Paid social campaigns in a few sentences
You pick who should see the ad. You write and design something that gives them a reason to stop and respond. The platform shows it to people in that audience, and you pay for the impressions or clicks.
Then the upkeep starts: watching how often the same people see each ad, swapping in new creative before it wears out, checking that lead forms and tracking still work, and passing every response to whoever follows up. That is paid social management, run in Meta Ads Manager or LinkedIn Campaign Manager inside accounts you own.
Watching frequency and creative fatigue
Frequency is the average number of times each person in an audience has seen an ad. On small B2B audiences, especially on LinkedIn, it climbs quickly.
High frequency is not a problem on its own. It becomes one when the same people keep seeing the same ad and stop responding. The signs are a falling click rate, a rising cost per lead, and comments or hides on the ad.
The routine response is a creative refresh: a new image, a different hook in the first line, another format. Sometimes the audience needs widening instead, or the budget is simply too high for the audience size. A provider should check frequency every week and have replacement creative ready before the old set wears out.
What you supply for paid social
- Access to your Meta business portfolio (formerly Business Manager) or LinkedIn Campaign Manager, as a partner or user.
- Admin or editor access to your Facebook Page, Instagram account or LinkedIn Company Page.
- Access to Google Tag Manager or your website, for the pixel and Insight Tag.
- Your logo, brand colors and any photos or video you are happy to use.
- A description of your buyer: role, company size, industry.
- Customer or prospect lists for audiences, if you have consent to use them that way.
- A monthly ad budget.
- Someone to approve ads and give feedback on the leads that come in.
Questions about paid social campaigns
Should I use Meta or LinkedIn?
It depends on your buyer. LinkedIn targets by job title, seniority, company size and industry, which suits offers aimed at specific roles, and clicks usually cost more. Meta reaches business owners in their personal feeds and relies on interests, website visitors and customer lists. Many advertisers test one before adding the other.
How often does ad creative need changing?
There is no fixed schedule. Creative needs refreshing when the same people have seen it often and stop responding, which shows up as a falling click rate and rising cost per lead. Small B2B audiences, especially on LinkedIn, tend to wear creative out sooner than broad ones.
What does frequency mean in paid social?
Frequency is the average number of times each person in your audience has seen an ad over a period. Some repetition helps people remember you. Too much, with the same creative, tends to bring hides, negative comments and fewer clicks. A provider watches it alongside budget and audience size.
Not sure where to start? Describe your offer and current tools, and a service partner will ask the right questions.
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