Social Ads (SMA)
Advertising on Meta, LinkedIn and TikTok (Social Ads): creating demand and generating B2B leads at scale, with fine targeting by role and industry.
Capture demand, or generate it?
Not all acquisition levers do the same job. Some go and find customers who don’t know you yet, others harvest those already looking for you, others convert and measure. Social Ads are first and foremost a lever to generate demand.
Generate demand
Create interest where it doesn't exist yet: you go and find the customer.
Capture demand
Harvest the intent already searching: the customer looks for you.
What I run in Social Ads
Social Ads reach audiences where they spend their time, on Meta, LinkedIn or YouTube. Unlike SEA, which captures demand already expressed, social also lets you create demand among people who have the problem without searching for a solution yet. I scope the audiences and budget, then orchestrate paid experts and creatives from my network.
A full-funnel logic
An effective campaign is organised by audience maturity level:
- Top of funnel (awareness): videos, educational content, thought leadership to spark interest.
- Middle of funnel (consideration): case studies, demos, comparisons to raise maturity.
- Bottom of funnel (conversion): retargeting and decision-oriented messages to convert.
Targeting right
Targeting precision makes the difference, especially in B2B. Depending on the context, we activate fine targeting (executives, key functions) and, for strategic accounts, an ABM approach (marketing focused on specific accounts, coordinated across ads, content and the sales team).
Creative, the engine of performance
On social, it's the creative that drives performance. The challenge is to produce fast, test a lot and cut without hesitation what doesn't work. That's where AI changes the game: it helps generate and iterate messages, visuals and angles by audience and by performance. You no longer optimise campaigns one by one, you train a creative system that improves continuously.
Measurement and synergies
Everything is steered on real indicators: cost per lead, qualification rate, cost per SQL. Social combines with SEA: messages validated in paid search are amplified on social, and audiences cross over for remarketing.
It's for you if…
It's for you if you want to create demand among audiences that aren't searching for your solution yet, or to establish your brand as a reference. It's also for you if your social campaigns are plateauing and you want to speed up the pace of testing without blowing up costs. You're looking for a setup that combines fast impact and brand building.
I never treat Social Ads as an isolated channel. I run them within your go-to-market strategy: we look at how it connects with your message, your targets and your other levers, so they truly serve your growth and not a vanity metric.
We start from your context and priorities, define what will have the most impact, and put in place what's needed. Everything stays consistent with your overall sales strategy, because that's what counts.
Who does what
- Framing. I start from your go-to-market: whether this channel makes sense for you, now, and what exactly you expect from it. Sometimes the answer is that it does not.
- Introduction. I point you to someone from my network whose work I know, with a written brief rather than just an address.
- Execution. The expert delivers. I stay reachable whenever a decision touches your message, your targets or your pricing.
- Check. We look at whether what comes out actually serves your sales, not an isolated metric. If it does not work, I say so.
Social Ads in your GTM strategy.
Tell me where you stand. We look together at how to weave it into your go-to-market, and what it can do for your growth.