SOCIAL MEDIA ADVERTISING YOU CAN MEASURE

A social media agency helps companies reach their customers on platforms such as Facebook, Instagram and LinkedIn. The work can be organic, with posts and conversations with followers, or paid, with ads aimed at chosen audiences. We work mainly on the paid side: setup, tracking, ads, audiences and follow-up.

The advertising is tied to the rest of your digital presence. An ad that leads to a weak page costs money without bringing in enquiries. That is why the same team builds the ads, the landing page and the tracking – and also runs SEO and Google Ads – so the social ads can be planned alongside the search channels.

Our focus is advertising, websites, search, AI visibility and content. If you want video, influencer partnerships and daily replies to followers from the same supplier, a full-service agency may be a better fit. We are based in Stockholm.

It comes down to whether demand already exists. If customers are searching for what you sell, start with Google Ads, which shows your ad at the moment they are looking. If the product is new, or customers do not know the solution exists, social media reaches people who have not started looking – you choose the audience without them having searched for anything.

Many companies need both. For Tillväxtstöd we run both Google Ads and Meta advertising. The search ads capture business owners who are already looking for grants, and the Meta ads reach those who do not know their company may be eligible for support. We describe how we work with search ads on the Google Ads page.

It depends on the audience. Ads on Facebook and Instagram are run from the same tool, Meta's Ads Manager, and reach a broad audience at a low cost per impression. That makes Meta a good choice for reaching consumers, but also in B2B when the buyer is the business owner. Tillväxtstöd reaches owners of small and medium-sized companies through Meta, because the person scrolling the feed is the one who makes the decision.

LinkedIn lets you target ads by job title, industry and company size. That is useful when several people in a larger organisation make the decision, and you know which roles influence the purchase. Clicks usually cost several times more than on Meta, so LinkedIn works best when the deal is worth a lot. Read more about reaching the buying group in the section on LinkedIn ads aimed at the buying group.

Yes. LinkedIn works well when several people influence the purchase and you know what roles they have. If the buyer is the business owner, Meta often reaches the same person more cheaply.

The tools are open to everyone, and many companies get started on their own. What is usually missing is tracking and testing. Without them, you cannot see which ads bring in enquiries, and the budget follows whatever gets the most clicks. A middle way is for us to set up the account, the tracking and the first ads, and for you to take it from there, with our help when you need it.

The setup decides whether the account collects useful data or just shows ads. It includes:

• An account in your name. You keep everything if the partnership ends.
• Tracking. The pixel on the website, a verified domain and the events that count as an enquiry. Automatic events that would otherwise get mixed into the tracking are switched off.
• Audiences. Based on who actually buys. If you have no target audience description, we create one using the method in the guide to target audience analysis.
• Ads from several angles. Copy and images are produced in parallel so the messages can be tested against each other from the start.
• Review against the platform's rules. If an ad is rejected, we adjust it.
• Landing page. The ad leads to a page that makes the same promise. Read more about how we build landing pages.
• Connection to your CRM. Enquiries can go straight into your CRM, for example HubSpot or Salesforce.

The cost has two parts – the ad budget, which goes directly to Meta or LinkedIn, and the fee for setup and follow-up. We add no mark-up to the ad budget, so all the spend you see in the ad tool goes on ads. The setup is charged at a fixed project price. After that you pay by the hour for follow-up, or a fixed monthly fee once the account is large enough.

There is no fixed minimum, but the budget has to be large enough for the algorithm to learn who responds. A budget that is too small gets spread too thinly across the ads to show anything. We run the numbers on your budget during the first call. New ad accounts may also have a lower daily spending limit, set by Meta and raised over time.

Yes. The business portfolio, ad account, pages and all the data belong to you, and we are connected as a partner. You see everything we do and pay the platform directly. If the account belongs to the agency instead, the pixel data and audiences stay with it when you switch, and the next supplier has to start from scratch.

We follow up in three steps: how many people are reached, how many go on to the landing page and how many get in touch. The ad tool measures the first two reliably; the third we reconcile against your CRM. A pixel only counts the enquiries it sees, and someone who clicks today and gets in touch next week often slips through. That is why your CRM, not the ad tool, is the source of truth.

The report follows the same three steps, so you can see where the chain breaks: in reach, on the landing page or in the form. That tells us whether the next step should focus on the ads, the page or the offer.

We keep moving the budget to the ads and audiences that deliver results. If, after a test period, the figures show that the channel does not pay its way, we recommend pausing or moving the budget rather than carrying on.

Ads can go live the same day they pass the platform's review, and reach and visits show up immediately. Enquiries take longer. The algorithm needs a few weeks to find the right people, and the budget needs time to shift to the ads that work best. Allow a test period of four to six weeks before drawing conclusions about the channel.

Meta and LinkedIn review ads before they are shown, usually within a day. Claims that could be seen as misleading are rejected, and some industries have extra rules. We write ads that stay within the rules without losing their edge, and adjust them if something is rejected anyway.

We often do. We review the tracking, audiences, ads and landing pages and start with whatever skews the results most. Usually it is the tracking: if the account counts the wrong events, the platform optimises towards the wrong goal, however good the ads are.

Yes, as part of a broader arrangement. Posts, channel strategy and content that can be reused across the website and social media are included in scalable marketing, where we act as your outsourced marketing department. If you want video and influencer partnerships from the same supplier, a full-service agency may be a better fit.