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Banana Marketing: paid social managementTurn attentioninto customers,on purpose.

Paid social works when audience, creative, offer and the journey after the click are built to work together. We run paid social advertising as a structured acquisition system (tested, tracked and refined) so the budget you spend on attention comes back as measurable business outcomes.

Management from $400/month · media spend separate

Discuss Your Paid Social StrategyExplore PPC Services

Not boosting posts

A boost buys reach. A campaign builds a system.

Boosting a post is quick: pick something that did well, add budget, choose an audience. It can create visibility, but it rarely tells you who became a customer or why. Structured paid social campaigns start from a business objective and are built so every dollar teaches you something.

Boosting content

  • Starts from a post
  • Default or loosely chosen audience
  • Optimizes for engagement
  • Little or no conversion tracking
  • Ends when the budget ends

Structured paid social campaigns

  1. 01Business objectiveLeads, sales or bookings, defined first.
  2. 02Audience strategyWho to reach at each stage, and why.
  3. 03Campaign architectureStructure that lets the platform learn.
  4. 04Creative testingConcepts tested deliberately, not guessed.
  5. 05Conversion trackingOutcomes measured, not just engagement.
  6. 06Funnel designMessages that match where people are.
  7. 07Continuous optimizationDecisions based on accumulated evidence.

One acquisition system

  1. Audience
  2. Creative
  3. Offer
  4. Platform
  5. Landing experience
  6. Tracking
  7. Optimization

Organic social vs paid social

Two jobs. One audience.

Organic social builds the brand people recognize and trust. Paid social puts specific messages in front of specific people to drive specific actions. They work best when each strengthens the other.

Useful for

Organic social

  • Community building
  • Brand presence
  • Education
  • Engagement
  • Organic relationships
Explore organic social media marketing

Useful for

Paid social

  • Audience acquisition
  • Lead generation
  • Sales
  • Retargeting
  • Offer testing
  • Scaling reach strategically
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  • Organic shows what resonates

    Content that earns attention organically can become a strong paid creative starting point.

  • Paid grows the audience

    New people reached through ads can become followers, subscribers and community.

  • Shared insight

    What each channel learns about the audience improves the other.

Why paid social underperforms

Common reasons campaigns stall.

Not every account has these problems, and most have only a few. But when paid social disappoints, the cause is usually one of these, rarely the platform itself.

  1. 01

    Weak creative

    Ads that don’t stop the scroll or say anything specific.

  2. 02

    Poor offer

    No compelling reason to act now.

  3. 03

    Wrong objective

    Optimizing for engagement when you need leads or sales.

  4. 04

    Poorly defined audiences

    Too broad without strong creative, or too narrow to learn.

  5. 05

    Insufficient tracking

    The platform can’t optimize toward outcomes it can’t see.

  6. 06

    Campaign fragmentation

    Budget split so thinly no campaign gathers enough data.

  7. 07

    Constant changes

    Edits made before there’s enough data to judge them.

  8. 08

    Weak landing experience

    Good ads sending people to pages that don’t convert.

  9. 09

    Audience fatigue

    The same ads shown to the same people until they tune out.

  10. 10

    No structured creative testing

    New ads launched without a question to answer.

  11. 11

    Cheap clicks over outcomes

    Low CPCs celebrated while customer cost goes unmeasured.

  12. Already running ads? Start with a review

Our paid social process

From the offer to scale.

  1. 01

    Business & offer analysis

    What you sell, to whom, at what margin, and what makes the offer worth acting on.

  2. 02

    Audience research

    Who buys, what they care about and where they spend attention.

  3. 03

    Funnel strategy

    Which stages the campaign needs, and what each must achieve.

  4. 04

    Campaign architecture

    A structure that consolidates data and lets platforms learn.

  5. 05

    Creative development

    Concepts, hooks and formats built around audience angles.

  6. 06

    Tracking setup

    Pixels, conversion events and analytics verified before spend.

  7. 07

    Launch

    Controlled budgets while early signals come in.

  8. 08

    Testing

    Structured creative and audience tests with clear questions.

  9. 09

    Optimization

    Budget, creative and audiences refined against outcomes.

  10. 10

    Scaling

    Proven combinations given more budget, in measured steps.

Paid social management services

Social media advertising services, scoped to you.

We don’t add every platform by default. Platform selection depends on your audience and business model, the scope is agreed in your proposal.

Strategy & setup

  • Paid social strategy

    Objectives, platforms, funnel and budget plan.

  • Audience research

    Who to reach and how to segment them.

  • Funnel strategy

    Stages, messages and audiences mapped together.

  • Campaign setup

    Account structure, objectives and budgets.

  • Conversion tracking

    Pixels, events and analytics in place.

Platforms & campaigns

  • Meta Ads management

    Campaigns across Meta’s ad platforms.

  • Facebook advertising

    Feed, Stories, Reels and more where they fit.

  • Instagram advertising

    Visual-first placements for the right audiences.

  • Retargeting

    Re-engaging people who showed interest.

Creative & performance

  • Creative testing

    Concepts and hooks tested with intent.

  • Ad copy development

    Messages written per audience angle.

  • Budget optimization

    Spend moved toward what converts.

  • Performance reporting

    Spend connected to leads and revenue.

Audience strategy

Targeting matters. It just isn’t everything.

Platform targeting is less precise than it’s often sold, and platforms increasingly find buyers themselves when given the right signals. Audience selection still matters, but modern paid social depends just as much on what you feed the system.

Audience approaches

  • Prospecting

    Reaching people new to your brand.

  • Retargeting

    Re-engaging people who already showed interest.

  • Customer listsWhere consent allows

    Reaching or excluding existing customers and leads.

  • Interest-based audiencesWhere applicable

    Signals of relevant interests or behaviours.

  • Broad algorithmic targeting

    Letting the platform find buyers from conversion data.

  • Lookalike / similar audiencesWhere supported

    People who resemble your best customers.

  • Funnel-stage segmentation

    Different messages for different levels of familiarity.

What modern delivery depends on

  • Strong creative

    Creative itself increasingly does the targeting.

  • Reliable conversion data

    Platforms learn from the outcomes you send them.

  • Clear offers

    A reason for the right people to act.

  • Platform learning

    Enough stable budget and data to optimize.

  • Audience selection

    The starting point, not the whole answer.

Creative is a performance variable

Your creative is your targeting.

On paid social, creative isn’t decoration added at the end. It decides who stops scrolling, what they understand, whether they act, and what the platform learns about who to show it to next.

Creative affects

  • Attention

    Whether anyone stops at all.

  • Message clarity

    Whether they get it in seconds.

  • Click behaviour

    Whether the right people take the next step.

  • Audience learning

    Who the platform decides to show it to next.

  • Conversion efficiency

    Whether the click becomes a customer.

  • Campaign fatigue

    How long it keeps working before it wears out.

The variables we work with

  • 01

    Hook

    The first second or line.

  • 02

    Visual

    What the eye lands on.

  • 03

    Format

    Static, video, carousel.

  • 04

    Message

    The core idea.

  • 05

    Offer

    What they get.

  • 06

    CTA

    What to do next.

  • 07

    Proof

    Why to believe it.

  • 08

    Audience angle

    Who it speaks to.

Creative supportGraphic design for adsVideo editing for the feedContent & messaging strategy

Creative testing system

Test on purpose, not at random.

Changing everything at once teaches you nothing. We test intentionally: starting with the biggest levers, isolating variables where practical and giving each test enough data to mean something.

  1. 01

    Concept

    The big idea or angle.

  2. 02

    Hook

    How it earns attention.

  3. 03

    Format

    How it’s delivered.

  4. 04

    Message

    What it says.

  5. 05

    CTA

    What it asks.

  6. ↺

    Performance review

    What we learned, and what’s next.

  • A question per test

    Every test exists to answer something specific.

  • Big levers first

    Concepts and hooks before button colours.

  • Enough data before judgement

    No verdicts from a single day.

  • Learnings carried forward

    Winners iterated, insights documented.

Full-funnel paid social

Meet people where they are.

Not every campaign needs every stage. A well-known brand with a simple offer might focus on conversion and retargeting; a new brand with a considered purchase may need more awareness and consideration first.

  1. 01Awareness

    Introduce the brand or the problem it solves.

  2. 02Consideration

    Educate and build trust.

  3. 03Conversion

    Present a relevant offer and a clear action.

  4. 04Retargeting

    Reconnect with people who showed interest.

  5. 05Retention / re-engagement

    Reach existing customers or leads, where appropriate.

Retargeting

Reconnect with people who already leaned in.

Someone who visited, watched or engaged is often more receptive than a stranger. Retargeting gives them a relevant next message, where tracking, consent and platform policies allow.

Worth knowing

Retargeting isn’t a substitute for strong prospecting or good creative. It can only reconnect with people your other campaigns reached first, and over-relying on it can make performance look better than the growth behind it.

  • 01

    Website visitors

    People who browsed but didn’t act.

  • 02

    Product viewers

    Interest in something specific.

  • 03

    Cart visitors

    Close to buying, then paused.

  • 04

    Video viewers

    Watched enough to be interested.

  • 05

    Engaged social users

    Interacted with your page or ads.

  • 06

    Existing leads

    Inquired, but haven’t converted yet.

Conversion tracking

Decisions are only as good as the data.

Paid social platforms optimize toward whatever you tell them is a conversion. Reliable conversion data is what turns spending into learning, so we set it up and verify it before scaling.

Outcomes we may track

  • Purchases
  • Leads
  • Bookings
  • Form submissions
  • Qualified inquiries
  • Demo requests

Chosen per business, not every account tracks the same actions.

01

Pixel & event tracking

Platform pixels and server-side events where appropriate, capturing the actions that matter.

02

Conversion events

Defined around business value, not whatever is easiest to count.

03

Analytics

Platform data checked against your own analytics and, where possible, your CRM.

04

Attribution limitations

Privacy changes, ad blockers and cross-device journeys mean no setup sees everything. We work with that honestly, using trends and multiple sources rather than one number.

Meta Ads

Facebook & Instagram, managed as one system.

Meta’s advertising platform reaches audiences across Facebook and Instagram from a single account. As your Facebook and Meta ads agency, we choose objectives, placements and creative around what your business needs to achieve, not around platform defaults.

Meta · 01

Facebook

Wide reach and a broad mix of feed and video placements, often useful for considered and local offers.

Meta · 02

Instagram

Visual-first placements across Feed, Stories and Reels, often useful for product and lifestyle brands.

Suitable objectives

  • Awareness
  • Leads
  • Ecommerce sales
  • Retargeting
  • Customer acquisition

Meta Ads don’t work equally well for every business. Audience behaviour, offer, price point and creative capacity all affect whether it’s the right fit.

Platform selection

Strategy picks the platform. Not the trend.

We don’t recommend every platform by default. A platform earns its place by fitting your audience, offer and buying journey, and by being affordable enough to learn on.

Considered, never assumed

  • Meta (Facebook & Instagram)
  • LinkedIn
  • TikTok
  • Other platforms where they fit
  1. 01

    Audience behaviour

    Where your buyers actually spend attention.

  2. 02

    Product or service

    What it takes to explain and sell it.

  3. 03

    Buyer journey

    Impulse purchase or long consideration.

  4. 04

    Creative format

    What you can produce well and consistently.

  5. 05

    Market

    Geography, language and competition.

  6. 06

    Budget

    Enough to gather data on each platform used.

  7. 07

    Historical performance

    What your data already shows.

Landing page & offer alignment

Great ads can still fail after the click.

Social traffic is often colder than search traffic, people weren’t looking for you a moment ago. The page they land on has to continue the ad’s story quickly, on a phone, and make the next step easy.

Explore landing page designSee how we design websites that convert

Post-click review

  • Message match
  • Offer clarity
  • Mobile usability
  • Loading speed
  • Trust signals
  • Form friction
  • Checkout experience
  • CTA visibility

What we optimize

Interpret the data. Don’t react to it.

Daily results swing for reasons that have nothing to do with your campaigns. Optimization means reading trends over enough data, then improving the system deliberately.

Reacting

  • Judges a single day
  • Edits campaigns constantly
  • Resets platform learning
  • Chases short-term swings

Interpreting

  • Reads trends over adequate data
  • Changes one thing for a reason
  • Protects learning phases
  • Improves the whole system

What we optimize

  1. 01Campaign objective
  2. 02Creative performance
  3. 03Audience performance
  4. 04Placements
  5. 05Budget
  6. 06Frequency
  7. 07Conversion events
  8. 08Funnel performance
  9. 09Landing-page insights
  10. 10Cost efficiency

Metrics that matter

Measure the business, not the buzz.

The right KPI depends on your business model, funnel, campaign objective and sales process. Reach, likes and cheap clicks can look impressive while acquisition cost quietly rises.

  • CPM

    Diagnostic

    Cost of reaching 1,000 people.

    Most useful for: Understanding audience and auction cost.

  • CTR

    Diagnostic

    How often people click the ad.

    Most useful for: An early signal of creative engagement.

  • CPC

    Diagnostic

    Cost of each click.

    Most useful for: Understanding traffic cost, never alone.

  • Conversion rate

    Efficiency

    How much traffic turns into action.

    Most useful for: Judging post-click experience and fit.

  • CPA / CPL

    Outcome

    Cost per acquisition or lead.

    Most useful for: Acquisition efficiency.

  • ROAS

    Outcome

    Revenue per unit of ad spend.

    Most useful for: Where revenue can be attributed.

  • Purchase value

    Outcome

    Revenue from tracked purchases.

    Most useful for: Ecommerce, where available.

  • Lead quality

    Outcome

    Whether leads become real opportunities.

    Most useful for: Essential for lead generation.

Paid social for ecommerce

Help the right people discover the right products.

For online stores, paid social is often where customers first meet a product they weren’t searching for. The job is to find which products, offers and creative angles acquire customers efficiently, then scale them carefully.

  • 01

    Product discovery

    Putting products in front of people likely to want them.

  • 02

    Creative testing

    Finding angles that make products click.

  • 03

    Prospecting

    Reaching new customers beyond existing fans.

  • 04

    Retargeting

    Bringing back product viewers and cart visitors.

  • 05

    Purchase optimization

    Campaigns optimized toward tracked sales.

  • 06

    Product & offer positioning

    Leading with what sells, and what’s profitable.

  • 07

    Customer acquisition efficiency

    What each new customer really costs.

  • We don’t promise ROAS targets before launch. They depend on margins, pricing, creative, tracking and competition.

Paid social for lead generation

Qualified leads, not cheap ones.

Paid social can generate leads at a low cost per lead, and many of them can be the wrong people. We design campaigns, forms and follow-up around lead quality, because what matters is how many leads become clients.

Often used by

  • Professional services
  • Healthcare
  • Education
  • SaaS
  • B2B & B2C services
  • Local businesses

Optimizing for

Cheap leads

Optimizing for

Qualified leads

  • Qualifying creative

    Messages that speak to the right people, and gently deter the wrong ones.

  • Purposeful forms

    Questions that balance volume with qualification.

  • Quality feedback

    Sales outcomes fed back where your CRM allows.

Google Ads vs paid social

One captures demand. One creates it.

They complement each other. Paid social introduces your brand to people who weren’t looking yet; some of them search for you later, where Google Ads is ready to capture the intent.

Google Ads

Captures existing search demand.

  • People actively search for a product, service or solution
  • Intent is expressed in the query
  • Strong for high-intent, in-market buyers
Explore Google Ads management

Paid social

Creates and captures demand.

  • Places relevant messages in front of potential audiences
  • Interest is sparked by creative
  • Strong for discovery, consideration and retargeting

This page

How they work together

  1. 01Paid social sparks interest
  2. 02People search later
  3. 03Google Ads captures intent
  4. 04Retargeting reconnects

Management fee vs media spend

What you pay us. What you pay the platform.

Our paid media management fee covers the expertise and work. Your media spend goes directly to the advertising platform. They are always separate, unless a future proposal explicitly states otherwise.

Banana Marketing management

Starting from$400/month

Paid to Banana Marketing

May include

  • Strategy
  • Campaign management
  • Optimization
  • Tracking
  • Reporting
  • Creative direction

Creative direction is included; full creative production is scoped separately where needed.

Media spend

Paid to the platform

Not included in the fee

Budget depends on

  • Goals
  • Market
  • Audience size
  • Competition
  • Funnel
  • Growth targets

We recommend a starting budget after reviewing your goals and market. You stay in control of what you spend.

Final management pricing may depend on

  • Number of platforms
  • Campaign complexity
  • Number of markets
  • Creative requirements
  • Funnel complexity
  • Tracking requirements
  • Product or service range
  • Ad spend
  • Reporting needs

Running Meta (Facebook & Instagram) only? Meta Ads management starts from $300/month.

Discuss Your Paid Social StrategySee all service pricingCompare multi-channel packages

Already running paid social?

Start with an honest account review.

If you’re already running Meta Ads or other paid social, your account history is valuable evidence. We review it before recommending anything, and we don’t promise improvements before we’ve seen the data.

We assess

  • Campaign structure
  • Tracking
  • Audience setup
  • Creative performance
  • Funnel
  • Budget allocation
  • Historical results

Then identify what to

  1. Continue

    What’s working and should be protected.

  2. Improve

    What’s close and needs refinement.

  3. Test

    What’s promising but unproven.

  4. Restructure

    What needs a better foundation.

Why Banana Marketing

A paid social agency that thinks in systems.

  1. 01

    Strategy before spend

    Objectives, audiences and tracking agreed before budgets go live.

  2. 02

    Creative + data

    Creative decisions informed by performance, and vice versa.

  3. 03

    Funnel-based thinking

    The right message for each level of familiarity.

  4. 04

    Customer acquisition focus

    Measured on customers and leads, not likes.

  5. 05

    Structured testing

    Every test answers a question.

  6. 06

    Conversion tracking

    Outcomes measured as reliably as the platforms allow.

  7. 07

    Transparent reporting

    What changed, why, and what it led to.

  8. 08

    Measured scaling

    More budget only behind what has proven itself.

  9. 09

    No vanity-metric obsession

    Reach and engagement are signals, not goals.

Related services

Where paid social connects.

Paid social questions

Questions about paid social management.

01

What is paid social advertising?

Paid social advertising means paying to show ads to specific audiences on social platforms such as Facebook, Instagram, LinkedIn or TikTok. Unlike organic posts, paid campaigns let you choose an objective, reach people beyond your followers, test creative and measure actions like leads and purchases.

02

What does paid social management include?

Typically strategy, audience research, funnel planning, campaign setup, conversion tracking, creative direction and testing, ad copy, retargeting, budget optimization and performance reporting. The exact scope, including which platforms, is agreed in your proposal.

03

How much does paid social management cost?

Paid social management starts from $400 per month, and Meta-only management starts from $300 per month. The final fee depends on the number of platforms, campaign and funnel complexity, markets, creative and tracking requirements, product or service range, ad spend and reporting needs.

04

Is advertising spend included in your management fee?

No. Our fee covers strategy, management, optimization, tracking, reporting and creative direction. Your media spend is paid directly to the advertising platform and is separate, unless a future proposal explicitly states otherwise.

05

What platforms do you manage?

Most often Meta (Facebook and Instagram), and also platforms such as LinkedIn and TikTok where they suit the audience. We recommend platforms based on your audience, offer, buyer journey, creative capacity, market and budget, not by default.

06

What is the difference between organic social and paid social?

Organic social builds brand presence, community and relationships through content you publish to your followers. Paid social uses ad budget to reach defined audiences with specific objectives, such as leads or sales. They work best together: organic insight improves ads, and ads grow the audience.

07

How much should I spend on social media ads?

It depends on your goals, market, audience size, competition and funnel, and on how much data campaigns need to learn. Budgets should be large enough to test meaningfully. We recommend a starting budget after reviewing your situation, and suggest scaling only as results justify it.

08

How quickly can paid social campaigns generate results?

Ads can start reaching people shortly after launch. Reliable performance takes longer, because platforms need conversion data to optimize and creative needs testing. Timelines depend on budget, offer, creative, tracking and conversion volume, so we don’t promise fixed dates.

09

Do you guarantee leads or ROAS?

No. Results depend on your offer, market, creative, budget, website and tracking, and on platforms no agency controls. What we commit to is a disciplined process: clear objectives, reliable measurement, structured testing and transparent reporting.

10

Can you manage an existing Meta Ads account?

Yes. We start by reviewing campaign structure, tracking, audiences, creative performance, funnel, budget allocation and historical results, then recommend what to continue, improve, test or restructure. Your ad account and its data remain yours.

Make attention accountable

Build a smarter paid social growth system.

Tell us what you sell, who buys it and what you’re running today. We’ll look at how your audiences, creative, offer, pages and tracking fit together, and where paid social could acquire customers more efficiently.
Discuss Your Paid Social Strategy
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