keep learning.
One Ad Isn't a Social Media Strategy.
Social Media Advertising FAQs
What is social media advertising?
Social media advertising is paid advertising placed on social media platforms to reach targeted audiences and accomplish goals such as building awareness, generating website traffic, capturing leads or increasing sales.
What is the difference between paid social and organic social media?
Organic social media includes the content your business publishes without paying for advertising distribution. Paid social uses advertising budgets to reach selected audiences beyond the people who naturally see your organic content.
What social media platforms should my business advertise on?
The right platforms depend on your customers and goals. Consumer-focused businesses may benefit from platforms such as Facebook, Instagram or TikTok, while LinkedIn can be particularly valuable for reaching professional and B2B audiences.
Performance Digital recommends platforms based on your audience rather than assuming every business should advertise everywhere.
How much does social media advertising cost?
There is no single standard social advertising budget. Cost depends on your audience, geographic market, platform, competition, campaign objective, creative requirements and business goals.
We build budget recommendations around the opportunity rather than forcing every client into the same package.
Is Facebook advertising still effective?
Facebook and other Meta platforms can still provide valuable advertising opportunities for many businesses. Whether Facebook belongs in your strategy depends on your target audience, campaign objectives, creative and competitive environment.
How do you measure social media advertising?
Measurement depends on the campaign objective. Awareness campaigns may focus more heavily on reach, frequency or video engagement, while lead generation and sales campaigns may focus on conversions, cost per lead, cost per acquisition or return on ad spend.
Are Facebook Ads and Instagram Ads managed together?
Facebook and Instagram advertising are both available through Meta's advertising ecosystem, which allows campaigns to use placements across Meta platforms depending on campaign settings and strategy.
Is LinkedIn advertising good for B2B companies?
LinkedIn can be particularly useful for B2B marketers because campaigns can reach professional audiences and support objectives such as brand awareness and lead generation.
Whether it makes sense depends on your target customer, deal value and available budget.
Can social media advertising generate leads?
Yes. Social advertising campaigns can be designed to generate leads through website conversions, platform-based lead forms, calls, messages and other campaign experiences depending on the platform.
Can you retarget people who visited my website?
Depending on the platform, tracking setup and applicable privacy requirements, social advertising can be used to build retargeting audiences from previous website visitors or other people who have interacted with your business.
Do I need video for social media advertising?
Not every campaign requires video, but video can be an important creative format across many social platforms.
Performance Digital can develop the graphics, video and other creative assets needed for your campaign.
How long does social media advertising take to work?
Campaigns can begin generating activity shortly after launch, but performance should be evaluated over time as the platforms collect data and we test audiences, messaging and creative.
Social advertising is rarely a set-it-and-forget-it tactic.
