Social media & ads

What was spent, what came back

As long as you can't see where the ad budget goes, that budget gets argued over every month. We start by making this side of the work visible.

What we build

It's easy to sell social media management as “this many posts a month”. But a calendar filled just to hit a number earns nobody anything. First we work out what should be said: what you sell, who buys it, what customers ask most. The content calendar is built on that.

Design is on our side. Because shooting, editing, copy and posting come from the same hands, the brand's look doesn't change from account to account. The typeface, colours and layout become part of the same family as your logo, your website and your printed materials.

On the advertising side we set up Meta and Google: target audience, budget allocation, conversion tracking. The real work here isn't launching the campaign but setting up measurement correctly. If conversion tracking is wrong, every number you see in the report is wrong too.

At the end of the month you get a one-page report: what was spent, how many people it reached, how many calls and forms came in, and what it cost to reach a customer. If a month didn't go well, the report says so too.

Process

01
What to say
We map out the product, the service and the customer profile. We also look at what competitors are doing — not to copy them, but to avoid saying the same thing.
02
Setup
Accounts, pixel, conversion tracking and reporting are set up. Skip this step and every number after it is just a guess.
03
Running and reporting
The calendar runs, campaigns run, and the report arrives at the end of the month. The budget allocation is readjusted every month based on results.

What's in the report

Spend, reach, clicks, incoming calls and forms, cost per customer. Five lines; no decoration.

What we don't promise

We don't sell followers and we don't guarantee “first place”. Both can be bought, but neither brings in customers.

Frequently asked questions

How much should an Instagram ad budget be?

It varies by sector and goal; still, starting with a small budget and growing it based on the data coming in is usually healthier. In the first months the aim is less about sales and more about learning which message and which audience work. The budget is paid directly from your account to the ad platform; we don't stand in between.

How is social media management priced?

We price social media management in monthly packages. We decide together in the first meeting which package fits your business. The ad budget isn't included in the package fee; it is paid directly from your account to Meta or Google.

How do you run an Instagram ad?

Instagram ads are run from Meta Ads Manager: you choose the audience, budget, duration and visual, and the ad goes live after Meta's review. We set this up in your account, prepare the visual and copy, and reallocate the budget every month based on results.

How are Google Ads costs determined?

With Google search ads you pay when your ad is clicked, not when it is shown. The price of a click is set by how many competitors advertise on the same keyword and by the quality of your ad. You set the daily budget; Google may spend a little more on some days, but it doesn't exceed that limit over the month.