Channel 04
Reach the right buyers before they start searching.
We plan, produce and test paid social campaigns that reach the right audience with creative worth stopping for. You get more qualified leads at a CPL you can plan a budget around.
The monthly work
- Step 01Creative strategy and productionWe write hooks, scripts and static concepts built on customer language from reviews and sales calls. Each month brings fresh short-form video and image ads sized for every placement.
- Step 02Audience architectureProspecting, retargeting and customer lists are split into separate campaigns with exclusions between them. That stops you from paying prospecting prices to reach people who already bought.
- Step 03Structured creative testingNew concepts run in a dedicated test campaign with a fixed budget and a clear kill rule. Winners graduate to scaling campaigns. Losers are retired before fatigue sets in.
- Step 04Server-side taggingWe send conversion events from your server, not only the browser, and deduplicate the two. Match quality improves and the platforms get better signals for optimization.
- Step 05Lead quality feedbackFor lead generation, we push qualified and closed stages from your CRM back to the platforms. Campaigns then optimize toward people who become customers, not people who fill in forms.
- Step 06Incrementality checksWe run holdout or geo tests on a regular schedule to estimate true lift. It tells you how much revenue the ads caused versus how much they simply claimed.
Evidence
Sample figures, set out the way they appear in a client's monthly review.
- $29Cost per leaddown from $48 in month 1 (sample)
- 3.2×Return on ad spendblended, 7-day click window (sample)
- 1.9%Click-through rateprospecting campaigns, typical month 3 (sample)
- +22%Incremental liftconversions vs. holdout group (sample)
Cedar Row Realty · 9 months268 buyer and seller leads a month at $19 eachLeads per month · sample caseHow it runs
Price moves with monthly ad spend, the number of platforms we run and how much creative we produce each month.
- 01
AuditWeeks 1 to 2
We review past campaigns, tracking, creative and customer research. You get a diagnosis, a testing plan and the first creative brief for approval.
- 02
BuildWeeks 3 to 4
The first batch of creative is produced. Campaigns, audiences, exclusions and server-side tagging are set up and tested with real conversions before launch.
- 03
LaunchWeeks 5 to 8
Test campaigns go live on fixed budgets. We read early signals like hook rate and cost per click, then judge creative on CPL once data matures.
- 04
OptimizeWeek 9 onward
Winning concepts scale and spawn variations. Fresh creative enters testing every month, budgets shift weekly, and incrementality tests confirm the lift is real.
Deliverables
- Creative brief with audience angles, hooks and offers
- Eight to twelve new ad creatives each month
- Campaign structure covering prospecting, retargeting and retention
- Server-side tagging with deduplicated conversion events
- Weekly creative performance review with fatigue flags
- Quarterly incrementality test with a written readout
- Live dashboard showing spend, CPL, CAC and ROAS
- Monthly written summary and a 45-minute review call
Best for
- Brands with a visual product or a strong story
- Local firms that want leads within a set radius
- Teams whose search ads have hit a volume ceiling
Paid social creates demand. Nobody opens a feed looking for a realtor or a new sofa, so the ad has to earn attention in the first second. That makes creative the biggest lever in the account, bigger than audiences or bids. We produce new concepts every month, test them in a structured way and let the data pick winners. Opinions, including ours, lose to results.
Tracking has become harder as browsers block cookies. We set up server-side tagging and conversion events so the platforms see more of what happened after the click. We also run incrementality checks, because platform-reported numbers flatter themselves. You see CPL, CAC and ROAS alongside what your CRM actually recorded, with the attribution window stated plainly. Budget follows the honest number.
Paid Social questions
Not covered here?
Bring it to the free audit.
A strategist goes through your tracking, ads and search visibility, and the fix list is yours whatever you decide.
Book the auditOr email hello@signalandscale.example
We reply within one business day
We recommend at least $2,500 a month per platform, paid directly to the platform on your own card. Creative testing needs enough budget to give each concept a fair read. With less, results come too slowly to act on. Our management fee is separate and flat, so we have no reason to push your spend higher than it should be.
We do, and you own them. Our team writes, designs and edits each month from your footage, product shots and customer reviews. If you need a shoot, we can arrange one at cost. Every file, including raw edits and source designs, belongs to you and is delivered to a shared folder. The ad accounts are yours as well.
Leads usually arrive in the first week of launch. A stable CPL takes six to ten weeks, since it depends on finding creative that works, and most concepts do not. That is normal. We plan for it by testing in volume. If the numbers do not justify the channel after the 90-day initial term, we will say so.
Both, side by side. Platforms count conversions inside their own attribution window and tend to claim more credit than they earned. Your CRM records what closed. We show the two together in the live dashboard, explain the gap in the monthly written summary and use incrementality tests to settle arguments. Budget decisions follow the CRM.
(11) Free audit
A senior strategist reviews your tracking, ads, search visibility and landing pages. The ranked fix list is yours to keep, with or without us.
One reply from a strategist within a business day. No mailing list.